Launching a new local government app is an exciting step in making city services more accessible and convenient for residents. Yet, a successful launch requires more than just an announcement—it calls for engagement and enthusiasm from the community. One of the most effective ways to promote your app and encourage adoption is through video. From quick social media clips to in-depth walkthroughs, video can reach residents in ways other methods can’t. In fact, research shows that video content can boost audience engagement by as much as 120% compared to text alone, making it an invaluable tool for local governments.

Below, we’ll explore different types of videos that can make a significant impact on your app launch and why they’re so effective at driving engagement, informing residents, and building excitement.

Why Video is Essential for App Promotion

In today’s digital age, video has become the preferred medium for communication. A recent study found that 85% of Americans watch videos online, and 54% of consumers want to see more video content from the brands and services they use. This preference extends to local government as well. Videos can provide a personal, engaging touch that static text and images cannot. With a well-crafted video, local governments can connect with residents, educate them on new digital services, and increase downloads and usage of the new app.

Types of Videos for App Promotion

1. Fun and Engaging Videos

Creating a lighthearted, fun video can capture the community’s attention and make the app launch feel like a true celebration. This approach showcases the app’s capabilities in a friendly, relatable manner, encouraging residents to see it as a helpful tool in their daily lives.

• Example: Iowa City "Super Hero" Video
• Why It Works: Fun videos break down formality and increase shareability on social platforms, inviting residents to engage with the app in a lighthearted way. Videos with a fun twist are 2x more likely to be shared than purely informational content, making them great for expanding awareness.

2. News Story with a City Official

For a more formal introduction, a news story featuring a city official can add credibility and authority to the app’s launch. This approach works well to reassure residents that the app is safe, supported by the local government, and designed to meet their needs.

• Example: Escanaba News Story
• Why It Works: A news story approach provides credibility, as people are 58% more likely to trust content that features a public official. This type of video can help answer resident questions and provide reassurance from trusted city representatives.

3. Video Walkthroughs and How-Tos

A video walkthrough demonstrates the app’s functionality, guiding residents on how to download, navigate, and make the most out of its features. A practical tutorial empowers residents to engage confidently with the app.

• Example: My Islandia Mobile App
• Why It Works: Walkthrough videos increase user confidence and reduce friction in using the app. Studies show that tutorials improve user retention by up to 75% by helping users feel more self-sufficient.

4. Overview Announcements

A short, high-level overview video can highlight the app’s key features, providing residents with a quick look at what’s possible. This type of video is ideal for social media channels, giving a quick snapshot that drives curiosity and encourages downloads.

• Example: Fix It Edmonds Mobile App Overview
• Why It Works: Overview videos are easily digestible and keep attention focused. A study revealed that 80% of viewers remember a video they’ve watched in the past month, making this an effective way to create lasting awareness for your app.

5. Personalized Messages from Officials

An announcement from the Mayor, City Manager or city official can provide a warm, personalized invitation for residents to download and use the app. By positioning the app as a way to bring the community closer, this approach encourages adoption as a civic duty and community resource.

• Example: Town of Hingham Mobile App Launch
• Why It Works: A direct message from a community leader builds trust and reinforces the app’s importance. Personal messages improve engagement rates by up to 60%, as they resonate more deeply with the audience.

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Promoting your app with GOGov

Promoting and marketing your new local government app with video content is a powerful strategy for driving resident engagement, building excitement, and encouraging adoption. Whether it’s a fun teaser, an official message from city leadership, or a detailed tutorial, videos capture attention and communicate the app’s value effectively. By leveraging the power of video, your city can launch an app that residents not only use but rely on as a go-to resource for essential city information. Start planning your video strategy today and watch your community embrace your new digital resource. Did you know GOGov offers marketing resources to promote your app... including video? Reach out the the Marketing team at GOGov to learn more.

Is your municipality ready for a mobile app? Schedule a demo with our team today!

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