Content marketing for app developers: App discovery startup Drippler raises $4.5M
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How do you get users to download your app? With good old-fashioned journalism

There are 1.5 million apps available for Android iOS. But if you’re an app developer, how do you cut through the noise and get people to actually download your brainchild?

The sad fact is that the average app only earns a few hundred dollars a month.

That’s where app discovery apps come in. A user downloads such an app, which then tracks their smartphone activity. In exchange, these apps offer “personalized recommendations” for other apps to download. The only problem is, how does one get users to download the app discovery app?

Drippler, which today announced that it has closed a Series A funding round totaling $4.5M led by Titanium Investments, believes they have the answer to this conundrum. By giving the user something that they want, they incentivize the downloading of their own app.

Once you install Drippler, which is available on iOS and Android, it tracks everything you do on your smartphone: your Facebook activity, the model and brand of the phone you’re using, your carrier, location, what apps you have installed, and what you’re liking, sharing, bookmarking and installing.

It then sends you articles about how to optimize your smartphone experience. For instance, if Drippler detects that you love fashion, it will send you articles about other fashion apps, as well as new features in the apps that you already have installed.

It doesn’t send you articles about fashion, nor does it send a mere recommendation for an app. Instead it would send an article from a publication like Geektime with a review of a fashion app, and Drippler’s install button added at the bottom.

Content marketing for apps

These personalized tips come from automatically curated content leading blogs and news sources including “usage tips, features you didn’t know about, how to maximize your battery life, how to take better photos, new products and accessories coming out,” explains Matan Talmi, Co-Founder and CEO of Drippler.

Similar to Taboola, Drippler, founded in 2011 by Ronen Yacobi, Dotan Galron and Matan Talmi, looks at users similar to you and what they found to be relevant. It uses crowdsourcing to rank the content and personalize the experience. This makes it different from other app discovery products, which merely recommend other apps. Drippler engages you first with content, then makes an actionable recommendation. Apparently, a well-written article has the ability to open hearts and minds.

The app is monetized by driving revenue to other apps. But Talmi says that it recommends apps regardless of whether they are partners or not. “Only 10 percent of our recommendations are sponsored and they are clearly marked.”

In the six months leading up to securing funding, Drippler doubled its user base and tripled its revenue. It had 10 million installs to other apps in the last year, and this current round raises Drippler’s total funding to date to $6.4 million.

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Simona Weinglass

About Simona Weinglass


I'm an old-school journalist who recently decided to pivot into high-tech. I work in high-tech marketing as well as print and broadcast media covering politics, business culture and everything in between.

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