One of the most challenging aspects of making videos for a software company is that your subjectâ€”the software you are trying to sell, market, explainâ€”already exists on a screen. You are making a story about a screen for a screen in other words. It already sounds unappealing.
Getting your app to stand out in the App Store can be quite a challenge. A common trait you'll find among the more popular apps is that they leverage promotional videos as a medium to convey not only that their app exists, but they also tell a compelling story explaining the problems they solve for the user.
However, simply pointing a camera at a screen and yelling "action" is a recipe for failure. Matthew Latkiewicz has assembled a pretty thorough survey of popular techniques, along with their pros and cons, used when creating videos to showcase software.