As the need to make user experience more satisfying becomes a priority for innovators, Google Play keeps evolving in terms of optimizing for best app searchability, and Apple device users adopt the latest update, app marketers have to be on their toes.

Here are some of the app trends that will most likely take the spotlight in 2022. 

Good News for Android Apps

We see an emerging pattern of Android apps making a lot more revenue than iOS applications. This does not mean that iOS apps are suffering losses, but a higher curve for Android. As a result, developers have begun to move to Android. 

Consumer Insights and Privacy

We saw that the latest iOS update is focused on offering privacy to all users, however, this strategy is not solely applied into action by Apple. Google aims to release its new policy this year. As 2022 progresses we will effectively enter a privacy-first ecosystem. 

Because of this, marketing strategists will have to seek out different ways to consolidate data that will help them remarket items and target the demographic with effective demand for particular products. 

If the new decade has taught us anything, it is that we are ready to adapt to anything.What is more, with juggernauts like Facebook taking the biggest blow from this privacy-first evolution apps get an opportunity to compete in a level field. 

App Store A/B Testing 

We finally get to see A/B testing within the App Store. Developers can test 3 varying treatments of the same applications. Amongst the factors, you can test include localizations and traffic split. 

In-App Events 

In-App Events engages users by hosting contests, movie premiers, live streams, etc. They are denoted by special event cards on the App Store.

App marketers will find that these are extremely useful when it comes to attracting more of the right audience to not only download the app but also interact with the brand. 

Custom Product Pages

Perhaps this new feature directly relates to app marketers everywhere. With the new Custom Product Pages, you can target promotional material including previews, videos, and screenshots of the application in a maximum of 35 pages. 

You can make variants of your products that communicate with the varying demographics that may want to use your app. 


We have already witnessed how 5G influenced apps in 2021. In 2022 this evolution continues. 

Streaming apps will now be able to offer users better video quality and experience. As performance gets better so will the adoption of streaming apps all over the world. 

5G also means faster download and upload speeds, which paves room for innovation in terms of interacting with the user base in marketing campaigns and ads. 


The biggest change to look forward to in 2022 is the changes in data privacy for mobile users. This means marketers will now commence experimenting amongst different advertising channels to see which works best for their category. Most apps may just aim to be visible everywhere and thus boost marketing budgets.

Prospective investors are always on the lookout for startups that are geared to become the next company that will be valued worth billions. While no one can say for sure what startup will definitely scale to unicorn level, there are patterns that are observed amongst founders that have gone on to achieve this. 

Some of the notable qualities amongst these founders are as follows. 

They are not Industry Experts But they Know What People Want

Having extensive and technical industry knowledge is a plus, but it is not everything. If you think a founder is a master of their craft, they may not necessarily understand what their demographic wants. 

As an app startup, the founder should be first and foremost focused on introducing a solution to the world. The brand, the marketing, and the internal decisions must all stem from what the app’s target market want, not what appeals to the entrepreneur.

They Utilize People Skills Within the Organization

People skills count for both when dealing with outside agencies, and the people that populate the founder’s company. 

If you create an environment that people come to love, it becomes that much easier to get talented people to come on board. When employees wake up every day looking forward to working at a startup, they will give beyond their one hundred percent. 

Investors and VCs already make a habit of evaluating how a founder inspires the people in their organization. The company culture built by the leader can speak volumes about their ability to attract and retain the right talent in the industry. As an early-stage startup, this will be evident in any great addition you may have made to your company. 

They Acknowledge Their Weaknesses

Knowing where you lack motivates you to find an external solution for it. By having a standard of skills that should be employed at your startup, you can realistically assess how much of an expert you are at each task. 

Great entrepreneurs are the ones who are always ready to learn, and the only way they can do that is by self-reflecting first. By displaying inquisitiveness and openness to ideas, they allow room for innovation. 

When trying to fill in the cracks of talent within the app startup, they will most likely analyze what skills complement their own leadership style too. 

They can Pitch Really Well

Selling your idea well is an art and if you have mastered it, your life just became a tad easier in getting collaborators on board, retaining the right people, and marketing to your demographic. 

The three-comma-club worthy founders should be able to create FOMO amongst professionals they want onboard and be able to impress others with their product when networking. 

