Did You Know App Store Video Previews Can Affect Mobile Marketing?

Since its long-awaited release, iOS 8 made the IT world adapt to all the new ‘innovative’ features pretty quickly. Perhaps fascinating feature marketers found most nifty was demonstrating the functionality of their app via a video preview.

Such areas as mobile gaming adopted video previews as one of the best ways to highlight all the amazing opportunities and gameplay their apps offered. In addition, those companies that used video previewing were usually listed in Apple’s chart devoted to new apps, which was a quite smart advertising maneuver.

What changed?

A couple of months later, though, video previews quickly lost half of their hype. Why? What’s the reason behind such a dramatic loss in popularity? There’re a couple of pitfalls to consider.

First and foremost, it’s necessary to talk about production costs. The truth is, creating a proper video that is equally engaging, informative, and jaw-dropping is a rather costly and time-consuming endeavor. Even if you had opted for the most essential production rule of thumb, the project’s budget still grew substantially to be turned a blind eye on.

READ ALSO: Mobile app costs

Moreover, a high price of video preview making prevents most marketing budgets from conducting A/B testing, which requires a variety of promotional materials based on different content variations. With video previewing, you have but one asset most of the time, and if it’s not effective, you spent your money in vain.

Secondly, nowadays content gets outdated very fast. When we speak about video content, it can become out-of-date right on the production stage before even being released. While photo assets can be juggled and updated in a jiffy, video production is a way more complex process, which also requires a dedicated expert to manipulate it.

Thirdly, Apple’s content requirements are harsh. Lenient at first, later on, demands regarding photo and video promo materials became pressing. Apps that ignore following Cupertino’s recommendations, which are more of a commanding and imperative nature, are sacked from the store by moderators and then forwarded to owners for reconsideration.

Plus, given these strict video promotion guidelines, the final asset has little creative or entertaining value, which is simply cost-ineffective, especially in comparison to photo materials with much more creative freedom allowed to them by Apple.

Fourthly, another nail in the video preview a coffin was hammered when iOS 8 had been released. The truth is that video materials were visible only to iOS 8 users, which constituted only 78% of the total number of Apple audience. In other words, 22% of Apple devices (150 000 000 users!) were unable to check out video promos.

Therefore, the fifth reason why video content lost in popularity was the necessity to provide screenshots alongside an original video to cover those 150 mln users still using iOS 7 or lower. It resulted in extra budget money figuratively flushed down the pipe.

Love and hate are just one step apart

You’ve probably already realized that initial hype had quickly gone to naught. Numerous App Store Optimization (ASO) initiatives revealed the biggest problem of video previews. A serious effect on designated page visits in a too great number of cases with a subsequent conversion rate sinking.

According to the textbook, the goal of any landing page is to provide a solid user experience to make a user act the way you originally designed. Thus, the longer it takes to decide if your app is worthy to be downloaded or should rather be skipped, the less is the chance a user will make a target action. With this in mind, app screenshots have once again proven themselves a handier marketing tool with a higher persuasive value and potential.

On the flip side, videos provide users with too much room for doubts and contemplating, which seldom results in taking the actions you need.

To stack up, video previewing is a rather niche tool that definitely isn’t a definitive fit for all of marketer life’s emergencies. While for some apps it might work great, for others it will bring nothing but financial losses spent on production, and subsequent time expenditures spent on waiting for Apple’s verification.

Therefore, in search of flexibility, acceptable conversion rates, and as little as possible expenditures, a video previewing tool is the last to consider. Big brands, nonetheless, with AAA projects might include video previews into their marketing plan without any hesitations.

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How to Do App Store Optimization

The cellular marketplace today is constantly developing, becoming one of the fastest-growing and innovative markets. But when it comes to all those apps, terms, store, mobile, and other similar things, it can seem a little bit difficult to understand how all those pieces come together. Proper optimization of the app store is the key to success.

READ ALSO: 10 tips to make your app look cool in the App Store

But even if your app is really good, it’s still very easy to get it lost among the thousands of others available. Below you can see some tips on how to better optimize your mobile, apps, and the store so these all can be involved in a successful marketing strategy.

