Market your mobile app in the US — without being there
When I talk to European mobile app founders, I often ask them if they are targeting the American market. In 80% of cases, the answer is no. Most stay focused on their national market, without realizing the huge opportunity cost of not tackling the US (where the market is much deeper).
At THE QUEST, our first apps were targeting France. They were doing well, we saw them being used at Parisian parties… but we quickly understood the limits and caps. So we made the choice to distribute them directly in the United States. Result: the MRR of our apps was multiplied by 6–7 on average in a few months.
The biggest European apps — Spotify, Sorare, BeReal — succeeded thanks to international distribution from the start. BeReal, in particular, was a real source of inspiration. In this article, I share the best methods to market your app in the US without being there: how to post locally, adapt your content to American codes, collaborate with native influencers, and optimize your product to convert in the US market.
1/ Setting up your socials in the US
Socials like TikTok, Instagram, and YouTube are among the top acquisition channels for consumer mobile apps. They allow you to attract thousands of users without investing too much money or effort. But there’s a catch: algorithms favor local content. If your account is based in Europe, your videos will mostly be shown to a European audience. To effectively reach American users, your account needs to be perceived as a US-based account.
You have two options. Either you reset a phone, connect it to a 5G mobile proxy, and then create your social media accounts. Or you buy/rent a phone that’s already set up in the US and delegate social media management to someone on the ground. The best approach is to set up a dedicated device directly in the US — while maintaining control from your country using a 5G mobile proxy. Here’s how 👇
Tutorial: How to set up your social media accounts in the US
1/ Choose the right phone
- Get a new or factory-reset phone (with no data) — ideally, an iPhone.
- Do not insert a SIM card to prevent the device from being linked to a non-US network.
2/ Select the right U.S. proxy
- Use a reliable, unique 4G/5G mobile proxy located in the United States. You can find good proxies on GridPanel, Evomi, or Froxy.
- Avoid VPNs and shared or low-quality proxies.
3/ Setting up the phone as an US device
- Configure the device while physically in the US. If that’s not possible, use a Wi-Fi connection with a VPN router set to a US location. Alternatively, you can use a regular Wi-Fi network, but this is less optimal.
- Create a US Apple ID with a dedicated US phone number. You can get one through OnOff or TextPlus.
- Add the proxy using an app that ensures an uninterrupted connection (rule-based proxy client) like ShadowRocket.
4/ Create & warm your socials
- Create your accounts using a US phone number or an anonymous email (Proton, Tuta).
- Keep your profile empty at first: no bio, no profile picture (or use a photo taken directly with the device).
- Engage with the platform for 2–3 days — scroll, like, and comment to simulate natural activity.
- Try to gain US followers by sharing your account with American users.
5/ Post your first content
- Save multiple drafts before publishing your first posts.
- Upload a few videos edited using TikTok’s built-in editor.
- Avoid adding CTAs to prevent your account from being flagged as commercial.
- After 2–3 days, complete your bio and add a profile picture.
→ Your account will be ready to use!
📍 The multi-account strategy (affiliated/non-affiliated)
To maximize visibility, it’s crucial not to rely on just one account. The most effective strategy is to use multiple accounts — both affiliated and non-affiliated.
- Affiliated accounts are directly linked to your app. They help promote it with content aligned to its branding and marketing campaigns.
- Non-affiliated accounts expand your audience without making the promotion feel too obvious. These can include faceless content accounts related to your niche, UGC accounts, or lifestyle pages.
Example:
This approach was heavily used by BeReal, which multiplied TikTok accounts to promote the app through various formats (StoryTime, Tips, Recommendations…).
Want a more recent and concrete example?
CoupleJoy successfully implemented this strategy 👇
Rather than relying solely on a single TikTok account affiliated with their brand (@couplejoy), they implemented a well-structured multi-account strategy. Their approach focused on managing multiple accounts simultaneously, including:
- 6 creator-led accounts, posting content daily.
- 3 faceless accounts, also active every day.
The Results?
