As an app developer, you need to effectively market your product as simply as possible. We highly recommend you consider using YouTube to get the word out.
Effectively Presenting Your Idea Via Video
As the premier video-sharing site on the internet, it also happens to be awash with poorly-filmed, off-screen demonstrations of apps in use. Today, we’re going to outline the steps you can take to ensure that your video is as well-produced and polished as possible.
Many professionally-developed apps use conceptual videos to portray situations where the app can be of use. Take this Dropbox trailer as an example. Using some pleasant imagery, the video concisely explains Dropbox’s purpose and how it can benefit you.
On the other hand, some app trailers use a more literal approach. This can be achieved by demonstrating how the app is actually used in practice, and to quickly give the user an impression of how it will fit into his or her daily life. Have a look at this demonstration video for iDeas for Writing. It displays separate screens and functions, and immediately you understand what the app is and what it’s used for.
Furthermore, you could opt to use the “real-world” style for your video, the way Native Instruments did for their iMaschine introductory video. By using well-shot off-screen footage, and then combining that with professional narration and clean editing, the video manages to retain a strong impression. This allows you to use a more convenient approach while still ensuring that the viewer is only seeing exactly what they need to.
In order to create an effective introduction to your app using YouTube, it is important that you approach the video with a well-planned design and an understanding of its purpose. This is why you should focus on making your video as concise and efficient as possible.
Likewise, it should be well-produced. Whether that means an animated conceptual video like the Dropbox introduction, or a more straightforward demonstration such as the one used by iDeas for Writing or iMaschine, you should ensure that you completely avoid any grainy footage, unsteady cameras, background noise, or anything else that might hamper an otherwise professional appearance.
The 4 Essential Components of Strong App Introduction Videos
So, when it comes down to making your app’s introduction on YouTube, you need to understand that all of the previous examples – and the vast majority of well-made app introduction videos on YouTube – adhere to the following principles:
1. Quick explanation of the app’s purpose
The Dropbox video began by outlining a common problem, and then explaining how the product can be of use in those situations. The iDeas for Writing video takes the same approach in a slightly different aesthetic style. It still starts by first talking about a common problem writers have and then immediately demonstrating the app in use (and, thus, its value in solving the problem).
2. Alternatively, explain the purpose of the video
If it’s more appropriate, feel free to quickly summarize the video (rather than the app itself) in the introduction. The iMaschine introduction used this approach, which makes sense as the app itself is fairly feature-heavy. The video is still longer than the others, but the narrator captures the viewer’s attention by explaining what will be covered in the video.
3. Avoid too many details and convoluted explanations
No matter how capable your app might be, you want to convey its main strengths as simply as possible. This means separating the proverbial wheat from the chaff. Focus on explaining the useful features of your app in as few words as possible without compromising your message. There’s no need to discuss every single feature; just stick to the core message of how your app can benefit the viewer.
4. Use Polish
As mentioned above, the most immediate attribute of your video – and likely the deciding factor in how seriously viewers perceive it – will be good production techniques. High-quality shots, clear and consistent sound quality, and a well-thought out approach to filming all have a significant impact in design and, subsequently, the finished video.
Bringing Your App Introduction Video to Life
In terms of how you actually bring your video from thought to idea, and then through the design and execution phases, is entirely up to you. If you prefer, you can outsource the work to a talented freelancer. You might be able to find one on Upwork, for example, but you’ll likely have better luck with an agency such as Apptamin or Rawappvice.
Alternatively, if you are so inclined, you can produce your own video using Adobe After Effects or a similar application. However, we’d only encourage you to do this if you are somewhat confident in your production abilities. Remember that this video can be the difference between someone downloading your app and giving it a miss – it’s not worth cutting corners.
So what’s the best video introduction you’ve seen for an app? Ever checked out the Appszoom video reviews? Interested devs can get a video of a real life Appszoom editor testing their app on camera (and we upload it to our YouTube channel too).