You're right, there's more parts to it, especially social engineering. Maybe there's other ways to hide a payload, but there aren't many avenues. You have to hide the payload in a binary artefact, which are pretty suspicious when you don't do it in a (well scrutinized) cryptography lib, or a compression lib.

Then that payload has to be executed for some reason, which means you need a really good reason to embed it (e.g. something like widevine), or have to modify the build script.