In-App Messages: 6 Powerful Benefits of Adding Video

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Image of in-app video with a title — Source: Ideogram

In the fast-paced world of mobile app marketing, capturing user attention is more challenging than ever. With mobile apps competing in a saturated market, traditional methods such as text-based notifications and static images often fail to deliver meaningful engagement. Modern users demand dynamic, personalized, and visually engaging experiences.

Enter video content-a powerful tool that significantly enhances video engagement and retention rates. Studies reveal that viewers retain 95% of a message delivered through video, compared to just 10% through text (Wyzowl, 2023).

Recognizing this potential, IAM Studio has introduced “In-App Video,” a feature allowing businesses to embed short, impactful videos directly into their in-app messages. This blog explores the psychological appeal of video content, its practical applications, and how IAM Studio’s tools enable brands to revolutionize their mobile app marketing strategies.

The Power of Video in Digital Communication

The effectiveness of video stems from its ability to activate both visual and auditory senses, creating an immersive experience. This multi-sensory engagement makes video content significantly more memorable and impactful than other formats.

Key Statistics on Video Effectiveness

Viewers retain 95% of a message when presented in video format compared to 10% with text (Wyzowl, 2023).
Videos drive 1200% more shares on social platforms than text and images combined (Vidyard, 2023).
Emails with embedded videos see a 300% higher click-through rate, a trend mirrored in in-app messaging (Wyzowl, 2023).

Emotional and Psychological Impact of Video Content

Videos excel at evoking emotions through a combination of movement, sound, and storytelling. Platforms like TikTok and Instagram have harnessed these elements to attract billions of users, showcasing how short, engaging videos can captivate audiences. The same principles are now applied to in-app messaging, creating immersive experiences that resonate with users on a deeper level. If you’d like more of psychology and in-app message, read this post.

The Rise of In-App Messaging

Unlike push notifications, which can interrupt and annoy users, in-app messages engage users while they are already active within the app. This contextually relevant communication method ensures higher engagement and more meaningful interactions. Our previous post explain the difference of in-app message and push notification.

Why In-App Messaging Works

Real-Time Relevance: In-app messages reach users when they’re already engaged with the app, ensuring relevance. For instance, an e-commerce app can offer discounts on items a user is viewing, making the message timely and helpful (Adjust, 2023).
Higher Engagement Rates: Studies consistently show that in-app messages achieve significantly higher engagement rates compared to push notifications. Unlike push notifications, which average a 2-5% click-through rate, in-app messages boast more contextual relevance and interaction opportunities, leading to stronger engagement (Adjust, 2023).
Versatility: In-app messages are flexible tools for diverse needs, from onboarding in fintech apps to promoting flash sales in retail apps. Their adaptability allows businesses to tailor messages to different user contexts, improving satisfaction and outcomes (HubSpot, 2023).

Image of mobile app marketing with In-app video — Source: Ideogram

Vertical Videos: Dominating Mobile App Marketing

The shift toward vertical videos in video engagement aligns with mobile-first user behavior. Users naturally hold their phones vertically, making this format more intuitive and accessible for in-app messages. Vertical videos have become the standard for mobile-friendly content, especially in mobile app marketing.

Why Vertical Videos Excel

Ease of Viewing: Vertical videos align with how users hold their devices, creating a seamless experience.
Higher Completion Rates: Vertical videos achieve a 90% higher completion rate than horizontal formats (Mulier et al., 2021).
Social Media Influence: Platforms like TikTok and Instagram have set expectations for vertical content, influencing how users perceive and engage with videos embedded in in-app messages.

Interactive Videos: Transforming In-App Messages

Interactive video content is reshaping the landscape of mobile app marketing. These videos combine storytelling with user participation, making them a highly effective medium for driving conversions. Research shows that interactive videos are 11 times more effective at encouraging purchases than static content (Gu et al., 2022).

Features of Interactive In-App Videos

Interactive Storylines: Enable users to make choices within the video, creating personalized experiences.
Dynamic CTAs: Include clickable elements that encourage immediate actions, such as app downloads or purchases.
Gamification Elements: Introduce challenges or rewards to boost engagement and leave a lasting impression.

