Mobile App Marketing Trends in the UK: What Businesses Need to Know

There are millions of apps out there. However, not every app is being used by a large number of users. The main reason for not using the app can be that you are not using the right strategies or keeping up with the mobile app marketing trends in the UK.

If you don’t market your app properly, your users may never find it. Good marketing helps people find your app, trust it, and keep using it. Whether you have just launched your app or have had it for a while, promoting it the right way will help you immensely.

The challenge that many businesses face with their apps is getting noticed, downloaded, and used. However, mobile app marketing is your best solution because, trust us, it is growing very quickly.

In 2025, mobile app marketing in the UK doesn’t just include flashy ads or push notifications. It also includes understanding user behaviour and using the right platforms and the latest technologies like AI, voice search, and many more. Businesses that stay ahead of these trends are bound to grow.

So, what do you really need to know to market your app in the UK right now? This guide will walk you through the top mobile app marketing trends in the UK that businesses should know about and the benefits you can expect if you keep up with these latest trends.

Why is Mobile App Marketing Important?

Mobile app marketing is important for many reasons, and it is not just about allowing people to find your app, but more than that. Marketing is required after you have launched your app.

Marketing is like putting up a sign on a busy street instead of keeping your shop hidden in a back alley. Here are more reasons for mobile app marketing in the UK.

1. You Reach the Right People

Marketing allows you to present your app in front of the users who need or enjoy it. Whether you use social media, search ads, or app store promotions, you are not just reaching everywhere, but reaching your target audience.

With the help of marketing, your app will appear when users find the products or services you offer.

For example, you have a fitness app.

If you market it the right way, such as through Instagram ads, fitness blogs, or any video content related to fitness, there are chances that it will reach the people who are already interested in fitness instead of making you seen by those who aren’t interested in health and don’t plan to download a fitness app.

So, instead of wasting time and money, marketing helps you focus only on people who will use your app and benefit from it.

2. More Downloads, More Success

The more people find and like your app, the more downloads you will get. And when your download number goes up, your app gets featured more often on the App Store or Google Play.

This creates a snowball effect where good marketing brings in users. These users increase your app's ranking, and that higher ranking attracts even more users.

This is another benefit of mobile app marketing, which makes your app more visible instead of hiding it under a sea of similar apps.

3. It Builds Trust

Marketing also helps you build a strong brand. Would you rather download an app you have seen a few times and heard good things about or one that just appeared out of nowhere with no info?

When people see your app often and hear good things about it through ads, reviews, or influencers, they usually start to trust it. That trust makes them more likely to download your app and use it.

For example, Headspace, a healthcare company, also made its brand trustworthy through ads, social media posts, and even a Netflix collab. That is why millions of users use it today. A known app feels like a safe app.

4. Keeps You Ahead of Competitors

There can be other apps doing something similar to what you are doing, and it doesn’t matter whether your app is unique, but if your app is similar and you don’t utilise good marketing, you can fall behind.

Whether it’s through eye-catching videos, creative ads, or good user reviews, your app needs to shine brighter than others in the same category.

Marketing helps you highlight what makes your app different and makes sure your target audience sees it before your competitors get to them.

5. Helps Improve the App

Besides selling, good marketing is also about learning. When people comment, leave reviews, or respond to ads, you get feedback that becomes very helpful. This can help you make your app better and more user-friendly.

They may say what they like, what they don’t, or what’s missing. This kind of feedback helps you understand your users better and make changes that improve the app.

In a way, marketing turns into a two-way conversation. You talk to your users, and they talk back, and that helps you build something even better.

Top Mobile App Marketing Trends in the UK

UK people usually spend over 4 hours a day on their smartphones, which means if you market your app the right way, it can do wonders for your business because a big chunk of their time goes into using apps.

In fact, mobile apps help businesses build strong relationships with customers, increase sales, and stay connected. But to enjoy these benefits and the ones mentioned above, your app first needs to be seen and used.

And how can you do it? By using the best mobile app marketing trends in the UK. Below are some of the top trends that you should definitely consider.

Trend #1: Personalisation and User Experience (UX)

The times when blanket marketing strategies were used are long gone, when you could create an ad and send it to a large audience with hopes of getting more leads and engagement. Now, the apps are marketed with personalisation.

People don’t want apps that are too generic, standard, or basic. People expect a more “made for me” feeling when using an app. Personalisation means showing the right content to the right audience at the right time.

For example, a food delivery app can suggest your favourite dish or restaurant when you open it. That little moment of recognition makes users feel seen, like they feel that your business understands their needs and preferences.

At the same time, a user-friendly and easy-to-use design is equally important. Your app should include the latest UI/UX design trends to ensure it improves user experience.

Buttons should be easy to find, pages should load fast, and actions should be simple. If users enjoy the experience and feel understood, they will keep using your app.

