Аннотация: This article examines current approaches to promoting mobile startups and applications aimed at young audiences. It focuses on the use of innovative methods in communication and marketing. Practices such as user-generated content (UGC), community marketing, closed-access strategies, and work with micro-influencers are becoming key elements of successful campaigns. Special attention is given to the challenges of interacting with young users, their behavioral patterns, and the marketing tools that influence them most effectively. The article also provides examples of innovative mobile startups and analyzes their promotion strategies and effectiveness.