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

In the middle of digital era, it is more than enough known the great impact that online video possess to attract audience and to generate interest in the products and services that companies offer. That is why it is not surprising the fact that most of them conceive the video as a key element for their promotion and marketing campaigns. Here is where arises the named 'promotional video'.

What is the promotional video?

The 'promotional video' (also named as 'marketing video') is a video that is used in order to promote a company and the services that sells, making it more able to stand out in a marketing strategy. The video belongs to the audiovisual format, so it can communicate an idea or product that you want to promote in an easier and more direct way. Furthermore, its visual impact and its transmission effectiveness make the user recognize the company, as well as it increases its time term on the website and the odds of sharing the video on other platforms. Therefore, it is a tool which can improve your position in the market with very good results. Concerning the apps, this kind of video offers the great advantage of faster and more effective visually impact than a common TV spot. Besides, it is an appreciable help to get a better SEO and ASO position, and it can be spread on the social networks and video platforms (for example, YouTube). All this gives more visibility and, therefore, a greater volume of downloads. Since the mobile app market is expanding itself and there are more and more competitors, the promotional video is essential if you want your app stands out among the rest in the marketplaces, making it easily recognizable for the user.

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 How to create promotional videos for your app

Next, we will give you some tips about how to create your own promotional video, focused on applications with Android or iPhone operating systems:

• Proposal and structure

You must write a script where you order and expand on the information you are going to show during the video play. It is important that you point out your app concept, define the problem that is going to be solved and explain why the user must choose it above the rest of apps, as well as its advantages and strength. For example: if your app is about food delivery, you must highlight that, thanks to it, you do not have to go to pick up your order and that, as an additional advantage, the delivery is guaranteed in less than 30 minutes since it is made. Also, you have to decide other aspects which are going to condition the staging of your video: what tone of voice you are going to use to address the user (formal, friendly, using colloquial expressions...), how much time it lasts, shooting or not with actors, including animation, etc. It is essential to be clear about your idea and to leave everything tied up, in order to yield the best results for your video.

• Filming the video

There are two options to produce the video: hiring a company specialized in video production or making it by your own. Regarding the second option, there are several tools which are often used for aspects like motion graphics, animation or editing. If you know how to use them, you can get very good results. Some of the most popular are Illustrator (to create designs, avatars…), After Effects (for visual effects and motion graphics) or Adobe Premiere (for video edition), among others. Also, you can read on professional web applications to create animated content and video, like Make Web Video, Visme, Go animate, Moovly, Powtoon, Wideo or Render Forest.

• Publication

Now that you have your video ready, it is time to publish it. On the one hand, if your app is for Android, it is necessary to upload the video on YouTube before and copy its url. Next, you have to enter into your Google Play Console account and paste the url into the 'video field', which is under graphics fields in the application file. On the other hand, if your app is for iPhone, you just have to enter into your iTunes account and upload the video directly. If you have completed all the steps correctly, the video could be seen in the head of your app file when the user clicks on it.

Tips to make your promotional video stands out

Sometimes it is not enough to create a right promotional video. If you want to catch the user's attention quickly, to make them stay watching the video, to make them download your app and, in addition, to make them share the video with other users, you must keep in mind the following points:

1. Brevity: it is advisable that the video does not last more than one minute. Generally, the user looks for a fast content to watch, so it is more likely that he clicks on your video if he sees that it is short.

2. Rhythm: it must be entertaining and interesting to watch, and not to be boring or repetitive.

That is why it is fundamental avoiding unnecessary content, as well as it is important showing the key aspects that become the user aware of what he is watching and, at the same time, he does not feel that he is wasting his time.

3. Creativity: use visual and resounding elements that give a flashy appearance and make it pleasant to watch; catchy music, colorful animations, dynamic edition, etc.

4. Simplicity: it must be easy to understand and it does not fill the user up. Remember that the video is your app's letter introduction: it must resolve doubts, not create them.

Therefore, you must avoid adding too much text because it will make the user run away from your video.

Although we mentioned that elements must be pleasant to watch, they must achieve a descriptive purpose and be related to what the video is saying.

For example, if you are explaining how your app works, the video should show how the app is seen in a mobile screen format and where are the key elements to be able to use them.

5. Customization: the tone and the elements that appear must be consistent with your brand image, which means that, they must achieve minimal requirements of design and branding. Otherwise, it would be very difficult for the user to recognize your app later.

6. Quality: remember that the video will be one of the first elements that user will fix his eyes on and, therefore, he will get in touch with your app thought it. That is why it is essential that the final video reflects a minimal quality to, besides entertaining, get the trust of the user and he keeps us in account to use your app services.

If you keep in mind all the previous steps, you will make the most of the advantages that offers a tool with such a viral potential as the video, and besides you will be able to use it not only to place it in your app, but insert it in your website and move it through various events and technological fairs when you need it. If you don't have your own video for promoting your app yet, this is the moment!