Why are App Store Preview Videos so important?

The statistics on video performance are impressive.

• 55% of people pay close attention when they watch video - more than all other types of content. Video is proven to have higher engagement and conversion rates than images.
• Including video on a landing page can increase conversions by 80%.
• Consumers who watch demo videos are 1.81 times more likely to make a purchase than non-viewers.
• Viewers retain 95% of the information they see while watching and 10% while reading.

More important than these statistics, however, is that videos provide an excellent way to capture the attention of potential users in app listings. They gain major space in the app store, although the Google Play store and Apple's App Store have slightly different formats.

Video provides an incredible platform to dynamically showcase your app. This includes the in-app experience (showing them how easy it is to use) and unique features. If they continue to try your app, let them know what they have. Once you've overcome this hurdle, you're on the road to success.

App store preview videos: App Store vs. Google Play

The differences between Apple and Google preview videos are subtle but important. Here are some key differences to keep in mind.

For iOS, app preview videos are expected to showcase the app's key features and UI while taking a basic, straightforward approach. As with most of Apple's products, editorial guidelines are relatively strict and are strictly enforced at the time of app submission. For example, preview videos can only use footage captured from within the app. People interacting with the app, including finger taps on the screen and over-the-shoulder angles, are taboo, as is behind-the-scenes footage of app development.

Here are some of the most important guidelines you need to remember.

• Use appropriate video - The app preview is displayed in various locations in the App Store. Therefore, it should be created with each audience in mind. This means that your app preview should be suitable for people as young as four years old.
• Use footage shot inside the app - Apple does not want you to use videos shot outside the app. For example, an over-the-shoulder angle of your app or a person tapping the screen won't pass Apple's muster. You shouldn't even use behind-the-scenes clips in your app development. In short, only show footage found in your app.
• Use the video elements you have the right to use. It's no secret that we must respect the intellectual property rights of others. For this reason, Apple expects you to avoid using protected content, such as video clips, music, trademarked characters, and branding. If you need to use copyrighted material, please be sure to obtain the correct legal permission.
• Apple is strongly opposed to profanity, objectionable content, violence, and adult themes in app previews.
• Tell the truth. Don't try to mislead users in any way. Show only the features your app actually has.
• Add disclaimers as needed. If your app contains features that can only be accessed through in-app purchases or subscriptions, you need to disclose that. Product disclosure statements can be done through app videos.
• Use gameplay. Show more gameplay in your app preview instead of cut-scenes. Cut-scenes are very misleading because they give the wrong impression of the app.

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App promotional videos on the App Store are manually reviewed by Apple, which is, of course, subjective. When browsing the iOS App Store, you may see videos that blatantly violate Apple's guidelines, or sections of your app's videos that have been rejected.

All you can do is clearly understand the App Store video guidelines and specifications so you know when you're in a "gray area". And whatever risks you take when "experimenting", have a backup plan in case you try something that causes a video to be rejected.

To learn more about App previews ASO, you can check "Best Practices for ASO: How to Market Your App with Optimizing App Preview Videos?" of our previous articles.

Start to create excellent App Store Preview Video

1.Go straight to the point

The average iOS app preview video viewing time across all iOS app categories is 4-6.5 seconds, with a video completion rate of less than 20%. So even though the app preview video is on autoplay, visitors may drop out at any time. Try to start your video with the most impactful message within the first 4 seconds.

Given the short time frame to capture visitors' attention and encourage installation, it's also important to strike the right balance between highlighting brand assets and showcasing the app's features and experience. We recommend that you avoid starting your video with a launch screen, countdown timer or even an app icon. Visitors already see your app icon or logo when they first land on your product page, so there's no need to repeat it. In addition, these tactics usually result in your product page dropping more directly, and you will subsequently waste valuable initial time that you should use to showcase key app features.

Instead, start with your most powerful visuals and test what your most compelling and impactful message is in the first segment of your app store video.

However, keep in mind that you are designing your video for a small screen. Therefore, avoid too much information, small fonts, useless splash screens and other unnecessary information.

2. Make each App Preview Video of a specific aspect

Each section of a single video should focus on a different element of the app, and since you can host up to three app preview videos in the gallery, each video should also focus on a different, but cohesive aspect of the app. The key is to avoid blatant repetition, because if visitors see the same information in multiple videos, they'll assume that's all and won't be encouraged to explore further. Instead, you should use each section of the video to highlight different concepts and the app's unique selling proposition (USP) to keep viewers engaged.

