The app stores are graveyards of brilliant products that never found their audience. Over 5 million apps compete for attention, and the average app loses 77% of its users within three days of download.

The difference between apps that succeed and apps that disappear? Marketing that starts before the code is finished.

Here's the 90-day launch strategy we use with our clients—divided into pre-launch, launch week, and post-launch phases.

Phase 1: Pre-Launch (Days 1-60)

The biggest mistake founders make is treating marketing as something that happens after the product is built. By then, you're already behind.

Days 1-30: Foundation Building

Focus: Audience research, positioning, and asset creation

Define Your Launch Positioning

Before you create a single piece of marketing material, answer these questions:

  • Who specifically is this for? Not "everyone who needs productivity help"—specific job titles, industries, pain points.
  • What problem does it solve? One sentence. If you can't say it simply, you don't understand it well enough.
  • Why is your solution better? Not different—better. What can users do with your app they can't do elsewhere?
  • What's the transformation? User's life before vs. after. This is your marketing story.
Week 1-2 Checklist
  • Document your ideal customer profile (ICP)
  • Write your one-sentence value proposition
  • Identify 3-5 competitor apps and their positioning gaps
  • Define your launch goals (downloads, signups, revenue targets)

Days 31-60: Building Anticipation

Focus: Landing page, waitlist, content creation

Create Your Pre-Launch Landing Page

Your landing page has one job: capture email addresses from people who want early access. It needs:

  • A compelling headline that communicates the core benefit
  • A brief explanation of what the app does (2-3 sentences max)
  • Social proof if you have it (beta testers, advisors, press mentions)
  • Email capture with a clear incentive ("Get early access" or "Be first to try")
  • A preview—screenshots, video teaser, or animated mockups

Build Your Waitlist

A waitlist isn't just a list of emails—it's your launch day audience. Tactics that work:

  • Referral incentives: "Move up the list by inviting friends"
  • Exclusive access: "First 500 signups get lifetime discount"
  • Behind-the-scenes content: Weekly updates on development progress
  • Community building: Private Discord or Slack for early adopters

Content That Builds Authority

Start creating content around the problem your app solves—not about your app itself. This builds SEO authority and positions you as experts:

  • Blog posts targeting problems your audience searches for
  • Short-form video content (TikTok, Reels, Shorts) demonstrating pain points
  • Founder content on LinkedIn—your journey, lessons learned, industry insights
Week 5-8 Checklist
  • Launch landing page with email capture
  • Set up waitlist management (we like Waitlist.me or custom solutions)
  • Create app store listing drafts (don't publish yet)
  • Produce 4-6 pieces of content around your problem space
  • Begin outreach to potential beta testers
  • Identify and contact relevant journalists/bloggers

Phase 2: Launch Week (Days 61-67)

Launch day isn't a single event—it's a coordinated campaign. Everything should hit at once to create the appearance of momentum.

The Launch Week Playbook

Focus: Coordinated multi-channel push

Day 61-62: Soft Launch

  • Push app to stores (allow 24-48 hours for approval)
  • Email your waitlist with exclusive early access
  • Ask early users for reviews (critical for app store ranking)
  • Fix any last-minute issues before public launch

Day 63: Public Launch

  • Email blast to full list: "We're live!"
  • Social media announcement across all channels
  • Product Hunt launch (if B2B/tech audience)
  • Press release to pre-briefed journalists
  • Paid ads begin (pre-scheduled campaigns go live)
  • Influencer posts go live (pre-arranged)

Days 64-67: Momentum Maintenance

  • Respond to every review, comment, and mention
  • Share user testimonials as they come in
  • Post behind-the-scenes launch day content
  • Send follow-up emails to non-openers
  • Monitor and optimise paid campaigns in real-time
Launch Week Checklist
  • App approved and live in stores
  • All email sequences scheduled and tested
  • Social content queued across platforms
  • Paid campaigns ready to activate
  • Customer support prepared for influx
  • Analytics and tracking verified

Phase 3: Post-Launch (Days 68-90+)

The launch spike is temporary. Sustainable growth requires different tactics.

Weeks 10-12: Growth Mode

Focus: Optimisation, retention, and scaling

App Store Optimisation (ASO)

After launch, you have data. Use it:

  • Keyword optimisation: Which search terms are driving installs? Double down.
  • Screenshot testing: A/B test different visuals and messaging
  • Review management: Respond to negatives, encourage positives
  • Localisation: Translate listings for key international markets

Retention Focus

Acquiring users is expensive. Keeping them is cheaper. Priorities:

  • Onboarding optimisation: Where do new users drop off? Fix those moments.
  • Push notification strategy: Re-engage dormant users (carefully—don't spam)
  • Feature education: Users who discover more features stay longer
  • Feedback loops: In-app surveys to understand satisfaction and friction

Scaling What Works

  • Analyse which channels drove the best users (not just most downloads)
  • Calculate CAC and LTV by acquisition source
  • Cut underperforming channels ruthlessly
  • Reinvest in channels with positive unit economics

The Video Component

We haven't mentioned video much, but it deserves its own section. For app marketing, video is no longer optional—it's essential.

Videos You Need for Launch

  1. App Preview Video (15-30 seconds): For app store listings. Shows the app in action. No narration necessary—captions and music only.
  2. Explainer Video (60-90 seconds): For landing page and ads. Problem → Solution → How it works → CTA.
  3. Founder Story (2-3 minutes): For building trust and connection. Why you built this, who it's for, your vision.
  4. Social Clips (15-60 seconds): Multiple short-form videos for TikTok, Reels, Shorts. Focus on specific features or use cases.
"App store listings with video see 35% higher conversion rates than those without. On social, video posts get 48% more engagement than static images."

Budget Reality Check

App launches can be done on almost any budget, but expectations should match investment:

  • Bootstrap (£0-5k): Organic social, community building, PR outreach, founder-led content
  • Seed (£5-25k): Add paid social ads, basic video production, micro-influencer partnerships
  • Series A+ (£25k+): Full creative campaign, professional video, significant paid media, launch events

The most important investment isn't money—it's time. A well-executed bootstrap launch beats a poorly planned expensive one every time.

Planning an App Launch?

We help startups go from idea to launch with strategy, design, and marketing that drives real downloads. Let's talk about your timeline.

Book a Launch Strategy Call

Final Thoughts

App launches are marathons disguised as sprints. The launch day spike feels like success, but the real work—and the real opportunity—comes in the months that follow.

Start your marketing before your app is finished. Build an audience that's waiting for you. Launch with coordinated intensity. Then settle in for the long game of optimisation and growth.

The apps that win aren't always the best products. They're the ones that best understood how to reach their audience.

Make sure yours is one of them.