You have decided to create a great demo video for your app but might wonder where to start. We are here to help you get started and then promote it. We are going to break down the process into 2 separate parts, creating your video and then promoting it.
#1 Creating Your Video
There are way too many marketers who have absolutely no experience in videos and run the risk of starting a project with no idea what they want! What many video marketers do not realize, video is a massive medium with far too many choices and variables for them to just step into without even having a rough idea what they are looking for.
First and Foremost, they should check out their competitors to see the videos they are either creating or using and find out which ones actually work. Consider positioning yourself differently from others and decide what you would like to copy or imitate.
Definitely look beyond your industry. There are so many creative, original resources online so you can filter them using a video type drop down menu and just show app demo videos. While you are at it, check the best performing apps on Google Play and the App Store.
Checking out what others are doing you will be able to draw some good ideas of what you like and what you don’t like. If you are struggling, contact us, we will be happy to walk you through the process to help you find what style will work for you.
#2 Create A Brief
We (in INOVIT video production) do recommend you create a brief. All that means is taking all these unattached rough ideas and turn them into something coherent that will be easily understood.
We recommend creating a document that covers:
- The ideal length of your video
- 2 – 5 key features to bring across in the video.
- Your Call To Action. What you want viewers to do once the video has ended.
Your Style. List 2 or 3 examples that you like and state what you like about them. At this stage, you must be aware that each app store has its own rules and guidelines so show caution. You certainly do not want to invest in creating a video only to have it rejected!
#3 Write Your Script
When settling down and writing your script, keep in mind different people use different script documents and formats. We offer a very simple document with two columns. The left-hand side of the document is for your voice-over, as it will be read. The right-hand side is for a description of what will be happening on the screen.
Each row in this table should be a different scene or section of the video.
#4 Writing Your Voice-Over
By rule of thumb, a professional, well-paced voice-over should have approximately 130 words a minute. You might want to use the following formula to estimate the length of our video:
(Voice-over word count divided by 130) x 60 = the estimated video length [in seconds]. You might want to use an online tool like Word Counter which works really well for voice-over word count. You can write out your messaging for your video and the word counter will display prominently above the text window and update in real-time as you write.
#5 Write The Action On Screen
There are two key factors to this. One is the details, include as much information as you can to express your vision for how the video should be put together. The second factor is pacing! You cannot overstate this factor because it’s that important.
Try and form an estimate how long each section of action on scree will take to play out and make sure you do not have excessive pauses or rushed voice-over sections. You need each section to be smooth and clear to understand but not become sluggish!
#6 Create Your Video
This is where many people end up undermining their efforts because they do not have a clear idea what they want to achieve and make it come across. If this seems challenging, you can hire someone to write it for you. If you plan to move ahead, you can make the recording on your screen using a tool such as Quicktime. Quicktime comes pre-installed on most Apple devices. If you want to include a voice-over, you can record it yourself if you have the right equipment and set up. Otherwise, get a professional service or hire an expert video agency.
A DIY video is actually quite appealing because it’s low in cost and a good way to validate the idea of having a video and a great opportunity. As with all marketing material, the quality or lack of quality says a lot about your brand, products, or service. A potential user watching your video has an opportunity to be wowed and excite them about your app. Given how widely a video can be used, it’s worth pushing the button and get something really great produced.
#7 Promoting With Video
Demo videos are very versatile, how many ways you can use them. Here are just a few ways.
#8 Add It To The Pages In Your App Store
It should help educate and convert people more effectively than other options including screenshots.
#9 Add To Your Website
People who visit your site will get a good idea how it works and what it does within a few seconds.
#10 Place Your App On YouTube
YouTube is one of the largest places on the internet for search engines. You can increase your app popularity, particularly if you optimize your videos using keywords for people to search with Your can position your video with good keywords for people to search and find you quickly. You will stand a better chance to reach out to people who are not familiar with you. There are free tools available for you such as WhatsmySERP to find out what people are searching for as well as how much traffic is stopping by.
#11 Use Snippets Of Your Videos
You might consider using snippets of your video for your profile on social media such as your Facebook profile video. People who happened to land on your social media sites will quickly get some extra information to learn how your app works.
#12 Use Paid Social Ads
Paid Social Ads are a perfect avenue to target the right people with the right message. If you have an app for a specific kind of audience, but you are struggling with organic reach, advertising is an excellent option to correct it. Don’t jump in with both feet all at once, you should start small and then build up. You do not want to spend too much money in advertising until you know what your ROI will be. Start off small, find out where you belong, then choose a simple statement that explains where you are headed.
#13 Place A Thumbnail In Your Email Signatures
When emails go out from your business, this is the perfect time to educate viewers about your app and how it works.
#14 Use Your Video At Events
Make sure to have a video playing behind you at your event. You can provide your sales and investment advantages. When you diversify your message it will come across as professional while showing what your app is and how others can use it.
#15 Track Your Video’s Impact & How To Improve On It
Most channels you upload your video to will offer analytics which will let you monitor how many views you are getting, how it compares to your overall traffic to your page, how much of your video are people actually watching, and what they should do after watching it. You might want to check out our article regarding the most important video metrics for marketers. If you can see areas that under performing and noticing a significant drop in viewers that are not converting, it’s probably time to rethink and try again. You should consider highlighting some of your features, change your message, and find a new approach. It would be great if your approach was perfect but that rarely happens in marketing.
An app demo is a great way to cover the core of your app and point out all the features and selling points in just 30 to 60 seconds.
Earlier on in this article, we offered advice for creating and promoting your video to get the very best possible results. If at some point you are struggling, please get in touch with us.
We have made so many demo videos for customers like you and will be glad to give you more information and insight.