Screen recording with a person
A creator talks on camera while the app recording runs next to or over them. You see how it is used and hear why it is worth it.
Industry: apps and software
UGC for apps and softwareshow how it works in use
You cannot touch software, so prospects need to see how it works and which problem it solves. We combine screen recordings with people on camera, for app ads on Meta and TikTok as well as for B2B software on LinkedIn.
Who this page is for
This page is for companies offering apps or software for consumers or business customers.
That includes app developers and startups, providers of apps for fitness, learning, finance, nutrition, shopping or mobility, SaaS providers (Software as a Service, software used by subscription in the browser), makers of B2B software such as accounting, inventory management, HR or industry solutions, and IT service providers with their own products.
Typical goals
For consumer apps it is usually about installs at a reasonable cost, for B2B software about demo appointments and trial accounts.
For apps that means many short videos for ads on Meta and TikTok, with different hooks, the openings in the first seconds, to find out which message drives installs. For B2B software the path is longer. Decision makers want to understand which problem the software solves, how much effort the rollout takes and who is behind it. Explainer videos, demos and faces from your company help here.
Formats and services that fit
These are the formats we use most often for apps and software.
App demo in everyday life
The app is shown where it is used: during a workout, in the supermarket, on the go. The smartphone is in the picture, and the screen recording is overlaid.
Problem and solution
The video starts with a familiar annoyance for your audience and shows how the software solves it. This format works especially well for ads.
Explainer videos for LinkedIn
Short videos in which your experts or our performers explain a feature, for posts and ads on LinkedIn.
App icon and brand identity
We design logo, app icons and templates for store graphics and social media. The favicon and app icon set costs €190 net on its own.
Product website
A fast website with features, prices and demo request, built with Next.js. The Website Business with up to 8 pages costs €3,490 net.
UGC price calculator
How much does your UGC video cost?
Set the number of videos, length, editing, hooks and usage. The calculator compares single prices and packages and shows you the lowest option in one minute, no sign-up needed.
Calculate your priceApp Store, Play Store and social ads
Videos for app ads on Meta and TikTok and videos for the store listings themselves follow different rules and should be planned separately.
In social media ads UGC works especially well, because the videos look like a post in the feed. For preview videos in Apple's App Store and the Google Play Store, the platforms have their own requirements on length, content and presentation. We check these requirements against the current guidelines before the shoot and cut a separate version.
For B2B software, LinkedIn is usually the most important channel. There, factual explanations and faces people can link to a company often work better than fast cuts.
Legal points to keep in mind
These points generally apply to advertising apps and software. They are no legal advice.
- The video must show the actual scope of features. Features available only in a paid version or not yet available at all must be recognizable as such, otherwise you risk a claim of misleading advertising under § 5 UWG (German Unfair Competition Act).
- Costs such as subscriptions or in-app purchases must not be hidden when the video stresses “free”.
- No real customer data may appear in screen recordings. We shoot with test accounts and sample data that you provide.
- If a video runs from a creator's account, it must be labelled as advertising.
- Music and fonts in the video need a licence that covers advertising.
Common mistakes
- Showing only screen recordings without people, so nobody explains why the feature matters.
- Packing too many features into one video instead of showing one feature per video.
- Using the same cut for the store preview and the social ad.
- Shooting with outdated screens that no longer match after the next update.
- Using the same messaging for B2B software as for a consumer app.
- Not naming a clear next step, such as install, trial account or demo appointment.
Price examples for apps and software
All prices are net, plus VAT.
Starter
€449
net, one-off
- 3 videos up to 30 seconds
- 2 hooks each, subtitles
- organic use unlimited, ads 6 months
- 1 revision per video
Ads
€1,190
net, one-off
- 5 videos up to 45 seconds
- concept and script by us
- 3 hooks each, 2 formats
- ads 12 months, 2 revisions
Monthly
€1,990
net per month
- 10 videos per month, 3 hooks each
- raw footage included
- ads 12 months, at least 2 faces
- 3-month minimum term
Additional hooks cost €29 each, an additional format €35.
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FAQ
Frequently asked questions
How do you show an app in a UGC video?
Usually with a combination of person and screen recording: a creator talks and the app recording is overlaid. You see how it is used and at the same time hear which problem the app solves.
Do you need access to our app?
Yes, for the screen recordings we need a current version and a test account with sample data. We do not show real customer data. For software that has not been released yet, we clarify access in the initial call.
Can the videos also be used in the App Store?
In principle yes, but Apple and Google have their own requirements for preview videos in their stores. FNLY Social checks these requirements before the shoot and cuts a separate version if needed.
Does UGC also work for B2B software?
Yes, but differently than for consumer apps. On LinkedIn, factual explanations, demos and faces from your company usually work better than fast cuts. We plan the videos calmer and longer accordingly.
How many videos do we need for app ads?
For testing, several videos with different hooks should run at the same time. The FNLY Social Ads package delivers 5 videos with 3 hooks each for €1,190 net. If you run ads continuously, take the Monthly plan with 10 videos per month.
What happens when our app's interface changes?
You should replace videos with outdated screens after major updates. If you book the raw footage, often only the screen recordings need to be swapped, while the scenes with people stay.
Do you also design app icons?
Yes, the favicon and app icon set costs €190 net on its own and is already included in the Logo Standard package. On request we create a consistent set of store graphics and social media templates.
Apps and software
Show what your software can do
Tell us your app or software, audience and channel. We suggest formats and tell you the costs.