General Concepts

The main idea of an app store optimization is to make the app more visible for the end customer. The client should see your app among the first customer search results. As it happens with most search engines, if you’re not seen on the first results page, the chances of being visible drop significantly. Visibility is the core point here: the more users can view your app, the more purchases and downloads you’ll get.

It was noted by Google that most of the apps were downloaded and installed after they were found in search engines. To become sure that your app is properly shown in the search engine results, it is important to do a careful review of keywords and other related factors.

Mobile, Apps, Keywords & Store

As it was mentioned before there are thousands of apps available on the mobile marketplaces today. You have to stand out. The first thing you should pay attention to is keywords. These help the search engine to note your app. The main keyword that describes the app should be a part of your app’s title.

Spend some time to explore the common search terms before specifying the name as changing it later can negatively affect your branding. The other keywords can be used for overall terminology and product description. And even after the app is already released, make sure to proceed with the research in order to update the keywords according to the target market’s research habits. This will let you keep the highest positions in the search results.


Despite the fact that you can’t control it, the high number of downloads can become an awesome marketing tool. Make your app a celebrity by highlighting the total amount of downloads in the description of your product. Being popular, your app will easily attract new customers.

Get Positive Reviews

postive reviews

Sometimes these are difficult to control but high ratings play a significant role. Each time you search for something on eBay or Amazon, your opinion about seller’s reliability and the product’s quality is based on the amount of 5-star feedbacks the seller has.

Another step is to look through accounts of buyers that purchased the product from this specific seller. The total amount of downloads is important, but positive feedbacks along with generous reviews can do wonders encouraging users to buy your product. So, each time you sell something, subtly ask your customer to leave feedback or at least rate you.


Be prepared to spend enough time to build a high-quality optimization plan for a successful app store. You’ll have to adjust your app’s keywords and description regularly. Sometimes you’ll have to revise the keywords you use, making them more adjustable for search engines and your target market. Actually, it’s almost impossible to make the first set of keywords optimal.

That’s why it’s very important to be ready for constant changes in trends as well as to the regular slight changes in descriptions in your app store. Keep in mind that your time is important, but the results are even more important. Try to not to make your app one of those thrown onto an app marketplace without any strategy in mind. Your sales can be significantly reduced because of no effort being put into optimization. Track every sale’s rank and respond regularly, especially when competition arises.

Marketing as the Core Element of Your Strategy

Once you’ve drawn the customers’ attention to your product, another key to success is to make sales’ raise a priority. Your app’s icon should be unique and eye-catchy. The description should be well-read and explain all the details about your app. Use the keywords carefully as these shouldn’t damage the overall readability.

Add some screenshots that show general usage situations and explain to your customers how people usually use your app. This will let them feel that they already own the product and enjoy its benefits. The most successful commercials allow users to discover the trial version, so they can understand the product’s integrity before they finally buy it. This represents a bond of intimacy before the clients even pay for it. It will be also great to include a short video that will personalize your app and explain what the product offers to its potential owner.


As you could observe, mobile, apps, and store all together compose a special consumer’s marketplace. There are several key elements that make an app store optimization plan. The most important part here is optimizing the keywords in your app title and description so these can benefit to search engine results.

The other factors to consider are the downloads’ count and positive customer reviews. The last ones can be used as effective marketing tools. But you can’t take direct control over them. Deciding to do a correct store optimization plan, you should be prepared to regular updating of keywords and descriptions as these can change its popularity and let the competitors enter the market.

To become sure you are on the top of search results, you should regularly change the keywords making them current and focus on the target market. Finally don’t forget about the art of sales. After you’ve managed to get the top position in the search results, you need to market your product to potential customers.

A stunning icon, proper description, a couple of screenshots, and a short video presentation will help you to achieve the goal.

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Google Play Store Optimization

Let me just outline, that currently there are over 2 million apps in Google Play Store. That is quite a good deal of applications, isn’t it?

Sounds like a piece of great news for all smart gadget users out there, but not as good for app developers.

Getting to ASO itself, which is basically app optimization for improving its’ ranking in App Store search results, the surprising thing is going on. A large amount of publishers still doesn’t invest in app store optimization.

But here is one thing – before people use apps for diverse purposes, they tend to search for these. Consequently, everybody wants the highest rankings in Android App Store, because you get more app downloads. It can sound simple in theory, but in fact, takes a while trialing and fixing mistakes.

