App Explainer

Video is an increasingly dominant force in the online marketplace. According to Cisco, by 2019, more than 70% of mobile traffic will be online video content.

People are more likely to buy after watching a video. Countless surveys have shown that watching a product video increases the likelihood that viewers will buy the product: it’s estimated they’re anywhere from 64% to 85% more likely to buy after watching a video. In addition, online app marketplaces that include explainer videos on product pages report overwhelmingly higher sales than those without videos.

If you have a landing page for your mobile app, you can also feature the video there. Video content has a massive impact on increasing your website’s ranking in Google’s search results.

Do’s of Explainer Videos:

Keep it short.

The optimal length for an explainer video is under a minute. The most frequently shared explainer videos are under 15 seconds.

Pay close attention to the App Store (iOS) or Google Play (Android) guidelines.

Both platforms have specific guidelines videos must follow, though the App Store’s guidelines are much more stringent than Google Play’s. Either way, if you don’t follow their guidelines, you risk your video being rejected. Rejection can be an expensive, time-consuming mistake. (Read on for more specifics about these guidelines.)

Frame everything in terms of the benefits to the user.

Don’t just show your mobile app’s features. Instead, show how those features will benefit the users. Says Lange, “Think about the benefits that a user will get from your app, and present the information in that way. Make all the features you show them directly applicable to their lives.”

Create flow.

Make sure your visuals flow smoothly from one animation or visual to the next. Don’t present obstacles they may trip over. Recommends Lange, “Think of it as a journey the viewer is taking with you. You need to keep them moving through the landscape of your video in order to maintain their interest.”

Write or direct it yourself.

“Unless the client is someone with a lot of experience making videos, making a video is best left in the hands of someone who writes videos for a living,” says Lange. In addition, he says, “You should have a director even for something as simple as an app video — a director who makes videos for a living. Even though it’s highly tactical and utilitarian, in order to keep it engaging, it should be shaped into a narrative by someone who has experience doing that.” Thus, the optimal situation is to provide your video producer with a deep understanding of your app, as well as the user for which the app is being built. Then, it’s the video producer’s job to develop the creative solution that showcases your app and speaks to what’s important to your users. And — to be frank — it’s likely a more efficient way to get from the starting line to a finished product that will deliver the results you seek.

HoneyBump Videos focuses on strategy before developing the creative content.

An effective explainer video is built upon a strong foundation of strategic thinking: about who your users are, what matters to them, and how your product can be differentiated in their eyes. Accordingly, you should be wary of anyone who’s ready to start working on your video before investing in a discovery phase focused on achieving a deep understanding of your mobile or web app, your users, and your app’s value prop. As a rule, on any explainer video project, HoneyBump Videos invests significant time focused on strategy and discovery before embarking on the creative work.