In 2020, Verizon Media polled 300 top marketers to determine the popularity of video ads. As a result63% of respondents were going to use this format, and 45% planned to maintain or increase investment in video ads.
Videos, unlike other tools of internet promotion, connect the auditory channel to the perception and are able to tell more due to the duration. Pictures are static. They can depict a story and connect the user’s imagination, but for this, a person needs to turn on the fantasy. The video will tell and show everything more effectively.
The same laws apply to the promotion of mobile applications on the Internet: video advertising is better than pictures or text. Use our recommendations to improve the performance of your video ads in google PlayandApp Store at the stage of its creation.
General recommendations that will increase the effectiveness of video advertising in the App Store and Google Play:
- The video should hit the target audience from the first seconds
There is too much information on the internet.StudyNielsen and Taboola showed that the advertiser has only 6-8 seconds to capture the user’s attention.
- Create video tips for using the application
The rapid growth of the mobile application market (Grandviewresearch portal predicts an average annual growth of 11.5%) forces manufacturers to expand the functionality of the product. The abundance of buttons and interfaces confuses the user. Make a review, and show the benefits of the application.
- At the beginning of the video, focus on the visual component
In the App Store and Google Play, the autoplay of videos starts without sound. The user can turn it on, but for this video to captivate him visually.
- Avoid the abundance of small details in the frame
Smartphone screens are not designed to look at small things. On small screens, they are not visible at all. Don’t force users to strain their eyesight.
- Analyze competitor videos
How do competitors’ videos attract users? What methods are used? Determine how you can stand out among them, and make original videos with a pronounced USP.
- Always check promotional content before submitting
Google Play and the App Store have gradations of age restrictions. A category is assigned to an application based on a questionnaire. If the video contains obscene language, scenes of violence, or touches on adult topics, the application will become unavailable to younger audiences.
What content is considered inappropriate in the App Store you can find developer guide and in the ASA advertising policy? But video ads for Google Play should be checked for compliance with the general google Ads Policy.
- Use text in videos
Take care of those users who are more comfortable watching videos without sound. Make sure they understand what is happening on the screen.
- Do not use elements that may become outdated
This applies to bindings to time frames (for example, “best app of the summer”), prices, and exchange rates in long-term advertising campaigns. However, such elements, on the contrary, will be appropriate in the video if the purpose of advertising is to draw attention to the seasonal function of the application.
- Add a call to action at the end of the video.
Any advertisement should encourage the user to take action. In the case of a mobile application, you can use the following like “download now” or “install in 1 click”.
How to increase the effectiveness of video ads on Google Play:
- Let your imagination run wild
Google Play recommends that you reflect real footage of applications in the video. However, any appropriate creatives are allowed. Take advantage of this and fill the video with the most engaging content.
- Keep a balance of “duration – benefit”
The minimum duration for a video ad on Google Play is 30 seconds. Remember that if your promo is long, the user will get bored.
- Try to fit in 1 video everything that needs to be conveyed to the user about the application
Google Play allows you to place 1 promo for each app localization. Make the message to users as complete as possible, but at the same time interesting and useful.
- Make your promo in landscape orientation
Unlike the App Store, Google Play only plays videos in landscape format. This is due to the fact that promos on Google Play are imported from youtube.
- Use a separate video cover creative
Google Play has a separate image upload feature for promos. Take advantage of this for extra attention. If users like the cover, most likely they will watch the promo.
- Demonstrate the application objectively
Do not try to mislead the user.
Excessive video creatives give the user a false impression of the app. Google recommends using no more than 20% of the video for creatives. Dedicate the other 80%user experience.
How to increase the effectiveness of video ads in the App Store:
- Focus on the functionality and usefulness of the application
The App Store is stricter on the content of videos than Google Play: only a preview of the application is allowed to be displayed with video ads. Therefore, convey to the user an idea about the benefits and functionality of the product using an example of its use.
- Select only the most important moments for the video
App Store videos are limited to 30 seconds. The restriction will not allow you to tell the user everything about the product, so carefully plan the content of the video. Let it contain only the best.
- Create multiple videos for one app
The App Store allows you to post up to 3 videos for each localization. Use this to present the product from different angles. Make each ad about a different aspect of the app, not 3 variations of the same story.
- Download app previews aligned with keyword topics and audiences
UseCreative Setsto creates different ad variations for campaigns based on search results and based on the display size of the user’s gadget.
- Carefully choose a frame from the video for the cover
You can’t download an additional image from the App Store like you can from Google Play. As a cover, you can choose a frame from the video itself. Try to make this frame as attractive as possible for the user: reflecting the most important functions of the application or showing graphical capabilities. We recommend that you include a cover frame in the TOR before creating a video so that it fits seamlessly into the overall video sequence.
By following these recommendations, you will create an interesting and engaging video ad for your mobile app. With this video, you will push users to interact with the application, which is important in working on ASO.
