The Ultimate Guide to Using Video for App Marketing

The Ultimate Guide to Using Video for App Marketing

You understand why you’re doing it: if an image (or screenshot) is value a thousand phrases, imaging how highly effective a video may be to point out what’s distinctive about your app, and so forth.

You in all probability have already got a number of concepts on the way you’re going to make use of it.

However because you’re spending cash and/or time on that video, shouldn’t you be sure to plan it proper and make the very best out of it?

Properly, we’re joyful that can assist you out with this. In any case, it’s in our curiosity to show you what we imagine in: video is without doubt one of the finest property you’ll be able to have when selling your app.


The kind(s) of video you wish to create goes to rely on the place you propose to make use of it. And I’m not speaking concerning the model right here (movement design, stay video, and so forth.), however slightly the content material and objective of the video.

Earlier than beginning to work in your video, you wish to know should you’ll apply it to the app shops (and which of them – codecs differ), for person acquisition (right here to, codecs can differ) or for one thing else (web site, PR, and so forth.).

Not solely we’re going to provide you loads of concepts on the place to make use of video to advertise your app, we’re additionally going to provide you some tips about how one can get the very best out of each channel and how much movies works finest on every.

Let’s dive in.


There are some necessary variations between video on the Google Play Retailer and video on the iOS App Retailer. Try this text the place we examine iOS vs. Play Retailer movies.

Seeking to produce app retailer movies? We show you how to navigate the variations between the shops so your movies are optimized and assist improve your conversion fee!

Video on the Google Play Retailer

This has (clearly) been one in every of our favourite options of the Google Play Retailer: it enables you to add a video.

It’s probably the most seen property in your Google Play Retailer web page. It’s a YouTuve video that exhibits up proper subsequent to the app screenshots on desktop and may be performed by tapping the play button (located over the characteristic graphic) on cellular.

In a single click on (or one faucet if they’re on their telephone or desk) and some seconds, guests can know why they want your app or wish to play your recreation.

What’s fairly cool about it too, is that the views you get in your video by the Google Play Retailer depend as views on YouTube. And the extra views you get on YouTube, the upper your video is ranked in YouTube search outcomes and due to this fact Google search outcomes (extra on that later – engagement issues rather a lot as nicely).

A number of ideas:

  • Google Play means that you can localize your video, so you’ll be able to have one video per language. That’s fairly superior in case your customers don’t all converse English and also you’ve produced the video in a number of languages.
  • In the event you haven’t translated your video itself in a number of languages, what you are able to do is create transcripts in numerous languages and add that in your YouTube video. YouTube will robotically show the fitting transcript based mostly on the person’s language settings.
  • With Play Retailer itemizing experiments you’ll be able to cut up check completely different variants of artistic property, together with promo video. This implies you’ll be able to higher assess the impression of video, and optimize your video (and the characteristic graphic) so it performs higher.

Video on the iOS and tvOS App Shops (App Previews)

On the WWDC14, video was launched on the App Retailer and it’s referred to as an App Preview.

Since then, we’ve produced fairly just a few. And if you wish to examine our ideas on why they’re nice and never so nice in addition to get some ideas, take a look at this put up on iOS 11 app previews.

Additionally just remember to watch the WWDC14 video on the subject “Creating Nice App Previews” to know extra.

Listed here are Apple’s pointers and under the principle specs for App Previews:

App Previews specifications

Since tvOS was launched, now you can additionally produce App Previews for Apple TV apps.

As talked about, App Previews are system particular. Apple used to require importing a special video file for every decision (iPhone 6 Plus collection / iPhone 6 collection / iPhone 5 collection). Now you can add simply the best decision (iPhone 6/7 Plus) and iTunes join robotically creates the decrease decision information for you (if you wish to).

You may sadly not A/B check with iTunes join, so assessing the impression of a change in your App Retailer itemizing (like including a video, altering the screenshots, and so forth.) is actually arduous. What you are able to do nevertheless is use iTunes Analytics to do a pre-post evaluation and measure the change in conversion fee.

Video on Different App Shops (Amazon)

It’s not all concerning the App Retailer and the Google Play Retailer (recommendation #6).

In case you have an Android app with engaged customers, you must think about different app shops to get further distribution channels.

Probably the most well-known is the Amazon App Retailer, the place you can even have a video.

There are a whole lot of different different app shops.

Listed here are some that allow you to add video to your app web page:


And if it’s a YouTube hyperlink these shops ask you, it’s one other alternative to get some views.


Need us to create a person acquisition video advert for app set up campaigns? Contact us to debate additional and get a free proposal.

Creating further movies (usually 10s, 15s or30s, however generally even shorter relying on the channel) on your app is unquestionably a good suggestion should you’re contemplating video advertisements. You should use these video advertisements for person acquisition on Fb, Instagram, Google or some video-focused advert networks.

Listed here are some video advertisements we’ve produced:

Fb Video advertisements

Fb advertisements permit to focus on a really detailed viewers, at scale (recommendation #4).

