What Is an App Video?
An app video is any video that shows how an application works. It's a broad category that includes landing page demos, Product Hunt videos, investor pitch demos, tutorial walkthroughs, and social media posts. There are no universal technical requirements for an app video — the right format depends entirely on where the video will be used.
App videos can be any length, any resolution, any codec. A 90-second landing page demo that walks through three main features is an app video. A 15-second social media clip showing a single interaction is an app video. A 3-minute tutorial embedded in a help center is an app video.
The common thread is the content, not the technical specs. App videos show the app in action, communicating value through real footage rather than marketing copy.
What Is an App Store Preview Video?
An App Store preview video is a specific type of app video that lives on your App Store listing page. It's the video that autoplays when a user taps on your app in search results or on your product page. Apple controls the format and reviews every preview before it goes live.
Unlike general app videos, App Store previews have strict technical requirements:
- Duration: 15 to 30 seconds. Apple will reject anything shorter or longer.
- Codec: H.264 only. No other codec is accepted.
- Resolution: Device-specific. For Mac apps, 1920 × 1080. iPhone and iPad have their own requirements.
- Container: .mov, .m4v, or .mp4.
- Content: Must show real in-app footage. Apple reviews and rejects previews that don't meet content guidelines.
App Store previews also autoplay silently, which has a significant implication for design: the video must communicate clearly without audio. Interaction highlights and clear visual feedback are essential, not optional. For a detailed look at these specs, see our guide on App Store preview video specs.
Key Differences: Specs, Purpose, and Platform
The clearest difference between the two is technical specificity. General app videos have no mandatory specs. App Store previews have several, and violating any of them results in rejection by App Store Connect before the video reaches review.
Purpose differs too. A general app video can be persuasive in multiple directions — it can educate, entertain, or build brand identity alongside demonstrating the app. An App Store preview has one job: show a potential downloader what it's like to use your app in 15–30 seconds. Apple's guidelines reinforce this; excessive marketing text and branding animations are grounds for rejection.
Platform context is the third key difference. General app videos are consumed in environments where the viewer has already chosen to watch — they clicked on a YouTube link, they're exploring a landing page. App Store previews autoplay in a browsing context where the viewer may not have intended to watch anything. That changes how the opening seconds need to work.
When to Use Each
Use a general app video for:
- Landing page hero videos — any length or format that serves the page
- Product Hunt launches — typically 30–90 seconds, MP4 format
- Social media posts — platform-specific format requirements vary
- Investor or press kit materials — no fixed format requirements
Use an App Store preview video for:
- Your App Store listing page — the video that appears before screenshots
- App Store search results — where the preview autoplays as users browse
Can You Create Both with One Tool?
Yes. The recording itself — your screen capture with effects applied — can serve as the source for multiple output formats. A well-made 30-second recording with smart zoom and interaction highlights can be exported as an App Store preview (H.264, 1920 × 1080, .mov) and as a landing page video (MP4, 1080p) from the same session.
Cursiq supports both export paths from a single recording. You can produce an App Store-ready file and a web-optimized version without recording anything twice or reconfiguring any settings manually.
For a step-by-step guide to creating an App Store preview specifically, see how to create an App Store preview video on Mac.
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Create Both App Videos and App Store Previews with cursiq
cursiq is a Mac screen recorder built specifically for app videos. One recording, multiple export options — App Store-ready H.264, web-optimized MP4, or any format your workflow requires.
No video editing experience required. Smart zoom, 3D window motion, and interaction highlights are all applied through a simple interface designed for developers and indie makers.
