Interface footage converts people who were already going to install

The default install ad is a screen recording with kinetic text over it.

It performs adequately against people who already know the category.

Cold, it is answering a question nobody reached.

A stranger cannot tell whether a settings panel is well designed and does not care.

They have no problem to attach it to yet.

What lands is the moment before the install.

Standing in a car park unable to find a parking payment. Splitting a bill with four people and a calculator.

Losing the same receipt twice in a month.

That moment is spoken, not shown, which is exactly what this makes.

Keep the interface for the second half and for retargeting, where a viewer already knows what the app is for.

The category has trained itself into the opposite habit, because interface footage is easy to produce at volume and looks like work.

An install ad hands the viewer to a store listing.

The listing is where a large share of the drop-off happens.

Title, first screenshot, first two lines of description.

If the ad promises one thing and the listing shows a different emphasis, the tap converts badly.

The ad gets blamed for it.

So the practical instruction is to match the ad's language to the listing's first line.

Then change the listing when a new angle starts working.

That is free, it takes ten minutes, and it is skipped in most accounts.

Ads and store presence are owned by different people.

Check the sequence yourself on a phone. Watch your ad, tap through, and read the first two lines as a stranger would.

Upload a talking-head take of up to three minutes.

Cutroom transcribes the read, drafts the cut, places b-roll against the words and returns a finished 9:16 MP4 with captions burned in.

You direct on the transcript. Highlight a phrase and a clip lands over exactly those words.

Delete a line that drifted into features and the cut rebuilds. Change the pace and it re-cuts.

Each variant is a different situation rather than a different design.

The commuter version, the parent version, the version for somebody who has tried two other apps and given up.

Your app footage belongs in the second half. Record it with any screen recorder and upload it to your workspace library.

Then highlight the words where the read names the feature and the recording lands over them.

Coverage caps at 40, 45 or 52 percent depending on pace, so a face holds most of the runtime.

On a surface flooded with kinetic text, a person is the differentiator.

Cost per install ranks hooks by how well they sell a fantasy.

The fantasy hook produces the cohort that churns.

So the creative that wins the dashboard can be the creative that loses the quarter.

The delay makes the connection hard to see.

Run enough variants that you can compare their downstream behaviour rather than picking one on day two.

Roughly 5 to 8 percent of creatives carry spend, per Motion's analysis of 550,000+ Meta ads.

Basic is $39.99 for 2,500 credits, roughly 22 ads. Premium is $79.99 for 5,000, roughly 45.

Twenty situations is about 2,200 credits.

The trial is 7 days and 300 credits with no card, which is two finished ads.

Run those two against your current screen-recording cut and judge them on day thirty rather than day two.

There is no screen capture built in.

Record the app with whatever recorder you already use for release notes.

Upload it to your workspace library once and it is available to every ad afterwards.

Highlight the phrase and the recording lands over exactly those words, with no round trip.

The free b-roll search covers the car park, the kitchen table and the commute, from millions of clips.

That is what a cold opening needs, because a cold opening is about recognition.

Exports are 9:16 MP4 only and source takes cap at three minutes.

One project makes one finished ad, and nothing of yours is stamped on the render.

Somebody has to be on camera. If nobody will, the avatar module builds a presenter from a photo and a voice-over at 320 credits per minute of render.

That person is the whole differentiator on this surface.

Every competitor in the store is running kinetic text over a screen recording, and a human naming a situation is the one thing none of them have.