App Preview Video for iOS Apps: How Does it Impact App Store ASO?

What are exact app preview video guidelines?

App preview guidelines for the App Store are Apple’s official rules and recommendations for creating video previews of your app. Follow these guidelines to ensure your preview video effectively showcases your app’s features while meeting Apple’s quality standards.

• You can add up to 3 preview videos per localization via App Store Connect.
• Videos have been approved, along with new app versions and metadata updates.
• The video length must be 15-30 seconds.
• The maximum file size is 500 MB
• Accepted file formats are .mov, .m4v, .mp4
• Resolution should be device-specific (e.g., 1920×1080 for iPhone, 2048×1536 for iPad) but can be horizontal or portrait-oriented.
• Frame rate: 30 FPS

Remember, videos are not a ranking factor but can play a big role in ASO strategy (we’ll talk more about that in the following heading).

Official recommendations from Apple for preview videos

• Use screen captures in preview videos
• Don’t overlay animated hands – use touch hotspots to show interactions
• For games, show more gameplay than cutscenes
• You can use text overlays, but consider localization needs
• Voiceovers can be used, but most users watch on mute
• Only include content you have full rights to use
• Avoid showing streaming content or brand names

Apple recommends using device-specific resolutions for preview videos, similar to screenshot guidelines. 

Why are Preview Videos Important for ASO?

Preview videos are important for app store optimization in App Store because they significantly impact conversion rates and search results visibility. These engaging visual assets can greatly impact how potential users perceive and interact with your app listing.

Preview videos are great for super interactive apps, especially games. They’re also important for paid apps. People always want to try before they buy. A video is a perfect chance to give them that opportunity. 

Impact on conversion rates

App preview videos can dramatically boost conversion rates by giving potential users a dynamic showcase of your app’s features and functionality. 

Visibility in search results

Preview videos also improve an app’s visibility in search results. While not directly factored into search algorithms, videos can indirectly boost visibility by increasing engagement metrics. 

App Store vs Google Play: Key differences in preview videos

The difference between App Store preview videos and Google Play promo videos is how these videos are implemented and displayed on each platform. App developers and marketers must understand these differences to optimize their video content for each store properly.

Length and format requirements

The App Store has stricter length requirements, limiting videos to a concise 15-30 seconds. These limitations force developers to create tightly focused previews that highlight key features quickly. Google Play allows longer videos, giving more flexibility to showcase app functionality in depth.

We wrote a detailed article about the differences between app videos on the Google Play Store and Apple App Store, but let’s look at the biggest differences.

Content restrictions

Apple’s content restrictions are more strict, focusing solely on in-app footage to give users a clear idea of the app’s functionality. Google Play allows for more creative and promotional content, which can benefit branding and marketing.

Apple App Store:

• Must use captured footage from the app itself
• No people or hands interacting with the device
• Limited use of text overlays
• Cannot show pricing information
• Must accurately represent the app’s current version

Google Play:

• Can include footage outside of the app (e.g., lifestyle shots, people using the app)
• Allows for more creative freedom in content
• Can include promotional text and calls to action
• Pricing information can be displayed
• Can showcase upcoming features

Placement in App Listings

The placement and behavior of preview videos differ significantly between the two platforms. App Store videos are more prominent and engage users automatically, while Google Play videos require user interaction to start playing.

Apple App Store:

• Videos appear as the first item in the app’s image gallery
• Autoplay on mute when a user views the app page
• Up to 3 preview videos can be added per localization
• Videos are device-specific (separate videos for iPhone and iPad)

Google Play:

• The video appears above the app screenshots
• Does not autoplay; users must tap to play
• Only one video is allowed per app listing
• The same video displays across all device types

Here’s a key difference comparison:

App Preview Video Feature	App Store	Google Play
Length	15-30 seconds	Up to 120 seconds
Format	.mov, .m4v, .mp4	.mp4, .webm
Max File Size	500 MB	100 MB
Resolution	Device-specific	Minimum 720p
Content Type	In-app footage only	In-app and promotional footage
Interaction Shown	No hands or people	Allowed
Text Overlays	Limited use	Allowed, including calls-to-action
Pricing Info	Not allowed	Allowed
Number of Videos	Up to 3 per localization	1 per app listing
Autoplay	Yes (muted)	No
Device Specificity	Separate videos for iPhone/iPad	One video for all devices
Placement	First in image gallery	Above screenshots

Best practices for creating effective app preview videos

In this chapter, we’ll discuss the best practices for making your preview videos stand out and effectively communicate your app’s features. We suggest you include them to drive extra conversions. 

For the start, we always recommend to regularly analyze performance metrics and user feedback to refine your preview videos continually. And make sure you evaluate different app video recording tools.

Now let’s check other best practices.

Showcase the key features

Focus on highlighting your app’s most important and unique features. Start with a strong opening that grabs attention, then quickly move through 3-5 key functionalities or benefits. 

Screen recordings of actual in-app footage are a must and give viewers an authentic look at the user experience. To maintain viewer engagement, keep each feature showcase brief, ideally 3-5 seconds per highlight.

Optimize for silent viewing

Most users watch App Store videos with the sound off. It would be best if you designed your preview for silent viewing. Use visual cues, animations, and on-screen text to convey your message without relying on audio. 

