{"id":508,"date":"2017-09-19T14:03:07","date_gmt":"2017-09-19T14:03:07","guid":{"rendered":"https:\/\/www.theasoproject.com\/blog\/?p=508"},"modified":"2017-12-04T06:10:00","modified_gmt":"2017-12-04T06:10:00","slug":"high-converting-app-preview-video","status":"publish","type":"post","link":"https:\/\/www.theasoproject.com\/blog\/high-converting-app-preview-video\/","title":{"rendered":"5 steps to creating a high converting app preview video"},"content":{"rendered":"

The importance of having at least one app preview is at an all time high starting today, thanks to the release of iOS 11 and the updated App Store. The new App Store now autoplays previews.\u00a0You can have up to three app previews and each preview can be up to 30 seconds long.<\/p>\n

Unless you’ve been hiding under a rock, you know that video content is king right now. People enjoy watching content over reading and video gives you a unique ability to really illustrate your app in use. Plus, did you know that users that engage with your video\u00a0are 2x\u00a0more likely\u00a0to install?!\u00a0<\/strong>That’s great evidence for creating an effective preview.<\/p>\n

Ready to accept the challenge? Here are our\u00a05 steps to creating a high converting app preview video:<\/h1>\n

\"5<\/p>\n

1. Perfect your poster frame<\/h2>\n

The poster frame is a preview screenshot which disappears when your video starts to play. Even with the autoplay feature in iOS 11, many users may have this feature disabled through their settings. It’s common for iOS users to toggle the “Reduce Motion” setting off in order to save battery, which automatically disables the video autoplay in the App Store. Users have the option to explicitly turn this feature on, but it can easily be overlooked, so we want to make sure the poster frame gives a clear representation of your best key point of interest<\/strong> about your app. You can do that by doing any of the following:<\/p>\n

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  • a literal text call out with main features or content<\/li>\n
  • “featured on” company logos to highlight good press and popularity<\/li>\n<\/ul>\n

    ASO Protip: <\/strong>Avoid the center of the frame for any important text, graphic or imagery as this is where the play button will sit.<\/p>\n

    2. Curate your content<\/h2>\n

    When creating any sort of summary video, like an app preview, it is important to use the classic “Inverted Pyramid” style for writing. The Inverted Pyramid principle is quite simple: Most important info first, then the supporting info and finally the fluff or closing thoughts.\u00a0<\/strong>Order your video by including the most exciting or best value adding feature first. For example:<\/p>\n

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    • #1 Solitaire App on the App Store<\/li>\n
    • Earn cash back automatically<\/li>\n
    • Save thousands of dollars by tracking driving<\/li>\n
    • Rent a room nearby tonight<\/li>\n<\/ul>\n

      ASO Protip:\u00a0<\/strong>Note that previews are a max of 30 seconds and, statistically speaking, most users don’t make it till the end. Even more reason to pack a punch in the first 10 seconds! This also allows you to understand what KPIs (Key Points of Interest) drive installs depending on where viewers drop off and if it resulted in a download.<\/p>\n

      3. Highlight with hotspots<\/h2>\n

      It’s important that your video is easy to follow. Simply screen recording your app in use can be lost on first time viewers. Make sure to highlight taps on screen with a hotspot (also called a nub). Check out the example below:<\/p>\n