App store preview videos—sometimes called app previews—are short clips that show an app’s most engaging features right in the App Store. They help prospective users understand the experience before they download, and when optimized they can increase install rates by 20–30%.
What Are App Store Preview Videos?
App Store preview videos are on‑device recordings that demonstrate your app’s interface and core features. Each video can be up to 30 seconds long and will autoplay on your product page and within search results. You can upload multiple previews for different languages or device sizes.
- Use device‑specific footage to accurately represent the app experience.
- Highlight the most compelling features in the first few seconds—research shows that well‑optimized previews can lift installs by 20–30%.
- Follow Apple’s App Preview guidelines: keep content age‑appropriate, stay within the app and avoid misleading overlays.
Why App Store Videos Matter
When users discover your app, they decide within seconds whether to download. A polished preview acts like a movie trailer: it grabs attention, sets expectations and builds trust. According to studies by Storemaven and SplitMetrics, including an engaging preview can boost conversions significantly.
App previews also improve discoverability by making your listing more engaging and can support Apple Search Ads campaigns.
How to Create App Store Videos That Convert
Plan Your Story
Decide which features to showcase and the narrative flow. Start with a hook—show the most exciting functionality in the first 5 seconds.
Capture High‑Quality Footage
Record on‑device using QuickTime or screen‑capture tools. Ensure footage is sharp, well‑lit and free of notifications. Keep each video between 15–30 seconds.
Focus on Editing and Audio
Edit your clips to maintain a fast pace. Use on‑screen captions or callouts to explain features because previews autoplay muted.
Localize and Test
Create different previews for each supported language or device size. A/B test different poster frames and intros to see which versions convert best.
Best Practices for App Store Video Optimization
- Comply with Apple’s technical specs: use H.264 or ProRes formats and choose a compelling poster frame.
- Keep the video focused on in‑app footage; avoid hands or over‑the‑shoulder shots.
- Select uncluttered backgrounds and avoid copyrighted material.
- Include captions and text overlays to communicate without sound.
- Continually review conversion metrics and update your previews as your app evolves.
Frequently Asked Questions
How long can an App Store preview be? Each app preview can be up to 30 seconds long and you can upload up to three per localization.
Do previews need to be device‑specific? Yes. Create separate previews for different screen sizes to ensure the video fits each device.
Do App Store videos increase downloads? Optimized previews can lift install rates by 20–30% by showcasing key features early.
Should I include audio? App previews autoplay muted, so prioritize on‑screen text and clear visuals, but you can include music or narration for viewers who unmute.
Need help crafting a high‑converting app preview? HiLo Media’s team produces professional app demo videos that highlight your app’s strengths and drive installs. Contact us to learn more.