App Store Screenshots Best Practices

App Store screenshots dominate platform search results and store-listings. They are the largest visual element within most App Stores. In addition to showcasing images from within your application, screenshots also allow for incorporation of marketing copy and brand elements.

For new launches, it is recommended to allow the Vimeo OTT Branded Apps team to generate template in-application screenshots for your application store-listing. An example of these screenshots can be found here and here. Our team will aim to incorporate your branding (fonts, background color schema, etc.) within our template design. This typically reduces time for your applications to be submitted.

However, if you are interested in providing your own custom App Store in-application screenshots, please reach out to your Account Manager and/or Technical Program Manager. Please be aware creating your own App Store screenshots will require you to follow explicit platform requirements and may extend the time for your applications to be submitted by our team.

In an effort to ensure your screenshots stand-out, here are a few best practices offered by our team:

Content Presentation

In order to make your screenshots really shine, it is extremely important to consider how your content thumbnails are presented within your service.

  • Try to showcase a variety of platform-supported thumbnail options
    • Because you can include multiple thumbnail options against the same video, you can present your content in different ways across your service.
  • Think about how much space is needed for imagery within your thumbnails. Do you need more vertical space to fit content titles and subject matter? For example, consider using vertical thumbnails (i.e. "poster images") instead of 16:9.
  • Use the "featured thumbnail" for content meant to be included within your featured carousel
  • Make your thumbnails exciting, relevant to your brand, and representative of the entire video
  • Consider using thumbnail badges or ribbons to inform users into content they are about to watch (ex: "New," "Coming Soon," "Exclusive," etc.)

Screenshot Marketing Phrases

In order for our team to create screenshots which best represent your brand, it is encouraged to provide us with at least 3 short marketing phrases. These phrases should entice people to download your application and aim to market your overall service offering. While custom marketing phrases are purely optional, anything you are able to provide will always make a better first impression and allow your community to feel connected to your service as a whole.

For example, if you are a fitness-related service, phrases such as "Workout anywhere. Anytime.", "No equipment needed", or "New workout routines weekly" will reinforce both excitement and reason as to why a user should download the application today.

Provided screenshot marketing phrases should be no longer than a short sentence. They should be written generically and not reference any other platform directly. For example, do not use a phrase such as "Download today on your iPad!" as this will be unable to be used within the Google Play Store.

If you don't have up to 3 specific phrases you'd like to use, or have any phrases at all - that's OK! Our team can utilize generic marketing phrases that we have seen work well within platform App Stores. These include:

  • All your favorites, always available
  • Stream videos or download to your device for later
  • Watch via Chromecast or AirPlay on your TV
    • NOTE - This specific phrase applies to mobile applications (iOS + Android) only.
  • Additionally, our team will review your provided App Store-Listing details form to see if there are any service-related statements that are usable!
To alleviate time towards your application submission, it is recommended to allow the Vimeo OTT Branded Apps team to proceed with the submission process after the in-application screenshots have been generated without your team's review. However, if you would like to have a look, your Technical Program Manager can share these for review upon request!

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