Google quickly understood the impact a good video can have on app downloads, making it a key feature of their Google Play store. And, at long last, Apple seem to be catching up, now allowing video previews for apps on the App Store.
If you’re looking to produce a video for your app, the following pointers should get you started.
First and foremost, your video should tell the world what your app does. A great example of this is the video for the FourSquare app.
It’s far more powerful to talk in terms of the practical benefits of your app to your end users, rather than endlessly listing off its features.
Remember, revolutionary new features are of no interest to your audience; they want to know how the app will entertain them, save them time or money, or make their life easier.
Short and Sweet
People online have a notoriously short attention span: If your video doesn’t get to the point, your audience won’t stick around waiting.
Never, ever spend two minutes saying what could be said in 30 seconds.
Not all app publishers are blessed with the same sort of marketing budget as the likes of Foursquare and TripAdvisor — for many, fancy videos with flashy graphics just aren’t an option.
This doesn’t mean you can’t produce an effective video for your app, though; you just need to work smart and simplify.
Getting it done
The DIY option is entirely viable. Filming yourself actually using the different features of your app is one of the most cost-effective ways of producing a video. You can also create a great video using screen grabbing software like Screenflow (mac) or Camtasia.
Simply record your app while you are using it in the simulator and add your narration with your own voice or get someone to do a voice over for you. The result can be a perfect tool to clearly show how the app works.
Another route is using a video production studio to put it together for you, some even specialise in apps, like Apptamin. Budgets range from $600 to a few thousands depending on what kind of video you need, whether templates will be used or custom animations are required. If you’re looking for a really professional result, Ilenoliukgo is our recommendation, they’re a creative design studio specialising in “handmade web videos” for startups.