How to Growth Hack a Subscription App

In this video, I share my favorite growth hacking strategy to grow downloads and how you can run it for subscription-based apps. A lot of people have been moving to subscription-based models because you get monthly recurring revenue and it is a model which Apple and Google support as they get the same benefit. This model also allows you to predict how much you will make every month and thereby allows you to reinvest this amount back to growing your business.

My favorite strategy in this model is the paid-to-free campaign or apps-gone-free campaign. As the term goes, you basically turn your paid apps to become a free one for a couple of days and for those which are already free, you make one of your in-app purchases free. For free apps, we have run this campaign for remove ads, virtual characters and weapons, or anything which you can give away.

For paid apps, bots will pick it up, marketing-wise but for free apps, it is imperative that you get press for it or your efforts will go to waste. To do this, you can pitch AppAdvice and BGR. Keep in mind that you need to build connections and maintain relationships to get the coverage you need.

How to Drive Downloads & Increase Subscription Revenue

For subscription apps, there are two ways which you can implement this:

1. Promo Codes
You can have promo codes within the app which will unlock x number of weeks of content without the need to subscribe.

2. Longer Trial Period
The other way that you can do this is running a longer trial period. If your standard is 7 days, make it 14 or 30 days for a limited time. They key benefit is that people would actually subscribe and if they do not unsubscribe on or before the end of free trial date, they automatically renew.

The downside of running this campaign is that the conversion rate may not be as impressive. The upside is that you will get tons of downloads and awareness of your product without giving up anything. This is a great way to drive downloads and your subscription revenue.

 

Why Subscription Apps Need This Growth Hack

What if you could boost downloads, increase brand awareness, and drive subscription revenue—without spending a dime on ads?

In a recent App Nation video, Steve P. Young (founder of App Masters) reveals his favorite growth hacking strategy for subscription-based apps: the Pay-to-Free Campaign.

This powerful tactic has helped apps gain thousands of downloads while converting users into paying subscribers. Here’s how it works—and how you can run it for your app.

---

What is a Pay-to-Free Campaign?

A Pay-to-Free Campaign is a limited-time promotion where:

• Paid apps become free for a few days (triggering organic press coverage).

• Freemium apps offer premium features for free (unlocking subscriptions).

Why It Works

✅ Press Coverage – Sites like App Advice & BGR cover free app promotions.
✅ Massive Downloads – Some apps see 10,000+ downloads in days.
✅ Subscription Upsells – Users experience premium features, then convert.

---

How to Run a Pay-to-Free Campaign for Subscription Apps

Option 1: Promo Codes (Best for Content-Based Apps)

• Offer a free trial (e.g., 14-day premium access via promo code).

• Pitch press outlets to amplify reach.

• Example: A mindfulness app gained 10,000+ downloads using this method.

Option 2: Extended Free Trials (Best for Recurring Revenue)

• Increase trial length (e.g., 30 days instead of 7).

• Auto-converts to paid if users don’t cancel.

• Example: A productivity app got 4,000-5,000 downloads with this approach.

---

3 Pro Tips for Maximum Impact

🔥 Target the Right Niches – Health, productivity, and mindfulness apps perform best.
🔥 Build Press Relationships – Treat journalists like friends, not just promotion channels.
🔥 Track Conversions – Expect 1-2% conversion rates from free trials to paid.

---

Real Results: Why This Strategy Works

• 10,000+ downloads for a mindfulness app using promo codes.

• 5,000+ downloads for a productivity app with extended trials.

• 5-10% revenue boost from converted free users.

Key Insight: Even if conversions are low, you’re gaining free exposure and downloads—without ad spend!

---

Final Thoughts: Try This Growth Hack Today

If you’re running a subscription app, this strategy is a must-test. Here’s your action plan:

1️⃣ Choose Your Method – Promo codes or extended trials?
2️⃣ Pitch Press – Reach out to App Advice, BGR, or niche blogs.
3️⃣ Track & Optimize – Measure downloads and conversions.

Want More Growth Hacks?

• Subscribe to App Nation on YouTube for more strategies.

• Join App Masters Connect (limited tickets left!).

Tried this? Share your results in the comments! 🚀

---

More App Growth Resources:
▶️ How to Get Featured on the App Store
▶️ Black Hat ASO Strategies (Ethical Hacks)

Hit Subscribe for More App Marketing Gold! 👋