How to Create a Video Preview for Your Mobile App Listing

Using video in your app store listings can significantly help you win users 根据Tune的一项研究, a company that provides mobile analytics for marketers. 使用视频的应用程序获得更高的评级和排名. Most app store listings use a series of screen captures to show potential users the app's features. “大约一年前, both stores began to support the use of video in their listings,John Koetsier说, Tune的移动经济学家. “到目前为止，只有7%到10%的应用程序这样做.“既然有 currently 4.200万个应用程序 out there, using video in your listing can help if not make you the life of the party, 至少让你被邀请参加婚外情.

appvideo1 Video lets users see how apps works without first having to download and install them. Essentially, 买家可以获得全面预览, understanding the app's value proposition and general features or gameplay. With video previews, users tend to be happier with their choices. The awareness of what they're getting leads to more affinity for the app.

Tune查看了两个商店中排名靠前的应用. "I have a large data set on the top 50,000 apps on iOS and Android," Koetsier says. He studied the leading apps, paid and free, in each category. "I wanted to see what makes the differences between being 250th and being number 1 in terms of downloads and installs."

Koetsier found a significant difference in ratings for apps with a video and those without. 带有视频的应用的平均评分是4分.24 stars, vs. 3.没有视频的81颗星. 星级评价会影响应用的排名和列表. According to Tune's study, moving up in the rankings matters. Rising from 150 to 15 is enormous in terms of download velocity—easily providing a 10x to 100x boost. Velocity is a measure of how often an app is downloaded.

The top three things consumers look at in an app listing are the rating, description, and appearance. 最重要的是, 根据曲调, is the rating, 描述排在第二位, and the description (which can include a video) coming third.

"If you pass through the first filter because you had decent ratings and reviews, and then you pass through the second filter of being interesting, the question people are asking at that point is what would it be like to have this app?Koetseir说. “使用这个应用程序会是什么感觉? 这是我能预见到的事吗?"

Being able to visualize themselves using an app helps move someone from a browser to a customer. Veed.me says 52 percent of the top-grossing apps in the App Store and 84 percent of the top-grossing apps on Google Play have videos. StoreMaven says app videos increase conversions by 20 percent in the App Store, 在Google Play中占35%.

appvideo2 Both app stores suggest video is a great way to show features, 但苹果认为少即是多:它的视频剪辑是限时30秒. Creators can upload an app preview only when the app is in an editable state or when submitting a new version.

The Google Play store is more flexible: Its suggests videos should be 30秒到2分钟并在YouTube上发布.

If video helps apps rank higher in both browse and search, 也有助于提高转化率, 为什么很少有开发人员使用它?

One developer said the problem is apps change frequently, so videos can become out-of-date. But consider that the user is paying less attention to the interface than the overall experience and feature set.

什么对应用商店视频有效? 看看Waze应用Koetsier说. "You really, really quickly need to get to actual app experience. In 2 to 3 seconds you have the core app selling point, which is—in this app's case—the fastest driving route. Then, 在10秒内, 你知道它为什么有效, 你有一些概念的证明, 数百万用户正在使用它. The rest of the time you're explaining why it's worth going beyond [their competitors]."

So, no sales pitch, no drawn out animated logos, just a quick overview of how the app works. 我们想这么做是为了 流媒体杂志 App. 以下是基于此的快速操作方法:

iOS

使用运行OS X Yosemite或更新版本的Mac, 任何视频编辑软件, 以及安装iOS 8或更高版本的iOS设备. 使用USB连接线连接iOS设备和Mac. 启动QuickTime播放器记录应用程序的交互. Choose new movie recording and set the camera and microphone inputs to the iOS device.

为屏幕捕获选择一个方向. 接下来，使用QuickTime记录应用程序中的镜头. Apple requires developers to submit different videos for each device, 因此，捕获所有支持设备的屏幕细节.

Take the raw app video footage and bring it into a video editing program. iMovie and other applications have a setting under the file menu called App Preview. 根据苹果开发者笔记, iMovie exports the final video at the correct resolution.

Android

There are a few different approaches possible fro Android. One popular application is AZ Screen Recorder - No Root which lets developers take app screen captures. 需要安卓5.0 or newer. 或者，试试Mobize，它需要Android 4.2 or newer. 将内容导入视频编辑器. Since Android allows for longer video length, be a bit more indulgent but remember that less is more. Since Google Play content can be viewed on both a desktop and a mobile device, 确保图像在较小的屏幕上清晰.

Android开发者通过YouTube托管视频, and the developer notes identify placing in the promo video field an individual video's full YouTube video link (for example http://www.youtube.com/watch?v=yourvideoid). 他们确实希望你使用缩短的链接.

记住要点

在第一秒展示你的主要卖点.

Within first 10 seconds show why your app is trustworthy

在剩下的时间里展示用户体验

如果可能的话，使用音频. 在这里，视频播放时打开音频.

Tweak the poster image if the default picture isn't strong.

如果需要，为每个设备创建视频. Apple allows publishers to submit multiple video files.

Show the video to people unfamiliar with the app and get their feedback.

不要做什么

不要展示人们在使用应用程序. 坚持使用界面.

不要写太长的介绍. 这段视频只有几秒钟的时间来吸引人们的注意. 甚至不要以公司标志开头.

不要使用屏幕上的小文字. 保持字体大且易读.

Creating an app preview video is a quick and easy way to boost visibility. It's a great use of time for any app developer, and really helps an app stand out from the other 4.200万个应用试图吸引用户的注意.

Nadine Krefetz's article first appeared on OnlineVideo.net