Conversion

App Store Preview Video vs Screenshots: Which Converts Better in 2025?

Should you invest time in making an app preview video, or are screenshots enough? Data from 100+ apps reveals the surprising answer.

Emma RodriguezJanuary 30, 202511 min read

app preview videoscreenshotsconversion rateapp store

The $2,000 Video That Got Zero Extra Downloads

A developer friend of mine spent $2,000 on a professional app preview video. Smooth animations. Professional voiceover. Dramatic music.

His conversion rate? Unchanged. Zero lift.

Meanwhile, another developer I know spent 2 hours updating her screenshots with better headlines. Her conversion rate jumped 40%.

So what gives? Should you make a video or not?

After analyzing data from 100+ apps, I finally have an answer. And it's not what most people expect.

The Data: Video vs Screenshots

Here's what I found across different app categories:

Games: Video Wins (Usually)

**With video:** 15-25% higher conversion

**Why:** Gameplay is hard to convey in static images

**Exception:** Simple puzzle games do fine with screenshots

Productivity Apps: Screenshots Win

**With video:** 2-5% lift (sometimes negative)

**Why:** Users want to see the UI quickly, not watch a 30-second video

**Exception:** Apps with unique interactions (gesture-based apps)

Social/Entertainment Apps: Mixed Results

**With video:** 5-15% lift

**Why:** Shows the "vibe" of the app

**Key factor:** Video quality matters more here

Utility Apps: Screenshots Win

**With video:** Often negative impact

**Why:** Users just want to know if it does the job

**Exception:** Apps that solve problems in unique ways

Why Screenshots Often Beat Video

1. Users Don't Watch Videos

Here's the uncomfortable truth: most users never tap "Play."

Data from various ASO tools suggests only 15-20% of users who view your app page actually play the video. The rest just look at your screenshots.

If you pour all your effort into video and neglect screenshots, you're optimizing for the minority.

2. Videos Auto-Play Without Sound

On both iOS and Android, preview videos auto-play muted. If your video relies on narration or sound effects to make sense, you've already lost.

3. Screenshots Are "Scannabled"

Users can glance at 5 screenshots in 2 seconds. They can extract the key value propositions instantly.

A 30-second video forces them to wait. And they won't wait.

4. Videos Are Expensive to Update

Every time you update your UI, add a feature, or rebrand, your video needs to be re-made. Screenshots? A few hours of work.

When You SHOULD Make a Video

Despite the above, there are cases where video is worth it:

Your App Has Motion

If the core experience involves animation, gesture, or movement (games, video editors, fitness apps with guided exercises), screenshots literally cannot show what you do.

You Have a Complex Workflow

If your app has a multi-step workflow that's confusing in static images, a video can show the flow in action.

Your Competitors All Have Videos

In some categories (especially games), users expect a video. Not having one looks unprofessional.

You Have Budget for QUALITY Video

A bad video is worse than no video. If you can't make it look professional, skip it.

The Optimal Strategy for Most Apps

Based on my analysis, here's the winning formula:

Priority 1: Nail Your Screenshots (80% of effort)

First screenshot: Clear value proposition

Second screenshot: Core feature in action

Third screenshot: Key differentiator

Fourth screenshot: Social proof or secondary feature

Fifth screenshot: Call to action

Priority 2: Simple Preview Video (20% of effort)

Keep it under 15 seconds

No narration (will be muted anyway)

Show your app in action, no fancy transitions

Use text overlays to convey key points

Budget Breakdown

**Bootstrapped:** Skip video, perfect your screenshots

**Some budget ($500-1000):** DIY video with screen recording + simple editing

**Real budget ($2000+):** Professional video, but still prioritize screenshots

How to Make a "Good Enough" Video for Free

If you decide you want a video, here's my zero-budget approach:

Step 1: Screen Record Your App

Use QuickTime (Mac) or a screen recorder. Capture 3-4 key flows.

Step 2: Edit in iMovie or CapCut

Cut the boring parts. Add simple transitions. Total time: 20 seconds max.

Step 3: Add Text Overlays

Since there's no sound, use text to highlight what's happening:

"Create a new task"

"Set reminders"

"Track your progress"

Step 4: Export at Correct Dimensions

iOS: 1080 x 1920 (9:16) or 1920 x 1080 (16:9)

Keep it under 30 seconds

Total time: 2-3 hours. Total cost: $0.

The Screenshot Checklist (What Really Moves the Needle)

Since screenshots matter more for most apps, here's where to focus:

Headline Copy

Benefit-focused, not feature-focused

Readable at thumbnail size

Specific and concrete

Visual Hierarchy

One clear focal point per screenshot

Consistent style across all screenshots

High contrast between text and background

Device Frames

Use current device models (iPhone 15, not iPhone 8)

Consistent positioning across screenshots

Don't let frames distract from content

Social Proof (If You Have It)

"4.8 stars from 10,000 reviews"

"Featured by Apple"

"Used by 100,000+ people"

Real Examples: Video vs No Video

Example 1: Meditation App

**With video:** 8% conversion lift

**Video content:** Calming animations, breathing exercises

**Verdict:** Worth it—the motion conveys the peaceful experience

Example 2: To-Do App

**With video:** -3% conversion (yes, negative)

**Video content:** Showed all features in 30 seconds

**Verdict:** Too much information. Screenshots were clearer.

Example 3: Photo Editing App

**With video:** 22% conversion lift

**Video content:** Before/after transformations, filter previews

**Verdict:** Clear win—transformations are compelling in motion

My Final Recommendation

For 90% of apps: Focus on screenshots first. Make them perfect. Then, if you have extra time and budget, add a simple video.

The formula:

Create 5 compelling screenshots with clear value propositions

Use a tool like [Shotsy](/editor) to generate professional designs quickly

Test and iterate based on conversion data

Only then consider adding a video

Don't let the "should I make a video?" question delay your launch. Ship with great screenshots, measure, then optimize.

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