- 7.3 million total views
- 60,000 bookmarks
- +10% hit rate (users taking a key action, like clicking the bio link)
2/ Adapt your content to the US market
Copy-pasting content from one country to another is tough. What works in Europe won’t necessarily take off in the US. Trends and cultural references are different. On TikTok, Instagram, or YouTube, algorithms prioritize content that truly resonates with Americans — content they want to watch, share, and comment on.
Three key elements make a difference:
- A trending US song that grabs attention.
- A punchy & direct hook that intrigues within the first second.
- Ultra-fast-paced editing that keeps viewers engaged and drives conversions.
Compare the video of a European youTubeur to MrBeast — the difference in format is obvious. In the US, it’s all about overstimulation: rapid cuts, zero downtime, dynamic transitions that constantly hold attention. The tone is more direct, high-energy, and engaging.
To stay updated on real-time trends, use TikTok’s Creative Center. This tool helps you identify trending US sounds, high-performing hashtags, and video formats that drive the most engagement. It also provides insights into top-performing ads, allowing you to analyze what truly captures the American audience.
You can also leverage US ad content libraries like the Facebook Ads Library or platforms like Foreplay to study what works best in the market.
📍 Hiring reposters
To boost the visibility of your posts, you can hire reposters based in the US. Their role is to repost your videos on their own TikTok, Instagram, or YouTube accounts, allowing you to reach a wider audience without having to create additional content.
On TikTok, this technique works particularly well because the algorithm does not penalize reposted videos. In fact, content that performs well on one account can go viral multiple times across different accounts, significantly increasing your reach.
To find native US reposters, especially American students, you can use platforms like Home From College, which makes it easy to recruit students for small gigs.
3/ Working with US influencers
US influencers are a powerful growth lever to help your app take off in this market. To find them, use a TikTok/Instagram account set up in the US and let the algorithm recommend profiles through the For You feed. You can also leverage influencer platforms/databases like Favikon to filter by niche, engagement, audience, and most importantly, location.
The best approach is to DM around 60 US micro-influencers with a highly personalized message, offering immediate payment (€50–100) and providing a few guidelines (while staying flexible).
The key advantage of US influencers is that when you let them adapt your instructions to their audience’s format, the content will naturally feel US-friendly. Avoid testing directly with big creators — instead, fine-tune your strategy first with micro/nano-influencers who understand the nuances of the US market.
Once you start seeing results, automate outreach using AI agents capable of contacting up to 50 influencers per hour.
📍 BeReal’s secret strategy
One of BeReal’s secret strategies was to bring content creators together in a house (all expenses paid) to produce as much social media content as possible.
Located in the US (Hamptons), this house primarily hosted American creators, but also a few international influencers to expand the reach of their content.
David Aliagas, former Growth Manager at BeReal, recently launched a new dating app called Hoppy. To generate buzz around the app, he reused the exact same creator house concept:
4/ Adapt your product/funnel to the US
Just like marketing, the product must be aligned with the US market to maximize its adoption. Here are the three levers to optimize:
Optimize your store page for the US market
- Adapt your visuals: Highlight the key features in the American market (Example with Instagram) and follow the graphic codes of the US App Store / Play Store. Even app icon styles follow specific trends.
- Refine your ASO: A simple translation is not enough. Integrate keywords and idiomatic expressions specific to US consumers to improve your ranking and maximize your conversion rate.
- Strengthen your credibility: Get reviews (reviews & ratings) from American accounts to make your application more credible.
Adapt your pricing to the US market
Buying habits vary from one market to another. In the United States, consumers have higher purchasing power and are more willing to pay for apps, especially through in-app purchases. To make the most of this:
- Study your competitors: Look at how your competitors position themselves in the US: what business model do they use (one-time payment, subscription, free trial)? What are their prices? You can use Sensor Tower for this.
- Optimize your paywalls: Test different strategies, such as offering the premium subscription even before onboarding or pushing a hard-onboarding when users access the main feature (which I don’t recommend in France!).
