12 strategies to create great app preview videos for the Apple App Store

With almost 1.6 million apps in the App Store, you need to nail your App Store Optimisation (ASO) if you want your app to zoom to the top of search results.

Yet, to truly captivate your potential users, you need more than just optimised keywords and compelling descriptions.

People spend only 10 seconds on the product page, so you need to show what your app does in action — fast!

That’s where app preview videos come in.

Alongside app screenshots, preview videos are a great way to communicate your app’s features and value propositions and convert browsers into users.

In this guide, we’ll walk you through Apple’s App Store preview video guidelines and provide you with ways to create great app preview videos that encourage users to hit that Get button.

Let’s get started. 👇

What are app store preview videos?

In the Apple App Store, a video for your app is called an App preview video. App Store preview videos are short, snappy clips that play automatically, giving users a peek into what your app does. These videos showcase how your app solves problems and highlight key features and functionalities.

App preview videos are displayed prominently on the App Store, helping users make informed decisions about whether to download your app and contributing to the high conversion rates. According to studies, app preview videos can increase conversion rate (CVR) by 47%.

In addition to showcasing your app’s features, preview videos can also be used to tell a story, create a mood or generate excitement about your app. They can be a great way to connect with potential users and encourage them to download your app.

App Store preview video specifications

For ‌preview videos, Apple has created guidelines that you need to follow.

First, your video needs to show an actual recording of your app itself, and you can’t just upload marketing footage.

Second, you can upload a maximum of 500 MB file size and should keep the length of the video to a minimum of 15 seconds and a maximum of 30 seconds.

If your app preview video fails to follow these, then your app can be flagged for non-compliance and can be rejected by Apple during their review process, or removed from the App Store. So it’s better to stick with the guidelines and not try your luck.

App preview requirements

Video specifications

Apple has provided specific video specifications for different formats 👇

App Store preview video resolutions

iPhone preview video resolutions

The table below shows the preview video resolutions required for different iPhone sizes.

iPad preview video resolutions

The table below shows the preview video resolutions required for different iPad sizes.

Mac preview video resolutions

The table below shows the preview video resolutions required for Mac.

Apple TV preview video resolutions

The table below shows the preview video resolutions required for Apple TV.

Apple Vision Pro preview video resolutions

The table below shows the preview video resolutions required for Apple Vision Pro.

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How to make great preview videos for the App Store

On creating app preview videos, Bluecloud solutions says: “If you’re going to make a preview video then it’s really important that you make a good video. Because a bad video can actually hurt you a lot more than it helps you.”

Let’s see how you can make truly great preview videos that entice users to download your app. 👇

1 - Start with a strong hook

Today, people’s attention spans have become shorter, dropping from 150 seconds 20 years ago to 45 seconds today.

You need to deliver instant information to keep them engaged for longer. This is why it’s crucial for you to start your App Store preview video with a strong hook.

Highlight your app’s best features prominently within the first 5 seconds of the video to immediately capture users' interest.

2 - Show your actual app

It’s important to stick to showing your actual app than marketing footage because, as per Apple's App Store guidelines, showing anything other than the app screen recording to the preview video will get your app rejected.

Other than that, showing your actual app in the preview video helps people to see exactly what your app does and how it works, which makes it easier for them to understand your app’s value.

On showing your actual app in your preview video, Webiotic says: “Don't over-do your video with text overlays and graphics. You preview video should primarily showcase the real footage from your app because that’s what your users want to see.”

3 - Highlight unique features

The App Store has hundreds of apps capable of solving most problems. Therefore, your preview video should highlight how your app solves those problems uniquely.

Begin by identifying the unique selling points of your app that set it apart from your competitors. By doing this, you spark the curiosity of your potential users and make them want to download your app.

4 - Keep it short and sweet

No one wants to sit through a long video only to lose their interest before pressing the download button. That’s why it’s recommended to keep your app preview videos short and sweet.