You may match your database with Fb to focus on your finest customers or reactivate some, discover folks which might be like your finest prospects (lookalike viewers), and so forth.

Their photograph web page put up advertisements have been fairly efficient, with a direct “Set up Now” (or “Play Sport”) name to motion under it that leads on to the App Retailer or Google Play Retailer.

And now you can have principally the identical factor, with a video thumbnail that permit your potential prospects to look at a video about your app. In the event that they like what they see, they only need to faucet the “Set up Now” button and are dropped at their app retailer.

Right here is a case examine on Fb video advertisements for the Jurassic World recreation (we produced the video), which led to good outcomes.

A number of ideas:

  • Select the fitting thumbnail, which in all probability means making a customized one which exhibits your app title and a screenshot, in addition to different visible property if it helps branding
  • Craft the fitting one-sentence pitch. It shows above your video thumbnail.
  • Don’t depend on sound on your video, as movies autoplay with out the sound (customers solely get the sound when selecting to). In the event you adapt a video to create your video advertisements, take into consideration including some textual content call-outs.
  • When new codecs seem, attempt them out. Sq. movies for instance maximize the display screen actual property used and have a tendency to provide higher outcomes.
  • And under some advices by Fb

Instagram video advertisements

As of September 2015, Instagram had 400 million month-to-month energetic customers.

With stats like that, it appeared logical that Fb determined to monetize it with advertisements. And this time, it appears it solely took just a few months to go from conventional sq. picture advertisements accessible to video advertisements for cellular app installs accessible to companies of all sizes, all over the place.

In the event you’re already managing advertisements on Fb, utilizing them on Instagram will probably be simply as simple: you should utilize Fb’s energy editor.

Instagram recommends a 1:1 ratio (sq. video), though this isn’t required. So similar to on Fb, you’ll be able to experiment and see what works finest. There was a 30 seconds restrict, however it’s now at 60s (which is greater than sufficient for a video advert – you must shoot for one thing brief).

A number of ideas (for extra ideas, take a look at this put up on how one can create nice Instagram movies):

  • When creating your video, remember that as for the Fb advertisements, the video performs with out sound till the person faucets on it.
  • Like all movies, the primary few seconds are essential. Particularly for the reason that movies autoplay. You need customers to maintain watching and determine to play the sound.
  • In case you have extra viewers/higher focusing on on Fb, check your video advertisements on Fb then use the very best performing ones on Instagram

Now that Instagram Tales advertisements can be found, you’ve got one more solution to attain potential customers.

Video advertisements through Common App Campaigns

Google will not be new to advertisements.

Although they’ve acquired YouTube a very long time in the past, it nevertheless took a while earlier than they got here up with a format for cellular app set up advertisements.

They first began with what they referred to as “TrueView for cellular app promotion” campaigns (or simply “YouTube for app installs”) that allow you to attain folks on YouTube which have pursuits associated to your app or are watching content material related to your app. Your advertisements solely run on YouTube cellular and pill apps (not on desktop) and you may select subjects, channels and even particular movies you wish to goal. It really works for each iOS and Android campaigns.

By introducing Common App Campaigns and changing all earlier Adwords app set up advertisements with a way more AI-based method, Google radically modified the best way these advertisements are dealt with. Publishers/advertisers now have one distinctive place the place to deal with their marketing campaign.

So all you need to do is outline Advert textual content concept (4), add picture advertisements (as much as 20) and add your movies (as much as 20!). You deal with bid and budgets however focusing on is pretty restricted for the reason that algorithm discover customers based mostly on the optimization you select. There are 2 various kinds of campaigns:

  • Set up quantity – campaigns that optimize in direction of getting downloads (they’ll nonetheless bear in mind in-app events_
  • In-app actions – campaigns that optimize to get the very best value for particular in-app occasion(s) that occur after the set up (like a person registering or attending to a selected degree). This requires to arrange conversion monitoring, both with Firebase or a third social gathering like Alter.
The place UAC means that you can attain customers (with video on AdMob, YouTube and Google Play)

When utilizing video creatives in your Common App Campaigns, your movies can find yourself in 3 locations:

  • YouTube
  • AdMob community (inside different apps or video games)
  • Google Play (at the moment in beta testing)

The way in which advertisements are exhibited to YouTube customers hasn’t modified, although.

These TrueView advertisements have been showing earlier than the video {that a} person desires to look at, with a “Skip” button that turns into accessible after 5s.

How a TrueView video advert for cellular app set up appears like

Under the video yow will discover the app icon, scores and a name to motion (Set up button). When a person faucets the Set up button, an in-app App Retailer (or Google play retailer) display screen seems to obtain the app straight from throughout the YouTube app.

To just remember to solely pay for folks fascinated with putting in your app, Google recommends to make the decision to motion display screen final 5 seconds or extra (go for 10s). This lengthy static name to motion ought to forestall customers from watching the entire video (or 30s of it in case your video is greater than 30s) with out taking any motion: in the event that they go away you don’t pay, in the event that they click on set up you pay (however you bought what you needed).

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