While this article covers creating app store listing videos, if you need to understand the process of creating a mobile app first, visit our detailed guide.
With millions of apps competing for user attention on Google Play and the Apple App Store, having a great app isnโt enough. To stand out, every element of your app listing โ from the icon and screenshots to the description and video โ must instantly capture attention and communicate value.
One of the most powerful tools in this mix is video. A well-made video can increase engagement, boost conversions, and strengthen your brand image. This guide breaks down everything you need to know about creating high-performing videos for both the App Store and Play Store โ including platform-specific guidelines, production tips, and best practices.
Why app store videos are essential
Videos arenโt just visual add-ons โ theyโre critical conversion tools. Like product videos on eCommerce sites, app store videos give users a real glimpse into how your app works and what makes it special.
Key benefits of adding videos to your app listings
- Creates a strong first impression:
The video is often the first thing users notice. A good one can hook attention instantly and make your app look professional and credible. - Improves visibility and ranking:
Engaging videos can indirectly boost your appโs ASO (App Store Optimization) by increasing install rates and user engagement. - Drives higher conversions:
Data shows that apps with videos get up to 35% more downloads on Google Play and 20% more on the App Store compared to listings without videos. - Builds emotional connection:
Videos allow you to tell your brand story visually โ something static screenshots or text canโt achieve. - Simplifies communication:
Complex features become easier to explain through visuals and motion, helping users quickly understand your appโs value.
App Store videos vs. Play Store videos
While both platforms allow promotional videos, the requirements and formats differ significantly.
Apple App Store (Preview Videos)
- You can upload up to three videos per app.
- Each video must be 15โ30 seconds long.
- Videos auto-play on mute in search results.
- Apple requires real in-app footage โ not mockups or animations.
- Videos are device-specific (iPhone, iPad, etc.).
Google Play Store (Promo Videos)
- Only one video is allowed per app listing.
- The video is streamed from YouTube, so optimization there is crucial.
- Length can range from 30 seconds to 2 minutes.
- You can include promotional and storytelling elements โ more flexibility than Apple.
- Works best in landscape orientation (16:9).
Read: Google Play Store submission checklist – A complete guide
How to create App Store preview videos
Apple is strict about format, quality, and content. Hereโs how to get it right.
1. Follow Appleโs technical guidelines
- Resolution:
- iPhone: 1080ร1920 (portrait) or 1920ร1080 (landscape)
- iPad: 1200ร1600 (portrait) or 1600ร1200 (landscape)
- Duration: 15โ30 seconds
- Only real app footage allowed
- Keep captions clear and text minimal
2. Focus on app functionality, not promotion
Avoid marketing fluff. The goal is to demonstrate actual in-app experience. Highlight usability, features, and performance โ not taglines or special effects.
3. Design for different devices
Each video should reflect the interface of the device it represents. Use separate captures for iPhones and iPads if needed.
4. Prepare for manual review
Apple manually reviews every video. Follow all policies to avoid rejection and make sure your app UI and content match exactly whatโs in the video.
5. Optimize for pre-orders and Search Ads
If youโre running App Store ads or offering pre-orders, tailor your video to highlight the appโs value proposition quickly and clearly.
How to create Play Store promo videos
Google Play gives more creative freedom but also depends heavily on YouTube optimization.
1. Follow Google and YouTube guidelines
Your video will stream directly from YouTube, so follow both platformsโ best practices:
- Use 16:9 aspect ratio (1920ร1080 recommended).
- Keep it under 2 minutes โ 60โ90 seconds is ideal.
- Avoid showing iOS interfaces or App Store logos.
2. Make it versatile for ads
Play Store promo videos often double as ad creatives. Design yours to make sense both on the store and in YouTube ads.
3. Balance information and promotion
Unlike Apple, you can mix functionality with storytelling. For instance, showcase how your app solves a problem and then include a short promotional tagline or offer.
4. Add subtitles and clear CTAs
About 69% of users watch videos without sound. Include captions and end with strong CTAs like โDownload Nowโ or โTry Free.โ
5. Optimize your YouTube listing
Write keyword-rich titles and descriptions for SEO. Use engaging thumbnails that also align with your appโs brand style.
Best practices for both platforms
1. Prioritize quality
Poor visuals or audio can hurt your credibility. Invest in professional editing and crisp screen recordings.
2. Nail the first five seconds
Most users drop off early. Hook attention immediately with your appโs most exciting feature or core benefit.
3. Respect platform formats
Keep two versions โ one for the App Store and one for the Play Store. Never reuse the same file without tailoring it.
4. Design a strong thumbnail
Your videoโs poster frame (App Store) or feature graphic (Play Store) acts as the first visual cue. Make it vibrant and informative.
5. Include captions and text highlights
Communicate key messages visually. Use motion graphics and captions that are easy to read on mobile screens.
6. A/B test and refine
Experiment with different video versions using tools like Google Play Experiments or third-party A/B testing platforms (e.g., StoreMaven, SplitMetrics).
Additional insights: User behavior and orientation
Users engage differently depending on device and orientation:
- Exploratory users browse thoroughly โ they watch videos and scroll through screenshots.
- Decisive users decide quickly โ they rely on videos to make instant judgments.
For maximum impact, use a hybrid approach:
- Landscape videos paired with portrait screenshots work best for most apps.
- Optimize playback for both muted and sound-on experiences.
The bottom line
App store videos are one of the most underrated yet powerful tools for increasing conversions and installs. Whether youโre launching a new app or updating an existing one, videos help showcase your brand, highlight your appโs strengths, and drive meaningful engagement.
If youโre still building your app, you can use AppMySite to create a high-quality native iOS and Android app without writing a single line of code. Once your app is live, follow the steps above to create a stunning store video and boost your download numbers.