App Promo Video: How to Make One That Gets Downloads (Script, Shot List & Store Rules)
Everything you need to make an app promo video that drives installs and signups: the five types, a scene-by-scene script, a shot list, App Store and Google Play rules, where to post it, and what it costs.
Announcing a new capability to existing users rather than promoting the whole app? Use the focused SaaS feature launch video guide for scripts, launch edits and adoption measurement.
People decide whether to download an app in seconds. A good app promo video shows them, in those seconds, exactly what their life looks like with your app open.
This guide covers mobile apps and web apps alike — the same rules apply whether the button says "Install" or "Start free".
What an App Promo Video Is (and Isn't)
An app promo video is a short video that shows what your app does and why someone should try it. It's different from an explainer (which teaches a concept) and a full demo (which walks through features). If you need those, see the SaaS explainer video guide and the SaaS demo video guide.
| App promo video | Explainer | Demo | |
|---|---|---|---|
| Goal | Get the install or signup | Explain the idea | Show how it works in detail |
| Length | 15–45 seconds | 60–120 seconds | 2–10 minutes |
| Viewer | Doesn't know you yet | Curious but confused | Seriously evaluating |
| Where | Stores, ads, social | Homepage | Sales calls, YouTube |
5 Types of App Promo Videos
| Type | What it shows | Best for |
|---|---|---|
| Store preview | Pure in-app footage, captions | App Store and Google Play listing |
| UGC / creator promo | A real person using the app on their phone | TikTok, Reels, paid social |
| Feature spotlight | One feature in 15 seconds | Launch posts, update announcements |
| Launch trailer | Brand + key moments, energetic edit | Product Hunt, launch day, website |
| Lifestyle promo | The app in a real-life moment (gym, kitchen, commute) | Consumer apps |
Most apps need two: a clean store preview and a creator-style promo for social. They can share the same screen recordings.
A Scene-by-Scene App Promo Video Script (30 Seconds)
| Time | Scene | On screen | Voice / caption |
|---|---|---|---|
| 0–3s | Hook | Person frustrated, or the result first | "Stop doing this by hand." |
| 3–8s | Problem | Messy old way (notes, spreadsheet, five apps) | "Tracking it used to take me an hour." |
| 8–20s | Solution | Open app → 2–3 taps → result appears | "Now I just snap it and it's done." |
| 20–26s | Proof | Second feature or final result screen | "Works offline, syncs everywhere." |
| 26–30s | CTA | App icon, store badge or URL | "Free on iPhone and Android." |
Write the captions first; many people watch without sound. For more hook ideas, see the UGC script template for SaaS ads.
Shot List and Recording Tips
- Clean screen recordings. Use the phone's built-in recorder, turn on Do Not Disturb, set the time to 9:41, and full battery.
- Realistic demo data. Real-looking names, photos, and numbers — empty states kill the effect.
- Hand-held phone shot. A person holding the phone in a real place adds trust that a mockup can't.
- Close-ups of the key tap. The moment the result appears deserves its own shot.
- Reaction shot. One second of a genuine smile or "oh, nice" goes a long way.
- Vertical first. Shoot 9:16; you can crop to 4:5 or 1:1 later.
App Store and Google Play Rules
Store videos have their own rules — a creator-style ad usually won't be accepted as-is.
| Apple App Store (App Previews) | Google Play (Preview video) | |
|---|---|---|
| Format | Uploaded video file | YouTube link |
| Length | 15–30 seconds | Short is best; viewers see the start first |
| Content | Mostly footage captured from the app itself | Should show the app; ads must be off on the YouTube video |
| How many | Up to 3 per language | One |
Always check the latest official rules: Apple's App Preview guidelines and Google's preview assets help page. Web apps can skip this section and put the video near the top of the landing page instead.
Where to Use Your App Promo Video
| Place | Version | Goal |
|---|---|---|
| App Store / Google Play | Store preview | Higher listing conversion |
| Landing page hero | 30–45s, muted autoplay with captions | Signups and installs |
| TikTok, Reels, Shorts | Creator-style, 15–30s | Awareness and cheap reach |
| Paid social | 3–5 hook variations | Cost-efficient installs |
| Product Hunt / launch posts | Launch trailer | Upvotes and press |
| Onboarding email | Feature spotlight | Activation |
For posting strategy on social, read short form video marketing; for running it as an ad, see SaaS video ads. AI apps have their own tactics in UGC for AI apps.
Ways to Make an App Promo Video (and What It Costs)
| Option | Typical cost | Speed | Best for |
|---|---|---|---|
| DIY with screen recording + editor | Your time | 1–2 days | Store previews, early tests |
| Template tools | Low subscription | Hours | Simple feature clips |
| UGC creator | From a few hundred dollars per video | About 1 week | Social and ads |
| Creator + audience distribution | Package-based | 1–2 weeks | Content plus built-in reach |
| Animation / video studio | Thousands | Several weeks | Polished launch trailers |
My single UGC video starts at $250 — details are on the packages section, and broader numbers are in SaaS UGC pricing. If you're choosing tools for screen-based demos, see the best AI tools for SaaS demo videos.
App Promo Video Checklist
- The first 3 seconds show a problem or a result — not a logo.
- The app is on screen within 8 seconds.
- Only one main feature or job is shown.
- Captions are readable on a small phone, muted.
- Demo data looks real; no notifications or empty screens.
- There is one call to action that matches where the video is shown.
- You have vertical and store-compliant versions exported.
- Links are tracked so you can compare placements.
App Promo Video FAQ
How long should an app promo video be?
15–30 seconds for stores and social ads, up to about 45 seconds for a landing page.
Do I need a voiceover?
No. Captions plus music often work better, especially on social where people scroll muted. A real creator's voice helps in UGC-style versions.
Can I use the same video everywhere?
Reuse the footage, not the exact edit. Stores want app-only footage; social rewards a human and a strong hook.
How often should I update it?
Whenever the main screens change noticeably, and refresh ad versions every few weeks.
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