App Preview Videos: Specs & How to Make One That Converts

Most people scroll past your screenshots in about a second. A short, well-cut app preview video is one of the few things on a store listing that can actually stop that scroll — it shows your app moving, which no static image can. But previews come with strict specs, a tight time limit, and a real risk of hurting your listing if they're slow or confusing. This guide covers both: the exact specs you have to hit, and how to make a preview that lifts downloads instead of dragging them down.

Quick answer up front: an Apple app preview must be 15–30 seconds, recorded at your device's native screenshot resolution, and it's optional — screenshots are the only required visual. Google Play uses a YouTube link instead. Here's everything that follows from that.

App preview video specs (App Store vs. Google Play)

The two stores handle video completely differently, so treat them as separate deliverables.

Spec	Apple App Store	Google Play
Format	Uploaded video file (App Store Connect)	YouTube URL (not an upload)
Length	15–30 seconds	No hard limit; first ~30s is what counts
How many	Up to 3 per localization/device	1 promo video
Orientation	Portrait or landscape (match your app)	Landscape recommended by YouTube
Resolution	Match device screenshots (e.g., 1290×2796, 1320×2868)	1080p+ recommended
Source	Best captured from a real device	Any editor / screen recording
Audio	Optional; many autoplay muted	Plays in YouTube player
Placement	Shows first, before screenshots	Above screenshots on the listing

Apple specifics

On the App Store, your preview is the first thing in the media carousel — it appears ahead of your screenshots and autoplays (muted) on the product page. You can add up to three previews per device size, but one strong one is plenty for a first launch. The cleanest way to get the resolution and aspect ratio exactly right is to record directly from a real iPhone at its native size; that keeps you aligned with the same dimensions as your screenshots (see our App Store screenshot sizes guide for the current device table).

Google Play specifics

Google Play doesn't take a video file at all — you paste a YouTube link, and Google embeds it above your screenshots. Because it's YouTube, there's no strict length cap, but treat the first 30 seconds as the whole game: that's what most viewers watch before they decide to install or bounce. Don't link a video that opens with an ad or a long channel intro — it'll show on your store listing.

Do you actually need an app preview video?

Honestly? Not to launch. Video is optional on both stores — screenshots are the only required visuals. If you're staring down a submission deadline, put your energy into a strong screenshot set first and add the video later. A great set of screenshots does most of the conversion work, and a mediocre video can actively hurt you.

Add a preview when:

Your app's value is hard to convey in still images (animation, gameplay, real-time interaction, gestures)
You have a genuinely smooth, fast flow worth showing
You've already nailed your screenshots and want the next increment of conversion

Skip it (for now) when your flows are still rough, your app is data-entry-heavy and undramatic, or you'd be shipping a video just to check a box.

How to make an app preview video that converts

A converting preview isn't a demo — it's an ad. The goal is to communicate the single most compelling thing your app does before the viewer's thumb moves again.

1. Script the 15 seconds first

Write it before you record. A reliable structure for a 15–30 second preview:

0–3s: The hook. Open on your app's single best moment — the payoff, not the login screen. If someone watches only three seconds, they should get the point.
3–20s: The core flow. Show one primary task from start to satisfying result. One flow, done cleanly, beats five features shown in a blur.
20–30s: The close. End on the result state and, if space allows, your app name/logo.

Never open on a splash screen or a sign-up form. That's the fastest way to lose the viewer.

2. Record clean footage

Record on a real device at native resolution so the output matches your screenshot dimensions. Use pre-populated, realistic-looking data — empty states and "Lorem ipsum" read as unfinished. Slow your taps down slightly and pause a beat on key screens so viewers can register what happened; a preview that moves too fast feels frantic and communicates nothing.

3. Add captions and pacing

Because App Store previews autoplay muted, on-screen text captions carry the message — the same principle that makes screenshot captions work. Keep each caption to a few words, tied to the action on screen. Match the visual style (fonts, colors, framing) to your screenshots so the whole listing feels like one cohesive set rather than assets made by three different people.

4. Match it to your screenshots

Your preview and your screenshots share a carousel, so they should share a look. Use the same caption font, the same color palette, and the same device framing across both. If you build your screenshots with a tool like the App Store screenshot generator, lift its background style, fonts, and captions into your video so the transition from preview to screenshots feels seamless. For the design fundamentals that apply to both, see how to make App Store screenshots that convert.

Common app preview video mistakes

Mistake	Why it hurts	Fix
Opening on a login/splash screen	Wastes the critical first 3 seconds	Start on the payoff moment
Too fast to follow	Viewer can't tell what happened	Slow taps, pause on key screens
No captions	Autoplays muted, message is lost	Add short on-screen text per beat
Wrong resolution/aspect ratio	Rejected or letterboxed	Record at native device size
Empty or fake-looking data	Reads as unfinished	Use realistic, populated content
Different style than screenshots	Listing looks disjointed	Reuse fonts, colors, framing
Google Play video with an ad intro	Ad plays on your listing	Use a clean, ad-free YouTube upload

Where a preview fits in your launch

Think of visuals in priority order: nail your screenshots first (required, highest impact per hour), then add a preview once they're solid. Both feed the same goal — turning store visitors into installs — which is the heart of app store optimization. For the bigger picture on how visuals, copy, and keywords work together to drive downloads, the ASO playbook for indie developers ties it all together, and our guide on how to get more app downloads covers the promotion side.

If you're weighing whether to invest time in video versus just shipping strong stills, the Adalo Studio pricing page shows what's free to design versus a one-time unlock — so you can get your screenshot set right without cost, then decide on video from there.

Frequently asked questions

How long can an app preview video be?

On the Apple App Store, an app preview must be 15 to 30 seconds long. On Google Play, a promo video is a YouTube link and can be longer, but the first 30 seconds are what matter because that's what most viewers watch before deciding.

Do I need an app preview video to publish?

No. App preview videos are optional on both the App Store and Google Play — screenshots are the only required visual assets. A good video can lift conversions, but a strong set of screenshots comes first and does most of the work.

What resolution should an app preview video be?

Your app preview should match your device screenshot resolution — for example 1290×2796 or 1320×2868 for recent iPhones, captured in portrait at the device's native size. Apple accepts previews recorded directly from a real device so the aspect ratio and resolution stay correct.

Tools mentioned in this guide: App Store Screenshot Generator, App Privacy Policy Generator.