4 Step Process for Amazing Mobile App Ads

Welcome to Scaling your Mobile App through Content.

Here’s today’s marketing insight in under a minute. Let’s dive in.

The 4-Step UGC Ad Formula

1) The Hook – Grab Attention Instantly
If your hook flops, the ad is dead.

Here are a few winning Hook Examples:

So my friend just told me something insane and I have to tell you guys…

This is why your productivity hacks aren’t actually making you more productive.

If you’re an entrepreneur you have got to try this…

I asked the richest people around me to write down their biggest money mistakes—here’s what they wrote.

This one simple life hack will help you cut your screen time in half.

5 super easy tips for staying focused all day that I guarantee you never knew before.

Was no one going to tell me that we’ve been charging our phones the wrong way this whole time?!

Why do you think these did so well?

Because every single one built intrigue.

You want to figure out how to get the other person curious.

That’s the key. You want to make people feel like they’re missing something.

The best hooks are designed to make the audience stop scrolling because they need to know the answer.

At their core, these hooks:

• • Challenge an assumption ("We’ve been charging our phones the wrong way?!")
• • Hint at an exclusive insight ("I asked the richest people around me to write down their biggest money mistakes—here’s what they wrote.")
• • Make the audience feel like they’re missing out ("5 focus tips you never knew before.")

Intrigue is everything. You want to leave just enough unanswered to pull them in.

So make people intrigued about your app.

Instead of saying:
❌ “This app helps you save money.”

Try:
✅ “I saved $500 last month using this app—here’s how.”

Instead of:
❌ “Track your workouts with this fitness app.”

Try:
✅ “Was no one going to tell me that tracking workouts this way makes you 10x more consistent?!”

Another highly effective video format we use for our clients is showcasing the "worst" types of something. This hook is incredibly powerful because it sparks instant intrigue. People are naturally drawn to finding out what not to do.

2) Problem & Relatability – Call Out the Audience

People need to see themselves in an ad. Or else why would they use your app?

I mean, would you use an app if it had nothing to do with you?

No.

Doesn’t matter if it’s the coolest fitness app in the world.

If somebody doesn’t workout, they’re not going to use that app.

You need the ad to relate to audience somehow.

The more the ad relates, the more likely they are to take action.

How to make the ad relate for your app:

Talk in terms of “I”. Make them feel like you’re a friend.

• • “I used to waste hours managing my tasks, but this changed everything!”
• • “I could never stick to a budget until I found this simple hack.”

Call out every pain point you think that person would be facing (that your app solves).

• • “You start the week motivated, but by Wednesday, your to-do list is a mess.”
• • “Ever feel like you’re burning cash on subscriptions you don’t even use?”
• • “Your friends are all getting fitter, but you keep skipping workouts.”

Use ‘that’s me’ moments:

• • Users should immediately think, “Wait, I do that too…”
• • The ad should feel like it was made just for them.

Example if you have a fitness app:
I could never stay consistent with workouts until I tried this…

3) Solution – Show, Don’t Tell

You want to use real screen recordings to show exactly how the app works.

Also overlaying text and animations to highlight key features is super useful as this shows people the app.

Example if you have a personal budgeting App:
I connected my bank in 30 seconds and now track my spending automatically…

Some visuals you could include:

• • Show a user linking their bank.
• • Highlighting the automatic tracking features.
• • Displaying real-time spending insights.

This will get people to actually trust the app too.

Everyone talks. But few people show.

If you want to stand out, you need to show.

But this only works if your app is actually that good (if it isn’t - work on the product first!)

One of the most powerful techniques we use is showcasing the app + a compelling voiceover. Instead of just telling users what the app does, we show them how it works in real time. This creates a connection between the viewer and the app.

4) CTA – Avoid Generic ‘Download Now’

So many apps just say download now. It’s boring and overused.

People are not going to download now. They’re tired of hearing it.

Instead, you want to do something more creative.

The trick is to think like you’re talking to a friend. What would you tell them?

Would you say, download now dude.

Or would you say:

• • Check it here below
• • Lmk if it works for you
• • Try it here if you want
• • You gotta go check it out

Key Takeaways

✔ Follow the 4-step ad formula (Hook → Problem → Solution → CTA).
✔ Show real in-app use cases, don’t just describe them.
✔ Use psychological triggers to drive installs.
✔ Test multiple CTA variations to find the best one.

Marketing insights in under a minute—delivered.

If you enjoyed this content then you’ll love our podcast:

Scaling your Mobile App through Content

It’s your ultimate playbook for scaling smarter and faster.

Cheers.

- Srikar & Sai Karra