You don't need a huge audience to create a viral app-launch video. With only 2,350 followers on JM Medispa's instagram page, Jessica was able to get 184 app downloads overnight with a simple one minute announcement video, and a description stating: "Leave a ❤️ comment if you'd like to join our rewards program".
Credit: JM Medispa. Find the original instagram post here.
1. Scripting your announcement video
Jessica's Full Script:
So what is included in our JM app?
So the JM app is a revolutionary membership and loyalty scheme. It's created just for you. It's time for us to give you something back for your continued loyalty and commitment to all of us here at JM Medispa.
So anyone can download our app and it's free. Upon download, you will receive an instant 25 pound of any treatment or retail product purchased through the app. The more you purchase, the more points you are gonna receive, giving you cash back and rewards.
So if you need more points, you can gain more through the app by leaving us a Google review, checking in and scanning your QR code each time you visit, or by referring a friend. How amazing is that?
On top of that, you will also receive your own rewards with discount off of your favourite treatments. You will be able to purchase exclusive offers, including our treatment of the month, our product of the month, and also be the first to be able to purchase our yearly offers on treatment courses, including things like laser hair removal.
And if that wasn't enough, you can now treat today and pay later with Klarna. This is a mega moment for us and it is really, really exciting. It's gonna enable you to invest in your skin without the upfront payment, something so many of you have been asking for for such a long time.
We really hope you love it as much as we do. Download now.
Key Features Mentioned
Free Download - The app is free for anyone to download
Welcome Bonus - Instant £25 off any treatment or retail product
Points & Rewards - Earn points with purchases for cash back and rewards
Additional Points - Earn more by:
Leaving Google reviews
Checking in and scanning QR codes during visits
Referring friends
5. Exclusive Offers - Access to:
•Treatment of the month
•Product of the month
•Yearly treatment course offers (e.g., laser hair removal)
6. Klarna Payment - Treat now, pay later option available
2. Recording your announcement video
1. Lighting: The Key to Professional Visuals
Goal: Achieve a bright, evenly lit look that highlights the speaker and minimizes harsh shadows.
Tip | Description | Actionable Steps |
Use Natural Light | The best and cheapest light source is a large window. It provides soft, flattering light. | Face the window. Do not sit with the window behind you (this creates a silhouette). |
Implement Soft Lighting | Hard light creates harsh shadows. Soft light is more flattering and professional. | If using a lamp, place a piece of white parchment paper or a white sheet over it to diffuse the light (ensure it's safe and not a fire hazard). |
Minimize Shadows (Fill Light) | Use a secondary light source or a reflector to "fill in" the shadows created by your main light. | Place a white poster board or a mirror opposite your main light source to bounce light back onto your face. |
Check White Balance | Ensure colors are accurate and not too yellow or blue. | Use your phone's or camera's white balance setting (often an 'Auto' setting works well, but 'Daylight' or 'Cloudy' can be more consistent). |
2. Audio: Clarity is Non-Negotiable
Goal: Deliver clear, crisp, and echo-free speech. Poor audio is the fastest way to make a video look unprofessional.
Tip | Description | Actionable Steps |
Use an External Microphone | Your phone's built-in mic is acceptable, but an external lavalier (lapel) mic or a USB mic will drastically improve quality. | If using a phone, ensure the mic is close to your mouth. If using a lavalier mic, clip it 6-8 inches below your chin. |
Record in a Quiet Space | Eliminate all background noise, including air conditioning, fans, and street noise. | Record during quiet hours. Put your phone on 'Do Not Disturb' and close all doors and windows. |
Reduce Echo/Reverb | Hard, empty rooms create echo. Soft surfaces absorb sound. | Record in a room with carpets, curtains, and soft furniture. Place a blanket or towel on the desk in front of you to absorb reflections. |
Monitor Levels | Ensure your voice is loud enough without "peaking" (distorting). | Do a 10-second test recording and listen back with headphones to check for clarity and volume. |
3. Presentation & Framing: Look the Part
Goal: Create a visually appealing frame and deliver the message with confidence and authority.
Tip | Description | Actionable Steps |
Camera Angle & Height | The camera should be at eye level to create a natural, engaging connection with the viewer. | Stack books or use a tripod to raise your camera so the lens is directly level with your eyes. |
Background Selection | Choose a clean, uncluttered background that is relevant to your brand (e.g., a clean wall, a branded office space). | Avoid busy patterns or distracting objects. Ensure the background is slightly out of focus (if possible) to keep the viewer's attention on you. |
Framing (Rule of Thirds) | Position yourself slightly off-center to make the composition more dynamic and interesting. | Leave a small amount of "headroom" (space above your head) and position your eyes on the top third of the screen. |
Delivery & Energy | The message is about an exciting new app feature, so your delivery should match that energy. | Speak clearly, smile, and use natural hand gestures. Practice the script beforehand to sound confident and conversational, not like you are reading. |
Incorporate Visuals (B-Roll) | Since the video is about an app, show the app in action to keep the viewer engaged. | Crucially, intersperse your speaking parts with screen recordings of the app (the "B-Roll") demonstrating the features you are describing (e.g., the £25 bonus, the Klarna option). |
By following these steps, you will significantly elevate the production quality of your video, making it look and sound professional and highly engaging for your audience.