To make an app promo video, choose the platform first, then record the app in the layout that fills that format: a phone screen for 9:16, a desktop window for 16:9. Show one task done start to finish in 15 to 30 seconds, caption every word, and end with where to get the app.
Phone or desktop recording?
The recording should match the shape of the video. A desktop window in a vertical video leaves most of the frame empty or needs heavy cropping.
| You are making | Record | Why |
|---|---|---|
| TikTok, Reels, Shorts video | The phone layout | A phone screen is close to 9:16, so it fills the frame |
| App Store or Google Play preview | The phone (or tablet) itself | Apple only allows screen captures of the app |
| Homepage or YouTube video | A desktop window, 16:9 | It matches the player and shows more of the interface |
| LinkedIn video for a B2B tool | Desktop, cut to 1:1 or 4:5 | Buyers use the tool at a desk; square formats take more feed space |
| A web app on a vertical video | The site's mobile layout | Most web apps have one, and it fills 9:16 without cropping |
If your product is a web app with a good mobile layout, record that layout for vertical videos. A cropped desktop screen is hard to read on a phone.
How long should it be on each platform?
| Platform | What the platform says (checked October 2026) | Practical length |
|---|---|---|
| TikTok ads | Up to 10 minutes (TikTok) | 15 to 30 s |
| Instagram Reels ads | Up to 15 minutes (Meta) | 15 to 30 s |
| YouTube Shorts ads | Up to 3 minutes; only the first 60 seconds play in the Shorts feed; 10 to 30 seconds for action ads (Google) | 15 to 30 s |
| LinkedIn video ads | 3 seconds to 30 minutes; 15 to 30 seconds recommended (LinkedIn) | 15 to 30 s |
| Apple App Store preview | 15 to 30 seconds (Apple) | 15 to 30 s |
| Google Play preview | Only the first 30 seconds autoplay (Google Play) | 30 s or less |
The "practical length" column is our advice, not a platform rule. Shorter is easier to watch to the end, but the video must still show the task done.
A 30 second app promo script
Copy this and replace the brackets.
| Time | On screen | Said and captioned |
|---|---|---|
| 0 to 3 s | The result, or a person holding the phone | "[The result in plain words]." |
| 3 to 7 s | The problem: the old way, or a person reacting | "[Who] usually [pain]." |
| 7 to 14 s | App recording: the first action | "Open [app] and [action]." |
| 14 to 22 s | App recording: the result appears | "[What happens]. [Second benefit]." |
| 22 to 27 s | App recording: one extra detail that sets you apart | "[Detail]." |
| 27 to 30 s | App icon, name and store badges or URL | "[Get it on the App Store and Google Play / Start free at …]." |
How to record the app cleanly
On a phone:
- iPhone: add Screen Recording to Control Center, then start it from there.
- Android: use the screen recorder in Quick Settings on most recent versions.
- Turn on Do Not Disturb and charge the phone, so no banners or low battery icons appear.
- Use a demo account with realistic data. Empty screens look unfinished.
- Tap slowly. Pause 1 second on each result.
- For taps to be visible, add a touch indicator in the edit, or enable "Show taps" in Android's developer options.
On a desktop: see the website demo guide for window size, zoom and test data.
How to add captions
- Caption every spoken word, in short lines of 3 to 6 words.
- Use a bold, plain font with an outline or a box behind it, so it reads over any screen.
- Keep captions above the bottom area where the platform shows the account name and description. On Instagram Reels, Meta asks you to keep the bottom 35% and the top 14% free of key text.
- Put a caption on the first frame. The hook should work with the sound off.
The video ad specs page has each platform's safe zones.
Should a person appear in an app promo?
A person at the start makes the video look like a post rather than an ad. It also shows who the app is for: a runner, a parent, a sales rep. After 2 or 3 seconds, the app should take over the screen. A person over the app (a circle in the corner, or a cut-out) keeps the face while the app plays. Keep the person out of App Store previews.
Doing this with distrorig
distrorig makes marketing videos for software: an AI agent uses your product and records it, an AI creator introduces it on camera, and an AI voice narrates. For a web app, the agent can record in a phone layout (a mobile browser), so the product shows its mobile design and fills a 9:16 video. A fingertip shows each tap. Captions come in 6 styles, and you can post to TikTok or YouTube from distrorig. See app promo videos.
The agent cannot operate native iOS or Android apps. For a native app, record the phone yourself as above, and upload the recording to distrorig as product footage if you want the creator shots and captions.