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Grammarly is one of the most popular typing assistant apps out there. The app works its magic by reviewing spelling, grammar, writing clarity, and more for errors and possible improvements. Everyone, from business owners to writers, can benefit from Grammarly’s writing tools.

Grammarly is a “freemium” app, which means users can use a free version for basic writing assistance and grammatical corrections. Paid users benefit further from additional capabilities to refine their writing style, detect plagiarism, and more.

Yet getting users to upgrade is a challenge. How can Grammarly increase paid subscribers? Could a paid social media campaign do the trick? We could test that.

The Opportunity: A “Freemium” App Needs a Social Media Campaign 

There are millions of apps available today. In fact, according to Statista, the Google Play Store boasts over 2.59 million apps, while the iOS App Store features more than 1.8 million apps. This means the competition is steep for all apps. The solution lies in reaching the right user with the right message to inspire a download.

This is especially true for premium-based apps. With so many free apps available, to sell a paid subscription, the message must inspire, compel, and meet users right where they are with a solution. A paid social media campaign can help businesses do just that. 

Our Hypothesis: Targeting Those Likely to Convert Will Lead to Increased Subscribers & Downloads 

According to Statista, 63% of the global population is online. Of this total, 4.65 billion are social media users. And according to Mobile App Daily, over 70% of online businesses are using social media to promote their apps.

This high percentage is simply due to the success brands often receive from utilizing social media to promote their products. In a study from Sprout Social, 75% of users targeted have purchased something just because they saw it on social media. And 57% are more likely to purchase from a brand they follow.

These stats underscore the importance of showing up in social media by prioritizing paid media management.

The Potential Fix: Creating a Simple Paid Social Media Campaign

We would begin our test by building a paid social media campaign targeting users who are most likely to convert. For Grammarly, we believe this to be professional writers and content teams.

We hypothesize this campaign would boost brand awareness, promote the paid tiers of Grammarly, and increase paid subscribers as well as overall app downloads.

The Social Media Campaign

Grammarly should target users most likely to convert to a paid subscription with a social media campaign to boost awareness.

What Can Cro Metrics Test for You?

Pain media management is a critical part of any marketing strategy. Yet, creating paid media campaigns requires testing to ensure you get each element just right. To learn more about optimization, subscribe to Cro Metrics today.