Trend #2: App Store Optimisation (ASO) is Getting Smarter

Another mobile app marketing trend in the UK that businesses need to know about is App Store Optimisation (ASO). You can’t just assume that after you put your app in the store, your work is done, and hope people will find it.

You have to make efforts to ensure the users can find your app and they also download it. App Store Optimisation helps your app show up when users search for specific products.

You can think of it as SEO for your app store. But now, it is more than just using the right keywords. Many businesses are using smarter methods like A/B testing different app icons, adding short but punchy app titles, and even inserting preview videos that show exactly what the app does.

They are even translating their listing to suit local users because a better listing = more chances of downloads. Businesses also ask happy users to leave positive reviews because better reviews help them climb higher in search results.

Recommended Reads: How Much Does it Cost to Put an App on the App Store?

Trend #3: Influencer Marketing and UGC’s Increased Importance

Influencer marketing and UGC’s (user-generated content) have been around for a while, and it is still going to be one of the best mobile app marketing trends in the UK.

The concept is simple: People trust people. That is why more businesses are teaming up with local influencers, YouTubers, or even TikTok creators to promote their apps.

These influencers show how the app works, what they love about it, and how they use it in their daily lives, which you must have often seen on Instagram Reels, like how influencers usually do this.

Then comes user-generated content (UGC). This is content made by actual users, like reviews, screenshots, or tutorial videos. It’s honest, raw, and feels real.

For example, an influencer might do a “Day in My Life” video using a fitness app. That makes viewers more likely to try it because it doesn’t feel like an ad, but rather a recommendation.

Trend #4: In-App Advertising and Monetisation Strategies

Another popular mobile app marketing trend in the UK is in-app advertising and app monetisation strategies.

Most apps are free to download, so how do they earn money? Through ads and purchases inside the app. But today, users hate annoying pop-ups or ads that interrupt their experience.

That’s why businesses are trying new and creative ad styles, like rewarded video ads, where users get a bonus for watching, or native ads, which blend into the app’s look and don't feel like ads at all.

Others offer freemium models, where the basic version is free, but users can pay for upgrades. It is all about making money while keeping users happy.

Trend #5: Omnichannel Marketing Integration

Omnichannel marketing means reaching customers through many different platforms, like apps, websites, emails, social media, in-store, etc, in a way that feels connected. You can boost customer retention by 89% using omnichannel marketing strategies.

This is why many businesses in the UK are using this mobile app marketing trend, as they understand users don’t just use one platform; instead, they jump from email to social media to websites. So, marketing now connects everything.

For example, someone may see your app ad on Instagram, then get an email reminder about it, and later see it in a blog post or YouTube review. Businesses that use the same style, message, and tone across all channels help users remember them better.

In the UK, where consumers are good with technology and cautious, this consistent approach builds trust and increases downloads.

Trend #6: Video Content is Taking Over

People love watching more than reading. They love visuals, and visuals even help them understand everything in a better and more entertaining way that they often don’t feel when reading long text. This is why video content is now becoming the top tool for mobile app marketing.

Short, fun, and informative clips can show off how an app works, highlight key features, or even share user stories. Apps in the UK are using platforms like TikTok, Instagram Reels, and YouTube Shorts to get the word out.

Even a 15-second video on your app store page can explain more and help users decide if they want to try your app.

Trend #7: Focus on App Retention, Not Just Acquisition

It is good that you focus on app acquisition, but what about app retention? Getting users to download your app is just the first step. The real win is when they keep using it. Many brands are focusing more on retention.

Brands use push notifications, rewards, daily challenges, and friendly messages to keep users engaged. Some apps offer streaks, badges, or in-app gifts for loyal users. The goal? Don’t let people forget your app after one use.

For example, a language app might give users a bonus lesson for logging in daily. This is the best mobile app marketing trend in the UK that can help businesses make users stick around by making them feel rewarded and involved.

Trend #8: Privacy and Data Protection (Especially After GDPR)

Obviously, mobile app marketing trends are incomplete without your app security. This trend will always stay because who is going to trust an app that isn’t secure? Users have become serious about their data after laws like GDPR have come into effect.

They want to know what info is being collected, why it is needed, and how it will be used. It is about following rules but also gaining your users' trust. Apps now need to ask for permission clearly, offer privacy settings, and avoid using personal data carelessly.

Saying, “we use your data to make your experience better” isn’t enough. People want details. Apps that respect this stand out. Businesses that ignore it? They risk getting deleted or facing fines.

Trend #9: Voice Search and Voice Assistants

With more people using speakers like Alexa or voice features on phones, voice search and voice assistants are among the top mobile app marketing trends in the UK. This allows your app to work with voice commands or offer simple voice-friendly navigation.

