App Store preview video best practices come down to this: show your app's main benefit in the first few seconds, design for viewers watching on mute, show three or four moments rather than every screen, add short text overlays, pick a poster frame that sells, and follow Apple's technical rules exactly. A preview that autoplays on the product page is often the first thing people see, so the opening matters most.
The short answer
| Do | Why |
|---|---|
| Lead with the core benefit | Most viewers decide in the first seconds |
| Assume it plays muted | Previews autoplay without sound |
| Show 3 or 4 moments | Each needs a few seconds to register |
| Add one short caption per moment | Explains the screen without sound |
| Use real-looking content | Empty states look unfinished |
| Choose a strong poster frame | It shows before and during install |
| Keep to 15 to 30 seconds | Apple's hard limit |
How should an app preview start?
With the payoff, not the setup. Skip logos, splash screens, and onboarding. Open on the screen that shows what the app does, such as a finished budget, a booked table, or an edited photo, then show how you get there. Apple's own App Previews guidance recommends focusing on the core experience.
How do I design for muted autoplay?
- Put a short caption on each key moment: "Plan your week in seconds."
- Make taps and transitions slow and obvious, so the motion tells the story.
- Treat narration and music as a bonus, not the explanation.
Apple's Guideline 2.3.4 allows narration and video or text overlays, as long as the footage is screen captures of the app itself. Add captions with Add Text to Video before exporting.
How long should each moment be?
| Preview length | Moments | Per moment |
|---|---|---|
| 15 seconds | 3 | About 5 s |
| 20 to 25 seconds | 4 | About 5 to 6 s |
| 30 seconds | 4 to 5 | About 6 s |
Use the extra time for clarity, not more features.
What content should the screens show?
Realistic data: a populated feed, a believable budget, a real-looking chat. Use a demo account, turn on Do Not Disturb, and keep a clean status bar. Recording in Simulator gives perfect status bars; see how to record an app preview with Simulator.
How do I choose the poster frame?
The poster frame is the still shown before playback and during install. By default it's the frame at 5 seconds, which might be a transition. Pick a clear, attractive screen with a caption, ideally the one that sums up the app. See app preview poster frame.
Should I make previews for each device and language?
Upload the largest iPhone size, 886×1920, and Apple scales it for others. Add an iPad preview if the iPad layout differs. Localize captions for your top markets, since you can upload up to three previews per size and language, per Apple's specs.
How do I make sure it passes Apple's checks?
Run the final edit through the App Store Preview Maker. It converts to the exact size, 30 fps, H.264, and stereo audio, then verifies the export. The full rule list is in App Store preview video requirements.
Where MobileStudio fits
The App Store Preview Maker is one of our free tools. For the rest of your launch, like your website, Product Hunt, and social posts, MobileStudio turns the same recordings into polished demos with device frames, zooms, and backgrounds. Get MobileStudio.
Quick FAQ
What makes a good App Store preview?
A clear benefit in the first seconds, short captions, and 3 or 4 focused moments.
Do app previews autoplay?
Yes, muted, on the product page.
Should an app preview have music?
It can, but design it to work without sound.
Can I show device frames in an app preview?
No. Previews must be screen captures of the app; save frames for marketing elsewhere.
How many app previews should I make?
Start with one great iPhone preview. Add more only if they show something new.