While nobody really knows the exact algorithm of Google ranking, there are a few well-tried tricks that work to lift your app up in Play Store. Google Play Store algorithm seems to be more complicated when comparing to Apple App Store.

Here is a list of primary Google play store app ranking factors:

  • Number of ratings
  • Number of installs and uninstalls
  • App involvement (frequency of use)
  • Growth of downloads in the nearest 30 days
  • Backlinks to your app

In fact, there are a lot of common things in app optimization for Android and iOS. But let’s dive more into specific features of ASO Google Play Store, shell we?

7 game-changing tricks for Android app optimization

Google play optimization tricks

1. Find and track the keywords

This basic, yet deciding, step means EVERYTHING on your way to Google app store search optimization. Without this information, you won’t even find out whether your google play search optimization is working or not.

Apparently, it’s important to choose the words according to your target audience.

The keywords in Google Play Store you select should properly describe your app, so people are encouraged to download it once they find the app in the search. Besides, you want keywords to be as relevant to your application core as possible.

And to hit a maximum of your target audience, these words better be the most requested, at the same time overlapping competition as little as possible.

There are cases in-app publishing when particular apps gained about 300% downloads raise only from keywords optimization.

Remember not to overplay with this part to really improve Google Play ranking.

Tools for keywords research:

  • Google Keyword Planner
  • Wordstream
  • Sensor Tower
  • Wordpot
  • AppCodes
  • Ninja Search Combination Tool

You can also dig for more keywords either in users’ reviews (check Review Mining), or survey your target audience on Social Media, through e-mail newsletters, etc.

2. Include keywords in the title

Speaking about the name of your application, it might be the most determining factor in ASO.

First and foremost – keywords placed in the title of your application should be with the most massive search traffic. Take time to search for this essential, because once you decided on the title, it becomes a staple. And you really want the head of the app to be descriptive, unique, sharp, and appealing.

This way you create the most comfortable and “easy to figure out” experience for the searchers.

Once your app is published, starts getting downloads and reviews, it will be also spread by word of mouth. So it’s not the best idea of switching and trying different names at that stage.

Mind! Your title should not exceed 25-30 characters. Otherwise, you risk losing users distracted by not seeing a complete name in a search list and shifting to a bunch of other apps out there.

3. Description really matters…for Google

Here goes a major difference between Google Play Store and Apple App Store search optimization principles.

Google picks up the keywords from a description of your application. Obviously, we need to get the most out of it.

Experience shows that using keywords 4 to 5 times throughout the app’s definition will improve your rankings up to 20 spots. But again, do not stuff your description with the whole range of keywords straight – that’s a way to turning it into spam.

4. Now visuals – App’s Icon, Screenshots, Promo Video

Looking for an appropriate application, a lot of searchers will “window shop”. And the app’s icon is the first thing to pay attention to. It should be of high quality, utterly informative, and attractive design. There are also clear specifications Google expects your icon to include, so you can, obviously, Google it 🙂

Killer name and icon might be not enough for catching your prospect’s full attention. So make sure to use all 8 available screenshots for different types of devices – phones, tablets, TVs. You need a set of high-resolution screenshots with the descriptions on them to show the most goodies of your app.

To make these pics even edgier, use various dynamic tools (Promotee, Adobe Photoshop, PlaceIt, Screenshot Maker Pro) to simulate running the app on the device.

A stunning Promo Video is a cherry on the top of your cake. That is why Google Play is so awesome. You simply upload it to YouTube in a matter of minutes.

Make your video short and on point to respect your people’s time, they will appreciate that a lot! You wanna highlight only major features and advantages within your app.

5. Work those reviews and ratings up

App optimization in Google play store

The truth is it takes a number of downloads to get displayed. So asking for reviews and improving ratings of the app is a significant scope when doing a qualified ASO.

Zendesk claims in its’ recent survey that around 88% of consumers are mostly influenced by online product reviews before they make a decision to buy an app.

So again, head to your customers and ask to leave favorable reviews. As far as your app is satisfying and involving, it won’t be a problem for them.

For Google Play Store there is also a great chance to avoid negative reviews from users.

You can simply provide them with a clear direct channel for giving feedback to developers within the app. This way you can ask users for reviews (Important! Only when they are the most engaged, not really when they are busy performing tasks on the app, ok?). Just preface by asking a simple question – are you enjoying the app?

