App Store Preview Video: Requirements, Length, and What Makes One Worth Watching
App Store preview video requirements, length and size, how to plan a 15 to 30 second preview, and how Google Play's promo video differs. Practical and honest about limits.
An **App Store preview video** is a short clip on your product page that plays while a person decides whether to install. It shows the app in motion, which a still screenshot cannot. Used well, it answers the first question a viewer has: what does this do, and how does it feel?
This guide covers the basic requirements, how to plan a short preview, how it differs from Google Play's promo video, and what it cannot do for an app with a weak product.
Key takeaways
- An App Store preview is short, usually 15 to 30 seconds, and it plays on the product page.
- Show the core action in the first few seconds. Viewers decide quickly and often watch with the sound off.
- Match the footage to the device and the build, and do not show features the app does not have.
- Google Play uses a promo video linked from YouTube; the planning rules are similar, but the format differs.
- A preview is one piece of the product page. It supports the icon, screenshots, and copy rather than replacing them.
What a preview video does on the page
A preview video sits in the top part of the product page, where a viewer decides whether the app is worth a closer look. Its job is to show how the product works. A screenshot shows a single moment. A video shows the transition between moments, the pace, and the first interaction.
That makes it powerful for apps with a clear core loop. It is less useful for apps where the value is in data, settings, or setup, because those are hard to show in a few seconds.
Requirements to check before you record
| Item | What to plan | Check |
|---|---|---|
| Length | A short clip, commonly 15 to 30 seconds | Confirm the current range in App Store Connect |
| Count | Up to a small number of previews per localisation | Confirm the current limit before you plan several |
| Format and size | Device-specific dimensions and encoding | Use the sizes Apple lists for each device class |
| Content | Footage from the actual build, not mockups | Review against the store's guidelines |
| Localisation | Previews can differ by language | Plan one set per market where the UI changes |
Apple's sizes and rules change, so confirm the current specifications in App Store Connect before you export. The safest approach is to capture footage at the device resolution you ship for, then export to the exact dimensions the console asks for.
Plan the first five seconds
The first five seconds must show the value. Start with the outcome the user wants, then show the action that gets them there. Avoid logos, long intros, and settings screens at the start. If a viewer cannot tell what the app does in five seconds, the rest of the clip will not save the tap.
- Write the one sentence the clip must prove, such as 'log a reading in two taps'.
- Capture the core action in the real build with clean data.
- Cut to the outcome within the first five seconds.
- Add short on-screen text only where the viewer needs it, and keep it accurate.
- End on a clear frame that matches the first screenshot.
Google Play's promo video is different
Google Play uses a promo video that is linked from YouTube rather than uploaded as a store-native preview. The planning steps are similar: a short clip, the core action early, and footage from the real product. The workflow for publishing it is different, so check the current Play Console instructions before you schedule the work.
What a preview cannot fix
- A weak icon or a confusing title, which still decide the tap before the video plays.
- A product that does not retain users, which shows in ratings and uninstalls.
- A claim the app cannot support, which causes reviews to correct the page.
- A large budget gap, because a polished video does not replace a clear listing.
Test before you commit
Where the console supports experiments, test a new preview against the current one. Keep the test clean by changing only the video, and give it enough traffic to read. If the platform does not support a clean test, keep a record of the change and read the conversion trend over several weeks. For the test method, read app store product page optimization.
Where NewASO fits
NewASO does not produce or host preview videos. Its Listing Studio helps you decide the promise the preview should support, through validated title, subtitle, and description copy, and its App Icon Studio compares the icon with competitors. Screenshot Studio is coming soon, and it is not a video tool. For the creative side, read app store screenshots.
Frequently asked questions
How long should an App Store preview video be?
Plan for a short clip, commonly 15 to 30 seconds. Confirm the current range in App Store Connect before you record and export.
Does a preview video improve App Store ranking?
Apple does not describe the preview as a ranking input. Its value is on the product page, where it can improve the install decision. Treat it as a conversion asset, not a ranking lever.
Should I have a preview video at all?
Only if it shows the core action clearly. A preview that shows a weak or unclear product can reduce trust, so a strong screenshot set may be a better use of time.