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iOS 11: Up to Three App Preview Videos

There were many wonderful announcements this year at WWDC, from juicy new frameworks to incredible new features. One of the biggest upcoming changes is a redesign of the App Store, with a greater focus on discovery.

We’ll pick apart a lot of the App Store changes over the next few months, but there’s one you really need to start thinking about now: app previews. The current App Store allows a single app preview video that’s up to 30 seconds long, but when iOS 11 is released you’ll be able to have three of them in addition to five screenshots.

App previews are videos, and they take time to plan and produce well. If you don’t take the time to plan, you’ll end up with videos that are confusing or don’t show off your app’s best features.

The new App Store app is only available on devices running iOS 11 (and presumably versions after that). If your app supports iOS 10 or older, your users will only see one of your app previews. More specifically, they’ll see the first app preview, which makes it the video that needs to convey your most critical message.

As for your second and third app previews, be strategic. Think about the length of time people are likely to spend investigating your app before downloading it. If you have a paid-up-front app you’re probably going to want to take advantage of every bit of the minute and thirty seconds you have across your three app previews to show people exactly what they’re going to buy. If you have a free-to-download app, you might instead opt for short, punchy, attention-getting videos which convey key points that push people on the fence over the edge.

Lastly, and most importantly, just because you can have three app preview videos does not necessarily mean you should have three app previews. Every app is unique; some might not benefit from even a single app preview, while some will see major increases in download numbers with three. Put yourself in your potential user’s shoes and think about what you would want to see in their situation before downloading your app.

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© Aleen Simms