Last Updated: December 2023
When it comes to promoting your iOS app in the app store, getting your app to rank high in search results is essential. This is where the importance of App Store Optimization (ASO) comes in. To make sure your app is visible to the right audience, you must focus on a well-rounded App Store Optimization strategy including keywords research, app descriptions optimization, eye-catching icon design, and other factors.
One of the most important factors that is often overlooked in ASO is app store videos. Apple announced the support for app preview videos in the App Store in 2014, and since then, they have became a crucial aspect of your ASO strategy.
According to an ASO Expert at Mobile Action, an app store optimization company,
“As videos become the ‘go-to’ format for content discovery and consumption on mobile, it’s important for app makers to design compelling, clear, and concise app preview videos that convey the experience and value of their app in 15-30 seconds.”
In this article, we’ll take a closer look at the importance of app store videos in your iOS app’s ASO strategy.
Why are app store videos important?
1. Videos help to boost your app’s conversions
The main goal of your app store listing is to convert viewers into downloads. By including an app video within the first few seconds of the App Store page, you’re more likely to engage potential users. In fact, according to Apple, over half of the visitors to the app store will start watching a video of an app before they download the app. This means that adding an app preview video to your listing can increase your chance of converting viewers to downloads.
2. Videos can help you stand out from the competition
With over 2.2 million iOS apps available in the app store, competition is fierce, and there are many apps that offer similar features to yours. If your app’s listing is all text and images, it’s easy for it to get lost in the crowd. When you create a dynamic app preview, you’ll be able to show off your app’s unique features in a way that’s visually compelling, and that can help you stand out from the competition.
3. Videos can help communicate your app’s value
With so many apps available, it’s easy for potential customers to become confused or unsure about what your app does. By using a video to convey your app’s value, you can help potential customers understand what your app does and how it can help them. This can lead to higher impressions and ultimately, more downloads.
4. Videos can help increase your app’s appeal to the Apple editorial team
Getting your app featured by Apple in the App Store can be a huge boost to your downloads. However, it can be hard to get noticed. By creating an impressive app preview video, you can help your app stand out from the competition, and increase your chances of getting noticed by Apple’s editorial team.
What makes a good app preview video?
Now that we’ve established why app preview videos are important, let’s discuss what makes a good app preview video:
1. Keep it short and sweet
App preview videos can be no more than 30 seconds long, so it’s important to be concise. Your goal is to give viewers a taste of your app while leaving them hungry for more. Keep your video short and sweet, and make every second count.
2. Show off your app’s unique features
Your app preview video should highlight your app’s unique features in a way that sets it apart from the competition. If you’re not sure what makes your app unique, take a look at your reviews to see what people like the most about it. Use that information to create a video that shows off those features in a clear and compelling way.
3. Focus on the benefits
When creating your app preview video, focus on the benefits of your app, rather than just listing its features. For example, instead of saying “Our app includes a calendar,” try saying “Get organized and be on time with our calendar feature.”
4. Use captions and text overlays
Many people watch app preview videos with the sound off, so it’s important to include captions and text overlays to make sure that your message is clear, even without sound.
5. Use high-quality visuals
Your app preview video should be visually compelling, so make sure that you use high-quality visuals and animations that are easy to understand.
App preview videos have become an essential part of a well-rounded iOS app ASO strategy. They’re a great way to stand out from the competition, communicate your app’s value, and ultimately increase conversions. With over half of the visitors to the App Store starting to watch a video of an app before they download it, it’s more important than ever to create a compelling, concise, and visually appealing app preview video to improve your app’s visibility in the app store.