Instant apps are exclusively available on Android devices, but Apple does offer an iOS alternative for app developers called App Clips. These deep links can be presented to users via traditional digital ads, near field communication (NFC) tags (commonly used for tap-to-pay at point-of-purchase), or QR codes. Furthermore, a deep link allows app developers and marketers to send users to a specific location within the app, be that a particular event or section. Rather than creating a campaign that links a user to an app store or website, a deep link allows the user to directly access the instant app with just one tap. Accessible via deep links, instant apps are designed to give users a preview of a slimmed down version of an app before they commit to installing the full version. It’s essentially a hybrid between the core benefits of a mobile app and a web app. An instant app allows a user to access an app’s content without having to install the app.
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