Having all of the qualities listed above is super rare. Some of these qualities are built over time, such as negotiating like a pro in board rooms, and learning how to engage employees in a startup.

As a first-time founder you are constantly seeking advice that a) comes from hands-on experience and b) advice that is not jotted in a management and leadership book everywhere.

It can be daunting to project the future of your idea, while also trying your very best with what attention, time, and efforts are left to run your startup smoothly. Here are some things that you should try to mark off your checklist as soon as you can. 

Do Not Take Hiring out of the Budget

Your first thought may be hey, I have to be extra careful with the funding I have secured so I will do most of the tasks that need to be done in my startup. No matter how motivated and passionate you think you are, there is only so much you can do. When you are stretched thin you are most definitely doing a poor job at everything.

Most entrepreneurs hesitate to hire because they are not comfortable with losing control. But if you have dreams to scale your app startup, this is the best time to practice delegating tasks to the best in the business. 

You are your Own Boss 

When running an app startup, you may be thinking that you are entitled to your own calendar. You can make your own work hours, and you can take a vacation whenever it suits you. While that is technically true it also leaves room for you to be the most inefficient one in the organization. 

Your team needs to view you as a beacon while they are at their desks. When emails are being replied to hours later and a lot of things are just blocking the tunnel of approval, your model is basically unproductive.     

Surround Yourself with Talent that Complements You

As a visionary, you want people who are working for you to share that vision. When you simply pick the most accomplished person on paper, you forget that they may not gel with your company. Your startup will work at its best when you are working with people who understand your objectives and are aligned with your corporate culture. 

It is possible that you loathe the whole process of hiring people. And why would you not. You have a hundred things on your plate as a founder and sifting through resumes, scheduling interviews, conducting interviews, making offers, negotiating can take up a lot of your time. The neatest way around this is that you hire the top-tier people in your new startup, and then let them hire the people that will populate their chain of command. 

If Everyone is Miserable, It’s Over!

There is a fine line between being miserable and being stressed out of your mind. You could be stressed but passionate about what you do. Fast learners and proactive people are the ones who wake up every day ready to walk into work. Sure people complain, but deep down are they excited about the work they do?

Make sure that you are in constant communication with the employees. Do not make assumptions.

The same idea applies to you as a founder. If you no longer feel that spark that made you start this journey, you will give less and less to this venture. Realizing this sooner will enable you to make changes in where you wish to be headed. 

The landing page of an app is a great way to introduce your idea to the world as the mobile application is about to launch. You can describe the development process of your app, the unique features it offers and how users can access it. 

But all of that is what one might assume from the surface. There is so much more a landing page can do for an app startup that makes it a must in your app development journey. 

Monitors Leads

A short form in your landing page is crucial in generating leads. You can gather information such as email and phone numbers which means you can use these for future marketing campaigns. Downloading via a landing page also means you can gauge what motivates the users to download your app, or not download it – by the volume of visitors who scroll through the page but do not click on the download button. This will help you optimize your strategy and make the necessary tweaks in getting more users. 

Increases Conversion

Landing pages allow you to make your users’ journey shorter towards downloading and using your app. Just as you capture their attention via the impressive features or your startup story, prod them with a call to action button.  

Keep Users Engaged

You can also redirect the people who visit your landing page towards your social media pages. This way you can keep these users engaged and informed about upcoming features and big reveals regarding your app. 

Users can also use these platforms to give their opinion and feedback on the functionality and user experience of the app, which is valuable insight.

Offering Assistance and FAQs

By adding your contact information at the bottom of the landing page you can be the company that is ready to listen and also respond to user queries. The FAQs section should have the most likely things users may wonder or be perplexed about. Frequently asked questions are known to build credibility as they show the company is one that prioritizes its users’ concerns. 

A Chance to Showcase Your Brand

As a new company, you can use this space to display your brand image. This will be reflected in the design and the copy. Brand awareness should always be a part of your objective no matter how small you start. 

It is important to note that in order to fully take advantage of a landing page, you have to be strategic in how you portray your information. A good landing page is optimized to give concise details, and attract users to download the app in order to actively use it. To make this work you have to be smart about how each section will be divided and how to put the most impressive thing about your app on the top.

