Due to the popularity of the smartphone and tablet, the app market is growing rapidly and there's no doubting apps are a great source of revenue, with the average user having 41 apps installed on each device.
That's a lot of competition. So how do you get your app downloaded? There are numerous things you can do – but your secret weapon might just come in the form of a web video production.
It will come as no surprise that videos are more popular than they have ever been; YouTube has more than 4 billion views per day! So you can maybe understand why using a web video will help you gain more app users. Video is a great marketing tool no matter what your business, and can be particularly beneficial for those who need to entice potential app users, and here's why...
34% of shoppers say they are more likely to buy a product after viewing an explainer video.
Sharing an explainer video about how your app works on your App Store, or Google Play page, will help users to understand exactly what it does and doesn't do before they download it. This can really help give potential users the nudge they need to hit the 'Download' button. More than half the video marketers out there state that video leads to increased conversion rates. Therefore, using a video to help explain your app seems like a no brainer!
If you create a particularly impressive video, you may even find that users are happy to share your video to tell their friends about your app. This kind of referral marketing is a powerful way to spread the word about your app.
Strengthening User Understanding
Again, one of the best things about a web explainer video is its ability to help your users grasp exactly what your app does and doesn't do.
Explaining this in a video format – as opposed to long passages of text – often resonates much more strongly with your target audience This is because video is a combination of audio and visual elements – a powerful concoction that's fantastic in engaging users with different learning styles.
More to the point, according to Dr James McQuivey of Forrester Research, a one minute video is worth a staggering 1.8m words (do you fancy writing that many words about your app?) Plus, 80% of video marketers agree that video has given people a greater understanding of their product or service.
It's an unavoidable fact: the modern internet is a crazy, fast-moving environment and there are distractions all over the place. Very few people have the time to read reams of text - whereas a quick 1-2 minute video is often much more appealing.
Reduces User Churn
Now, because your users have a better understanding of how your app works, they're more likely to have realistic expectations when they download it. This means, theoretically, there's less chance they'll end up disappointed. When you've worked hard to attract users to your app and hit 'Download,' the last thing you want is a mammoth churn rate.
On average, 20% of people who download your app will use it just once. And 37% of app users say the reason they stop using an app is because it didn't meet their expectations.
It's important to keep your users engaged – and including a web video to help understanding is a great first step.
Frees Up Your Time
We know how the industry works; as an app developer, you're more than likely already thinking about your next app. But your users still need help with the one you just launched – and, unless you work for a large company, in all likelihood, the responsibility for providing that help is going to rest in your inbox.
Video is a phenomenal learning tool and can dramatically alleviate this problem. In a recent survey, 30% of marketers told us that video has reduced the volume of support calls they receive. Anything that gives you more time to do what you love has surely go to be a good thing! Include the video and give yourself more time to create great apps for your users. If you're experiencing any particularly common questions, why not include the answers in your video?
In a time when everyone is on the go and needs to have everything at the touch of a button, a web video is a good idea. Online video now accounts for 50% of all mobile traffic and 69% of traffic on certain networks. This statistic is no doubt one that will keep growing, and underscores the point that people don't want to read about your app: they want to find out about it quickly!
Video content is one of the most shared visual tools on the web, another great reason to get involved. Social media is a great way to get your message heard – and it's fun! Video content tends to go down extremely well on platforms such as Facebook and Twitter, and that's without even touching on YouTube. Did you know that 500 years' worth of YouTube videos are watched daily on Facebook and more than 700 YouTube videos are shared on Twitter every Minute?!
Another valuable point is that video on social media can affect organic Google search results. making it even easier for potential users to find out about you. This leads us nicely in to the last benefit...
Enhances User Discovery
Did you know that 70% of the top 100 search listings on Google are video? Or that video views in the Google Play store count as a view on YouTube, which is the web's second largest search engine? What's more, this is tied to actual Google search rankings, meaning the more views you get, the higher you will rank in Google. YouTube is a huge deal these days, and the only way to get a piece of the action is by creating video content.
Video offers a range of benefits that can be a huge help in attracting and retaining new app users. Showing your app in the best light will give you the best possible chance of converting users once they land on your app page, while viewers will also get a realistic and authentic view of how the app works – what it does, and what it doesn't do.
Check out our related article, What's involved in animated video production? to find out more.