Screen recording with a person
A creator talks on camera while the app recording runs next to or over them. Viewers see how it works and hear why it matters.
Industry: apps and software
UGC for apps and softwareshow how it works
People cannot touch software, so they need to see how it works and which problem it solves. We combine screen recordings with people on camera, for app install ads on Meta and TikTok as well as for B2B software on LinkedIn.
Who this page is for
This page is for companies that sell apps or software to consumers or businesses.
That includes app developers and startups, apps for fitness, learning, personal finance, nutrition, shopping or travel, SaaS companies (software as a service, used by subscription in the browser) and makers of B2B software for accounting, inventory, HR or specific industries.
Typical goals
Consumer apps usually want installs at a reasonable cost, B2B software wants demo requests and trial signups.
For apps that means many short videos for Meta and TikTok ads with different hooks, the openings in the first seconds, to find out which angle drives installs. For B2B software the path is longer. Decision makers want to understand which problem the software solves, how much effort rollout takes and who is behind it. Explainer videos, demos and real faces help here.
Formats and services that fit
These are the formats we use most for apps and software.
App demo in daily life
The app appears where people use it: at the gym, in the grocery store, on the go. The phone is in the shot, the screen recording is overlaid.
Problem and solution
The video opens with a frustration your audience knows and shows how the software fixes it. This format is built for ads.
Explainer videos for LinkedIn
Short videos in which your experts or our on-camera talent explain one feature, for LinkedIn posts and ads.
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 $229 net on its own.
Product website
A fast website with features, pricing and a demo request, built with Next.js. The Business website with up to 8 pages costs $3,990 net.
UGC price calculator
How much does your UGC video cost?
Choose 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, Google Play and social ads
Videos for app ads on Meta and TikTok and videos for the store listings follow different rules and should be planned separately.
In social ads, UGC works well because the videos look like a regular post in the feed. App previews on the Apple App Store and videos on Google Play have their own platform requirements for length, content and what can be shown. We check the current guidelines before the shoot and cut a separate version.
For B2B software, LinkedIn is usually the most important channel. Clear explanations and faces people can connect to a company often work better there than fast cuts.
US rules to keep in mind
These points generally apply to advertising apps and software in the US. They are no legal advice.
- The video must show what the product actually does. Features that are only in a paid tier or not available yet must be labeled as such, otherwise the ad can be deceptive under FTC rules.
- If the video stresses “free”, subscription costs, trial terms and in-app purchases must not be hidden.
- Screen recordings must not show real customer data. We film with test accounts and sample data you provide.
- UGC is advertising. Under the FTC Consumer Review Rule it must not be presented as an independent user review, for example in app store screenshots or on your website.
- When a video runs from a creator's account, the paid relationship must be disclosed clearly, for example with “#ad” or a “Paid partnership” label.
- Music and fonts in the video need a license that covers advertising.
Common mistakes
- Showing only screen recordings without a person, so nobody explains why a feature matters.
- Packing too many features into one video instead of one feature per video.
- Using the same cut for the App Store preview and for social ads.
- Filming outdated screens that are wrong after the next update.
- Talking to B2B buyers the same way as to consumers.
- Not naming a clear next step, such as install, free trial or demo call.
Price examples for apps and software
All prices are net in USD and exclude taxes.
Starter
$549
net, one-time
- 3 videos up to 30 seconds
- 2 hooks each, captions
- organic unlimited, paid ads 12 months
- 1 revision per video
Ads
$1,490
net, one-time
- 5 videos up to 45 seconds
- concept and script by us
- 3 hooks each, 9:16 and 4:5
- paid ads 12 months, 2 revisions each
Monthly
$2,490
net per month
- 10 videos per month, 3 hooks each
- raw footage included
- paid ads 12 months
- 3-month minimum
Extra hooks cost $35 per video, an extra format $45 per video, a script $49 per video, premium editing with text overlays, licensed music and graphics $59 per video.
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FAQ
Frequently asked questions
How do you show an app in a UGC video?
Usually with a mix of a person and a screen recording: a creator talks, and the app recording is overlaid. Viewers see how it works and hear which problem it solves.
Do you need access to our app?
Yes, for screen recordings we need a current build and a test account with sample data. We never show real customer data. For unreleased software we agree on access in the intro call.
Since there is no physical product, do we need to ship anything?
No. For apps and software FNLY Social works with test accounts and builds you share with us, so there is no shipping and no customs. Delivery times start once we have access.
Can the videos be used in the App Store or on Google Play?
In principle yes, but Apple and Google have their own requirements for preview videos in their stores. FNLY Social checks these before the shoot and cuts a separate version if needed.
Does UGC work for B2B software?
Yes, but differently than for consumer apps. On LinkedIn, clear explanations, demos and real faces usually work better than fast cuts. We plan those videos calmer and longer.
How many videos do we need for app install ads?
To test, several videos with different hooks should run at the same time. The FNLY Social Ads package gives you 5 videos with 3 hooks each for $1,490 net. If you advertise all the time, the Monthly plan gives you 10 videos a month for $2,490.
What happens when our app's interface changes?
Replace videos with outdated screens after major updates. If you add raw footage for 30 % extra, we can often swap only the screen recordings and keep the scenes with people.
Do you design app icons too?
Yes, the favicon and app icon set costs $229 net on its own and is included in the Logo Standard package. On request we create a matching 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 what they cost.