App Store Preview Video: Best Practices for ASO

June 6th, 2024

by David Bell

CEO at Gummicube, Inc.

For an app to attract users, developers must display what makes the app great. While this can be done through screenshots and descriptions, App Preview videos are another effective way to help with conversions. It’s important to understand what makes a good App Preview so that you’re better equipped to create a compelling visual that grabs users’ attention and gets them to download.

With that in mind, here are some of the best practices to remember when designing your App Previews for App Store Optimization.

App Store Video Compliance

You can make a great-looking App Preview video, but if it does not pass App Store Review no one will see it. The App Store has strict guidelines that developers must follow when designing their videos:

App Previews can be up to 30 seconds long
Content must be suitable for all audiences and ages
App Previews can only use footage of the app itself
Previews cannot display copyrighted content such as music, film, or brands unless you have the legal right to display them

The guidelines are set to provide users with an accurate depiction of what they can expect from the app. This means that the App Previews should not include iOS devices inside the video frame, and graphics such as touch hotspots should be utilized sparingly.

App Previews can include transitions and text, but these should not imply functionality that the app lacks. Using too much text or too many transitions is a common cause for rejection.

Failing to follow these guidelines can result in an App Preview being rejected. There are some apps in the store that include elements like device frames or a substantial amount of text and transitions, but they always risk rejection with each new release.

App Store Video Best Practices

Knowing what to do to improve your chances of success is just as important as knowing what mistakes to avoid. Apple provides the following suggestions for App Previews:

Get to the point quickly and excite users early on
Capture the native resolution of the UI rather than zooming in
Mobile games should show more gameplay than cutscenes
Use copy to add context to the footage
Use audio to establish continuity
Include a good poster frame (static image) for when the video isn’t playing

While those are good recommendations for the App Previews themselves, App Store Optimization best practices should also be taken into consideration.

Consider the App Preview’s orientation. Landscape videos will be the only creative appearing with the app’s title and icon in App Store search results, while portrait mode videos will be displayed alongside two screenshots. This means developers should consider which two images to prioritize following the App Preview – whether it’s new, standout features, or core mechanics essential to understanding how the app works.

An App Preview should also align with the brand’s identity in terms of design, color usage and so on. If the app features any characters, they can be included as well. This helps those users already familiar with your brand to easily identify your app among competitors.

Any text added on to the footage should include important app features or values. Remember to approach text as a means of adding context rather than explaining what they’re watching on screen. You can do this through specific keywords so that users can see how it’s related to their search.

How to Create App Previews That Engage Viewers

Your App Preview video should grab a user’s attention instantly. App Previews and mobile advertisements are different assets in different landscapes, but similar concepts can be applied. Namely, research shows mobile advertisements have less than half a second to capture a user’s attention – the first impression is of the utmost importance.

Start your App Preview by focusing on the core value or features to explain the app to users right off the bat. Mobile games can typically begin with an engaging cutscene to show off the graphics and animation and later transition to the gameplay and mechanics.

A/B testing can also help developers determine if an App Preview will perform well or if a variant is preferable. Testing new iterations to ensure optimal performance is important for all aspects of an app, including the App Preview.

App Store Preview Video - Marketing the Right Way

By ensuring an App Preview is compliant with Apple’s guidelines and designed following App Store Optimization best practices, developers can design app previews that help attract and convert users. As with any Store Listing asset, A/B testing and iteration are vital to ensuring increased conversion. App Previews are a great way to help improve conversions when done right.

We’ve helped developers increase their conversions by 25% through ASO strategies to improve their App Previews and creatives. Get in touch and learn how we can help you grow your app too!