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Teresa Widodo explains how brands can drive scalable app growth by aligning business goals with data signals, leveraging discovery platforms, and building lifecycle strategies that move users from installs to long-term value.
In a world where consumers spend most of their time on mobile apps, reaching the right audience requires more than just visibility. Marketers must navigate fragmented attention, privacy constraints, and constantly evolving user behaviour while ensuring their growth strategies remain measurable and scalable.
Discovery-driven platforms, algorithmic personalisation, and data optimisation are increasingly shaping how brands reach and convert users. The challenge for marketers today is not simply acquiring installs, but building systems that connect discovery, engagement, and conversion across the full app lifecycle.
“I think just to summarise first, we want to meet where the users are… And next is how important signals and data postback is, and of course the right attribution with the right events. And last but not least, do check out our lifecycle strategy earlier to make sure that you are succeeding in your journey in driving app growth,” said Teresa Widodo, Head of Brand Partnerships, Commerce, TikTok.
Teresa took the stage at Unlocked: Mobile & App Growth Summit Singapore 2025 to share how marketers can rethink app marketing strategies by combining discovery-driven platforms, machine learning signals, and lifecycle optimisation to drive scalable user growth.
Three things Martechvibe learned from her talk;
1. Discovery platforms are reshaping how users find new apps
Traditional search-led discovery is increasingly being replaced by algorithm-driven content discovery. When platforms personalise feeds based on behaviour and engagement signals, users naturally encounter new apps, products, and experiences through content rather than explicit search queries.
2. Data signals and postback events power smarter growth optimisation
Machine learning models rely on strong behavioural signals to identify high-value users. Mapping the entire in-app journey—from installs and launches to deeper conversion events—helps algorithms optimise campaigns more accurately and improve acquisition efficiency over time.
3. App growth requires a structured lifecycle strategy
Successful app marketing moves through stages: building install volume, optimising for engagement events, and eventually driving high-value conversions. Scaling performance requires enough data for models to stabilise before shifting optimisation toward deeper revenue-generating actions.