If you include sound, ensure it enhances the visuals rather than being essential to understanding the content. Add background music to create a mood, but ensure it doesn’t overpower the visual elements.

Use captions and text overlays

Incorporate clear, concise text overlays to reinforce key messages and feature explanations. Use large, readable fonts and contrast them well against the background.

Keep text brief – aim for short phrases or single words that complement the visuals rather than long sentences. Animate text entries to make them more dynamic and attention-grabbing.

Maintain optimal length and pacing

Keep your app preview video between 15 and 30 seconds, as already mentioned before. Regardless of length, focus on capturing viewer interest. Start strong with your most compelling features and benefits and end with a clear call to action encouraging users to download.

Ensure brand consistency

Align your app preview video with your overall brand identity. Use consistent colors, fonts, and visual styles that match your app’s interface and other marketing materials. This cohesion helps reinforce brand recognition and creates a seamless experience for potential users.

Localize for different markets

If your app targets a global audience, consider creating localized versions of your preview video. Localization goes beyond translating text—it adapts visuals, examples, and music to resonate with different cultural contexts. Localization can significantly improve conversion rates in international markets. Yes, this requires extra resources, but it will have a big impact on the app conversion rate.

In the next chapter, we’ll translate Apple’s guidelines and “best practices” into actionable step-by-step advice to prepare you to create your app preview videos.

Step-by-step guide to creating an app preview video

The goal of the app video is to show your users what your app is about. Throughout the creation process, focus on your app’s unique value proposition. Follow these eight steps to create a video demonstrating why users should download your app.

Step 1: Plan your storyboard

Start by planning your storyboard. Outline the key features you want to showcase. Decide on the best order for your scenes. Keep your video under 30 seconds to maintain viewer interest.

Step 2: Capture high-quality footage

Use reliable screen recording software to capture high-quality footage. Make sure all interactions and transitions are smooth. Capture your footage at the required resolution, typically 1080p.

Step 3: Create engaging visuals

Enhance your video with engaging visuals. Add text overlays to highlight important features. Use animations to draw attention to key elements. Incorporate your brand colors and style throughout the video.

Step 4: Add audio elements

Include background music if it fits your app’s style. Record a clear voiceover if needed. Ensure all audio complements the visuals and doesn’t distract from the main message.

Step 5: Edit for maximum impact

Trim any unnecessary footage. Maintain a quick pace, with each scene lasting about 2-3 seconds. Add smooth transitions between scenes to create a polished look.

Step 6: Optimize for silent viewing

Most users view videos in silent mode. Optimize your video for silent viewing, using captions or text to convey key messages. Ensure your visuals demonstrate your app’s functionality without relying on sound.

Step 7: Create platform-specific versions

Follow the guidelines for App Store – remember, App Store videos are different than those in Google Play. Adjust the length and format as needed to meet each platform’s requirements.

Step 8: Test the video before publishing

Before publishing, remember to test your video thoroughly, get feedback from test users, and ensure the video plays smoothly on different devices and screen sizes.

How to measure the impact of app preview videos?

The impact of an app preview video is measured by analyzing metrics such as conversion rate, impression-to-install rate, video completion rate, etc., with ASO tracking tools.

Let’s start with the KPIs:

• Conversion Rate (CR)

Monitor changes in your app’s conversion rate before and after adding or updating your preview video. Use the app store console to compare CR for periods with and without the video.

• Impression-to-Install Rate

This metric shows how many installs you get per impression, indicating the video’s effectiveness in converting views to downloads. Calculating the impression-to-install rate is simple: just divide the number of installs by the number of impressions over a specific period.

• Video Engagement Rate

This metric measures the number of users who watch your video compared to those who view your app page. You can get this data in “app analytics” in App Store Connect.

• Video Completion Rate

The video compilation rate shows the percentage of users who watch your entire video. You can track this KPI using App Store Connect.

• Install Velocity

This KPI measures the speed at which your app accumulates installs after adding or updating the video. You can determine install velocity by measuring the average number of installs daily before and after the video change.

• Keyword Rankings

Monitor changes in keyword rankings, as a compelling video can indirectly improve your ASO. Use App Radar to track keyword position changes.

App video preview data tracking:

Now that you know what metrics to track, let’s jump to measurement tools and tips for analyzing that data. These tips will help you make data-driven decisions for future optimizations. 

Remember to allow sufficient time (at least 2-4 weeks) after making changes to gather meaningful data before concluding.

• Set up A/B testing – use Apple’s Product Page Optimization to test different video versions. Compare metrics between variants to determine the most effective video.

• Implement event tracking – set up custom events for video starts, completions, and other interactions using Firebase Analytics or a similar tool. 

• Establish benchmarks – before making changes, record your baseline metrics for at least 2-4 weeks. These metrics give you a clear point of comparison for post-change performance.

• Set up regular reporting – set up weekly or bi-weekly reports to track changes over time. Look for trends and correlations between video updates and performance metrics.

Final thoughts - should you invest your time in app preview videos?

In short – yes. App preview videos play a vital role in your app store optimization strategy. Videos can significantly enhance conversion rates and improve visibility. Showcasing your app’s features means you will have more chance to engage and convert your audience.