When people buy your story they buy your product. Many of the successful businesses in the world have built their name over the foundation of what they stand for, why they do what they do, and who they aim to empower. 

When developing a solid brand for your mobile app, here is how you can imbed a story within it. 

Keep it Simple

Your story should be focused on the problem and the solution, that is it. You do not want to go into the complexities of it. A good marketer will ensure that they find the best and teh most digestible way to communicate this story. 

Keeping your brand story simple yet impactful is not easy. A simple story has a better chance to be trustworthy, a complex story can be hard to comprehend and gives the demographic reason to doubt. 

Why Did You Build the App that You Did?

Make the reason why you came up with your app idea the forefront of your brand story. Does your app offer a climate solution? Is it aiming towards bringing access to a community that did not have it before? 

Every story starts out to achieve something. Every app startup comes with a mission. What is yours? Do not venture far from this core mission.  You want users to pick you from the sea of competition. You want to give them a reason bigger than I offer this service for your convenience. 

Make it Relatable

You want the brand story to convey that you are a business that actually listens to its users, and that you understand them. Users want to associate themselves with products that represent what they stand for. When your communication connects with a potential user, they will not only download your app but actively use it. 

Your Story is a Vibe, Not an Ad

People want to be surrounded by brands that have a personality – a personality they like. You cannot just say we value this, period. As an app you must be willing to portray that. Can you say it without necessarily saying it? And then keep doing it consistently in all of your marketing efforts?

Make your Users a Part of It

You have to show how your ideal user fits into your brand story. You must give them reason to be a part of it. Make it emotional and make sure you lean towards guiding them. By touching on subjects that you know your demographic views as a major challenge is one way to find empathy with them. 

When you make your brand story actionable you are effectively using all that creative marketing towards receiving traffic.

Why You are Different

Why was there ever a need for improvement in the market your app is operating in. How have your made your product more innovative than the others? What did your competitors fail to see that you have acknowledged?

It is easy and tempting to replicate the brand image of a successful competitor. But all that effort is wasted once you find that users would rather opt for a tried and tested mobile app than a newbie on the block with the same brand story. 

When seeking funding it is imperative that you set realistic expectations, practice how you will be pitching your business idea, and assess who you should be following up with. Having the right mindset is important in this journey as it may make or break your confidence as a founder. Here are some of the things you should be thinking during the fund raising phase. 

Everyone Has a Role

Every team member involved in the fundraising process should be well versed in what they will be presenting, or doing for the pitch. Are they in charge or the deck, of the followups, of the networking, updating the numbers, or the presenting. You should not be doing everything. Delegate to get the best out of all your team members and so that every aspect of it is done with equal effort and time. 

Learn from Each Meeting 

If you are walking into your first ever VC meeting or the fifth ever VC meeting in a board room, you should be focused on the feedback they give you. Most VCs do not have the time to review and give insight, so when they do, treat it as valuable information. Also at the end of each meeting, assess with your team what worked for you and what did not, then apply the strengths to the next board meeting pitch. 

Know that Something’s You Cannot Gauge Beforehand

Some of the most common things first-time founders do is overestimate or underestimate the interest a prospective investor may have in their app. If an investor says maybe, you shouldn’t tell yourself to be optimistic and treat it as an affirmative. You should have aimed to walk into 10 meetings and find interest in one. You may have the best app out there and you will still be called upon the negotiating table where VCs offer you the funds or less of the funds you desire for more equity than what you are offering. 

Think of a Meeting as a Launch

It is easy to get caught up in the idea that everything you say will be automatically understood by the audience, just because you have been immersed in the app and everything about it for the past year. But that is not so. 

Make sure that you treat your pitch like you would treat a hyped mobile app launch to your target market. This means the wording you will use when presenting the idea, the strategy, and even the financial projections should be optimized to sell. Keep it concise with your most impressive foot forward. 


Investors and VCs are humans just like you and you may just be the memorable team to pitch that day in the way you interact with each person in the board room. If you can, try to make them connect on a personal level. 

The Idea is Still the Hero

While most founders will argue that the execution is everything and it does not matter what the idea is as long as you present it well, for investors that is not so. Investors know that as first-time founders your strength lies in the idea and not necessarily in your experience. Make sure to wow them with your brilliant innovation.

