App Preview Videos: Do You Need One?
App preview videos boost conversion by 20-40%, but 45% of users drop off before completion. Here's when videos help, when they hurt, and how to decide.
App Preview Videos: Do You Need One?
App preview videos can boost conversion by 20-40%. They can also reduce conversion if poorly executed or unnecessary for your category.
The decision to create a video isn't about whether videos work in general—it's about whether a video will improve your specific conversion rate given your app category, traffic volume, and production resources.
Here's the framework for making an evidence-based decision.
The Data: When Videos Help
Average Conversion Impact
Overall: Videos increase conversion by 20-40% compared to screenshots-only listings
Platform differences:
- iOS: 20% average increase (up to 47% with autoplay on iOS 11+)
- Google Play: 35% average increase
Category variations:
- Games: 30-45% conversion improvement
- Fitness/Health: 25-35% improvement
- Productivity: 15-25% improvement
- Utilities: 5-15% improvement (sometimes negative)
User Engagement Metrics
Watch rate: 45-55% of users who view your page watch the video
Completion rate: Only 55% watch to the end
Drop-off pattern: 10% of viewers drop off for every 5 seconds of runtime
Autoplay impact: iOS autoplay increases engagement by 2-3x compared to manual play
The critical insight: videos only improve conversion when they communicate value faster than screenshots alone.
When You Need a Video
Category Indicators
High video value categories:
Games: Gameplay footage conveys experience better than static screenshots
Fitness/Workout apps: Movement, exercise form, and intensity are hard to show statically
Creative tools: Design, drawing, or editing processes benefit from motion demonstration
AR/VR apps: Spatial experiences require video to communicate effectively
Music/Audio apps: Sound + visual demonstration together create compelling preview
Animation/Motion apps: The product itself involves motion, making video natural fit
Traffic Volume Threshold
Videos require significant production investment:
Minimum traffic: 1,000+ monthly page views
Optimal traffic: 5,000+ monthly page views
Why traffic matters:
Below 1,000 views, screenshot optimization delivers better ROI. A well-designed screenshot set costs $500-1,000 to produce and impacts 100% of viewers.
A video costs $1,000-5,000+ and only 45-55% of viewers watch it. The math only works with sufficient traffic.
Conversion Baseline
If your current conversion rate is below category average, fix screenshots before adding video.
Fix screenshots first when:
- Conversion rate <20% (significantly below average)
- Screenshots don't clearly communicate value
- First 3 screenshots aren't optimized
Add video when:
- Conversion rate is at or above category average
- Screenshots are well-optimized
- You're looking for incremental improvement
Videos amplify good listings. They rarely fix broken ones.
When You Don't Need a Video
Category Indicators
Low video value categories:
Simple utilities: Calculator, flashlight, timer apps—function is self-explanatory
Reference apps: Dictionary, conversion tools, databases—static display is sufficient
Straightforward productivity: Basic note apps, simple task lists—no complex workflows to demonstrate
Reading apps: Books, articles, documents—screenshots show everything needed
The Complexity Test
If you can explain your app's core value in a single screenshot, you probably don't need a video.
Example:
Weather app: One screenshot showing forecast display explains everything
Meditation timer: One screenshot of timer interface + session list is complete
Unit converter: Screenshot of conversion interface is self-explanatory
Videos for these categories often create friction by forcing users to wait for information they could get instantly from screenshots.
Resource Constraints
Don't create a video if you can't meet quality standards:
Minimum quality requirements:
- Real device recording (not simulator)
- Smooth 60fps capture
- Clear audio (if included)
- Professional editing and pacing
- Localization for top markets
Production cost reality:
- Professional production: $3,000-$10,000+
- In-house with contractor editing: $1,000-$3,000
- DIY with tools: $200-$500 in software + significant time
Poor-quality videos (laggy capture, bad audio, unclear messaging) reduce conversion. No video is better than bad video.
The ROI Calculation
Estimating Video Value
Current state:
- 10,000 monthly page views
- 30% conversion rate = 3,000 installs/month
- $5 value per install = $15,000/month value
With video (25% improvement):
- 10,000 monthly page views
- 37.5% conversion rate = 3,750 installs/month
- $5 value per install = $18,750/month value
Incremental value: $3,750/month = $45,000/year
Video cost: $3,000 (one-time)
Payback: Less than 1 month
ROI: 1,400% annualized
When ROI Doesn't Work
Lower traffic scenario:
- 500 monthly page views
- 30% conversion = 150 installs/month
- 25% improvement = 38 additional installs/month = 456/year
- Value: 456 × $5 = $2,280/year
- Video cost: $3,000
- Payback: 16 months
- ROI: 76% (might not justify)
Traffic volume determines whether video ROI is compelling.
Video vs. Screenshots: The Trade-Offs
What Videos Do Better
Demonstrate motion: Gestures, animations, transitions
Show progression: Workflows, multi-step processes
Communicate atmosphere: Music apps, games, immersive experiences
Build emotion: Faster emotional connection through music + motion
What Screenshots Do Better
Instant information: No waiting for playback
Selective focus: User controls what to examine
Text reading: Detailed feature lists, specifications
Universal accessibility: Work in all network conditions, no audio requirements
The Complementary Approach
Best practices use both:
Video: Shows core experience in 15-30 seconds
Screenshots: Provide detailed feature information, use cases, and depth
Users who want quick overview watch video. Users who want detailed validation use screenshots. Covering both types increases total conversion.
