Back in the day, ‘video paywalls’ simply meant a video locked behind a paywall, like a content creator selling access to their course. These days, the term has evolved into something more exciting: embedding video on your paywall. Say goodbye to boring, static paywalls and hello to interactive experiences that capture attention and communicate value in seconds.
Videos are a powerful way to boost paywall performance and convey your value clearly. While there’s limited data on testing videos specifically on paywalls, we know video as a medium works: it communicates quickly and enhances emotional recall. For example, Fitness AI shared at an App Promotion Summit that adding a video to their paywall resulted in roughly an 80% revenue increase, and they still use a video on their paywall today.
If you’ve read my article on weird paywalls, you’ll know I have a soft spot for quirky, offbeat designs. One of my favorite examples is Water Llama, a water-tracking app that uses a playful feature video to bring its paywall to life by showing the adorable llama water tracker filling up right on the screen.
While adding a llama to your paywall might be a step too far, adding a video is a move worth considering, whether on your paywall or during onboarding.
So, read on for who should (and shouldn’t) consider a video paywall, as well as how to test and implement one effectively to set yourself up for success.
Quickfire: Pros and cons of adding video to your paywall
While videos are more common for certain app categories and audiences, that shouldn’t stop you from considering them. Ultimately, video paywalls can help you achieve four key goals — these should be the drivers of whether you use videos on your paywalls, rather than the app’s category. But, there are a few drawbacks to consider as well.
| Pros | Cons |
| Convey emotion: videos can do this far more effectively than static images or text Visually explain your app: perfect for photo, video, health, and wellness apps, or any app where showing functionality beyond the paywall helps users understand value Build trust and show transformation: demonstrate the impact of using your app and reassure users that it will deliver results Capture attention: slow the user down to capture their focus and convey your message | Increased load time can hurt performance Potential distraction or overwhelm, especially if users expect a quick, functional experience High-quality asset requirements demand extra time, skill, and budget Testing complexity, with so many variables at play, can make it difficult to pinpoint why a video isn’t improving conversions |
At the end of the day, whether a video paywall is right for your app depends on your audience, category, and goals, but it’s always worth testing before making a final call. Read on to dive deeper into whether video paywalls are right for your app.
When should you add video to your paywall?
My own experience has shown testing videos in your onboarding and paywall can improve not only the number of trials started, but also the trial-to-paid conversion rate — especially with how-to videos that help your audience understand the real value of your app.
A great video can elevate your paywall and improve conversion, but the wrong one can slow it down or muddy the message. Here’s how to tell when your app may benefit from a video-first paywall.
1. When emotion drives conversion
Apps in the fitness, wellness, or habit space often sell a feeling, and video is perfect for capturing that. Take Cardi Mat