Resources for marketing your app on TikTok and Reels

Playbooks, free tools and plain-English definitions for app marketers.

Latest guides

• Social Media Content Calendar for Apps: Template and Workflow — Build a weekly content calendar for an app: themes, formats, a template to copy, a batching workflow and how to review and schedule posts efficiently.
• How to Make Screen Recording Videos for App Ads — Step-by-step guide to recording and editing app demo videos that convert: setup, framing, pacing, captions, audio and export settings for TikTok and Reels.
• App Marketing Metrics Explained: CPI, CAC, LTV and ROAS — Plain-English definitions and formulas for CPI, CAC, LTV, ROAS, retention and payback period, with a worked example for mobile app marketers.
• Social Media Marketing for SaaS and Web Apps on a Small Budget — How SaaS and web app founders can use short-form video on TikTok, Instagram and LinkedIn to get sign-ups: messaging, formats, workflow and metrics.
• How Often Should You Post on TikTok and Instagram Reels? — A practical posting cadence for app and SaaS brands on TikTok and Instagram Reels, with weekly schedules for small teams and what to track.
• Instagram Reels for App Marketing: Strategy, Specs and Ideas — How to use Instagram Reels to market a mobile or web app: ideal specs, content ideas, caption and hashtag strategy, and how to measure results.

Free tools

• 30-Day TikTok Content Plan Generator — Get a free, personalized 30-day TikTok and Instagram Reels plan for your app: a format, hook, angle and call to action for every posting day. Download as CSV.
• TikTok Hook Generator — Generate scroll-stopping TikTok and Instagram Reels hooks for your app in seconds. Pick a hook type, enter your app and audience, and copy the results.
• Social Caption & Hashtag Generator — Create TikTok and Instagram captions with a benefit-led first line, a call to action and relevant hashtags for your app. Free, instant, no sign-up.
• UGC Script Generator — Draft a 15 to 20 second UGC-style video script for your app with hook, problem, reveal, steps, payoff and CTA. Free beat-structured template, no sign-up.
• Engagement Rate Calculator — Calculate engagement rate by followers or by views from likes, comments, shares and saves. Free calculator for TikTok, Instagram Reels and YouTube Shorts.
• Social Media Video & Image Size Guide — Quick reference for TikTok, Instagram Reels, Stories, feed and YouTube Shorts sizes, aspect ratios, and safe zones. Copy the exact pixel dimensions.
• UTM Link Builder — Build UTM-tagged links for TikTok, Instagram and other campaigns in one click. Consistent naming, instant output, free and private in your browser.
• App ROAS, LTV & CAC Calculator — Calculate CPI, CAC, LTV, ROAS, LTV:CAC and payback period for your app from ad spend, installs and conversion rate. Free and instant.
• Social Media Character Counter — Count characters, words and hashtags for TikTok, Instagram, X, YouTube Shorts and LinkedIn captions and see how close you are to each platform limit.
• Content Calendar Planner — Generate a weekly social media content calendar for your app from your posting cadence, platforms and content pillars, then download it as a CSV.

Answers

• How do I market my app if I have no marketing experience?
• What are the best AI tools to make TikTok ads for an app?
• Can AI make TikTok videos for my app?
• How much does Otto cost?
• What is Otto (ottosocial.ai)?
• Should an early-stage startup hire a marketing agency?
• How many TikToks should a startup post per week?
• What makes a good TikTok ad for an app?
• Do I need to show my face on TikTok to market my app?
• Is TikTok good for B2B SaaS marketing?
• Should I start with organic or paid TikTok for my app?
• How do I get the first 1,000 users for my app?
• Do I have to disclose AI-generated marketing videos?
• Should I hire UGC creators or use an AI UGC tool?

Glossary

24 app marketing terms defined

Comparisons

• Otto vs Hiring UGC Creators for App Ads
• Otto vs Making Social Videos Yourself
• Otto vs Arcads: Which Is Right for Your App?
• Otto vs Creatify: Which Is Right for Your App?

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