Most app founders start with an idea and not necessarily the full knowledge of the workings of technical app development. The development industry can seem daunting to newcomers but that should not phase them from building a startup geared towards their vision. 

When joining a venture studio or hiring a team of experts for building your app, you should not hesitate in asking these questions. 

How much do I have to pay just to create the app?

You should only be quoted a price after you have confirmed a list of factors. This includes how many screens will the app have, will it be compatible with iOS and Android, will there be any requirement for integration, and any other supporting web app or portal. 

According to the varying requirements, your app can cost anything from $100 to $150,000. 

I fear someone including you may steal my idea, what can you do to prevent this?

You can protect your idea even if you do not have a technical app that you already paid to create yet. One of the simplest ways to protect your idea from being copied is to get IP protection, making the idea your intellectual property. 

Before you even sign up with an incubator or venture studio you should always ask for an NDA that is signed by all parties involved. This non-disclosure agreement is imperative in keeping all your information regarding your app idea and the business strategy confidential. 

How well should I know app development?

The truth is you do not. But you should definitely discuss your level of understanding with the team you are signing up with. The reason for this is so that they can keep you updated on the progress of the app in terms you will understand. 

If you have signed up with a venture studio, they probably already deal with hundreds of clients like you and know exactly how to convey progress reports to someone with no experience in technical development.

How good are the developers?

Don’t take someone’s word for their skills. Look at their portfolio. Instead of reading their testimonials on the website, search for reviews elsewhere on the internet. A venture studio that has been around for quite some time should also be able to give you case studies of previous apps that have gone on to succeed in the industry. 

How long will it take till I am able to see the final product?

An app takes between 3 to 12 months to create depending on how complex it is. The development team will usually begin by sitting with for outlining exactly what features to include in the app that fits your idea, after your approval they will move on to creating a prototype. After this, the process will enter the quality assurance phase where the product will be tested for glitches and bugs. The development team should also provide maintenance and updates. 

That being said, developers have their own process and pace. They will let you know when to expect the app where it is fully proofed. 

What will I be required to do?

This depends entirely on exactly what services you opted for. It is possible that some things you will have to assist the team in getting done, especially tasks where they need your go ahead and sign-offs. However, during the biggest chunk of app development, you probably will not be involved that much. 

It helps that you ask beforehand what would be required of you so that you know when to expect their correspondence and can set aside some time for it. 

It is a big decision to take on a co-founder for your app startup. Most entrepreneurs make the mistake of partnering up with someone simply because they are their friends or family. This does not necessarily denote that they will share your vision for the startup. 

In order to find a co-founder suited to your business objectives, here is a list of questions you can ask them. 

  • What is your motivation to bring this app into the real world? Do you want to boast a technical solution, does it advance a niche you want to help? And so on.
  • How do you deal with challenges?
  • How do you cope with stress in the workplace?
  • What in your opinion would be a thing I would never be able to guess about you?
  • Will this be a side hustle for you?
  • How much time will you be committing to the startup during the week?
  • How would you describe your working style in your own words?
  • What would you deem some of your failures?
  • Is there anything about the app that you are set on, and would not change for anything?
  • How much should each of us be compensated? Are you okay to go unpaid till we churn revenue?
  • How do you propose we go by seeking funding?
  • Where would the startup be located? Will it be remote?
  • As a co-founder what kind of corporate culture would you like to see?
  • What values would you pick out when hiring our top employees?
  • What will you change in this startup that you wished could be changed in your last company?
  • What would you like to keep the same from your last company?
  • How many management roles do you think we will require?
  • What existinng apps do you admire? Why do you like them?
  • What areas of the startup do you think you will want to be more on hands with? 
  • What areas do you feel you are not an expert in?
  • How will the two of us arrive at decisions when it comes to hiring, firing, finances etc. 
  • If one of us gets fired or leaves the company, what do we take with us?
  • Do you have a seat in any competitor’s board? Do you advise or mentor a startup that may pose as a conflict of interest?
  • Will you be investing money in the startup? If so, how would that model work?
  • How will be split equity?
  • How do we give feedback to one another?
  • Do we hire a CEO? Or is it going to be one of us? If yes, how do we arrive at that decision?

