Traditionally, there are 3 different types of video formats. Each has it’s benefits:
snaptik_7481776204127816990.mp4
These videos follow the basic format of [pain point] + [target audience] = [solution]
Videos typically start with a shot of someone’s face having some sort of emotion (surprised, excited, shocked, sad, etc) and then show a screen recording of the app they are promoting
This video alone brought in 10k+ downloads following the rinse and repeatable format
pain point: not being able to eat out
target audience: people who have inflammation
solution: app
| Good For: | Not as good for: |
|---|---|
| apps with a viral UI | apps w/o viral UI |
| apps that solve a clear pain point | apps that are more complex/need explanation on how to use |
<aside> <img src="notion://custom_emoji/96dc72f0-fe95-458a-9dc2-12ab63506560/208d142e-96d0-8030-99a4-007a0a02a8b8" alt="notion://custom_emoji/96dc72f0-fe95-458a-9dc2-12ab63506560/208d142e-96d0-8030-99a4-007a0a02a8b8" width="40px" />
Hook + demo content converts at such high rates because viewers feel like the content is made specifically for them. You reach out with something they are struggling with and provide an easy solution. Remember, you’ll want these videos to feel organic! Imagine you are a random person who stumbled across this app, loves it and wants to share it with other people.
</aside>
snaptik_7486544868987129130.mp4
FAQ: How to respond to comments?
The key with long text format is that you’ll want the time it takes to read the text on the screen to be longer than the video itself (typically 6 seconds). This will help increase views and push it out to more people.
These formats traditionally don’t mention the app name at all and instead rely on the comment sections to do the conversion, the entire goal of the post should be to generate comments.
TikTok comments act like a Reddit section - where they highly trust other people’s opinions. You’ll want lots of comments about the app. Bonus points if you get people coming back after they’ve tried it to leave sparkling reviews.
| Good For: | Not as good for: |
|---|---|
| apps without UI that would look good on socials (non-viral UI) | creators who aren’t great at comment responses |
| apps that might strike controversy and dialogue |
<aside> <img src="notion://custom_emoji/96dc72f0-fe95-458a-9dc2-12ab63506560/208d142e-96d0-8030-99a4-007a0a02a8b8" alt="notion://custom_emoji/96dc72f0-fe95-458a-9dc2-12ab63506560/208d142e-96d0-8030-99a4-007a0a02a8b8" width="40px" />
These posts are as organic-facing as it gets. It should feel like a conversation between the viewer and all the commenters. Video copy should read like a train of thought text message.
</aside>
snaptik_7507787026301783338.mp4
Talking videos take a bit more work, but they are great at converting.
These do the best for products that need some extra explaining for adoption.
| Good For: | Not as good for: |
|---|---|
| creators who can eloquently talk to the camera | products that don’t need an explanation - less is often more |
| products that need more explanation on how to use or why they are helpful |
<aside> <img src="notion://custom_emoji/96dc72f0-fe95-458a-9dc2-12ab63506560/208d142e-96d0-8030-99a4-007a0a02a8b8" alt="notion://custom_emoji/96dc72f0-fe95-458a-9dc2-12ab63506560/208d142e-96d0-8030-99a4-007a0a02a8b8" width="40px" />
Tip: Mock-up assets for creators to use in videos in Figma or Canva, extra visual elements go a long way.
</aside>
Check out playkit.xyz/newsletters for more formats that you can replicate!