Video advertising and marketing is turning into more and more fashionable. And it really works. A current report reveals that 96% of B2B organizations use video of their advertising and marketing campaigns. Of those firms, 73% report a constructive ROI.
Table of Contents
- 5 Google Play Categories
- boost oragnic downloads
- app rating service
- app store product page optimization
However everyone knows that the app shops may be completely different from different advertising and marketing platforms. Does video work as properly on the app shops?
Extra particularly, how vital is an app promo video to your Android app on the Google Play Retailer? It’s worthwhile to speculate the money and time to create a video?
Like the rest in app advertising and marketing, it depends upon the app and the scenario.
However that wasn’t a ok reply for me. I used to be curious to learn the way properly promo movies work on the Play Retailer, so I made a decision to do a little analysis.
One solution to do it could have been to contact each app writer with an app on the Prime 50 in every class and ask them how properly video is working for them. Nevertheless, that technique wouldn’t give me sufficient responses to have the ability to draw any significant conclusions.
So I made a decision to let their actions do the speaking.
I examined the entire apps that had been within the Prime 50 on the Google Play Free charts, in each class. For every app, our Information Science staff checked if the app has a promo video or not and compiled the estimated day by day downloads for each.
The estimated day by day downloads numbers come from our proprietary algorithm that takes public knowledge from completely different sources and makes use of them to offer you an excellent estimate of the variety of day by day downloads an app is getting.
These two items of knowledge ought to give us a fairly good thought of how efficient promo movies may be. Clearly, there are a lot of components that contribute to what number of downloads an app will get.
Nevertheless, analyzing the usage of video on the Prime Charts ought to a minimum of give us a clue as to what’s working and what isn’t.
As well as, I examined the Free Prime Charts as a result of that is the place video is most certainly to have the most important impression. On the paid charts, high apps typically have more cash for advertising and marketing, so paid campaigns can have an effect on rankings and downloads extra.
On this weblog submit, I’ll share my outcomes with you and present you 5 Play Retailer classes the place video is most ceaselessly used and the common estimated day by day downloads of apps that use video.
I’ll additionally dig into what seems to be the very best practices in every class and the classes the place the info reveals us that you simply may not have to spend money on an app video.
A fast be aware earlier than we start…
The Prime 50 Free apps in every class had been analyzed on one particular day, simply earlier than this submit was written. Since rankings can change every day, this snapshot could not precisely replicate the apps which are at present within the Prime 50.
However it provides an excellent approximation of what number of high apps are at present utilizing a video of their Play Retailer profile.
Alright, on to the outcomes…
THE OVERALL USE OF APP PROMO VIDEOS FOR TOP 50 FREE APPS
Let’s begin on the high and have a look at the general use of promo movies in every class.
As you’ll be able to see, general video use continues to be fairly low. A mean of 24% of all Prime 50 apps use a promo video.
Though Google launched app retailer promo movies lengthy earlier than Apple, adoption continues to be nowhere close to 100%. So in case you have the means to create a high-quality promo video, it’d nonetheless be value experimenting with as a result of about 76% of all apps nonetheless don’t have a video.
This can assist you stand out from the gang.
Of those classes, there are 4 that use video essentially the most.
We’ll have a look at these classes in additional element within the following sections.
However wait, what about video games?
I’m glad you requested.
Here’s a graph of the usage of promo movies within the Prime 50 free video games, in every sport class.
The common use of Android promotional movies for video games is nearly double that of different classes, at 43%. Since we all know that video games sometimes make much more cash than different apps, we are able to assume that both movies assist quite a bit, or these firms merely have more cash to spend on advertising and marketing.
Both manner, in case you have a sport that’s in one of many sport classes with excessive video use, it is best to actually take into account testing a video as a result of a lot of your opponents can have one.
Now that you understand the share of Prime 50 Free apps which are utilizing movies, let’s have a look at the highest 5 classes and the way promo movies are being utilized in these classes.
We can even present you roughly what number of day by day downloads apps with movies are getting, versus apps that don’t have a video.
1. General Rankings
On this examine, 36% of the General Prime 50 Free apps use a promo video. This ties video utilization within the Productiveness and Climate classes, for non-games.
Whereas 64% of the General Prime 50 Free apps usually are not utilizing video, we need to discover out if a promo video would possibly really be hurting the conversion charge of those apps. So let’s go in alphabetical order and see if we are able to discover any relationship between video use and estimated day by day downloads, for every particular person class.
The Enterprise class is likely one of the high Free classes the place promo movies are used essentially the most. Wanting via the record of apps, we didn’t discover any patterns the place one area of interest on this class was utilizing video greater than others.
Among the many many niches within the Enterprise class, the Prime 50 Free apps are primarily dominated by:
- Job search apps
- Workplace perform apps (pdf, scanning, faxing, phrase paperwork)
- Enterprise communication apps (Slack, Skype, and so forth.)
On this class, the common app with a video within the Prime 50 received roughly 1,593 downloads per day. Apps with no video averaged about 1,355 downloads a day.
There are principally two varieties of promo movies within the Enterprise class. The primary is a really plain background, with simply the cellphone or cell machine.
