Guide
What is in-app storytelling?
In-app storytelling is a set of short, tappable story-style screens shown inside a mobile app. Teams use it to announce features, share offers, and guide users to the next action without leaving the app.
The format borrows from social media stories: a row of cards, each with a few seconds of content, a clear call to action, and a way to move through them.
Common formats
- Stories: short, visual cards grouped in a row, for updates, offers and new features.
- Floaters: a small persistent button that opens a feature, help page or promotion.
- Coach marks: step-by-step hints shown the first time a user visits a feature.
- Banners: slim messages at the top or bottom of a screen that users can dismiss.
- Picture-in-picture videos: a video that keeps playing in a small window while users browse.
How teams use it
Product teams use in-app storytelling for feature discovery and onboarding. Growth teams use it for offers and reactivation. Because the content lives inside the app, it reaches users who are already active rather than relying on a push notification.
How to measure it
Track the share of users who open a story, the next action they take, and the change in feature adoption or retention against a group that does not see the story.
Last reviewed 6 November 2026. Competitor details come from each vendor's public website and may change. Check their pricing and feature pages before you decide.
