Application discovery has become a mess and developers are increasingly relying upon paid programs such as Facebook's App Install ads that run in a user's news feed to get the word out, Josh Constine writes. Alternative discovery methods -- such as getting an app store recommendation -- need massive word-of-mouth that can only be gained by downloads in the first place. About 20% of the top grossing iOS apps have already turned to App Install, Facebook said in its previous earnings report. The App Install might be the success story of the social network's current earnings report, Constine writes.

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