10 taglines, 10 lessons.
Supercharge your downloads with these marketing tricks.
A great app tagline will convince people to download your app, or at least scroll down and learn more. It’s one of your most powerful weapons for increasing downloads, signups, whatever else you care about.
Here’s ten popular apps, ten taglines, and ten lessons to help you create your own killer tagline. Try these lessons to make your tagline better, your app more popular, and your life happier.
“Instagram — Like capture and share the world’s moments”
Three verbs: like, capture, share. One noun: the world’s moments. Far grander than describing the functionality: “view, filter, and share photos and videos”.
Lesson: Think big — what is your app really about? Look for one ‘thing’ and three actions that capture the purpose of your app. Look for meaning. Turn “listen to Podcasts” to “hear the world’s ideas”.
Google Inbox
“Inbox keeps things organised and helps you get back to what matters.”
The Inbox tagline concentrates on what it takes away. People believe that they’d be more productive if their chores were taken care of, and Inbox hooks into that belief with its tagline.
Lesson: Don’t just think about what your app adds, but what it takes away. It might be your biggest selling point.
Facebook Messenger
“Messenger — a faster way to message.”
Messenger does exactly what it says on the can, faster.
Lesson: Pick a common action and reveal your app’s biggest strength. People always like things that are faster, easier, more convenient, more fun.
Spotify
“Spotify gives you instant access to millions of songs on your Android device.”
What does Spotify give you? Immediacy, variety, portability. It takes the iPod’s original “1000 songs in your pocket” tag and updates it.
Lesson: Find a successful tagline from the past and update it for now. Consider what your app gives its users…another way to get past functionality and think big.
Uber
“Get a ride with the push of a button. It’s easier than a taxi and often cheaper!”
Get a ride with the push of a button is convenient, compelling and slightly suggestive. Uber aims straight at its competitors and offers two compelling benefits: ease and value.
Lesson: Everybody’s out for what they can get. Try starting your tagline with “Get” and see what follows. Weave in some sex appeal without being crass.
Snapchat
“Experience a totally new way to share today!”
This app offers a new experience, a great way to draw in sensation seekers everywhere. Ending with “today!” offers a clear call to action — download now.
Lesson: If you’re offering something new and strange make a virtue of it. Give people a reason to experience your app now. Perhaps you don’t have to explain — just tease.
Google Photos
“A home for all your photos and videos, organized and searchable.”
“A home” provokes emotions and feelings. It gives us an image that makes us think of family. Family makes us think of photos. A home for my photos feels right in a way that ‘a place to stores’ doesn’t. The word punches above its weight.
Lesson: Look for loaded words that bring the right positive feelings to what you offer.
Amazon Shopping
“Browse, search & buy millions of products right from your Android device.”
A blend of Instagram’s “3 verbs and a noun” and Spotify’s “millions in your pocket”.
Lesson: Mix and match the different approaches to find a tagline that works for you.
Tinder
“A new approach to meeting those around you.”
Like Snapchat, Tinder offers a new way to meet an age-old need. Thinking bigger can mean thinking older. Tinder isn’t just ‘a new kind of dating app’ (solves a 5-year old problem) but ‘a new way to meet people near you’ (a 5,000-year+ problem’)
Lesson: Present your app as a new approach to an ancient, timeless problem.
