LIVE FROM APP PROMOTION SUMMMIT, LONDON: App marketers should take advantage of the opportunity presented by Twitter, where the world’s top 30 global apps have 477 million twitter mentions, urged Ross Sheil, head of EMEA mobile at the social media platform.

He believes these mentions don’t “happen in a vacuum” but rather that Twitter is the home of app related conversation where users are the editors of their app experience and where conversation around apps leads to installs.

Sheil pointed out a very strong correlation between user conversations around particular apps, tracked by Twitter, and the number of times those apps were installed during the same period, based on App Annie’s data.

He described Twitter as a “live, creative canvas” for marketers and claimed 52 per cent of users will talk about apps they like with their family and friends on Twitter.

He also said 30 per cent of users download an app they see on the social media platform, and 25 per cent trust recommendations they see on Twitter.

What’s more, he said Twitter users are of high value to developers: 36 per cent of the social media platform’s users have apps on their phones they have paid for, and 27 per cent pay for in-app purchases.

Sheil gave the examples of Swedish publisher Mag Interactive, maker of popular word game Ruzzle, which hit 22 million organic installs after advertising on Twitter, reached number one in its category in the US and had users sharing achievements and scores on Twitter 150,000 times a week.

He trumpeted Twitter’s audience platform product, particularly the ability to find a persona that matches a desired audience, and targeting them in an ads campaign with one click, directly from the audience insights dashboard.