And finally, the most important question…

  • Why do you think I will make a good co-founder for you? 

You want to know how you will operate as a team. Before you make your definite decision, do not hesitate to ask for references and call in the last place this person worked at. 

A landing page for startups is a great way to gain traction for your upcoming app. However, to get the most out of this online presence, you must have the following tried and tested ingredients that make a neat landing page. 

Clear Communication 

It is super easy to get lost in translating your creative concept. But it is crucial that you simplify to the audience what the app does exactly, and how its features help solve a problem for you. You want to get the word out there and get as many downloads as possible, for that you want to make sure the first thing people see is what you do exactly. 

A Call to Action

A CTA will do wonders to get that traffic you want. Make sure every section of your landing page has a call to action button at the end of it so that when users are skipping to these sections they are motivated to just download the app instead of looking it up. Make your prospective users’ journey easy, and do not be afraid to prompt them to sign up. 

A Sensical and Concise Tone

What you can say in a sentence, no need to make a paragraph out of. You want to keep your audience’s attention once you have captured it. Make it simple and keep it short. Make sure you are using zero buzzwords so you do not overwhelm the readers with terms and phrases they may not understand. 

The Value Proposition 

You want a separate section for what your app offers that gives it an edge in the market. You want to motivate and convince the user that this app is the one out of the sea of competition. You can use scenarios and emotional appeal if you like, but this should be your most powerful section. 


If your app has already been launched, make sure you display your golden reviews here. People will be more inclined to use the app if other people have vouched for it. A good review trumps a relatively small social media following any day.

The Customer Journey

Tell your customer exactly how your app works. This means starting with the first page they say and what they would have to do next to get to their desirable action. Making a short infographic or screenshots of the app can help illustrate this. You want to show how you have simplified a complex task into a convenient and time-saving solution.  

Consistent Branding

The design of the landing page should follow the rules of your official brand guide. This way users create a familiarity with your product by the colors, logo, copy voice, and typeface. If you want, you can even include a section on what your brand stands for, and its significance in the modern world. 

When it comes to startup marketing a landing page is only one of the channels you should be using, but it definitely is the first one. A good landing page will yield downloads, an email list for email marketing, and perhaps even people who are interested in funding your venture.

So you may have had a lightbulb moment, but this may be the one you are compelled to act on. You may share the idea with your friends, their response may be biased. But before you put your money and efforts on the line for an app, it is important to research if your app idea is viable. 

Is it What the People Need?

Equipped with online tools, you can find out what solutions people are actually searching for. By searching for a keyword you will be able to get a rough idea of what people particularly need by the volume of common searches. 

Look into the Competition

Do firsthand research in to what the competitors of your app idea are doing. Download their apps, use all the features. Look up their website, see how they are positioning their brand? Do they have an extensive marketing campaign where there are actually billboards and frequent online ads popping up? This means they have a hefty budget, which may be hard to compete with. 

The most important thing you can look up are reviews. See what people actually think of their product. You may like something about the app, but do most customers share this opinion? Sometimes the answer is within these honest reviews, where customers point out what was short of what they were expecting. 

Ask People, Just Not Your Family and Friends

Do a simple poll. Make sure you are asking people who fall under the demographic of your customer base. Ask them what they think of the idea, ask them if they would download such an app, and ask them what they would pay for the particular solution it offers. 

Keep the questions short and avoid open-ended questions. This way people will not be demotivated to answer. 

How Big is your Target Market

Your app idea may not be exactly what is currently available in the market. Perhaps you want to offer your service to an audience that cannot afford hefty subscription fees but still needs the app. Or perhaps you feel their is an audience that will pay for exclusivity and a premium standard. 

It is important that you have a mental layout of exactly the features that make your ideal customer. How much do you think they will be earning? Can it be a person from all age groups? How often do you think they will be using the app?

When building an app, you will most likely need a game plan with in-depth research and projected numbers. Top-notch agencies can do that for you, but remember the reports may be a little diverted from your impression. 

It is important that you take this research into consideration, but it is equally important that you do not alienate yourself from actually keeping in touch with your potential users. You have to be active on online forums, exclusive social media groups, and similar spaces where you can keep your finger on the pulse.