All About Creating Compelling App Store Listings and Screenshot Guidelines

Raju Ram Khakhal
May 23, 2024


Content is king and will continue to be the one, considering the current mobile app marketing landscape. The demand for good, compelling, and quality content has increased since the launch of generative AI. Back in the days when ChatGPT was launched, people started anticipating that it would eat content creators' jobs, but, in fact, it emphasized the need for quality and human-centric content. And that stands true when it comes to creating compelling app store listings. 

According to a recent study, a majority of smartphone users exploring apps in app stores tend to make the decision to download them based on the app’s description, listing style, and screenshots. As we all know, all major app stores are overwhelmed with millions of apps. So, what makes your app stand out? Of course, the way you present it. The more informative and insightful the app store listing will be, the more users will likely download it. 

While the emergence of free mobile app development tools has made it easy to build an app, optimizing it for different app stores is where the real challenge emerges. So, if you’re worried about how to create compelling app store listings and confused over the guidelines for screenshots, this blog will serve both of these purposes. Just read it once, and you'll be ready to attract new users to your app. 

What Is App Store Listing?

App Store Listing refers to how you present your mobile app on various online marketplaces, such as Apple's App Store, Google's Play Store, Huawei's AppGallery, and so on. It serves as the digital storefront for your mobile app, where potential users can explore, understand, and ultimately decide to install the app on their mobile devices.

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Typically, an App Store Listing comprises the following components:

  • App Icon: This is a compact graphic that symbolizes the app. It's the initial visual that users encounter in search results, on the product page, or on their device's home screen post-installation.
  • App Name/Title: This is the app's name, which should be concise and indicative of its function or content.
  • App Description: This is a textual summary detailing the app's features, capabilities, and advantages. It equips users with insights about the app's purpose and reasons to consider downloading it.
  • Screenshots and Videos: These are visual aids, such as screenshots, gameplay clips, and app previews, that exhibit the app's user interface, gameplay, and principal features.
  • Ratings and Reviews: These are user evaluations and feedback, offering social validation and commentary on the app's quality and functionality.
  • Additional Information: This includes details about the app's developer, version number, release date, size, and compatibility with various devices and operating systems.
  • Updates: This section provides information about recent enhancements, bug resolutions, and newly introduced features in the app.

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The Importance of App Store Listing

Have you ever heard of the term ‘ASO,’ which means App Store Optimization? If not, we suggest you read our previous blogs on mobile app marketing to understand the basics of what it takes to make a mobile app successful. But if you already know the potential of ASO, you probably also understand the importance of optimizing the app store listing content according to the different guidelines provided by Apple and Google. 

App Store Optimization is one of the best and most effective ways to increase your app's visibility and ranking so that potential users can easily discover and download it. But that’s only the first step of app store listing optimization. 

Your app store listing shouldn’t be all about the text content but a perfect combination of visual elements and text components. Additionally, it should meet the specific guidelines and criterias issued by the respective app store. Considering all these conditions, you can create an app store listing that can help you in the following ways:

  • Power up your ASO strategies
  • Highlights the salient features of your mobile app
  • Communicate your message to potential users. 
  • Increase the discoverability of your app
  • Boost rankings on the app stores. 

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Surprising Statistics on App Store Listings You Should Know in 2024

  • 80% of users decide whether or not to download an app based on its screenshots and preview videos. (Source: Netpeak)
  • 65% of users uninstall an app within the first week if they don't find it valuable. (Source: Netpeak)
  • 40% of users rate an app after using it only once. (Source: Netpeak
  • 72% of users say that positive reviews and ratings make them more likely to trust an app. (Source: Netpeak)
  • Only 2% of users actually read the entire app description. (Source: Netpeak)


Key Elements of App Stores’ Listing 

As said above, both Google and Apple have different guidelines and criterias for app store listing, and their elements also differ. Understanding the key elements of app store listings in both of these marketplaces will help you a lot in your ASO efforts. So, let’s take a look at the key elements of different app stores listing one-by-one: 


Elements of Apple App Store Listing 

Apple's App Store is known for its strict rules and standards for app submissions. Here are some key metadata elements that you can fill out and enhance:

a). App Title

The title of your app is typically your brand name. However, some brands choose to be creative and give their apps a unique yet relevant name. 

Choose a name that aligns with your brand and resonates with your target audience. The App Store allows up to 30 characters for the name, but it's best to keep it brief, straightforward, and impactful.

b). Subtitle

The subtitle is a concise tagline or additional text that describes what your app does. It's displayed under the app title in search results and under the screenshots on the app page

Consider your customers' objectives and the app's functionality when creating the subtitle. For iOS apps, the subtitle should be within 30 characters, so remember, brevity is key.

c). Description

Use the description section to elaborate on your app's main features and your brand's unique selling points. It's recommended to use bullet points for easy readability and comprehension. Craft your content to represent your brand and encourage users to download and explore your app.

d). Keyword Field & Promotional Text

This is a unique feature of the Apple App Store. It asks you to list your target keywords and tags in a separate field specifically for this purpose. 