Platform-Specific Considerations
iOS Preview Videos
Length: Up to 30 seconds
Autoplay: Autoplays in browse (iOS 11+), not in search results
Requirements:
- Must show actual app UI (no mockups or marketing content)
- Must reflect current app functionality
- Captured on actual devices
Optimization: First 3 seconds are critical (when autoplay ends and user decides to continue)
Google Play Preview Videos
Length: Up to 30 seconds recommended (2 minutes maximum)
Autoplay: Autoplays muted on Wi-Fi
Requirements:
- Less strict than iOS
- Can include marketing content
- Can show broader context beyond just UI
Optimization: Hook in first 3 seconds, assume muted viewing
The Testing Decision
If uncertain whether a video will help, test:
Low-Cost Validation
Before investing $3,000+ in professional video:
- Create simple screen recording (no fancy editing)
- Add to listing for 14 days
- Measure conversion impact
- If positive, invest in professional version
- If neutral/negative, skip video entirely
A/B Testing Methodology
Test setup:
- Variation A: Screenshots only
- Variation B: Video + screenshots
Duration: 14+ days
Traffic requirement: 2,000+ total page views (1,000 per variation)
Measure: Conversion rate change
Decision threshold: Video must improve conversion by 10%+ to justify ongoing maintenance cost
When to Prioritize Video
Prioritize video creation when:
- Category is visual/motion-dependent (games, fitness, creative tools)
- Traffic volume >5,000 monthly page views
- Screenshots are already well-optimized
- Conversion is at or above category average
- Budget supports professional production ($2,000+)
- Competitors with videos are outperforming you
Deprioritize video when:
- Category is simple/utility-focused
- Traffic volume <1,000 monthly page views
- Screenshots need optimization first
- Conversion is below category average
- Budget is constrained (<$1,000 total ASO budget)
- Competitors perform well without videos
The Timing Question
Launch Timeline
Month 1-3: Focus on core ASO (title, keywords, screenshots)
Month 4-6: Optimize based on data, test screenshot variations
Month 7+: Consider video if other elements are optimized and traffic justifies investment
Videos are an optimization lever, not a launch requirement.
Seasonal Considerations
Some apps benefit from seasonal video updates:
Fitness apps: New Year, summer prep seasons
Tax apps: Tax season January-April
Holiday apps: Pre-holiday periods
Shopping apps: Major shopping seasons
If your app has strong seasonality, time video production to precede peak seasons.
Production vs. Screenshots: Resource Allocation
$5,000 total ASO budget allocation:
Option A: Screenshots focus
- $3,000 on professional screenshot design (all markets)
- $2,000 on testing and iteration
- Result: High-quality screenshots in 5+ markets
Option B: Balanced approach
- $2,000 on screenshot design (primary market only)
- $3,000 on video production (English only)
- Result: Good screenshots + video in primary market
Option C: Video focus
- $4,000 on professional video (localized for top 3 markets)
- $1,000 on basic screenshots
- Result: Great video, mediocre screenshots
Best ROI: Usually Option A for most apps. Screenshots impact 100% of viewers; videos impact 45-55%.
FAQs
Do app preview videos increase conversion?
Yes, when done well. Videos boost conversion by 20-40% on average, with iOS autoplay driving up to 47% improvements. However, poorly executed videos can reduce conversion, and 45% of users don't watch to completion.
What types of apps benefit most from preview videos?
Games, fitness apps, creative tools, and visually-driven apps see the strongest video impact. Simple utilities, reference apps, and straightforward tools often see minimal improvement or can experience reduced conversion if the video slows evaluation.
How much does it cost to produce an app preview video?
Professional videos typically cost $1,000-$5,000+ depending on complexity, animation requirements, and localization needs. DIY videos using screen recording and editing tools can cost $200-$500 in tools and time.
Should I create a video if I'm just launching?
Not initially. Focus on screenshots first, which have higher ROI and are easier to iterate. Add a video once you have 1,000+ monthly page views and proven product-market fit.
How long should an app preview video be?
15-20 seconds is optimal for most apps. iOS allows up to 30 seconds. Every 5 seconds of runtime causes 10% viewer drop-off, so shorter is often better. Front-load value in the first 3 seconds.
Can I update my video without submitting a new app version?
Yes. Both iOS and Google Play allow video updates without app submission. This makes videos easier to iterate than screenshots on iOS (which require app submission).
Videos are powerful conversion tools for the right apps with sufficient traffic. For most apps, optimized screenshots should come first.
Related Resources
How to Storyboard a High-Performing App Preview Video
Effective storyboarding can mean the difference between 20% and 47% conversion lift. Learn the scene-by-scene framework that drives installs.
How to A/B Test Your App Store Metadata
Systematic A/B testing can improve conversion by 10-25%. Learn the testing framework for screenshots, icons, and metadata that drives measurable results.
How to Write a High-Converting App Description
App descriptions can lift conversion by 10-15% when done right. Learn the platform-specific strategies that turn readers into installers.