The Otto blog
Practical guides for marketing apps with short-form video.
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- Social Media Content Calendar for Apps: Template and Workflow — Build a weekly content calendar for an app: themes, formats, a template to copy, a batching workflow and how to review and schedule posts efficiently.
- How to Make Screen Recording Videos for App Ads — Step-by-step guide to recording and editing app demo videos that convert: setup, framing, pacing, captions, audio and export settings for TikTok and Reels.
- App Marketing Metrics Explained: CPI, CAC, LTV and ROAS — Plain-English definitions and formulas for CPI, CAC, LTV, ROAS, retention and payback period, with a worked example for mobile app marketers.
- Social Media Marketing for SaaS and Web Apps on a Small Budget — How SaaS and web app founders can use short-form video on TikTok, Instagram and LinkedIn to get sign-ups: messaging, formats, workflow and metrics.
- How Often Should You Post on TikTok and Instagram Reels? — A practical posting cadence for app and SaaS brands on TikTok and Instagram Reels, with weekly schedules for small teams and what to track.
- Instagram Reels for App Marketing: Strategy, Specs and Ideas — How to use Instagram Reels to market a mobile or web app: ideal specs, content ideas, caption and hashtag strategy, and how to measure results.
- 25 TikTok Hook Formulas for App Ads (With Examples) — Copy-ready TikTok and Reels hook formulas for app ads, grouped by type, with examples and tips for testing which hooks earn installs.
- AI UGC Ads Explained: How They Work and When to Use Them — AI UGC ads use synthetic creators and voices to make UGC-style videos fast. Learn how they work, where they fit, disclosure rules and quality tips.
- UGC Ads for Mobile Apps: The Complete Guide — What UGC ads are, why they outperform polished creative for apps, the formats that work, how to brief creators and how to produce them at scale.
- How to Promote an App on TikTok (2026 Guide) — A step-by-step plan to promote a mobile or web app on TikTok: content types, hooks, posting cadence, organic vs paid and how to measure what works.
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