[volaski]

If an app is a social app (like in the animated gif demo), that would mean that the app creator already has some server code. Creating a custom link would be pretty easy in that case. I'm not sure if i understand the use case here.

[palakchokshi]

The use case here is that a user can go from a link in an SMS, email, facebook post, tweet, etc. to app store for install and once installed goes directly to the content shared. Right now a link could take you to the app store to install but once installed you would not be able to immediately see the content that was shared with you since it's difficult to figure out which user had installed the app and whether that user was the one that got the original link. I am going to keep an eye on this for when I'm ready to launch my app...

Edit: Here's a link to the article that describes the use case in more detail http://techcrunch.com/2014/09/23/branch-metrics-raises-3-mil...