For example, a music app can let users say, “Play my workout playlist,” or a weather app could respond to, “What’s the weather in London?” This makes apps easier to use, especially for those who find this technology more convenient or have trouble typing. This trend is quick, easy, and growing fast in the UK.

Trend #10: Hyperlocal Marketing Strategies

Hyperlocal marketing strategies are implemented by many businesses, especially those who want to promote their brand, products, or services in small areas.

For example, a local taxi app in Manchester won’t waste ads in London. They run ads just for Manchester users, sometimes even by postcode. This saves money and boosts results.

It also lets apps create messages that feel more personal, like “Hey, Manchester! Out late? Book a ride in seconds?” That is more relatable than an ad, which is very common and often seen on various platforms.

Trend #11: Social Media Integration is Evolving

Apps are no longer closed-off spaces. Now, many people share their actions on social media instantly. Whether it is a fitness update, a game score, or a playlist, users love showing what they have done, and apps are encouraging it.

This creates a ripple effect. Each time someone shares their experience, it acts as free marketing. The easier the app makes it to post and share, the faster it spreads.

And with new features on social platforms always changing, brands stay creative and smart apps find new ways to ride the trend wave.

Trend #12 Embrace AI for Analysing and Targeting Users

AI in marketing strategies has helped many businesses optimise their campaigns. Businesses are, therefore, embracing AI because it helps app marketers understand users better, read user patterns and give smart suggestions.

For mobile apps, AI can look at what users do—when they use the app, where they stop, what they love, and help marketers improve everything. AI can even help send the right message at the right time.

For example, if a user hasn’t opened the app in 5 days, it might send a gentle “We miss you!” message with a special offer. This keeps the user engaged without being pushy. They are like the smart assistant for your mobile app marketing.

Trend #13 Using Smart Tools to Track Everything

You can’t run your app business being blindfolded, where you don’t know what is working and what is not. The best UK brands are using tools like Google Firebase, Mixpanel, or Appsflyer.

These tools track everything, such as clicks, drop-offs, and conversions. They show numbers like how many people downloaded the app, which buttons they clicked, and when they left.

This data helps you spot problems quickly, test new ideas, and improve constantly. Because what you measure, you improve.

Partner With Arramton to Market Your App in the UK

If you choose Arramton to market your app in the UK, you will give yourself a strong advantage in a highly competitive space. Our best marketing services help you build real connections with your users.

Our team understands what users expect from an app, and we know how to make your app stand out among thousands.

We focus on every stage of the user journey, from getting people to find your app through smarter App Store Optimisation (ASO) to creating targeted ad campaigns using influencer marketing, video content, and hyperlocal strategies.

We also help you retain users with in-app experiences they enjoy, using data to guide improvements without ever compromising privacy.

Whether you are launching your first app or trying to grow an existing one, Arramton becomes your full-stack growth partner, making sure every click, tap, and share counts.

Final Thoughts

Mobile app marketing in the UK is moving fast, and businesses that want to grow can’t afford to ignore it. Mobile app marketing in the UK is moving fast, and businesses that want to grow can’t afford to ignore it.

From personalising user experiences to creating short, engaging videos and from working with influencers to using smart tools that track user behaviour, these mobile app marketing trends in the UK point to one thing: apps that connect with people are the ones that win and achieve the best results.

Businesses can attract and retain users and get more downloads by keeping users happy, safe, and interested in what their app has to offer.

Therefore, if you want your app to become and stay successful in the UK market, you need a good product and a marketing plan that fits today’s trends.

If you need help marketing your mobile in the UK, let Arramton take care of it. They can help you get noticed, get downloads, and ensure users keep using your app.

Frequently Asked Questions

Q1 What is the most popular way to market a mobile app in the UK?

Ans Right now, short videos and social media ads are very popular and effective. Platforms like Instagram, TikTok, and Facebook allow you to show your app to people based on their interests, age, or where they live. A short and catchy video can help people understand what your app does and encourage them to download it.

Q2 How do I know if my app marketing is working?

Ans You can check a few things like how many people are downloading your app, how often they open it, and how long they use it. You can also track where your users are coming from, like from an Instagram ad or a Google search. Free tools like Firebase or App Store analytics can give you these insights.

Q3 Do I need to spend a lot on marketing my app?

Ans No, you don’t have to spend a lot on marketing your app. Many businesses start with a small budget or even free options like word-of-mouth, social media posts, or working with micro-influencers. As your app grows, you can slowly increase your spending. The key is to be smart with your money, test small campaigns first, and see what gives good results.

Q4 Should I focus only on the App Store or Google Play?

Ans It depends on who your users are. If most of them use iPhones, focus on the App Store. If they mostly use Android phones, then Google Play should be your priority. In the UK, both platforms are popular, so it is a good idea to be present on both if possible, but start with the one that matches your main audience.