By keeping your video brief, you not only get your message across quickly but also increase the chances of users taking action. You can do this by editing out unnecessary footage, which lengthens your preview video.

Webiotic says: “Make your video short and to the point. Introduce the essence of your app in the first five seconds of your preview video and the rest of the time can be used to elaborate.”

5 - Optimise for an app store search

To increase the visibility and discoverability of your app in the app store, it's crucial to optimise your app preview video for the App Store search engine. Here’s how:

Include relevant keywords in the video title and description

Perform thorough keyword research to identify relevant keywords that potential users are expected to use when searching. Then incorporate them into your video's title and description.

Use a keyword-rich filename

Avoid using generic names like "video.mp4" or "trailer.mov” for your filename. Name your file with relevant keywords so that it appears in search results.

Tag the video with relevant keywords

App Store allows you to tag your preview video with relevant keywords. Use a variety of relevant keywords that describe your app's features, functionality and target audience.

6 - Use only high-quality footage

App preview videos give people their first impression of your app. That means you must avoid using video with pixelation and distortion at all costs.

Videos with low quality reduce‌ clarity and make viewers struggle to understand what your app offers. It also leaves a negative impression of your app, resulting in poor engagement.

On the other hand, high-quality footage captures the viewer’s attention and creates a positive first impression.

7 - Use great music

The key to creating a great app preview video is the music.

On this, the Bluecloud solution explains: “You should spend more time finding the right music before going out.

Find something that builds up from the very first second and the sound and energy of music gets greater and has a huge drop at the end.

But make sure that music matches the type of your app and that you have the rights to use the music.”

8 - Make well lit videos

A well lit video ensures that there’s no distortion in communicating your message to your audience.

By avoiding using footage that's too dark or too bright, you keep your audience engaged and give your app the chance to shine.

9 - Make it understandable without sound

While your preview video needs to have clear audio, many people watch videos on their phones with the sound turned off, especially in public places or quiet environments.

Design your video in a way that’s self explanatory without sound. If not, then you can use text or subtitles in the video to make it more understandable.

This way, you can make sure that the message your video delivers is easy to understand, even when the sound is off.

10 - Avoid using small text

Make sure that the text in your video is large enough to be read by all types of users. Small text can be difficult to read, especially on mobile devices. This can create strain on people with visual impairments.

On the other hand, the larger text is easier to read and keeps focus on the video, increasing the effectiveness of your app preview video.

On usage of text, App Masters says: “One of the changes we made was to make sure the text was large. Now users can look at it while scrolling through the app preview and without clicking on the App Store page. This way you can immediately deliver the value prop-up.”

11 - Use a consistent style

Using a consistent style all the way through your app preview video is very important to make it great. This is because it helps your users recognise your brand and gives your video a professional look.

To maintain a consistent style through out the video, you should:

• Align video with your app’s design language and user interface
• Use a cohesive visual theme and design elements
• Stick to a consistent tone, like professional or playful
• Use consistent branding elements like the app's logo and icon

Having a consistent style looks visually appealing and keeps your viewers engaged from start to finish.

12 - Test your video on multiple devices

Testing your app preview video on multiple devices like iPhones, iPads, Apple Watches, Macbooks and Apple TVs ensures that your video performs and looks as intended.

Also, testing helps you identify and address any issues that may arise like formatting issues, performance issues or playback errors. This way, you’ll know that your video delivers a seamless experience to your potential users, regardless of the device they’re using.

Conclusion

Now you know what app preview videos are, what guidelines you need to follow and how you can make them great.

If you want to create app preview videos that increase conversions, you need to plan in advance what you want from the video.

However, many other app store optimisation techniques can also increase your app downloads. If you want your app to show up in the top App Store rankings, then you can contact Builder.ai to build your app.

When you build an app with Builder.ai, we help you with your App Store listings, including metadata and app screenshots. Plus, we also advise you on how you can increase your app ratings and reviews to increase conversions.

If this sounds good, then let's have a chat and discuss how Builder.ai can create your dream app 👇

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