# App launch video: how to make one for a mobile app > How to make a launch video for an iOS or Android app, what to show on the phone screen, a 30 second structure, and how it differs from App Store and Google Play preview videos. Canonical: https://filmagic.app/blog/app-launch-video Last updated: 2026-10-23 A mobile app launch video lives where your users already are: in a vertical feed, on a phone, usually with the sound off. That makes it different from a desktop software video. The screen is small, attention is short, and the app has to look good the moment it appears. This guide is for anyone launching an iOS or Android app, or a big update to one. It covers what to show, a structure you can copy, and how a launch video differs from the preview videos in the app stores. > **The short version:** 20 to 30 seconds, vertical first, your app on screen within three seconds, one gesture or result per scene, and a clear "download" ending. ## Who this is for - Indie developers shipping a new iOS or Android app - Teams announcing a redesign or a feature that changes the core experience - Makers launching an app on Product Hunt, X, TikTok or Reels ## Launch video vs app store preview These are two different videos, and it helps to plan both: - A **launch video** is marketing. It can use text, music, brand colours, device frames and motion around your screens. It goes on social feeds, Product Hunt, your website and in announcements. - An **app store preview** lives on your App Store or Google Play listing. Each store has its own rules for length, format and what the footage must show. Apple, for example, expects previews to be captured from the app itself. Check each store's current guidelines before you make one. Many teams build the launch video first, then reuse the strongest screen moments for the store preview. ## A 30 second structure - **0 to 3 s, the hook.** The phone appears with your app already open on its best screen, plus one line of text naming the problem. - **3 to 6 s, the name.** App icon, name and one line on what it does. - **6 to 22 s, three moments.** One gesture or result per scene: a tap, a swipe, the thing that happens. Write each benefit on screen in a few words. - **22 to 26 s, the proof.** Your rating, a real review line, or a "new in this version" highlight, only if it's true. - **26 to 30 s, the ending.** "Download on the App Store" or "Get it on Google Play", your icon and the name. ## Make the phone screen readable - **Go big.** On a phone, a phone inside a video is small. Fill most of the frame with the device, or crop to the part of the screen that matters. - **Slow the interaction down.** Real taps happen faster than viewers can follow. Hold each result for a beat. - **Use your real UI.** Screenshots or a screen recording of the actual app build trust. Remove test accounts and placeholder content first. - **Mind the notch and home bar.** Keep important UI and text away from the top and bottom edges of the screen. ## Vertical first, then the rest Build the 9:16 version first, because TikTok, Reels and Shorts are where most app discovery happens. Then export: - **16:9** for Product Hunt, YouTube and X - **1:1** for LinkedIn and feed posts See our [guide to launch video length by platform](https://filmagic.app/blog/launch-video-length-by-platform) for the details. ## Common mistakes - **A long logo intro.** In a vertical feed, three seconds without the app is a swipe away. - **Showing every screen.** Pick the three moments that make someone want to try it. - **Device frames that hide the UI.** The phone should frame the app, not shrink it. - **No store badge or link.** End with exactly where to get it. ## Make yours from your link [Filmagic](https://filmagic.app/) has phone-first templates that put your app screens inside a realistic device, add motion and music, and export 9:16, 16:9 and 1:1 from one edit. Paste your app's website, drop in your screenshots, and edit any line. See the [launch video templates](https://filmagic.app/templates), including the 3D device mockups. ## Frequently asked questions ### How long should an app launch video be? 20 to 30 seconds works for most apps. It is long enough for three clear moments and short enough for vertical feeds, where viewers decide in a couple of seconds. ### Can I use my launch video as my App Store preview? Usually not as it is. App store previews have their own rules for length, format and footage. Apple expects previews to show the app itself. Reuse your best screen moments, but check each store's current guidelines. ### Should I use a device mockup or a plain screen recording? A device frame makes the video read as "an app" at a glance and looks good in feeds. Keep the device large so the interface stays readable on a phone. ### Which format should I make first? Vertical (9:16). Most app discovery happens on TikTok, Reels and Shorts. Then export 16:9 for Product Hunt and YouTube, and 1:1 for LinkedIn. ## Related - [FlexClip vs Filmagic for launch videos: an all-round editor or a trailer from your link?](https://filmagic.app/blog/flexclip-vs-filmagic) - [Fliki vs Filmagic for launch videos: a voiced explainer or a product trailer?](https://filmagic.app/blog/fliki-vs-filmagic) - [VEED vs Filmagic for launch videos: an online editor or a trailer from your link?](https://filmagic.app/blog/veed-vs-filmagic)