If you’ve ever tried building a mobile app (either as a pet project or as part of your business) you know the competition is fierce out there.
Many industries are finding that building a mobile app is even better than a mobile website in terms of functionality, user preference, monetization, etc.
The thing is, with so many apps on Google Play and the App Store, you need a way to stand out from the crowd! Well, today we’re going to talk about the one I think is more effective: video content.
Having a solid video marketing strategy for promoting your app can help improve visibility and ensure that more people are interested in and checking out your app. Today we’re going to discuss how you can use videos to effectively promote your apps!
Why should you use videos in your app’s profile?
Unless you are creating a completely disruptive marketing strategy, you will likely be creating content that consists of text, images, video, or a mix of all of them. All of these three elements have been extensively proven to produce the best engagement online.
Videos that showcase products have been in use for many years and many of them have become advertising icons in their industry and often stick with consumers for decades.
The purpose of these videos is to introduce a product to the audience, show the benefits of using it, and demonstrate how to obtain it.
However, videos are also used to trigger emotional reactions in viewers! And that’s why videos stay in people’s minds for so long: They manage to pursue an emotional connection between the product and its consumers! This is the power of audiovisual storytelling.
Mobile apps are no different from other products. With video, you can present your mobile app to users in a direct and engaging way.
A good video will also grab the attention of users comparing apps with similar functions. That way, you let them know why your app is better than the competition.
Videos can also be used to show the basics of using the app. There are many different avenues you can take with your video, but the fact remains that this will give you more downloads for your mobile app!
How does video marketing work on Google Play and the App Store?
There are certain differences between videos for the Google Play Store (Android) and those for the App Store (iOS). Both serve to improve the conversion on the app list and get more engaged users. However, their formats and restrictions vary between operating systems.
Videos are not showing up in search results on the Google Play Store. In the App Store they are muted when scrolling. This can be a huge benefit if you can make the video interesting enough to get people to click on your product.
- Vertical or horizontal video?
The orientation of your video will also vary! On iOS, videos are device-specific, which means that they must be optimized for the different resolutions of screens. Because of this, they are vertical and that makes a better experience for mobile users!
On the other hand, videos in the Google Play Store are embedded directly from YouTube. This means that they can be either vertical or horizontal. However, it also means that users may have a poor user experience if they have to rotate their phones to see a horizontal video.
- Freedom in themes and styles
The Play Store has one big advantage: the videos you choose for your app can be virtually any theme or style, so you can be as creative as you want!
The App Store expects you to show the product in a way that is based on Apple’s guidelines: only use captured footage of the app itself, no animation, or film people interacting with the device. However, you can use transitions, titles, and other graphic elements so that you can use them to communicate additional information!
Best types of videos for promoting apps
There are many different types of videos that you can use to convey the benefits of your app to potential users. Today, however, we’re going to focus on three specific types that are good for many different apps: Explanatory videos, Product videos and customer testimonials.
Explainers are one of the most popular types of video content for online marketing and that’s because they work.
These videos use storytelling and high quality animated graphics to show a product’s value proposition (whether it’s a mobile app or not!).
The formula that explanatory video companies use for this type of video is to introduce a specific problem, then show how your app can help solve the problem, why it’s the best option out there, and with a call to action to end (e.g. “Download it now!”).
When you create a video for the Play Store, you have (as mentioned) more creative freedom and can create a fully animated explainer video like this one:
On the other hand, if you need to create an explanatory video optimized for the App Store, you can’t make an animated video, but you can still use the explanatory video’s basic storytelling formula to show how your app can help solve your users’ problems and rely on text and product shots visually instead.
Apps are digital products, and the best way to showcase a product’s features is by using a product video! With this type of video, your goal is to list the benefits of your app. However, you need to make them interesting so that it doesn’t get boring for viewers.
You can play with the angles, speak directly to the user and show them how useful your app is to them.
Do you know what can have a big impact on your app’s download numbers? Show a video with real users who share their experiences with the product. People trust other people, and customer testimonial videos are a great way to use that trust to your advantage.
In a video for the Play Store, you can show customers the speaking (which is always very powerful in a video), but for iOS you have to be a little more creative if you want to harness the power of testimonials to engage your viewers. What you can do is use the audio from the testimonial over the screen recordings of the product.
That way everyone will be happy: the App Store and its strict rules, and you, when you see your download numbers go through the roof!
When the competition is so tough, you need to make sure your app gets noticed by the potential users. And as you can see, video is a perfect tool to revamp the “sales cycle” of your app. This not only makes it more attractive, but is also more likely to be found by new potential users.
With the help of screencast product videos, animated explanatory videos or customer testimonials, you can increase the downloads and the overall success of your app!
While these are the most popular types of videos for promoting apps, in video marketing the sky is the limit.
Be creative and create videos that accurately communicate the essence of your product! This is the only way to attract people who will become loyal users of the app. Are you ready to make great videos for your app? Let us begin!