Let’s check out popular ad formats for subscription apps. 

Screencast

In Perfomante’s experience, screencast is best for early-stage to display your application and its use cases. This format is pretty simple and shows the real functionality of your application.

Screencast with attention grabbers

You can also create more complex video ads with an attention grabber. Create a fake screencast that mimics real gameplay or create a real simulation of your app, and show a bar with users’ results.

Reference science 

You can create complex themes that prove your application’s efficacy by referencing scientific research or results. Here is an example of the Simple fasting app: 

Footage + screencast

The fourth most popular ad format is footage + screencast. Show call to action at the end of the video.

3D Infinite Loops 

When you know approximately what works for you in the 2D world, you can move forward to 3D and play with it. We strongly advise using 3D once you’ve completed at least five iterations of 2D. Each iteration is up to 10 unique videos.

You might recognize the Calm meditation video ads which contain infinite loops. This format works well when you use it in the first few seconds of your video ads before following with gameplay. Be sure to recognize that the production process of such a video is one or two weeks, and you will need 3D specialists. You can check video stocks like Storyblocks or any other popular tools to download ready-to-use assets that will help you try out this approach.

UGC

Once you have strong results with 2D, try UGC. There are some tricks to using UGC in your ad campaign. You should know that Facebook ads, Google ads, and TikTok ads differentiate from each other, so launch different campaigns for each platform. Something that didn’t work in TikTok could work on Facebook, and vice versa.

Let’s check the differences in more detail.

On TikTok, you can use low-quality video ads. It could be simple; you can make it on your own. Avoid using too many animation transitions or too complex animation. Just a simple cut and call to action. The quality for TikTok could be lower than that for Facebook.

In TikTok, you should have specific safe zones. In the picture below, you can see that the whole area is covered with different widgets of TikTok, and some parts of the ad will be covered with these. Pay attention to this.