Creating App Store Videos into separate segments also allows you to create a cohesive video that can be cut in different sections and presented in a different order when tested. This will allow you to understand how visitors interact with specific segments and give you insight into which messages resonate most with them.

For example, in the gaming industry, you could segment three video assets into the following topics: storyline and characters, game play, and game level progression. Based on the results of your testing, you can determine which theme brought in the most installs and delivered the most impactful message to your target audience. These insights can help guide not only the development of your App Store Preview Videos, but also your broader app marketing and user acquisition (UA) strategy.

3. Make Sure the video understandable without audio

By default, app preview videos are silent, so your app's key selling propositions and features should be communicated effectively without relying on sound. You can use captions, annotations, and other elements related to visuals to engage visitors.

In general, best practice is to use easy-to-understand terms and language that is appealing and meaningful to your target audience. You should also ensure that any text is clear and easy to read and stays on the screen long enough for your audience to read.

4. Use copy properly

In the past, before the release of iOS 11, Apple strongly discouraged the use of text in App Store Preview Videos. That's all changed with the introduction of muted autoplay.

Here are some tips you should keep in mind when adding a copy to the app preview.

• Use text to provide context for your video clips.
• Choose your words carefully. Make sure to avoid highfalutin words, jargon and hard-to-understand words, terms or language.
• Your text should be easy to read. Give people enough time to read your video when it plays in the App Store.
• Use evergreen text. Avoid using copy that relates to specific times, dates, events, and seasons. Of course, if you plan to change the app preview regularly, you can do so. However, if you don't have enough time and money, use text that is always relevant, regardless of the date or season displayed.
• There is no need to add prices or rates to your app preview. This information is already displayed on your App Store page. Not only that, but because the app preview is visible worldwide, your rates may not be accurate or available for all regions.
• Copies may also be used as a disclaimer. You can choose to display it at the end of the video or within the video.

5. Localize your App Preview

Localization is the process of adapting App Store metadata (i.e., app name, description, keywords, and screenshots) to different countries and their languages. If your App Store product pages are optimized for only the top markets or for only one country/region/language, then you are not maximizing the distribution potential of your app.

With over 40 languages available in App Store, you have a unique opportunity to strategically target users in those countries more directly and achieve global reach. Our data shows that localized app stores garner a CVR boost of up to 26%.

6.Fully optimize App Previews with the App Store testing platform

To get the full potential of App Store videos, make sure you are using the App Store testing platform. Testing gives you an accurate picture of how visitors interact with your videos and helps you answer valuable questions, such as

• What is the view and install rate?
• What seconds drive visitors to install?
• What seconds drive them down?
• How long do visitors watch each preview video before abandoning it?
• What percentage of visitors click to watch the video in full screen?
• How many visitors unmute the video?

The results and insights you find from each test provide the basis for subsequent tests. This allows you to continually optimize and improve your app videos.

Here are steps to test:

Test the presence of App Store Preview Video

Just because you have the option to include an app preview video doesn't necessarily mean you should have one. Start by testing the following variants: no video, one video, two videos, and three videos. Based on the results, you'll have a better idea of how App Store video previews affect your CVR and can strategize accordingly. In some app categories, we found that video led to a CVR increase of up to 14% when comparing the same app with the "no video" variant to a variant with at least one video. In other cases, the variant did not convert as well as the video. It all depends on the unique needs and wants of your target users and how they respond to your content. This is an important initial test to run, so you don't have to spend valuable resources optimizing assets that may not improve the overall performance of your app.

Test App Store Preview Video content

If your videos are already organized into sections with different themes or features, it's easier to determine which sections are causing installs to increase and which are causing installs to decrease. Knowing the exact visuals or messages that make the biggest impact and drive installs will influence the creative design of the video and ensure that valuable time is not wasted on unconverted content.

Test the optimal number of App Store Preview Videos

With the option to include up to three app preview videos in the gallery, it's important to know how many should be included on the page to maximize conversions. In many of our tests, we found that a lower percentage of visitors watched the second video compared to the first, but the second video had 24% more installs than the first. Subtle insights like this can only be discovered through testing.

Test video orientation

You can choose to include App Store video previews in landscape, portrait, or a mix of both. Each orientation has a different impact on the layout and visibility of assets on the product page, so it's important to test the video orientation to determine the best conversion for your app.

Test the best App Store Video order

If you find that having multiple videos increases your CVR, then you should test different video sequences to determine the best order for your video assets.