App marketers are turning to short-form content more than before in an effort to gain users and boost downloads. That’s according to a new study from Gamesight based on an analysis of data from the company’s ad platform examining the frequency of individual ad platforms for engagement and player conversion.
Short-form content is on the rise but conversions need to catch up
TikTok usage among app marketers was up 115% from 2021, which demonstrates the ability of short video to raise brand awareness. However, TikTok conversion rates dropped from 2.65% to 0.96% as a consequence of the fast-paced nature of the short-form video app.
