Picnic
An app shown in ads through over-the-shoulder usage footage.
- 1Film over the shoulderSomeone uses the app on camera
- 2Caption the featuresCaptions name what the app does
- 3Keep the call softAd doesn't sell the purchase
- 4Onboarding sellsLong onboarding is where sale happens
From Picnic ad examples
What was said about Picnic
Picnic demos the app over the shoulder, with feature captions, because it is harder to grasp. Picnic's ads show someone using the app over their shoulder, with captions naming the features. It is cited as an example of a demo-led ad approach for apps that need more explaining.
How much to demo depends on the category: a habit tracker needs little explanation, while other apps need more education.
Keep the ad's call to action soft and let onboarding do the selling. Many subscription apps have a long onboarding where the sale actually happens, so the ad doesn't need to sell the purchase. Emotional, pain-point-led text with a light mention of the app is enough.
Text-wall ads run only about 10 seconds, and the final text drives conversion. Quote: "you don't need to like sell the user on their purchase like inside the ad."
How to Build a $2M/Month App (Copy Me)
Its ads show over-the-shoulder use of the app with feature captions, an example of a demo-led approach for apps that are harder to grasp.
Picnic demos the app over the shoulder, with feature captions, because it is harder to grasp. Picnic's ads show someone using the app over their shoulder, with captions naming the features. It is cited as an example of a demo-led ad approach for apps that need more explaining.
How much to demo depends on the category: a habit tracker needs little explanation, while other apps need more education.
Keep the ad's call to action soft and let onboarding do the selling. Many subscription apps have a long onboarding where the sale actually happens, so the ad doesn't need to sell the purchase. Emotional, pain-point-led text with a light mention of the app is enough.
Text-wall ads run only about 10 seconds, and the final text drives conversion. Quote: "you don't need to like sell the user on their purchase like inside the ad."
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