96% of people have watched an explainer video to learn more about a product or service, according to this survey. So, if you’re still asking yourself if you should create a demo video to showcase your app, you’re probably asking the wrong question. People are constantly on the lookout for explainer videos – so how will yours inspire downloads?
App demo videos can be found on company websites, in the App Store or Google Play, on YouTube, and in social media posts and ads, which means they’re not just about onboarding a user with a basic how-to guide. These videos can launch your app, advertise to new audiences, or even inspire existing users to make the most of the app’s latest update.
In this post, we’ll show you seven great app demo videos and why they work. Scroll all the way to the end for our tips on creating your own effective app demo video.
Meetup
Why it works:
● Bold colors combined with quick cuts that are timed to an energetic track give the video a lively pace
● Informative key messages that are clear and to the point, coming in at 57 seconds in length
● Animations, video clips, and photos reinforce the brand identity of connection and fun
● Demonstrates features with ease through clear phone usage and finger tapping
IKEA
Why it works:
● Gives a good feeling of what the app is really like to use while also making the video engaging from the start
● Well timed and easy-to-follow script with a Swedish accent that reinforces the brand identity
● Adds a humorous touch, showing how the app can help avoid embarrassing issues any furniture buyer can relate to
Survey Monkey
Why it works:
● Bold color changes quickly grab attention within the first second
● Begins with a question to reel in the viewer that also cleverly explains what the app can do – ‘Want to create, track and analyze your surveys on the go?’
● At 31 seconds long, this video is short and sharp while showcasing a lot of features clearly and including a strong call to action at the end.
Headspace
Why it works:
● Starts with a direct acknowledgement of the viewer ‘Congratulations…’
● Muted colors and a British accent bring a calming presence, which reinforces the brand’s mission
● Clearly shows the features available on the app through phone usage, while keeping engagement and reinforcing the company’s comforting and playful brand through animations behind the phone screen. Animation is a great tool for explaining a product that has aspects that aren’t tangible (like “stress” or “movement”).
Salesforce
Why it works:
● Instantly – and expertly – explains benefits centered around team situations, rather than showcasing the app’s features and making the viewer do the work of translating into how it would directly relate to their team
● Uses custom-shot video to follows a real-world journey and clearly address how the app will solve a lot of the team’s collaboration challenges
● Answers hesitations or questions the viewer may have before they need to think or ask
Centr
Why it works:
● Dynamic shots set to an energetic track gets the viewer excited about a fresh way to approach at home workouts
● Shows off the app’s features without a voice over and with minimal text, which informs the viewer in an engaging way that captures and keeps attention like a TV ad
VSCO
Why it works:
● Showcases how to use a new app feature without the aid of voiceover or written key messages for visual learners who may prefer to watch rather than listen or read
● Incorporates a clear way to show phone usage – a red transparent circle shows taps so the viewer isn’t lost throughout the video
5 tips for creating an effective app demo video
- Put your top features and benefits front and center
We know you want to showcase all the amazing features of your app, but the truth is most people start to tune out at about the 30 second mark, so keep your features and benefits at the start — and keep messaging short and to the point. - Keep your audience curious
Give enough info for the viewer to understand the app, but keeps them wanting to know more so it encourages to downloading the app to discover it for themselves. - Pay attention to music, sounds and transitions
Make sure the track fits your app – Meetup and Centr use energetic tracks that match the brand, while Headspace uses a soft airy track to bring focus to the voiceover. Consider using little sounds like clicks, pops, and subtle whooshes, and change up your cuts and transitions to keep the video interesting. - Reinforce your brand identity in the design
Meetup uses a lot of red in the video to reinforce the brand colors and logo. Centr focuses on footage of active people (and their celebrity “face”) to reinforce what they’re all about – the messaging isn’t just said in words. - Make the viewer experience the product
Don’t just use a voiceover or text on the screen to tell the viewer about the product – show them. The viewer experiences calm with Headspace, or dynamic movement with Centr. You won’t always need a voice over; sometimes letting the viewer experience the images and watch the features works better and is more engaging.
Ready to inspire more downloads with an effective app demo video?
Get in touch for a FREE consultation to discuss how to make your app video stand out!
Interested in learning more? Check out some of our related content:
- 3 Reasons to Rethink DIY App Videos
- Do App Preview Videos Increase Conversions?
- How to A/B Test App Video Ads