The large and small selections about your app retailer video creatives are essential, as a result of as different App Retailer Optimization efforts they find yourself affecting efficiency…and subsequently your backside line.
- Table of Content
- Video requests for a potential feature
- country target keyword installs
- buy android downloads
- google play app ranking
On this publish we’re sharing one thing a bit completely different than regular: we allow you to take a look behind the scenes of the video manufacturing we did with Wooga for his or her Tropicats recreation.
That is the “buyer story” of how we labored with Andrey and the Wooga group to brainstorm, provide you with closing ideas and produce the movies in time for his or her launch.
And the way they cut up examined with Splitmetrics the three completely different movies to outline the most effective performing one.
Alongside the way in which, we offer you just a few suggestions to your subsequent App Preview video manufacturing.
What’s the tropicats recreation?
Some context is required so you’ll be able to perceive higher the remainder of this text.
Tropicats is a match 3 puzzle recreation, the place you play to construct and enhance a tropical island.
While you begin the sport, the cat’s village has been destroyed and there’s every part to construct in your tropical island. Alongside your journey, you assist cuddly cats by fixing match 3 puzzles. You get cash by enjoying and might then construct and enhance your island.
The preliminary ask and discussions
On the time of our first contact with Wooga in June 2021, the Tropicats app was in tender launch in Canada, UK, and a few different locations. They have been trying into getting extra inventive property for his or her Consumer Acquisition campaigns.
The marketability of the sport was nonetheless in validation at the moment, so we first produced a number of movies for different Wooga video games.
In October 2017, the Wooga group had taken the ultimate choice to launch Tropicats, and it was time to work on App Previews for the official launch. So Andrey (World Advertising and marketing Lead at Wooga and our contact there to this point) reached out.
As a result of the iOS 11 launch (and autoplay movies on the App Retailer) was nonetheless fairly latest on the time, the very first thing we did was to try what the competitors had been doing.
Apple appeared to be getting a bit extra free with a few of the pointers restrictions, and Andrey appeared serious about exploring this additional.
There wasn’t many panorama movies for a portrait recreation on the time (we’re creating extra of them although, and there are just a few unwritten guidelines to observe to maximise possibilities of approval). In reality, in a number of instances the panorama movies wouldn’t seem within the search outcomes but (they now do).
We did take just a few dangers by exploring the “border pointers space” within the movies we produced for Tropicats, nonetheless we ended up specializing in portrait movies solely. When contemplating these items it’s essential to know itunes video specs properly, and it helps to look at plenty of App Preview examples.
We had labored on a number of tasks already with Wooga, so despite the fact that we normally write the script for every video earlier than quoting we have been comfy giving a primary estimate on this challenge.
Andrey, in his unimaginable responsiveness (as all the time), rapidly got here again to us to substantiate the challenge and gave us some fascinating insights into the sport and creatives.
One thing very helpful too so we may write a script: he shared the recreation property, gameplay captures (footage) and even a gameplay captures tutorial. Neat. It clearly wasn’t Wooga’s first time round.
Ideas:
- Have a look at which movies your opponents carry on the App Retailer for his or her video games. Chances are high in the event that they’re round for some time Apple is comfortable with the video, and the video performs properly.
- Insights from Consumer Acquisition movies or focus group is nice enter to place collectively a inventive idea for a video.
THE VIDEO CONCEPTS
With all the knowledge in hand we have been in a position to write scripts fairly exactly, even together with preliminary solutions for particular gameplay we may showcase.
We wrote 2 scripts, one with textual content and one with out.
Since Wooga already had some cool animations from their earlier than/after video (see above), we may reuse the footage for scene #2 by rearranging it.
Word: iOS App previews are purported to be primarily based mostly on captured footage, and even when this scene 2 makes use of issues that may be discovered within the app there’s a slight danger of rejection (see later my remark about having a “back-up plan”).
Andrey appreciated the script, and we determined to go along with the textual content model first since it could be simpler to create a model with no textual content after.
In whole we created 3 variations of the App Preview. Beneath the principle variations between ideas.
iPhone App Preview – Video #1
On this model we first present the facets of the sport (instance: match 3 gameplay), then show the corresponding textual content/copy (instance: Contemporary & Fruity Match 3).
The order goes like this:
- Beginning by exhibiting the two predominant components of the sport rapidly:
- the match 3 gameplay
- then constructing and adorning
- Displaying fascinating match gameplay
- Ending on the form of “cat paradise” engaged customers may get
iPhone App Preview – Video #2
On this model we begin by exhibiting the island to arrange the context, then we introduce every facet of the sport with a textual content earlier than exhibiting the corresponding footage.
The order goes like this:
- Beginning by exhibiting the island
- Displaying fascinating match gameplay (launched by a textual content)
- Displaying constructing and adorning (launched by a textual content)
- Ending on the form of “cat paradise” engaged customers may get (launched by a textual content)
iPhone App Preview – Video #3
This video begins the identical means as Video #1, however after exhibiting a primary match we hold exhibiting gameplay and hold the constructing/island options for the tip. There is no such thing as a textual content in any respect.
The order goes like this:
- Beginning by exhibiting a fast match 3 gameplay (much like video #1)
- Displaying fascinating match gameplay
- Displaying constructing and adorning (launched by a textual content)
- Ending on the form of “cat paradise” engaged customers may get (launched by a textual content)
Ideas:
- Whether or not you’re producing the video your self or not, all the time write down and talk about along with your group the script/state of affairs earlier than creating it. It’s a lot simpler to regulate phrases than a video.
- Producing completely different model of an App Preview video is an effective way to enhance efficiency.
THE FINE TUNING
Subsequent step was ensuring we have been on the identical web page relating to the content material we present within the video.
For this, we share what we name an in depth script the place we outline issues just like the background music, voice over (if any) and precise gameplay footage proven. Plus some other essential particulars.
This additionally permits us to verify now we have the wanted property from our purchasers earlier than beginning the video manufacturing.
When sending the script, I had just a few feedback relating to Apple’s pointers and issues that might make the video even higher.
Just a few exchanges on the detailed script and through e-mail, and we had every part prepared to begin the precise video manufacturing.
One of many changes we made at this stage is that we determined to don’t have any zoom on gameplay footage for video #3 (moreover the preliminary match that’s much like video #1).
Ideas:
- Discover essentially the most related gameplay footage to show in your video and outline when within the video every footage is proven.
- In case you ever take some dangers and “experiment” along with your movies with reference to Apple’s pointers, all the time have a again up plan in case of rejection. Particularly when on a decent deadline.
THE VIDEOS
We began with Video #1 first: the short overview of all options, every time exhibiting a corresponding textual content afterwards.
So which App Preview carried out higher? We’ll dive into this in a second, however first let’s discuss a bit about Apple’s love for final minute requests.