Additionally, there's a promotional text section that you can update periodically based on your brand's latest updates, campaigns, and more. Utilize these spaces wisely and aim to provide concise yet meaningful information.


Elements of Google Play Store Listing

The Google Play Store is the reigning champion when it comes to the number of mobile apps it has. Here are some tips for effectively creating the textual elements of your Android app listings:


a). App Title

Consistency is key when developing apps for Android and iOS, so ensure the app names are the same across both platforms. The Google Play Store permits up to 50 characters for the title but aims for clarity. The title should be memorable and easily resonate with users.

b). Brief Overview

The brief overview isn't just a simple explanatory sentence on the Google Play Store. It's prominently displayed on the app page, nestled between the screenshots and the detailed description. 

Consider it as a summary for those who prefer a quick read. Use this space to spotlight the app's main functionalities, especially for users who make snap decisions.

c). Detailed Description

In this section, add details of your app's features and advantages for your potential users. On the Google Play Store, the keywords used in this section can influence your app's ranking. Aim for a robust keyword presence, but avoid overstuffing with irrelevant or excessive keywords.

Note: In addition to the above, you might need to include other details such as information about the developer, updates, and more. Make sure to provide all necessary information and use the available space wisely. Complement your text with engaging visuals like screenshots, app previews, clips, and other graphic elements.

Best Practices for Creating Compelling App Store Listings

Best Practices for

So now that you understand the key elements and requirements for app store listing, let’s make it compelling with these expert tips. We have curated these tips based on our experience in the mobile app development and marketing industry. 

#1. Your Target Audience is Everything

What do you want from your app? Definitely, you want to achieve your goals and make money out of it. But that’s only possible when you manage to please your potential users. Therefore, while writing content for app store listing, consider putting yourself in the user’s preference and curate it accordingly. 

Instead of using complicated and highly technical content, consider explaining your app’s features in simple terms that everyone can easily understand, regardless of their age and demographics. Use a simple tone that relates to the user’s concerns and needs. 

#2. Write Simple & Effective Copies

While it might seem elementary, app developers and marketers often underestimate the importance of unique and original content. The content of your app or ASO should be given the same level of attention, investment, and critical analysis as any other component.

Conduct some research to understand what strategies are effective for your competitors and other apps in your field. Use this knowledge to craft clear, simple, and impactful content for various sections of your listing.

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#3: Avoid Keyword Stuffing

Keywords can enhance the relevance of your content, but an excess can be detrimental. Avoid trying to deceive app store reviewers or customers by overloading your content with irrelevant keywords.

Incorporate terms that naturally complement the content and enhance its clarity and effectiveness. Prioritize including vital information about your app and your brand. In addition to providing information, strive to establish trust and build your brand's authority.

#4. Consider Localizing Your Content

Depending on your operational location and target audience, you might have to present your content in the local language. This approach could narrow your audience but increase your conversion rate, as you'll be reaching out to the most relevant individuals. 

Localization can offer additional advantages that extend beyond merely encouraging app installations. It can enhance your App Store Optimization (ASO) efforts, elevate your brand's image, and demonstrate your respect for the local language, culture, and community, thereby making your brand more appealing.

#5. Include Important Evidence and Links

Even though there may not be much room for Call to Action (CTA) buttons and URLs when the ultimate goal is to have the app installed on the user's phone, you can still incorporate those that are significant and contribute to enriching the content.

Moreover, you can include social proof or statistical data (like average installs, downloads, etc.) that doesn't come off as hard selling but helps reinforce your brand's message and image in the eyes of potential app users. This can make your content more credible and genuine, lending it more weight.

The Importance of Screenshots in App Store Listing


The significance of App Store screenshots in the success of your mobile app cannot be overstated. As most users skip the demo version, these visuals are their best bet to experience the service. 

Even if actual app footage was part of the user acquisition strategy, screenshots remain crucial for providing necessary context.

However, using screenshots in the app store listing isn’t all about capturing images and uploading them. These visuals are vital to App Store Optimization and should serve a purpose beyond merely flaunting the app. 


Here's how screenshots matter for app stores’ listing

First Impressions Matter

Whenever users explore the App Store, screenshots are the first thing they see. High-resolution, aesthetically pleasing images can significantly influence a user's perception of the app, enhancing the chances of them downloading it.

