Design content funnels to move users one step at a time, not explain everything
Your marketing content doesn't need to explain every feature or benefit of your product. Each piece of content only needs to successfully move the user to the next step in your funnel. For apps, this means getting them from video view to app store install, not explaining the full product. Track which content drives actual conversions versus vanity metrics.
When to use
When creating marketing content for apps or products with multi-step conversion funnels
Don't do this
Creating content that tries to explain everything about your product instead of driving one specific next action
2 Founders Who Did This
Designed TikTok videos to only move users from video view to App Store install, didn't explain features or onboarding. Tracked that one 11.6M view video drove almost no installs because it lacked pain point and CTA, while other formats drove high conversion
Designed content funnels focused on one step: get viewers from TikTok video to App Store install. Used micro-influencers with referral codes maintaining $5 CPM target