You did it! You worked hard on your app and launched it successfully. Congrats! But now, if you want to consistently reach consumers, you have to cut through the millions of competitors out there on the app stores. After all, that’s where most people discover new apps.
However, that’s easier said than done!
Clear, catchy name: check. Well-designed visuals: check… But to drive those installs, you have only seconds to showcase the best aspects of your product to potential users. The average visitor won’t spend much time on your app’s store page – most will barely even look at the full description!
So, functionality, UI, features… How to convey it all in seconds? Fear not; you can archive all that and more by simply following the tried-and-true strategies professional animation companies use to produce amazing app videos.
And today, we are going to tell you all about them!
Why use video on your app’s profile
Over the past decade, video has been rising as the best way to deliver content to the ever-busy consumer. Marketers love it, and for good reasons. Video has become a key element in marketing strategies, boosting their reach and impact and practically becoming a full strategy in itself.
Part of this climb in popularity has to do with its increased accessibility – producing a good video today is within the scope of most. Moreover, video can drive a good number of views without needing much time or additional effort beyond production. And being able to tackle several marketing goals with a single piece is certainly a plus.
Now, when we are talking specifically about app stores, an app’s video is the first thing to come into view on your gallery – hooking in your audience if you play your cards right.
Remember, users are there just for a moment, trying to decide if what you have to offer is what they are looking for. If they can visualize themselves using your app with good results, then the conversion will most likely follow.
It is plain to see how apps are getting more complex and time-consuming to learn to use, and video content can ensure a clear understanding of the app before users download it. When you are neck and neck with the competition, it might tip the scale in your favor.
If it contributes to a good consumers’ experience with the app, your video will also be helping your AOS (App Store Optimization) through installs, positive feedback, and reviews.
All this, just by displaying your product in an effective and evocative way – which video content can deliver like no other marketing tool!
How do videos work on Google Play and the App Store
Concerning the app stores, you’re facing two main options: Google Play Store for Android and Apple App Store for iOS. They have different layouts and separate sets of rules and requirements for promotional content – each influencing users’ decision-making in its own way.
You can showcase your app’s features and USPs (Unique Selling Points) on both stores simultaneously, with Promo Videos in Google Play and App Previews in the App Store. They’re essentially the same, but you should approach each video separately and make it store-specific for the best results.
Let’s take a closer look at the app stores’ guidelines – and how to exploit them.
Google Play will grant you more freedom content-wise, while the App Store only allows for in-app footage. Therefore your best bet is to go full-creative in Promo Videos and focus on the app’s usability in App Previews.
There’s a recommended minimum of 30 seconds for Promo Videos in Google Play. Shockingly, that’s the time limit on the App Store – you only have from 15 and up to 30 seconds to drive your point home. Apple makes up for it by allowing up to three different videos per localization, while Google Play only has one for each.
Having more videos lets you prioritize diverse aspects of your app for each one, and localized videos will usually perform better in their local market.
Since apps for iOS are device-specific, you have to upload an App Preview for each screen size your app supports. The App Store can display portrait or landscape orientation as needed, while Google Play will only display landscape regardless of your app orientation. That’s because the video must be uploaded from YouTube.
App Preview’s option for portrait orientation helps you display your app more accurately. And landscape orientation makes videos more prominent on your app page, successfully catching the eye.
App Previews reproduce the first 15 seconds automatically and muted. Google Play, unless the user has enabled auto-play, will show a ‘play’ button on top of the chosen YouTube thumbnail’. If auto-play is on, the muted preview will be 30 seconds long.
You can upload an edited promotional image to your Google Play page, which will then function as video cover. In contrast, the App Store only lets you select the poster frame from the App Preview’s footage. With only seconds to grab the user’s attention, use auto-play and Future Graphics to engage viewers instantly.
Best types of videos to promote apps
It doesn’t matter if it’s in-app capture or animation or what your budget might be – the first step to video promotion is finding the right type of video.
What works best for you, your objectives, and the app store you are aiming for? Here are some of your best alternatives:
Simply put, explainers convey why your product is the right fit for the audience through narrative and storytelling.
A popular formula is to showcase an ideal user’s journey from having a problem to overcoming it thanks to your app. This gives the audience a slate where they can project their own journey as users and gives you a canvas where to subtly but effectively showcase your brand.
This type of video will give you great results on Google Play, where you have more creative freedom and help you get indecisive users to convert.
This video style can perform well on both app stores since you only need the app display to produce it. It helps users get the basic knowledge of your app while showing its functionality. Also, tutorials lower the chances of new users getting frustrated right out the gate when they download an app for the first time.
Remember, to ensure complete user satisfaction, you need your audience to know exactly what they are getting when they hit that download button.
These showcase how your app works and your USPs, getting the users excited to try the app for themselves. You can even have a bit of storytelling through the use of the application itself! A perfect fit for both the App Store and Google Play.
Production tips to maximize effectiveness
Before you go, we’d like to share with you a few handy tips to guarantee you’re getting the most out of your marketing strategy. Keep them in mind regardless of the video you decide to go with!
- Have a marketing objective in mind when planning your video. Otherwise, you risk losing sight of your goal and getting the audience confused. Start with what you want the consumer to do and always end your video with the proper CTA (Call To Action) for that goal.
- Having to cater to different app stores can tempt you to have the same script for all videos, but beware! The more store-specific you can produce your videos, the best results you’ll get for each store.
- Don’t hold your breath hoping users will watch your video until the end: hook them in right away, making the first frames interesting and cut to the chase as fast as you can.
- Music can be an asset for your video if you engage the users enough to by-pass the muted auto-play. It can lend the audience a sense of how the app sounds or how it will make them feel.
- Add copy so your audience can keep up with the content even on mute. With auto-play, you risk users missing the first few seconds, so make sure your text is clear, dynamic, and easy to follow.
- Employing over-the-top transitions in your video might be misleading for someone who has never used your app before. Better to keep it simple and straightforward.
- Provide region-adapted videos for your app’s supported localizations. Adapting your promotional content to the local language and culture will grant you extra engagement.
In a market overflowing with options, to promote your app, you must tap into your ideal user’s drives and needs. At the point of decision-making, they want to know what your app is like to use before committing to it – more so if it’s a paid app!
However way you slice it, video is the most adaptable and effective medium to convey that. It can show users exactly what they are getting in an evocative way, ensuring a download now and a good experience later.
Although the algorithms are secret, driving up your installs and reviews will improve your app’s visibility in the stores – so make sure to get the most out of each store’s video.
Now, you have a better idea of how!