Oscar has been asked to create a video asset for a new Google App campaign. To follow video asset best practices, what should the video focus on?
Comparing the app against other industry apps.
Showing the app and its functionality.
Portraying people using the app.
A behind-the-scenes look at how the app was made.
Explanation
Analysis of Correct Answer(s)
The primary goal of a Google App campaign video is to drive installs and in-app actions. The most effective way to achieve this is by directly showcasing the app's value.
- Showing the app and its functionality is the best practice because it gives potential users a clear and immediate understanding of what the app does. By displaying the user interface (UI), key features, and the overall in-app experience, the video demonstrates the app's purpose and benefits, encouraging viewers to download it to solve a specific need or for entertainment.
Analysis of Incorrect Options
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A behind-the-scenes look at how the app was made: This focuses on brand storytelling rather than the user's direct benefit. It does not effectively communicate why someone should install the app right now.
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Comparing the app against other industry apps: This can be a negative and less compelling approach. It's more effective to positively highlight your app's unique features and value proposition on their own merit rather than focusing on the competition.
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Portraying people using the app: While showing users can add an emotional or lifestyle element, it is secondary to the core message. If the video focuses only on people and not the app's interface, the viewer won't understand what the app actually does. The central focus must be on the product experience.