Creating Effective Videos For Facebook Mobile App Install Campaigns

Facebook and Google’s optimization capabilities have dramatically improved. Advances in machine learning and event bidding are radically reshaping and simplifying mobile user acquisition. As bidding becomes automated, creative becomes the differentiator of campaigns’ performance. Creating effective videos for Facebook mobile app install campaigns that will meet an organization’s financial objective can be challenging.


Creating Effective Videos For Facebook Mobile App Install Campaigns


On average, 95% of direct response creative fail to outperform best-performing ads on a portfolio making heavy creative testing necessary to achieve and sustain ROAS. At a high spend velocity, creative fatigues quickly. Constant creative testing is imperative to produce winners that will offset fatigue and maintain ROAS goals.

mobile app Install

Producing the quality and quantity of creative necessary to combat ad fatigue is not an easy task.  Common frustrations with creative that Facebook advertisers share are not having enough creative, creative that has stopped performing, creative has gone stale too quickly, too many IAB format to produce,  and scaling without burying teams.

To solve some of Facebook Advertisers’ most common creative challenges, our team at Consumer Acquisition has identified several ways to extend the life and performance of your existing creative – something you can try before starting from scratch, and Facebook has provided agile best practices for videos, and tips on how to create high-performing videos with limited assets.

But before you go on producing creatives, here are some creative questions to consider.

Creative questions to consider while designing Facebook Mobile App Install Campaigns

Design tips to extend an ad’s life

  • Story Telling
  • Image Format (Square, Horizontal, Vertical)
  • Image Layout (Split Screen, Grid, Horizontal Vertical)
  • Video (Length, Start & End Screen, CTAs)
  • Use of Primary Colors
  • Call-To-Actions & Placement
  • Types of Images (User Generated vs. Stock Photos)
  • One Product vs. Multiple Products
  • Mobile Device vs. No Mobile Device
  • Text in Image/Video (non-header)
  • Text Headers (Short/Long, Placement, Color, Font)
  • Background Images
  • Apple Store/Play Store Badge
  • Logos & Brand Placement


Agile Best Practices For Video

  • The first 0:03 really matters, so open your video with a strong image.
  • Don’t rely on sound, unless it’s important. In that case, emphasize it!
  • Text can help support the message, so use a clear & concise copy, in your videos.
  • Make it only as long as it needs to be. If it’s too long, shorten it.
  • If you have great characters, use them. Lean into your art and story.
  • Think about people’s motivation. Build for emotions, benefit & fun.


Creative best practices for creating new high converting videos with limited assets

A group of brand marketers, strategists, and creative directors at Facebook’ Creative Shop, reviewed hundreds of top-performing ads, identified four different categories in which all of these ads fell into:

  1. Basic in motion
  2. Brand in motion
  3. Benefit in motion
  4. Demo in motion,

and provided tips and best practices on how to improve videos to increase your ad’s user value.

Basics in Motion

A simple video or animation. You can start with a still image and add some movement like a few layers with different characters moving. You can also use music to add excitement.


Brand in Motion

A video with an emphasis on your brand. You can add excitement by showing a portion of the video and then showing an aspect of your brand. Imagine a brand in motion followed by a logo in motion.


Benefit in Motion

A video with an emphasis on your products’ benefits. Tell the user what to expect and why they should play. You can achieve this quickly by showing characters, levels, actions, etc. Using a short ad copy to highlight benefits is a very effective strategy.


Demo in Motion

A video with an emphasis on how your product works. For mobile games, screen capture gameplay and place it inside a phone.  This simple video works because it shows actual gameplay on a mobile device. Also, it shows the viewer that it’s a mobile game to be downloaded.


Final Thoughts about Mobile App Install Campaigns on Facebook


Facebook advertisers must constantly test fresh creatives in order to reach and sustain ROAS. Producing high-quality creative at the necessary volume can be challenging. However, there are cost-effective ways to achieve this goal. Before testing brand new concepts, advertisers can always breathe life into their existing creative to extend their performance by modifying several aspects of an ad such as colors, copy, background, and more.

Advertisers can also follow Facebook’s suggestions on how to produce high-converting videos with limited assets by animating certain aspects of a still such as a logo or a game character. Finally, all Facebook agencies and advertisers should be following Facebook’s agile best practices for creating high-performing videos.

Consumer Acquisition Attended Casual Connect 2018

Casual Connect 2018

Earlier this year, we attended Casual Connect 2018  at the Disneyland Hotel. Incredibly, we joined some of the most respected leaders in the game industry. Most noteworthy, were Disney Consumer Products & Interactive Media, Netmarble US, Ubisoft, and Oculus VR. Consequently, we shared and discussed insights and the latest trends within the industry. Including, creative best practices and the future of user acquisition. 

Creative Best Practices

Also, in addition to participating as a Platinum Sponsor, our chief executive officer, Brian Bowman, and our chief marketing officer, Tom Young, joined Rich Jones, from Facebook. And together they spoke about the future of user acquisition. First, Brian discussed the importance of creativity in driving mobile app advertising performance. Then, he introduced our Creative Marketplace and explained its benefits to advertisers. For example, using an external team brings in fresh, new ideas. As a result, an internal team can then create new variations on a winning concept.  

Future of User Acquisition

Next, Rich shared Facebook’s own creative best practices. Also, he discussed common challenges with video production. Then, he provided design tips for effective videos. In addition, Tom focused on Ad testing and best practices, and hypotheses. Furthermore, he explained how to take advantage of Facebook’s dynamic creative optimization (DCO). Finally, Brian ended the talk with exciting predictions about the future of user acquisition. Most importantly, he focused on Machine Learning and User Acquisition Bots. Therefore, you can watch the entire presentation below.


casual connect


MarTechSeries interviews our CEO, Brian Bowman.

