App previews show features and UI in short (15-30 sec) videos that users stream right on the App Store. This is the first visual creative (besides the icon) that users see after they tap on your app in search. A video app preview can make or break your app’s success, and in our experiments, we’ve seen examples of both scenarios. We strongly advise app developers to test new video previews before running user acquisition campaigns.
Experiment with different calls-to-action
Change background to contrast the “Play” button
Adjust graphics on the cover to allow for the positioning of “Play” control right in the center