We see this in apps like Ziprecruiter, Fiverr and Polaris Workplace + PDF Editor. Right here’s a screenshot from the Fiverr app:
The opposite sort of video that we see on this class is dwell motion scenes with individuals. A superb instance is the video from the Sq. Level of Sale app:
So if you’re going to create a video on this class, these two codecs are a great place to start out.
One good technique that we additionally observed on this class is to make use of testimonials because the thumbnail display screen on desktop (by altering the thumbnail of your YouTube video).
Right here is an instance from Ziprecruiter:
On cell, you’ll need to take a look at and optimize the function graphic.
You possibly can watch different promo video examples for the Play Retailer right here.
3. Video games
Though a a lot larger proportion of video games have a video, not all sport classes make the most of promos equally. Board video games and trivia video games use movies the least and Arcade and Technique video games use app movies essentially the most.
Once we have a look at the Arcade class and consider the apps that use video versus apps that don’t, the distinction is sort of noticeable. Apps which have a promo video have virtually 3 times the variety of estimated day by day downloads.
In relation to video games, promo movies appear to be simplest in classes the place there’s loads of motion within the sport or advanced gameplay. As well as, thrilling music appears to be the simplest.
If it’s also possible to inform a narrative in regards to the sport, that appears to be an incredible technique. The video from Subway Surfers is an efficient instance:
The fourth class the place movies are used comparatively ceaselessly is in Productiveness. This class is dominated by apps from large firms like Google, Microsoft and AT&T.
With all of the advertising and marketing finances out there at these firms, you’ll suppose that a lot of the apps on this class would have movies. However that’s not the case.
Solely 36% of those apps use video. Even apps like OneNote from Microsoft, solely use screenshots.
A attainable cause for that is that these firms are so well-known, that they’re counting on their big model to get downloads and don’t really feel the necessity to optimize their Play Retailer web page.
Once we have a look at the variety of downloads of apps with movies, there additionally seems to be a slight benefit to utilizing a promo video.
So in case you have an app on this class, there are a few issues that this knowledge reveals you. First, since there are loads of large manufacturers on this class, it is perhaps value itemizing your app in one other class, if attainable.
Second, in case you do determine to remain within the Productiveness class, a video would possibly offer you a slight benefit. Even the large firms on this class don’t use video for all of their apps, so a video would possibly aid you stand out.
On this class, easy however polished movies that options the cell machine and what it could possibly do, looks as if the very best sort of video to make. Right here’s an instance from the Microsoft Cortana app:
This class is attention-grabbing.
Climate apps ought to be fairly self-explanatory, proper?
…or are they?
Once we have a look at the info, free apps within the Prime 50, with a video, get greater than double the variety of day by day downloads.
Wow, that’s fairly important. So based mostly on estimated downloads, there seems to be a reasonably large benefit to utilizing a promo video on this class.
There are a couple of widespread issues that we noticed in climate movies. First, the movies often function nice wanting climate backgrounds, even when the video is simply exhibiting a cell machine.
Right here’s an instance from the NOAA app:
One other factor that was actually helpful was an announcer explaining the way to use the app and what options can be found.
One app that makes use of that is the MyRadar Climate Radar app. On this instance, the reason appears to be a little bit lengthy and other people would possibly get bored. However in case you had been to maintain issues transferring, use quick spoken descriptions and up the standard of the picture, it may assist quite a bit.
Music doesn’t appear play a really large position in movies on this class. It ought to be nice, however not overwhelming.
So based mostly on the obtain numbers that we’ve seen at no cost Climate apps, with and with out video, it seems to be like there is a bonus to utilizing a video. You probably have an app within the climate class, it is best to actually take into account testing a video.
THE PLAY STORE CATEGORY WHERE VIDEO IS USED THE LEAST
By wanting on the earlier video examples, you might suppose that each app must have a promo video.
It’s simply as vital to grasp the place movies are used the least, so you understand the place making a promo video might be a waste of time.
In our examine, the Free Library and Demo class had the bottom use of video.
Is that this as a result of most of these apps don’t profit from a promo video, or is it one thing else? Let’s take a fast look.
Once we analyzed the estimated day by day downloads of apps with and with no promo video, here’s what we discovered.
The apps with no promo video really get barely extra day by day downloads, however not by a lot. However as you’ll be able to see, the highest apps on this class don’t get a ton of downloads anyway.
So that’s most likely why most apps on this class don’t use a video. They don’t have sufficient downloads and income to justify the time and price of a video.
If you’re in one in all these low video useage classes, you’ll want to do your analysis and discover out if it is smart to spend money on a video.
To sum all of it up, video is only one element of App Retailer Optimization. However as we’ve seen on this examine, the highest apps in aggressive classes are utilizing video.
…and by our estimates, are getting extra downloads, in comparison with apps that don’t have a video.
You probably have apps in these classes, then it’s most likely value testing a promotional video. Simply you’ll want to comply with the very best practices we give in our information on create the very best promo movies for Android.
Additionally bear in mind to make the most of Google’s Retailer Itemizing Experiments to check your movies in opposition to your screenshots and various variations of your video.
Nevertheless, in case your app is in a class with very low video use, you’ll be able to most likely get away with simply screenshots.
I hope that this examine has given you some helpful insights that will help you work out in case you want an app promo video or not.