Feature/OPED
Why Promote Your App with Video Content?
By Kenneth Horsfall
Creating an app is not something you just wake up one morning and begin to do, it takes you and your team at least months to go from just having a beautiful idea to creating the new app.
Along the way, you probably invested a lot of time, expert software development, graphic design, and expensive focus groups to finally bring your beautiful idea to life.
But there’s a problem: people won’t just download it! Why?
To effectively promote your app on digital platforms, you need to put as much work into your marketing strategy as you did when creating the app. The fact is that people have a lot of options to choose from, so why should they choose you? That’s why you need to think of a plan to get them hyped about your app.
Fortunately, you don’t have to reinvent the wheel! By making videos part of your marketing tool, you can ease your way into promoting your app. But as the best video companies know, there are important details to be clear about creating a video marketing plan.
When should you use a video? What production decisions come with that? How should your video look? These are some of the questions we’ll go through to help you raise awareness about your app.
But first, why video content? They are a lot of other ways to promote an app why should I think of video first.
Videos can boost your app marketing campaign like no other type of content marketing can do. But before going over the critical decisions involved in producing great videos, let’s first compare the two leading app stores.
How do Videos work on Google Play and the App Store?
If you’ve created a multiplatform app, you should have videos ready for both Google Play and the App Store. But the issue is more complex than reusing the same content, as each store has its own unique rules regarding videos.
Previews for the App Store need to be pre-approved by Apple’s team, which has very defined requirements on the types of videos they accept. Some of the most important include:
Videos must be between 15 and 30 seconds.
The footage should be taken primarily from the app and cannot show people, hands, or any other type of real-life footage.
Each video is device-specific: it must be produced for a specific iPhone or iPad screen size.
Why in the case of the Google play store, Google Play doesn’t require prior approval, and its guidelines are more versatile, with almost no limitations. But for many apps, this freedom results in low-quality homemade videos, which you certainly don’t want for your brand.
For that matter, we have these recommendations for you on what to post on Google Play:
When proper, show real people using the app—seeing how a human hand uses the smartphone is easier to follow than random images.
Optimize your video with subtitles or even a professional voiceover if your video demands it, so you can make your message crystal clear to your audience.
Different Types of Videos You Can Use to Promote Your App
By doing quick research on the platform you want to promote your app, you will notice different types of videos that developers use for promotion. There’s simply not a one-size-fits-all style, but there’s a wide catalogue of videos you can choose from to entice your audience, present your app’s features, or even showcase a positive review.
So, let’s go over some of the most popular types of videos to see which one will best fit your purposes.
Explainer Videos
We’ve stressed that you need to distinguish your product from the competition. Many times, it could be hard to convey with a promo video how your solution stands out: in the viewers’ eyes, yours is just another option with nothing particularly special.
With animated explainer videos, on the other hand, you can approach your audiences from a quite different angle. This class of videos focuses not on your app’s looks as such, but on a story. By using colourful animation and engaging characters, you can pose a problem for your viewers, and then explain how your solution can help them improve their lives.
Explainer videos are perfect for productivity and business apps, for which there are generally plenty of indistinguishable options in the Store. By focusing on what your app does best, you’ll get an emotional response from users that could lead them to choose your solution above the rest.
Customer Testimonial Videos
You wouldn’t think that many people (including myself) are hesitant about downloading apps. It’s understandable since apps take up space on our smartphones and, well, we might end up not using them at all!
To feel comfortable about the app they will download, users sometimes need social proof. Luckily, video testimonials can provide just this. These videos feature satisfied customers or experts giving their first-hand take on your product and its features, and how it’s helped simplify their lives.
By showcasing other people who review your app, testimonial videos are the best way to improve your brand image. They give users the validation they need to know that your app is the one they’re looking for and that makes you stand out from your competition.
Preview Videos
When most of us think about mobile app videos, the first images that come to mind are the brief teasers we usually find in social media ads. Previews are the gold standard of app videos because they give viewers the chance to see how the program exactly looks and works.
Of course, in theory, screenshots can work just as well. But there is something to be said about being able to appreciate in advance how we can use the product and whether it really aligns with our expectations and tastes.
Preview videos pair well with any type of app. However, they are particularly valuable for entertainment and gaming apps, as users want to concretely see the basic functionalities and/or stories.
