App preview video

What is an App Store preview video?

An app preview video is a short (15-30 second), silent-by-default video that Apple displays inline in the App Store. It plays in the first screenshot slot for the device family. Users can tap to unmute; on autoplay the video runs muted with a poster frame visible before tap.

Up to three preview videos are allowed per device family per locale. Each video must be 1080p or higher, in the device's correct aspect ratio, and (per Guideline 2.3.10) recorded from within the actual app. Apple rejects videos that include third-party UI, marketing collateral, or footage from outside the app itself.

How do preview videos affect conversion?

Preview videos display larger and more prominently than static screenshots. When they autoplay (muted) on a product page, they capture the eye more than the surrounding still frames. Industry data from SplitMetrics and Apptweak shows preview videos can lift conversion 15-25 percent when paired with strong screenshots, though the lift is smaller when screenshots already convert well.

The poster frame (the static image shown before video play) is itself an A/B testable variable via Product Page Optimization. A strong poster frame can lift conversion even without changes to the video itself.

When does an app NOT need a preview video?

Apps with primarily static UI (utilities, calculators, simple productivity tools) don't always benefit from video. The cost of producing and maintaining preview videos across locales is non-trivial. For these apps, well-designed static screenshots typically deliver equivalent or better conversion at lower production cost.