For Mobile apps
Ad review for mobile app installs on TikTok, Reels, and Shorts.
App-install creative burns out faster than any other format. We score hook durability, UI honesty, and whether the ad sets an expectation the first session can actually keep.
// WHERE_MOBILE_APPS_LEAK
What we see mobile apps get wrong in short-form ads.
Fake UI in the creative
Exaggerated gameplay or invented interfaces drive installs that churn on day one. Cheap CPI, terrible ROAS — and the algorithm learns from the churners.
The hook is the whole ad
A strong first second followed by 20 seconds of nothing gets the view, not the install. The middle has to keep escalating.
No moment of use
Ads that never show WHEN someone opens the app (commute, in line, before bed) leave the viewer with no slot in their day for it.
// QUICK_WINS
Five fixes you can ship today.
- 01.Use real screen capture — match what minute one of the app actually looks like
- 02.Show the situation the app fits into, not just the app
- 03.Escalate every 3–5 seconds; treat the mid-roll like a second hook
- 04.Put the core loop on screen within 5 seconds
- 05.End on the exact screen the user will see after install
// WHAT_WE_SCORE_HARDEST
For mobile apps, these three carry the most weight.
- UI honesty
- Hook durability
- Use-moment clarity
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