6. Localize your app

You always want to translate the application to the languages of your target regions. It’s a true must to offer a localized version of your product, except a common international option.

7. Backlinks are going to make wonders for your app

It’s the same as with a normal web search when links from reputable A list resources increase spreading the application over the net. You don’t wanna deal with low-quality Z list link farms for getting optimal results.

Therefore, it will be great to promote your app on some popular websites, asking them to write about your application and providing a link to your app page. You may also consider starting your own blog and contact press for people to get more opportunities for exploring your app.

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Overall picture

A global trend is all about the growing price of each app installation and the same rising number of downloads required to appear in the featured ratings of Google Play Store. So promoting the app can become a truly challenging activity for the narrowed budget companies.

At the same time, Google Play Store optimization can complete your whole marketing strategy at a lower cost and give tangible results already in the short-run. Don’t waste that chance and absolutely try it.

Happy app store optimization, guys!

10 Tips from The App Solutions to Make Your App Look Cool in the App Store

In this strange and relentless world of mobile application development, the first impression is the thing that matters the most. If your app attracts attention – this is the goldmine.

While it seems to be an obvious thing to claim, some tend to ignore the user experience and first impression, hoping that content alone will make it gangbusters. It doesn’t work like that, however, because in order for the user to get to your amazing content, s/he needs to have your app on their mobile devices.

The consequences of failing to make a positive and ultimately engaging impression are well-known, but there is hope as there are several fairly simple ways of making your application look attractive in the app market.

Here are 10 tips that will help you to make your app look cool in the app store.

How to Market Your Mobile App?

Clearly defined target audience

App store works in mysterious ways at times. There are thousands upon thousands of applications of all walks of life — but only those which happened to be in top-25 charts are making serious business. The rest is just there doing time and stuff. Why is it so?

The reason for that lies in the users. For the most part, they are not looking for some peculiar deep cut options, they need to do something, and they simply take what is lying on the surface. The logic behind this decision is simple — apps presence in the top-25 is a noteworthy sign that this particular app is actually useful and trustworthy.

This means — in order to get through you need to be in the top-25. How? Two words — App marketing.

If you want to compete with the big boys — you need to convince users that your app is worth attention. Your goal is to thoroughly explain what makes your app better and/or different from the others.

How? Look at the application from the user’s point of view. Channel directly to their needs and expectations for certain kinds of apps. Why should he care about it? That’s the secret.

Focus on local markets and work on regional rankings

Another important element is knowing where your target audience is situated country-wise. It is one thing when you need to get into the top 25 of the United States and completely another when you need to get into the United Kingdom top 25. Thresholds are different and the competition varies.

By localizing your target market and focusing your efforts on building up the presence there you can save yourself a lot of time and money. It is that simple.

In the case of non-English speaking countries, it makes sense to make a fully localized version. Even though it seems like everyone knows English — not everyone is comfortable using it. The thing is — for the most part, users prefer to use an application in their native language. Adding support of other languages broadens the international appeal of the application and immensely widens your audience.

Apply an App Store Optimization (ASO)

App Stores are huge. It is easy to get lost there. The success of an application depends on the discovery factor. For the most part, users are either skimming on the top or going straight through the referrals. The majority of users don’t go beyond that.

But since there are hundreds upon hundreds of various applications trying to present themselves in the most engaging manner possible — the competition for the top spots is very high. Even if your app is actually better than the others in a selected field — it doesn’t mean it will stand out in the search results. Quite the contrary is within a probability.

Hopefully, App Store SEO aka ASO can help.

How? You see — search engines are weird beasts with less reason than a bag of bats locked in a submarine. They live by their own rules and you can study them in order to turn the tables into your favor.

By applying ASO you give yourself an additional advantage in the quest for user’s discovery. Simple adjustment of the description and elaborations of the title can work magic for the discovery factor. Combined with high volume low competition keywords — it moves your app up the search results ladder straight to the top.

Learn more about app store optimization or google play store optimization.

Make your app icon distinct

An icon is the first thing users see of your application. In many ways, it is a “make it or break it” situation. You either hook the user, and he goes on to check out the description and the screenshots, or he just moves on through the search results.

