Optimizing LinkedIn Content Strategies for Driving App Downloads : a Case Study of Nanohabits

Abstract

This study examines how LinkedIn content strategies can drive app downloads, using the Nanohabits app as a case study. This study investigates which content themes (High Performance, Balanced Living, or Holistic Wellbeing) and which content formats (Single Post, Carousel, or Video) are most effective in converting LinkedIn engagement into app downloads. A quantitative experimental method was used, with nine LinkedIn advertising campaigns run under controlled budgets and settings. Click-through rates (CTR) were used as the main metric to evaluate how effectively different themes and formats generated traffic to the app store page. Results show that the Holistic Wellbeing theme achieved the highest CTR across all formats, suggesting that wellness-focused messaging resonates strongly with LinkedIn users. Carousel ads performed best among formats, supporting the importance of interactive, multi-panel storytelling in driving engagement. The study highlights the need for alignment between message and format to optimize campaign performance. Although the study faced limitations, such as a restricted budget and a broad audience, it offers practical insights for companies aiming to use LinkedIn for app promotion. It also suggests avenues for further research, including testing narrower audience segments and complementing quantitative data with qualitative insights.