MarTechSeries interviews our CEO, Brian Bowman. See the original article on MarTech Series.

MarTechSeries Interviews On Marketing Technology

MarTechSeries Interviews:

MTS: Tell us about your role and how you got here? What inspired you to envision a user acquisition solution for Facebook and Google?

I’m the founder and CEO of Consumer Acquisition, where I manage our business, strategic partnerships with Facebook and Google, and drive the vision of our future acquisition products and solutions for our clients. Hence, we’re in a highly dynamic and competitive industry that’s ever-changing. As a result, I focus on staying on top of technology and trends to produce results for our partners.

Prior to Consumer Acquisition, I was a consumer Internet executive for Disney, ABC, Match, and Yahoo and managed over $1B in performance-marketing spend. Almost five years ago, I saw an opportunity to focus on Facebook’s advertising marketplace. As a result, I envisioned an end-to-end solution for performance marketers like myself. Which is the basis for Consumer Acquisition’s tools and managed services today.

MTS: How does the Pay-for-Performance creative model differ from the modern programmatic adtech marketplace?

While a programmatic adtech marketplace focuses on arbitraging the best price and placement for an ad. We focus exclusively on Facebook, Instagram, and Google and offer a pay-for-performance solution within our Creative Studio. For our clients, it means that advertisers can source creative images and video concepts from our global network of designers. Also, sourcing ad copy from our UA experts. As a result, only paying for the ad creatives they choose to run. Therefore, this mitigates the cost of sourcing and producing high-performance creative at scale. And, this is really critical in a highly competitive market. Because providing fresh creative is a constant need for advertisers.

However, the alternative to a pay-for-performance marketplace like ours would be to hire an agency or in-house designer to create each set of ads needed. Regardless of whether the campaigns used ads. Consequently, the latter can be costly and inefficient.

MTS: In 2018, what would be the biggest expectations from customer acquisition platforms?

I believe advertisers are increasingly looking to creative automation and machine learning (AI) solutions to optimize ad campaigns. Also, creative marketplaces and AI have emerged in the generation, selection, and running of ad creatives. In addition, advertisers are curious to see how far the tools can go in streamlining campaign management and improving performance. As a result, 2018 will be an interesting year for Creative Studio and AI automation in the digital ad space.

MTS: What Martech startups are you watching/keen on right now?

We are not watching particular startups and focus instead on categories. In addition, we’re closely watching evolution in Creative Studio. Including how they solve the significant challenge of ad fatigue and machine learning. Particularly, how it can automate intraday management and automation of today’s user acquisition managers. Finally, we’re also watching the quick evolution of Playables & Rewarded videos and how blockchain will impact media buying.

MTS: What marketing services do your stack offer?

We provide an end-to-end user acquisition platform for Facebook and Google Advertisers. More specifically, we offer three main solutions:

Creative Studio: To help advertisers achieve successful creative at scale, we offer a pay-for-performance Creative Studio. Advertisers receive fresh images and videos from our global network of designers and only pay for the creatives they choose to run.  In addition, we provide a free concierge service to help with creative brief writing and feedback to designers.

AI-Powered Ad Automation: Consumer Acquisition developed AdRules to simplify user acquisition on Facebook and Instagram. AdRules brings AI automation to advertisers, providing a simple interface that allows them to automate nearly any process for ad management.

Managed Services: Consumer Acquisition’s team of user acquisition experts manage 100% of the work required to scale efficiently on Facebook and Instagram.  With a focus on rigorous a/b testing to optimize creative for your mobile game, app, or website our designers, editors and account managers work together to reduce your advertising costs. Also, we use our proprietary AI-Powered, AdRules ad management platform to manage ads in real-time around the clock.

MTS: Would you tell us about your standout digital campaign?

We recently worked with Glu Mobile on a sprint-like 3-week campaign. We delivered an uplift of 20% return on advertising spend (ROAS). More than increased revenue and return, we also shared best creative practices. In addition, we delivered winning creative concepts that also reduced non-converting spend. However, our ultimate focus is on building lasting relationships that continue to deliver value to our clients. For example, this was clearly the case with our partners at Glu.

MTS: How do you prepare for an AI-centric world as a business leader?

We’re actively experimenting with machine learning and AI and the potential impact on media buying and creative. Also, we track Facebook and Google’s increased optimization capabilities and now believe that creative has become the unique differentiator for performance. In addition, creative can NOT be algorithmically generated using AI or machine learning – YET!  As a result, we’re heavily investing in ways to scale video, image, and ad copy production.

This Is How I Work (MarTechSeries Interviews)


MTS: One word that best describes how you work.


MTS: What apps/software/tools can’t you live without?

Outside of our own platform solutions for managing our client campaigns and creative, we live and breathe Facebook and Google for their ever-evolving advertising solutions. Also, we are heavy users of Slack, Prosperworks, and Google Docs.

MTS: What’s your smartest work-related shortcut or productivity hack?

For pre-sales and sales activities, Prosperworks is a fantastic tool. It fully integrates with G-suite and saves us a tremendous amount of time.

MTS: What are you currently reading? (What do you read, and how do you consume information?)

Prodigiously reading Business Insider, Techcrunch, TechMeme, Facebook’s Blog, and Google’s Blog.

MTS: What’s the best advice you’ve ever received?

Don’t raise money unless you have to. As you immediately give up control and your focus as the CEO immediately changes.

MTS: Hashtag the one person in the industry whose answers to these questions you would love to read:


MTS: Thank you, Brian! That was fun and hope to see you back on MarTech Series Interviews soon.

MarTechSeries interviews


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Creative & UA Best Practices For Facebook, Google, TikTok & Snap ads.

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