An icon shows what your app represents. It is your coat of arms. It tells what the app is about through common symbolism.

Here are a few handy tips on making a distinct icon:

  • It should be catchy and easy to remember;
  • It should not be cluttered (remember that it’s the icon, not a screen)
  • It should be tied to the purpose of the app;
  • It can be a play on words or images based on the app’s purpose or name.

Make a convincing screenshot showcase

Screenshots play important role in the consideration of whether to download an app. On the surface it seems like a nothing deal — just throw in a bunch of screenshots that show how an app works – that’s how app developers usually see it. But in reality, it is a bit trickier.

Upon selecting screenshots for the App Store page, you need to keep in mind how users perceive them. They need to understand what is what and how it works through static images. If done right, screenshots can serve as a strong rationale for your mobile app marketing campaign. However, you should keep them to the point and ultra-descriptive.

Here are several things you need to keep in mind about the visual presentation in the App Store:

  • Show full cycle of navigation (for example, on-boarding process)
  • Show features of the app and appropriate screens for them
  • Record a video of how the app works
  • Tell a story to the user of how s/he could use the app

Take full advantage of the video opportunities

While adding video presentation to the page may seem abundant — it can be used to further the impression of the product and incite positive decision i.e. download.

How does it work? Basically, this is like an ad for the app. Don’t simply repeat your screens, but rather, make the user want to use your app and be happier / healthier / more positive (whatever your app is designed to do).

For example, how the app solves a particular problem or how it allows doing more than other apps. The key element is relatability. If the potential user can’t relate to the problem depicted or doesn’t identify himself with the target audience, chances are s/he won’t get the app (unless s/he falls in love with the design or micro-interactions…)

Make description credible

While the visual aspect is able to raise awareness and carry out the first contact — it is a description that makes a final stroke in the “to install and or to pass on” story. The well-written description of an application works on two fronts:

  • Explains what the app is about;
  • Presents apps value proposition;

Keep in mind that the text consists of two parts. One that is seen in the search results and the rest of the app page. You need to make the opening lines as catchy as possible so that the user will go to the app page and consider the download.

Think about it from a user’s perspective. For example, you need an app to take notes. You’ve found one and it looks kinda fine, but the description is just some atrocious mix of buzzword mumbo-jumbo and hapless braggadocio. You go “yikes” and move on.

Here are several handy tips on how to make app description work in your favor:

  • Must be written in an engaging manner;
  • Must explain the purpose of an app in plain words;
  • (optional) Show the benefits and advantages of your product in contrast with competitors;
  • Must be slightly intriguing.

Secure glossy user reviews and ratings

User ratings and app reviews are an incredibly influential factor when it comes to consideration on whether to download an app. Basically, the better app store reviews the better conversion. However, it is also one of the places where you have little control over the situation.

It can go both ways — scare off potential users due to exposing flaws and inconsistencies or convince them to try it out by the sheer power of positive reaction.

How to secure good reviews? It all comes to one thing — make a good app that is actually useful and tested through and through before going on the market. And if there any problem occurred, just fix it on the notice.

Word of Mouth matters

Referrals are one of the most common ways of discovering new applications. What makes it happen? In a nutshell, it is a direct result of the positive reception of your application. I.e. app is so good, users are telling other users to try it out.

How to make it? Basically, try-hard, and make a good app, spice it with a clever marketing campaign, and voila.

However, because of that, there is little to no control over it. You can’t artificially generate positive word of mouth.

Sure, you can strike a partnership deal with an influencer who will recommend your app to his audience but that is not a guarantee of positive word of mouth. In fact, it can backfire as an attempt to shove something down the throat.

Make frequent updates

One of the most effective ways of maintaining a consistent presence in The App store is through a steady stream of updates. The logic behind it is simple — it shows that an application is still moving forward and evolves into a better thing.

There are several types of updates worth mentioning:

  • Regular updates — refined features, fixed problems, etc;
  • Optional updates — supplementary features (new photo filters, etc);
  • Seasonal updates — April’s Fools Day treacherous trolling user experience;

Every update in one way or another is a legitimate reason to remind already engaged users about an app and also attract new users through readjusting ASO.

In conclusion

Promoting an application is a challenge. But with these little tips in mind, you can be sure that all your marketing efforts will be ultimately fruitful.

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