Highlighting Key Features

Screenshots allow developers to showcase an app's primary functionalities. Users can swiftly assess whether it aligns with their requirements and tastes by offering a concise and clear preview of the app's capabilities.

Boosting App Store Ratings

The App Store's algorithms consider the app's downloads and user engagement. Appealing screenshots can lead to a surge in downloads, which subsequently enhances the app's visibility and search ranking, reducing the Cost Per Install (CPI) for both organic and paid sources.

Illustrating User-Friendliness

Well-crafted screenshots not only display the user interface but also demonstrate its usability. The visuals depict the simplicity of using your app and the unique features users might find enjoyable.

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Guidelines for Using Screenshots in App Store Listing

Following app store guidelines for using screenshots in app store listing will ensure your app’s visuals are at their best. It can help boost your app’s discoverability and positively impact your download rates. 

Here are the guidelines and requirements for using screenshots in app listings:

Apple Store App Screenshot Guidelines

The Apple Store allows you to display up to 10 screenshots for each app listing. These screenshots can be either portrait or landscape, and depending on their orientation, one to three will be shown in your preview. It's advisable to use all 10 slots to showcase your app's features and functionality.

It's crucial to note that Apple insists on each screenshot depicting the app's actual usage. This is a bit more strict compared to the Google Play Store, which offers more leeway for lifestyle and use case graphics.

Apple suggests that your first screenshot should convey your app's fundamental essence and functionality. Each following screenshot should then highlight a specific benefit or feature. If your app supports Dark Mode, a screenshot showcasing this feature is worth considering.

The requirements for App Store screenshots are as follows:

  • A minimum of 1 screenshot and a maximum of 10
  • The screenshot must be in PNG, JPEG, or video format
  • The screenshot must have a resolution of 72 DPI and must not have transparency
  • If a video is used, it will be displayed in the first frame and will autoplay
  • The screenshot must adhere to the exact pixel size specifications for the devices you support, including various models of iPhones, iPads, Macs, Apple TVs, and Apple Watches.

Google Play Store App Screenshot Guidelines

In the Google Play Store, app screenshot visibility isn't always guaranteed in search results—it's only when you search using the brand name. On the page dedicated to the app's listing, these screenshots are displayed right under the essential app details, such as the app title, icon, and rating. 

You have the option to include as many as eight screenshots in your app's listing but remember to upload tailored images for each supported device type. As per Google's guidelines, screenshots should effectively communicate your app's aesthetics, functionalities, and user experience. 

This can be achieved by showcasing a real-world usage scenario or by highlighting your app's prime features. However, text and taglines should not occupy more than 20% of an image, and they should refrain from using direct calls to action or performance-related keywords like "top" or "#1."

Here are the requirements for screenshots in the Play Store:

  • A minimum of 4 screenshots and a maximum of 8
  • The format should be JPEG or 24-bit PNG with no alpha
  • The pixel range should be between 320 and 3840, with a maximum file size of 8 MB
  • The aspect ratio should be either 16:9 or 9:16
  • The largest dimension of the screenshot should not be more than twice the smallest dimension.


Creating a compelling app store listing and following the screenshot guidelines that help your app sail down to its potential users is definitely worth the use of your time and resources. 

From creating a short preview video of your app’s interface to showing off its potential and functionalities, the correct use of screenshots and compelling app store listing content will take your app to new heights.

These screenshots aren’t just images but a powerful way to complement the App Store Optimization strategy that will help your potential users find your app and download it. 

So, that’s all in this blog, hope it helped you understand the significance of app store listing and screenshot guidelines. For professional assistance on app development and deployment, consider contacting Matoag Technologies anytime. We would be happy to serve you!


How to Create an App Store Listing?

To create an App Store listing, you need to provide key details about your app in App Store Connect, including a unique icon, title, description, screenshots, and more. It's crucial to highlight your app's main features and benefits.

How Can I Improve My App Store Listing?

Improving your App Store listing involves optimizing your app's title, description, keywords, screenshots, and reviews. Regularly analyzing and updating these elements based on user feedback and market trends can enhance your app's visibility and conversion rates.

How to Optimize App Store Screenshots?

Optimizing App Store screenshots involves showcasing your app's key features and benefits through visually appealing and informative images. Clear, high-quality screenshots highlighting your app's unique selling points can significantly improve your app's conversion rate.

What are the Rules for Screenshots in the App Store?

The App Store requires screenshots to be in PNG or JPEG format, with a resolution of 72 DPI and no transparency. Screenshots must be taken directly within the app, and you can upload up to 10 screenshots per localization.

What are the Screenshot Guidelines for the App Store?

App Store screenshot guidelines stipulate that all screenshots must be taken from within the app and should accurately represent the app's functionality. They must be in PNG or JPEG format, with a resolution of 72 DPI and no transparency.

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