App DevelopmentMobile Strategy

Which brands should make instant apps?

Picture of a vinyl Android mascot toy with circles of blue and orange light in the background

Instant Apps enable users to run a native application immediately, without the need to visit the Google Play store or install the app on their device. Users trigger Instant Apps by clicking on URLs, similar to how they would interact with the mobile web.

This means that using an Instant App is as easy as visiting a website.

Google released the developer preview of Google Instant Apps during their 2017 I/O developer conference. While this release was aimed at giving developers the opportunity to get a head start on the general release, it’s also an opportunity for brands to expand their product offering and provide new and unique experiences to their users.

Behind the scenes, Google Play Services downloads only the parts of the app that are needed by the user—other parts of the app are downloaded on demand. We go into a lot more detail about how Instant Apps work from a developer’s point of view, and how to build them, in our “Introduction to Android Instant Apps”.

Android Instant Apps is poised to be the next big shift in app development for the Android ecosystem, so it’s time to start thinking about whether Instant Apps is right for your brand. Here are a few key considerations to help you with that process.

If one or more of these statements are true for your mobile app, you should consider implementing Android Instant Apps.

1. You have deferred deep linking solutions in place

If you already have deferred deep linking in your native app, you know that getting people to the right spot in your app, even if they don’t have the app installed, is critical. Android Instant Apps is a quicker and more seamless way to get your users into your app.

2. You have a significant amount of mobile web traffic

If you have a lot of users coming through the mobile web channels, then these are prime targets to provide an Android Instant Apps experience directly from your native app. If you already have strong SEO, paid ads, and other sources resulting in mobile web traffic, you’re already in a good place to introduce them to your app.

3. Your native experience is superior to your mobile web one

If you already know that your native mobile UX leads to more conversions than your mobile website, then directing your users to the native mobile experience makes sense. Try to understand the reason for the increase on your native platform, and make sure that it’s for UX differences instead of demographic differences between your mobile web and native conversion rates.

The idea that opening a native experience is as simple as visiting a website is very exciting notion. If you find yourself falling into any of the categories mentioned here, you should start enabling your mobile channels sooner rather than later.

If it sounds like Instant Apps is right for your brand, contact us for help designing, developing, and launching your Instant Apps.

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