Strategies for Video Promotion in App Businesses for Smaller Enterprises

Running a tight ship: App marketing for small fry

Navigating the mobile app business arena can be tough, especially for your average, budget-conscious operation. There's a never-ending to-do list: setting a budget, conducting market research, inspiring discovery, and boosting downloads. It's tougher still when you're operating on a shoestring budget.

But fear not, platform newbie! We've got video marketing tactics specially crafted for those in the app development industry looking to stand out in the saturated market. These tips will help you cut through the digital static, whether you've got deep pockets or just a spare coin or two.

Just remember, like any marketing method, preparation is key to ensure you're reaping the rewards.

Let's dive in!

Know thy audience

A killer marketing video zeroes in on the needs of a specific target demographic. It's not about you, your product, or your customers. It's about them.

Your video content should answer the following questions:

Who are they?
What do they want from your app?
And how can you help them through it?

If you don't truly understand your ideal user, all your efforts and cash will go to waste.

You can conduct market research or create buyer personas to get to know your audience. If you've already got a product, take a look at your current users, segment them into groups with similar characteristics.

Take a gander at Salesforce. They might not be your typical budget-strapped app designer, but they know a thing or two about demographic-specific video campaigns:

They know exactly whom they're targeting.
The scripts are tailored to their audience.
They provide all the solutions their potential users need.
They understand their pain points and break it down for them.

Make it short and sweet

The mobile app market is beyond saturated. There's plenty of competition out there, all battling for your potential customer's attention.

Don't make the same mistake as many others by cramming too much info into your marketing videos. The key to killer content is brevity. Of course, the ideal length of a video depends on the platform and the content type, but for your landing page, keep it under two minutes.

Don’t use templates - personalized videos are the way to go! The content should be focused on one clear message for your audience.

Choose the right video type

Not all videos are created equal. There are different video types for different purposes. The video type you create depends on your business objectives and goals. Take a gander at the most popular video types for mobile app marketing:

Explainer Videos: Great for apps with new offerings or features that require some explanation. Educate your potential customers and sales team about your offering. Tools for creating explainer videos can be found easily online.
App Demo Videos: Feel free to showcase your app's interface and features with this video type. Perfect for demonstrating how your app solves the user's problem.
Testimonial Videos: Users who have experienced your app can tell others about it in these videos. Boost user loyalty and trust with these videos.
Onboarding Videos: Post-download, direct your users to your app’s features and interface with these videos. Make onboarding easy and user-friendly.
Training Videos: Teach users your app’s tricks and tips with these videos. Encourage them to get the most out of your app.

Keep it simple

You don't have to be an enterprise powerhouse to create quality marketing videos. AI tools are available online, keeping the process painless for affordable tools and templates to craft personalized marketing videos.

The quality of your video comes down to the content. A simple video, shot on a smartphone, can be just as effective as a professional one. Just make sure it's clear, concise, and well-written.

Animate your content

Animation can vastly aid in explaining complex features within your app visually. Most apps use screencasts and motion graphics animation to illustrate their point. Nearly 35% of users won't skip animated video ads. Take advantage of this by making your videos interactive and engaging.

There are numerous online tools available for simple animation creation, such as Windows Movie Maker, Powtoon, Wideo, and more. If you want a more sophisticated, custom video, consider hiring an animator.

Adjust your platform

With limited resources and budget, paid video ads might not be the best option for your small app business. Focus on organic traffic and regular social media posts to promote your content creation efforts.

Although it may take longer and more effort, building an organic user base and online presence will pay off in the long term.

Platforms like YouTube, Facebook, and Instagram are ideal for organic traffic. Optimize your video's title, description, and thumbnail for each platform to maximize reach.

Include your video on your website and blog for additional visibility. Send the video to your email subscribers if you have an email list.

Wrapping up: Effective video marketing for small businesses

Every day, thousands of apps are published on Google Play and the App Store, so it's essential to stand out from the crowd. Video marketing can amplify brand visibility, engage your audience, and pique their interest.

Even if you're an independent developer or have a small team with limited resources, there's always a way to market your app with high-quality video content. By adopting these video marketing practices, you can keep up with the latest digital trends, promote your app, and boost downloads.

Consider hiring a video company to create your content, but don't shy away from leveraging affordable online tools to get started. Happy marketing!

Author

Andre Oentoro, Founder of Breadnbeyond, an award-winning explainer video company. He helps businesses raise conversion rates, close more sales, and achieve positive ROI with explainer videos while adding charm and flair to the process.

To create a successful marketing video, it's crucial to understand the needs and preferences of your target demographic.
Keep your marketing videos concise and focused on one clear message for your audience, typically under two minutes in length.
In mobile app marketing, the type of video you create depends on your business objectives and goals. Common video types include explainer videos, app demo videos, testimonial videos, onboarding videos, and training videos.
Animation can help explain complex app features, and many online tools are available for creating simple animations or hiring animators for more sophisticated content. Additionally, maximize reach by optimizing video titles, descriptions, and thumbnails for platforms like YouTube, Facebook, and Instagram, and including the video on your website and blog for additional visibility.