Show the moment, not the app
Apps are collections of screens, and screens are boring. What is not boring is a single moment where the app does something surprisingly well.
The strongest app clips isolate that one moment, show it at full speed with no preamble, and end. The viewer's curiosity — how did it do that — is what drives the install.
Screen recordings are free content
Unlike physical products, an app costs nothing to film. That makes the marginal cost of a clip close to zero, which in turn makes volume possible.
Volume matters because you do not know in advance which moment resonates. Twenty clips of twenty moments will tell you.
The store-page gap
The most common leak is not the clip; it is what happens after. A viewer who arrives at a generic store listing after watching a specific moment often bounces.
Match the landing experience to the clip that drove it, or accept that you will lose most of the intent you generated.
Measure installs, not views
Views are the mechanism, not the outcome. Track installs and, more importantly, retention by acquisition source — clip-driven installs often retain differently from paid ones, and that difference is the whole argument.