The Impact and Power of Including Screenshots and Video Previews in ASO

App Store Optimization (ASO) is a critical factor in the success of mobile applications in today's highly competitive digital marketplace. One of the most potent elements within ASO is the strategic use of screenshots and video previews. These visual components not only capture the attention of potential users but also play a significant role in their decision-making process.

Significance of Visuals

Visual elements such as screenshots and video previews serve as a first impression for users browsing the app stores. It is reported that users spend only 3-5 seconds evaluating an app before deciding whether to download it (Mobile Marketing Magazine). This brief window underscores the importance of having compelling visuals that can quickly convey the value proposition of an app.

Screenshots and video previews are not mere embellishments to an app's listing; they are powerful marketing tools that provide potential users with a glimpse into the app's functionality and aesthetics.

A study has shown that optimizing screenshots can lead to a 21-24% conversion uplift, while app preview videos can contribute to a 17% increase (ASOdesk). Further more over 60% of users base their decision to download an app primarily on its visuals, making it clear that screenshots and video previews are not just supplementary but essential to an app's ASO strategy.

Recommended Quantity of Visuals

While the exact number of screenshots and video previews may vary depending on the platform and specific app requirements, there are general guidelines that can be followed. It is advisable to use the maximum number of screenshots allowed by the app store.

For instance, the Apple App Store permits up to 10 screenshots, and it is best practice to utilize all available slots to showcase the app's features and user interface effectively. As for video previews, while only one is allowed on the Apple App Store, it should be crafted to highlight the app's most engaging and distinctive features.

Best Practices for Screenshots and Video Previews

Screenshots:

It is crucial to prioritize the most compelling and distinctive aspects of the app in these images. According to StoreMaven, the first two to three screenshots are especially critical as they appear directly in search results and are often the first point of contact between the app and potential users (StoreMaven). Therefore, these initial screenshots should be designed to immediately convey the app's value proposition.

ASO best practices suggest that screenshots should not only be visually appealing but also informative. They should hierarchize the information and features that the developer wishes to highlight, ensuring that the most important elements are visible without the need for scrolling (Apptamin). Additionally, incorporating short, descriptive captions within screenshots can further clarify the app's functionality and benefits.

• Quality and Relevance: Screenshots must be of high quality and directly relevant to the app's core functions.
• Showcasing Features: Highlight the most popular or unique features of the app.
• Order of Presentation: Arrange screenshots in an order that tells a compelling story about the app.
• Localization: Tailor screenshots to different markets with appropriate languages and cultural references.

Video Previews

Video previews offer a dynamic way to showcase an app in action. On Google Play, preview videos open in full-screen landscape mode and may autoplay with muted sound for the first 30 seconds, depending on various factors such as the user's settings and device (AppTweak). This autoplay feature emphasizes the need for a strong opening that can engage users even without audio.

For the Apple App Store, the orientation of the preview video determines how it will be displayed in search results. Portrait videos will show the first preview alongside the first two screenshots, while landscape-oriented videos will display without additional screenshots (ASO.dev). Hence, it is advisable to include at least one video out of the three allowed and to use a screen recording of the application to provide an authentic user experience.

• Duration: Keep videos short and engaging, ideally between 15-30 seconds.
• Content: Focus on the most impactful features and use cases of the app.
• Quality: Ensure high production value with clear visuals and audio.
• Poster Frame: Choose an attractive static image for when the video isn't playing (Gummicube).

Screenshots and video previews are indispensable tools in the arsenal of ASO best practices. They provide a visual narrative that can significantly influence a user's decision to download an app. The trend towards incorporating storytelling elements into screenshots and video previews has gained traction. By crafting a narrative that resonates with the target audience, developers can create a more engaging and memorable experience (618 Media). Furthermore, the use of high-quality graphics and a clear call-to-action can further enhance the effectiveness of these visual elements.

About Bar Nakash: Bar is CEO and founder of Teragen.io, a leader in Mobile AI growth solutions. His data-driven solutions drive organic app store growth for 1000's of companies in all industry verticals including but not limited to gaming, finance, health, sports, social, and more. 98% of his customers enjoy top 3 rankings month on month by using Teragen's AI ASO trend analysis and performance solutions.        

References

• SF AppWorks. "The Importance of Videos & Screenshots for ASO." SF AppWorks Blog. https://www.sfappworks.com/blogs/importance-of-videos-screenshots-for-aso.
• Quokka Labs. "App Store Optimization: A Complete Guide to ASO in 2024." Quokka Labs Blog. https://quokkalabs.com/blog/app-store-optimization/.
• Mobile Marketing Magazine. "The Power of ASO Screenshots: A New eBook from Replug." Mobile Marketing Magazine. https://mobilemarketingmagazine.com/the-power-of-aso-screenshots-a-new-ebook-from-replug/.
• 618 Media. "The Significance of Video Screenshots in ASO." 618 Media Blog. https://618media.com/en/blog/leveraging-video-screenshots-for-aso/.
• ASOMobile. "The Complete Guide to ASO in 2024." ASOMobile Blog. https://asomobile.net/en/blog/the-complete-guide-to-aso-in-2024/.
• App Radar. "What is App Store Optimization (ASO)?" App Radar Academy. https://appradar.com/academy/what-is-app-store-optimization-aso.
• App Radar. "App Store Optimization (ASO) Best Practices." App Radar Academy. https://appradar.com/academy/app-store-optimization-aso-best-practices.
• Gummicube. "App Previews Video Best Practices for ASO." Gummicube Blog. https://www.gummicube.com/blog/app-previews-video-best-practices-for-aso.