There’s an old philosophical question that asks, “If a tree falls in the forest, and no one is there to hear it, does it make a sound?” But you aren’t a philosopher. You’re an app marketer. 

So twist it a little and ask yourself, “If an app works perfectly, but no one downloads it, does it make any money?”  

The answer is a hard “no.”

This is why you can’t simply create app campaigns that build awareness and then wait for the downloads to roll in. Every ad needs to tell a story that makes your audience feel like the app was made for them.

Between YouTube, Instagram Reels, Snapchat, and TikTok, it can feel like a ROI Rubik’s Cube trying to find the right combination of platform, best practices and ad formats to hit your KPIs, but there are consistent principles to follow if you want compelling content that converts.

At Newfangled Studios, we leverage these principles from brief through delivery to help you acquire more customers swiftly and successfully. In fact, we’ve helped brands like the Google App, ASICS, and YouTube all turn app campaigns into action. 

Here’s how.

🧑‍🤝‍🧑 Be human: Tell a relatable story

No one wakes up and says, “Dang it, I don’t have enough apps on my phone yet!” That’s why you want to tell a story about how your app improves people’s lives. People relate to content that understands what they’re looking for.

✅ What are the problems that your app’s features can solve? (BTW, these include actual math problems)

✅ What emotions might be associated with having these problems?

✅ What are the most extreme ways someone’s life could change after using your app?

🎯 One Spot, One Feature: Keep It Simple

KISS ain’t just a band your uncle Tony listened to in the 70’s and 80s. Keep it simple, seriously! The strongest spots explore one key idea. Build your ad around the emotional impact of a single feature and show how it fits seamlessly into the lifestyle your audience is already living.

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✅ What is the most important, most useful thing your app does?

✅ How would you explain the feature to a five year old?

✅ What’s an unusual response to learning this feature exists? 

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📲 Show, Don’t Tell: Let the App Talk

Show the app in use. When people see the user experience, they gain confidence that it works and are already learning how to use it.

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✅ What’s the single most visually satisfying action in the app?

✅ Can the audience understand how the app works without words?

✅ What if the app’s UI and the user’s experience of using it could be shown together?

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🤳 Switch the style up: Match the Format to the Goal

One-size-fits-all is not a thing in the world of app campaigns. Different formats serve different purposes, with some driving downloads while others build trust. A little up-front strategy before you go into production can give you what you need to make KPI-targeted, platform-specific winners instead of generic underperformers.

✅ Can you find a way to be platform native and still stand out?

✅ How does your approach change for a passive viewer versus one ready to take action?

✅ Would your concept work best with phone-style filming, high-production value, both, or neither?

📅 Tap into timeliness: Be trending, not trendy

Unless you can literally turn out a new piece of creative while a trend is still on the upswing, beware of trying to ride the daily waves of social surprise. Instead, plan for upcoming holidays or  cultural events by figuring where your app fits and owning it.  But to really make your ads standout, take this one step farther.

✅ How would this cultural moment change if everyone had your app?

✅ What’s a surprising/delightful  way your app fits into the moment?

✅ Could your app be the reason this moment ends, grows, or transforms?

BONUS TIP ALERT: All of these principles are necessary for creating ads that both entertain and convert. But without an air-tight App Store Page, you might have trouble hitting your KPIs if people bail before the final download.

Seal the deal: Optimize your App Store Page

The ad catches interest, but your app store page is the place where people truly learn more. Don’t ignore the details.

✅ Make sure your icon, screenshots, and preview video match your ads

✅ A/B test your headline and call-to-action to see what gets the most installs.

✅ Use App Store ads that also match your social ads

And there you have it. The path toward making app-download social ads that convert. With these basic principles in mind, you’ll be free to create content that truly stands out.

At Newfangled Studios, we specialize in app campaigns that don’t just perform, they resonate.

Ready to get the download? Let’s start.

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