Promotional videos in the stores have become a crucial resource for marketers and app developers to enhance app discovery and user engagement. These videos provide a dynamic way to demonstrate app features and attract potential users.
By offering concise and captivating content, these videos provide viewers with an insight into the app’s functionality, features, and user experience. This not only captures users’ attention but also encourages downloads and subscriptions. In this article, we will explore the fundamentals of creating a compelling video and discuss strategies to optimize it for increased conversions.
Android vs. iOS
To ensure a successful app promo, it is important to consider the differences between iOS and Android platforms. While both of them aim to highlight the strengths of an app, their requirements and presentation styles vary.
iOS
For iOS devices, app previews are short and captivating videos that automatically play without sound in App Store search results and on individual app listing pages. Apple allows up to three videos per ad. These app previews must adhere to strict time limits, ranging from 15 to 30 seconds, and should showcase visually appealing content with a clear call to action. Since the videos play without sound on autoplay, it is recommended to use concise and enticing phrases to convey the purpose of the video.
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Android
Contrastingly, app promos for Android users typically require them to click the play button. These videos can offer a more comprehensive demonstration of the app’s features, as Google allows videos of up to two minutes in length. Only one promo video is permitted on the Google Play Store, but it is accompanied by a graphic thumbnail to encourage users to click and watch the video.
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How to create a promo video for stores
Creating an effective promotional video for the App Store and Play Store requires careful consideration of several key factors. Here are some steps to help you along the way:
- Familiarize yourself with platform guidelines. Take the time to understand the guidelines and requirements set by Apple for the App Store and Google for the Play Store. Remember, each platform has its own rules concerning video length, format, and content.
- Brainstorm ideas. Engage in collaborative discussions with your team to generate innovative ideas for the video. During the brainstorming phase, every idea is valuable, as even seemingly insignificant suggestions may lead to fresh and unique approaches.
- Captivate your audience from the start. Consider ways to grab your viewers’ attention within the first few seconds of the video. Starting with visually exciting scenes or compelling hooks will encourage users to continue watching.
- Select strategic moments. Rather than overwhelming viewers with an excess of content, choose a few key features that accurately represent your app and resonate with your target audience.
- Create a storyboard. Once you’ve finalized the video’s content, translate your ideas into a structured and consistent format using storyboards. Take into account the video’s length and pace to ensure that every second is utilized effectively. Storyboards serve as visual blueprints for the video, outlining the sequence and flow of shots.
- Maintain brand consistency. Ensure that the video aligns with your app’s brand identity. Utilize the app’s color scheme, typography, and visual elements to establish a consistent and recognizable image.
Most common mistakes
There are common mistakes and pitfalls that can hinder the effectiveness of your videos. Here are some tips to help you avoid them:
Unclear presentation of information
Make sure the video clearly communicates the purpose and value of your app. Create a clear storyline that matches the needs and expectations of your target audience.
Neglecting mobile optimization
Remember that your video will be viewed mostly on mobile devices, so optimize it accordingly. Use high-resolution images and check how they display on different devices to ensure an optimal experience.
Neglecting the rest of the ASO components
While a compelling video is very important, it is only one piece of the puzzle. ASO includes various elements, including keyword optimization, app description, screenshots, and ratings and reviews. A holistic approach to ASO ensures that your app is not only visually appealing, but also discoverable and attractive to potential users who rely on various aspects when deciding to download it.
Conclusion
Promo videos have become a crucial asset for marketers and app developers seeking to enhance app recognition and user engagement. These videos offer a dynamic showcase of the app’s functionalities, effectively enticing potential users. By delivering concise and captivating content, these videos not only attract attention but also drive downloads and subscriptions. When creating promotional videos, it is essential to consider the distinctions between iOS and Android platforms and adhere to the respective guidelines.
