How to create a promotional video for your app and get more downloads [+video]

In the digital age, the great potential impact that online video has when it comes to attracting audiences and generate interest in the products and services offered by companies. Therefore, it is not surprising that most of them conceive it as a key element for their promotion and marketing campaigns. This is where the so-called promotional video.

What are promotional videos?

He promotional video (also called video marketing) is that which is used with the objective of making a company and the service they sell known, thus being able to generate greater attention within a marketing strategy. Belonging to the audiovisual format, It is possible to transmit the message or product that we want to promote in a more direct and simple way.. Likewise, its visual impact and the effectiveness of its transmission make the user recognize the company, as well as increasing their time spent on the website and multiplying the probability of sharing the promotional video on other platforms. Therefore, it is a tool that can improve our positioning with very good results. In the case of apps, this type of video offers the great advantage of making a visual impact more quickly and effectively than a common television advertisement. It is also very helpful in achieving a better SEO and ASO positioning, and be able to spread it on social networks and video platforms (such as YouTube). All this leads to greater visibility and, therefore, a greater volume of downloads. Since the mobile application market is in full expansion and with more and more competitors, the A promotional video is essential if you want your app to stand out from the rest in the marketplaces, making it easily recognizable to the user.

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Keys to creating promotional videos for your app.

Below we give you some tips on how you can create your own promotional video, focused on applications with Android or iPhone operating systems.

• Approach and structure

A script must be made where the information that will be shown during the video playback is organized and developed. It is important Outline the concept of your app, define the problem that is solved through it and why the user should choose it over others, as well as its advantages and strengths. For example: if it is a food delivery app, you should highlight that, thanks to it, you do not have to go and pick up your order and that, as an additional advantage, delivery is guaranteed in less than 30 minutes from the time it is placed. You should also decide on other aspects that will condition the staging of your video: what tone you are going to use to address the user (formal, friendly, using very colloquial language...), its duration, if you are going to have to film with actors, if you are going to include animation, etc. It is essential to know the video's duration and the way it is done. have everything clear and well tied up, so that your idea and final video get the results you expect.

• Making of the video

There are two options when it comes to physically making your video: hire a specialized external company or do it yourself. For the second option, there are various tools that are often used for aspects such as animation and editing and that, if you know how to take advantage of them, achieve very good results. Some stand out, such as Illustrator (to create designs, avatars...), After Effects (for visual effects and motion graphics) or Adobe Premiere (for video editing), among many others. There are also web applications that can help you create animated content and video in a professional way, such as Make Web Video, Visme, Go animate, Moovly, Powtoon, Wideo or Render Forest.

• Publication

Once you have the video ready, it's time to publish it. If your app is for Android, you must first upload the video to YouTube and, once you have done this, copy its URL. Then, you must Sign in to your Google Play Console account and paste the link in the “video” field, which is located just below the graphic fields in the app's page. On the other hand, if it's for iPhone, you just have to log in to your iTunes account and upload the video directly. If you've done all these steps correctly, the video will be visible in the header of your app's page once the user clicks on it.

Tips to make your app's promotional video stand out

Sometimes it's not enough to just make a good promotional video. If you want to quickly capture the user's attention, so that they don't leave before time, download your app, and also share the video with other users, you need to take into account the following points:

1. Brevity: It is recommended that the duration does not exceed one minute. Users generally look for content that is quick to view, so they are always more likely to click on a video if they see that it is short.

2. Rhythm: It has to be entertaining and interesting to watch, without becoming boring or repetitive. Therefore, it is essential to avoid adding unnecessary content, as well as developing key aspects that make the user acquire knowledge about what they are watching and, at the same time, not feel like they are wasting their time.

3. Creative: Use visual and sound elements that give it a striking appearance and are pleasant to watch: catchy music, colorful animations, dynamic montage, etc.

4. Simplicity In terms of content: it should be easy to understand at first glance and not overwhelm the user. Remember that the video should serve as a presentation letter for your app, and should be an element that resolves doubts, not creates them.

Therefore, you should completely avoid putting too much text, as it will make the user run away from your video. On the other hand, although we have mentioned that the visual elements must be pleasant to look at, they also have to fulfill a descriptive purpose, which matches what is being told.

For example, if you are explaining how your app works, show how the app looks on your mobile screen and where the key elements are placed to use it.

5. Personalization: The tone and elements that appear must be consistent with your brand image. That is, it must meet certain minimum design and branding requirements. Otherwise, it will be very difficult for the user to recognize you.

6. Quality: Remember that the video will be one of the first things that the user will look at and, therefore, one of the first contacts with your app. Therefore, it is imperative that the final result of the video reflects a minimum quality to ensure that, in addition to entertaining, we gain the user's trust and that they consider us to use our service.

If you take into account all the previous steps, you will achieve make the most of the advantages offered by a tool with such viral potential as video, and you can also use it not only to place it in your app, but to insert it into your website and move it around various events and fairs when you need to. If you don't have your own video to promote your app yet, now is the time!