Practical Applications of In-App Videos

Onboarding Tutorials: Simplify the onboarding process with engaging video guides. For example, a fintech app could use in-app messages with short videos to walk new users through account setup, reducing churn.
Feature Announcements: Announce app updates or new features through visually appealing videos embedded in in-app messages.
Seasonal Promotions: Retail apps can leverage festive video engagement to showcase sales and holiday promotions, driving urgency and emotional appeal.
Educational Content: Healthcare apps can deliver helpful tips or tutorials in video format, increasing user understanding and interaction.

IAM Studio’s “In-App Video” Feature

IAM Studio’s new “In-App Video” feature transforms the way apps communicate with users, offering marketers the ability to integrate dynamic and engaging video content into their in-app messaging strategies. Click here and read about IAM Studio.

Key Features

Customizable Templates: Include brand-specific videos and interactive buttons for excellent user experience.
Ease of Integration: The feature is designed to load videos quickly without compromising app performance.
Performance Optimization: Advanced analytics track video engagement, user actions, and campaign success to refine strategies.

Image of IAM Studio's in-app video feature — Source: IAM Studio

Best Practices for Using In-App Videos

Keep It Short: Aim for videos that are 10-15 seconds long to retain user attention.
Optimize for Mobile: Use vertical video formats for seamless viewing.
Leverage Personalization: Tailor video content to user preferences to enhance video engagement.
Test and Iterate: Use A/B testing to refine strategies and improve outcomes.
Include Clear CTAs: Guide users with actionable prompts like “Learn More” or “Shop Now.”

Measuring Success with Video in In-App Messaging

To evaluate the impact of in-app videos, monitor these metrics:

Engagement Rate: Percentage of users interacting with the video.
Completion Rate: How many users watched the entire video.
Conversion Rate: Actions taken after viewing, such as purchases or sign-ups.
User Feedback: Gather insights through surveys or reviews to improve future campaigns.

Emerging Trends in Video Marketing

Innovations like augmented reality, shoppable videos, and AI-driven personalization are reshaping mobile app marketing. These trends further enhance the potential of in-app messages by creating hyper-personalized, visually engaging experiences.

Unlock the Power of In-App Video

In-app videos are a game-changer in mobile app marketing, offering unparalleled engagement and retention. IAM Studio’s “In-App Video” feature enables businesses to harness the full potential of video content, delivering impactful, personalized experiences that drive results. Whether for onboarding, promotions, or user education, the future of app engagement lies in dynamic video messaging.

Try In-app Video Today!

Embrace “In-app Video” with IAM Studio with 14-day FREE trial of Pro plan. The future of user engagement is visual, interactive, and here to stay.

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FAQ

How can in-app messages with video improve user engagement?

In-app messages with video enhance user engagement by delivering dynamic, visually appealing content directly within the app. Videos activate both visual and auditory senses, making messages more memorable and impactful. Unlike static text or push notifications, videos can showcase product features, provide onboarding tutorials, or highlight promotions in a way that feels relevant and non-intrusive, significantly boosting engagement rates and user satisfaction.

What types of campaigns are most effective with video-enhanced in-app messages?

Video-enhanced in-app messages are highly effective for campaigns focused on onboarding, feature announcements, and promotions. For example, onboarding videos can simplify complex processes for new users, feature announcement videos can showcase the value of updates or new functionalities, and promotional videos can create urgency during seasonal sales or limited-time offers. These campaigns leverage the visual and emotional impact of video to drive engagement and conversions.

What are best practices for implementing video in in-app messages?

To maximize effectiveness, CRM marketers should keep videos concise (10–15 seconds), design them in vertical formats for mobile viewing, and personalize content using behavioral data. Including clear calls-to-action like “Learn More” or “Shop Now” ensures users know the next steps. Regular A/B testing and performance monitoring can help refine strategies, ensuring videos consistently resonate with the audience and drive desired outcomes.