“Every time we've tested a video of the actual app interface against a polished live-action ad, the app screen recording wins. People want to see what they're buying. Show them the actual thing.”

Screen recordings of the app in paywall video outperform live-action commercials across every category

Moore's team at Superwall tested video formats across dozens of apps: polished brand videos (actors, outdoor locations, professional production) versus simple screen-capture walkthroughs of the app itself. The screen recording outperformed consistently. The interpretation: at the paywall, users are in evaluation mode, not inspiration mode — they want to see exactly what the product does before they pay, not feel inspired by a lifestyle.