There are two types of app promo video creators.
The first group heads straight to their tool and starts dragging in designs and sees what comes out. They put emphasis on the stuff that was the hardest to design or code—and not necessarily on what their audience wants to see.
The other group spends 5-10 minutes planning. They’re likely to be done in less than half an hours time, and most often get better results.
So grab that coffee now, and let’s get to work on joining the second group. These are the questions you’ll want to ask yourself.
It goes for designing, making apps, and just everything we do, so of course it matters here as well. It helps thinking of one specific person when creating these videos. Marketers talk about levels of awareness.
Let’s say you’ve built an app to locate tv remote controls. You open the app, and it tells you, “it’s under the iPad again.”
She might be happily working around the problem, not at all aware that there is a better way. If this is the case, we can spend a few seconds asking, “how often do you look for your remote control?” If your audience for your promo video is at this stage, you may spend most of the time showing the problem, only to show the app at the end, in the outro.
At this stage, she’s fully aware that a certain thing in her life is annoying. She has no idea - or hasn’t thought of - how to solve it. It’s just there. In this case, we can show a quick title saying “Instant remote control finder”. This is a great time for an end to end demo of your app, but make it quick.
Okay, she’s aware that there are apps that can locate remote controls, and she’s seen some friends using them. But she doesn’t know that you have the solution. In this case, we can go for something like “From the remote control locator experts”. Show how simple it is to find a remote control with your app.
She’s quite sure she wants a locator, but how does she know your app is the right one for her? It’s time to kick into comparison mode: “The only remote control locator app that doesn’t hurt your dog, even if your dog is small”. Focus on a few features that makes your app unique.
At this stage, all she wants to know is if you have a good deal for her. She’s already decided to go with your app, “one day” - here’s your chance to make that day today: “15% off all week”
The answer to this question will be a guide for all the big and small decisions you’ll make down the line. Whenever you’re faced with a choice, you can ask yourself, “will this help make my viewer feel … ?“
Here’s a few examples
Especially on social media, people scroll through a feed fast. It’s incredibly easy to scroll past your video, and it will likely be lost forever for that one person. So how can you help them slow down, and realize that you have something awesome to show them?
And remember to keep the level of awareness, actions and feelings in mind when you pick this out.
Online videos come in all shapes and sizes, and one mistake we often see is running the same video everywhere. That doesn’t mean should make a completely new video every time, but rather, do small tweaks per medium.
This is a big one. Your video will be a part of a feed. In other words, it’s going to be tiny compared to the full screen window you created the video in. Before you post, try and resize your Quicktime window to very small, and see how it works. You may find that you should zoom more, and almost never show the entire mockup device, but gently animate a cropped version. This will also help guide your user’s attention, and only focus on the parts of the app that match the story you’re telling.
The wildcard. If your video appears as a huge hero background image taking up the entire browser when a visitor lands on your page, you can go for a slow-moving beauty shot. If you’re placing text on top of the video, consider finding a good perspective that doesn’t interfere with your main message.
Once again, the video is going to be small, even when people see your video on the watch page. Youtube videos are also often - hopefully - embedded on other sites, and previewed on social media, so zoom, crop and focus!
Alright, that was 5 minutes about planning. Now go spend 10 minutes actually planning! And don’t forget to show us what you make.