You’re managing app campaigns for a tax services software company. Which of the following assets should you use?

1. An image of someone holding a phone with the app on-screen and a logo overlayed
2. A headline that states the name of the app and a call-to-action to download
3. A video that tells a complete story, including the user’s tax problem and how the app solves it
4. A screen-capture video of someone using the software to fill out their tax return

Correct Answer:

• A screen-capture video of someone using the software to fill out their tax return

If you’re managing app campaigns for a tax services software company, you should use a screen-capture video of someone using the software to fill out their tax return.

Emphasize app experience over storytelling. Emotional appeal is important, but prioritize showing the product experience as quickly as possible, with tightly framed shots focusing on app use and benefits.

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