As someone who has run campaigns for both web and app, sure I can run app but you're going to see your user acquisition cost explode to even double or more than what it is on app. App also would require me to have an SDK placed inside one of the apps or all to link marketing tools to it which well i don't know if they would let me or give me access if its already installed on their ap
Additionally, we would focus on downloads and then have to be okay with losing people who uninstall immediately or never open.
Web still has a better conversion likelihood and at this point, I would say its better to focus on web. Why centralised social media have app downloads is because they use their site to deeplink/prompt users to download to IMPROVE their current experience, not the funnel to use the tool.
We don't have one site, I doubt peakd, is going to deeplink decency or dapplr nor would the HIVE block, that disjointedness comes with decentralisation so its something we have to accept.
From my experience working in startup and corporate the path of least resistance is passing through web and then upselling them into your various alternatives. We don't even have something simple as a CRM setup or email direct marketing so really there is no strategic marketing going on that would cost less.