--- name: app-growth-playbook description: Generate platform-specific, actionable growth playbooks for mobile apps. Use when planning a Product Hunt launch, creating TikTok/Reels content strategies, setting up Apple Search Ads campaigns, preparing App Store featuring submissions, building referral loops, designing email/push re-engagement campaigns, writing Reddit launch posts, or creating content marketing plans for app growth. Provides templates, scripts, timing guides, and step-by-step processes — not generic advice. --- # App Growth Playbook ## Core Workflow ### 1. Assess Current State Gather the following before selecting channels: - **Downloads**: monthly installs, trend direction, organic vs. paid split - **Retention**: D1, D7, D30 retention rates - **Revenue**: ARPU, LTV, current monetization model - **Audience**: primary demographic, geographic concentration, device split - **Current channels**: what has been tried, what worked, what failed ### 2. Select Growth Channels Use the channel selection matrix to pick 2-3 channels based on app category and budget. | Channel | Best For | Budget | Timeline to Results | | --------------------- | ---------------------------------------------- | --------- | ------------------- | | Product Hunt | B2B, productivity, developer tools | Free | 1-2 weeks | | Reddit | Niche/community apps, indie projects | Free | 2-4 weeks | | TikTok/Reels | Consumer apps, visual apps, lifestyle | Free | 4-8 weeks | | Apple Search Ads | Any iOS app with clear keywords | $5-20/day | 1-2 weeks | | App Store Featuring | High-quality, design-forward apps | Free | 4-12 weeks | | Content Marketing/SEO | Apps solving searchable problems | Free-low | 2-6 months | | Referral/Viral Loops | Social, messaging, collaboration apps | Dev time | 4-8 weeks | | Email/Push | Apps with existing user base needing retention | Free-low | 1-2 weeks | **Budget tiers:** - **$0/month**: Product Hunt, Reddit, TikTok/Reels, App Store Featuring, Referral - **$150-600/month**: Apple Search Ads, Content Marketing (hosting/tools) - **$600+/month**: Paid social, influencer partnerships, Google Ads ### 3. Execute Channel Playbooks Load the appropriate reference file for detailed execution: - `references/product-hunt-playbook.md` — Full Product Hunt launch timeline, templates, and activation plan - `references/social-media-templates.md` — TikTok/Reels scripts, Reddit posts, hashtag strategies - `references/paid-acquisition.md` — Apple Search Ads and Google Ads campaign setup - `references/content-marketing.md` — Blog templates, SEO strategies, landing page patterns ### 4. Measure and Iterate Track these metrics weekly per channel: | Metric | Formula | Target | | --------------------- | ------------------------------ | ------------ | | CAC | spend / installs | < 1/3 of LTV | | Install-to-trial rate | trials / installs | > 30% | | Trial-to-paid rate | paid / trials | > 10% | | Payback period | CAC / monthly revenue per user | < 3 months | | Channel ROI | (revenue - spend) / spend | > 2x | **Decision framework after 2 weeks per channel:** - ROI > 2x → double budget - ROI 1-2x → optimize creative/targeting for 2 more weeks - ROI < 1x → pause and reallocate to higher-performing channel ## Channel Playbook Summaries ### Product Hunt Launch **Preparation timeline**: start 2 weeks before launch. Key elements: - Schedule for Tuesday-Thursday, post goes live at 12:01 AM PT - Secure a hunter with 1,000+ followers or self-hunt with a strong network - Prepare maker's comment (first comment on post) — personal story, not sales pitch - Build activation list of 50+ people who will upvote and comment authentically - Prepare 5 different social media announcements for launch day Load `references/product-hunt-playbook.md` for the full timeline, hunter outreach template, maker's comment template, and activation plan. ### Reddit Launch & Ongoing **Core principle**: contribute value first, promote second. Key elements: - Research 5-10 subreddits where the target audience participates - Use "soft launch" format — ask for feedback, share the journey, not "check out my app" - Target subreddits: r/SideProject, r/IndieDev, r/EntrepreneurRideAlong, plus niche-specific - Follow each subreddit's self-promotion rules exactly - Build karma and history before posting about the app Load `references/social-media-templates.md` for Reddit post templates and subreddit research guide. ### TikTok/Reels Content **Video structure** (20 seconds total): 1. Hook (2s) — pattern interrupt or bold claim 2. Problem (3s) — relatable frustration 3. Demo (10s) — screen recording with zooms and annotations 4. Result (3s) — before/after or outcome 5. CTA (2s) — "Link in bio" or "Search [app name]" **Hook formulas:** - "POV: you discover an app that [solves specific problem]" - "This app is a game changer for [audience]" - "Stop [old way]. Start [new way with app]" - "I wish I found this app sooner" Load `references/social-media-templates.md` for full video scripts, posting schedule, and hashtag strategy. ### Apple Search Ads **Campaign structure for indie budgets ($5-20/day):** | Campaign | Keywords | Bid | Budget Share | | ---------- | ---------------------- | ---------- | ------------ | | Brand | App name, variations | $0.50-1.00 | 10% | | Competitor | Competitor app names | $1.00-3.00 | 20% | | Category | Generic category terms | $0.75-2.00 | 40% | | Discovery | Search Match (auto) | $0.50-1.50 | 30% | Load `references/paid-acquisition.md` for full setup guide, bid optimization, and creative set strategy. ### App Store Featuring **What Apple looks for:** - Exceptional design following Human Interface Guidelines - Accessibility support (VoiceOver, Dynamic Type) - Adoption of latest Apple technologies (widgets, Live Activities, visionOS) - Localization (more languages = higher chance) - No crashes, no major bugs **How to submit:** 1. Open App Store Connect → navigate to the app 2. Use the "Promote Your App" section or email appstorepromotion@apple.com 3. Time submissions around iOS releases, seasonal events, or major app updates 4. Create App Store Connect events for in-app promotions Load `references/content-marketing.md` for tips on optimizing App Store presence. ### Referral & Viral Loops **Trigger moments** — prompt sharing after: - First achievement or milestone - Positive feedback moment (completed task, reached goal) - Social proof moment (join streak, leaderboard placement) - Content creation (user generates something shareable) **Incentive structures that convert:** - 7-day premium trial for both referrer and invitee - In-app credits or currency - Feature unlocks (themes, icons, advanced features) - Never require a referral — always make it optional Load `references/content-marketing.md` for referral program design patterns. ### Email & Push Notification Strategy **Push notification rules:** - Send within user's active hours (track per-user timezone) - Limit to 1-2 per day maximum - Personalize with user data (name, last action, streak count) - Use urgency sparingly — not every message is urgent **Re-engagement timing:** | Segment | Timing | Message Type | | ----------- | ------ | --------------------------- | | D1 churned | Day 2 | "You left off at [state]" | | D7 churned | Day 8 | Feature they haven't tried | | D30 churned | Day 31 | Major update or new feature | | D90 churned | Day 91 | "We miss you" + incentive | Load `references/content-marketing.md` for email sequence templates and push notification copy patterns. ## Execution Priority For a brand-new app with zero budget, execute channels in this order: 1. **Week 1-2**: Optimize App Store listing (screenshots, description, keywords) 2. **Week 2-3**: Soft launch on Reddit (r/SideProject, niche subreddits) 3. **Week 3-4**: Product Hunt launch 4. **Week 4-8**: Begin TikTok/Reels content (3 videos/week) 5. **Week 4+**: Start Apple Search Ads at $5/day 6. **Month 2+**: Build referral loop into the app 7. **Month 3+**: Begin content marketing / SEO For an app with an existing user base, start with email/push re-engagement and referral loops before acquiring new users.