Pro Tips and Tricks
Once you choose the right type of video that best suits your app, you need to know that there are certain production principles that apply to all videos in general.
Producing videos is complex, as the process involves important technical and creative aspects. But there’s no mystery about it!
To simplify the issue, we’ll go into three of the most relevant aspects to keep in mind.
Make Your Video Short, It’s Very Important
With so much information and distractions available online, you have limited time to connect with your viewers. It’s no surprise that after just a few seconds, viewing rates start to drop significantly.
That’s the reason why most mobile app videos tend to be really, really short—about 10 to 30 seconds, 2 minutes maximum. With so little time, you want to keep your video simple and fast-paced, bringing attention to what’s truly interesting about your product.
Easier said than done, right? It’s challenging to keep your video that short, so you want to focus on your app’s main highlights. Figure out which features make your product a distinctive and attractive choice and convey that idea to your viewers.
Take Your Video Through Social Channels
Although we’ve been focusing on the app’s profile page, we can’t downplay the crucial importance of social media. App ads are a constant presence on platforms like YouTube and Instagram because marketers know that that’s where the most important conversations are taking place.
In terms of visibility, launching a thorough social media campaign is a must. But there are other advantages that come with having videos on your social accounts.
Facebook, for example, is particularly useful to run your ads, as the platform offers analytical tools to gather key data about your ads’ performance and how users behave with them. Take advantage of these tools to assess the strengths and weaknesses of your videos and make informed decisions on the
Include Relevant CTAs
Whether you’re uploading your video on social media or your app’s profile, you want to give viewers one last little push to motivate them to download the app. Now, you don’t necessarily have to be too promotional to do this.
By simply adding CTAs (Call to Action) in your video, you can inform users about the next best step to take. To get started, use clear, short phrases like “Sign Up” and “Learn More” to lead audiences to your app’s page. But if you want them to “Upgrade” or “Go Premium,” you can also use these CTAs.
Lastly, in social media videos, remember to always add the platforms where the app is available and can be downloaded by the audience, this is very important.
Takeaways
As videos have the unique quality of being entertaining, informative, and easy to consume at the same time, they are a powerful tool to add to your marketing campaign efforts.
Embed them on your app’s listing page to show users what to expect from your product. Focus mainly on the features that make your app solution distinctive, so that users take notice of your app’s virtues. Finally, take your videos to where your audience is to spread the word and continue the buzz. Thanks for your time.
My name is Kenneth Horsfall and I’m the creative director and founder of K.S. Kennysoft Studios Production Ltd fondly called Kennysoft STUDIOs. Kennysoft STUDIOs is a Nigerian Video and Animation Production Studio. And also, the founder and lead instructor at Kennysoft Film Academy. I can be reached via [email protected]
Feature/OPED
The Future of Payments: Key Trends to Watch in 2025
By Luke Kyohere
The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:
1. The rise of real-time payments
Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this.
2. Cashless payments will increase
In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions.
3. Digital currency will hit mainstream
In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain.
The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability.
4. Increased government oversight
As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.
5. Business leaders buy into AI technology
In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk.
6. Continued AI Adoption in Payments
In payments, the proliferation of AI will continue to improve user experience and increase security. To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent.
When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.
7. Rise of Super Apps
To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills.
8. Business strategy shift
Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble.
As the payments space evolves, businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.
Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq
Feature/OPED
Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections
In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.
In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.
“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”
The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.
Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.
The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”
The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.
As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.
In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.
“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.
Feature/OPED
The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms
By Kenechukwu Aguolu
The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.
One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.
A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.
In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.
The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.
The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.
-
Feature/OPED5 years ago
Davos was Different this year
-
Travel/Tourism8 years ago
Lagos Seals Western Lodge Hotel In Ikorodu
-
Showbiz2 years ago
Estranged Lover Releases Videos of Empress Njamah Bathing
-
Banking6 years ago
Sort Codes of GTBank Branches in Nigeria
-
Economy2 years ago
Subsidy Removal: CNG at N130 Per Litre Cheaper Than Petrol—IPMAN
-
Banking2 years ago
First Bank Announces Planned Downtime
-
Sports2 years ago
Highest Paid Nigerian Footballer – How Much Do Nigerian Footballers Earn
-
Technology4 years ago
How To Link Your MTN, Airtel, Glo, 9mobile Lines to NIN