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For the most parts these are not really fails per say, we’re oversimplifying here. Some “Clickbait” so you would look at this section. That said, the poster frames below have most likely not be set on purpose or really thought through. And we see some room for improvement!


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The frame chosen here does not really reflect the “essence” of Walmart and what you can do with the app. Instead it focuses on one theme (Open-Air Affair) rather than showing different products from the store.

It doesn’t help that the holiday season is probably not when people are looking for outdoor furniture.


It looks like Venmo did not change the default poster frame. It could be interesting to show the UI, however a few things are not ideal here:

  • The UI shown between the poster frame and the 1st screenshot is very similar, besides the emojis;
  • It is fairly hard to read/understand when small;
  • If you can read, then it’s too bad to have just “XL” in the field instead of “XL 🍕🍕🍕” which makes much more sense.

We think it could be interesting to place a very short video sequence where Venmo would select a more compelling frame (maybe with big copy).


This poster frame has to be something that was overlooked: it is set in the middle of a swipe. Choosing a frame just slightly before might have allowed showing two famous titles they carry at the same time, and that could have been interesting.

But here, it feels like a missed opportunity to convey more about what the app brings.


GrubHub is pretty well known, and it can make sense to display the logo again as the poster frame to reinforce branding.

However, we think that 2 small things could be improved:

  • When the video starts, we see the text animation that leads to that screen (the poster frame). So for the first seconds of the video, there is not really any added value. It might be best to just have the screen with the text already there and then start the video directly. Or animate just the text, not everything (including the logo) again.
  • The copy is pretty small and hard to read. Because “Grubhub” is already written on the icon and as the app icon, it could be interesting to have only the text “Restaurants you love, delivered” in very big as the poster frame.

It all looks pretty good but if you compare to Yelp’s poster frame and screenshots we talked about earlier, it does not feel as polished and compelling.

Google Home

In its video thumbnail, Google is displaying the same thing as in the first screenshot. And is therefore missing out on an opportunity to show another aspect from the app.

This is also something we see very early in the video (the poster frame is most likely the default one) and in many parts of the video. So maybe choosing one of the frames with copy (like the one “All your compatible smart home devices at your fingertips” – although this is long) could be better. Or showing the living room light adjustment screen.


To us, this App Preview poster frame does not reflect dropbox and what it does.

It has the merit of grabbing attention because of the color, but we feel it could be better. Just select the first text screen “Store & access all your files” and then starting the video from there would probably be best.


It’s pretty clear here that the iPhone X poster frameset is not ideal: it is almost identical to the 2nd screenshot. This is surprising because the iPhone poster frame (below) has been carefully planned.

Just a reminder to set the poster frame for each of your videos!

Happy Glass

We have a somewhat similar thing here, with not much difference between the App Preview poster frame and the 1st screenshot.

If the goal is to show differences between levels, then the gameplay part could be the same but the copy could be different. In the second screenshot it could for example be about how it gets more difficult or how it’s harder than it looks.

Gone Home

This App Preview poster frame shows a screenshot from the gameplay (or from a cinematic sequence).

This is ok, but if you watch the video you’ll see that there could be much better poster frames. For example less than a second before and after there are 2 “social proof” screens that would be great candidates:

  • Same gameplay but overlaid with “The greatest video game love story ever told” – The New York Times;
  • Same gameplay but with awards from a bunch of reviewers.


Last but not least, this one is pretty surprising because it seems it was chosen on purpose (it’s in the first frames of the video).

Yet it is just a blank screen. When there is an Apple Search Ad above (which seems to happen a lot), this is not very compelling.

A lot of other frames, if not all of them, would probably be better.


What can we learn from these examples (and some common sense)? Here are a few tips we put together.

Think about your video poster frame when creating the video

Don’t let your App Preview poster frame be an afterthought.

When you’re writing the script for your App Store video (please do write a script before starting, you will thank us), think about which frame for the video would make a good poster frame.

Think about the poster frame like you would think about a screenshot

As we’ve seen, your poster frame is not much different from your app store screenshots.

It is quickly “replaced” by the autoplaying video, but still displayed for a bit alongside your actual screenshots.

So it makes sense to not only consider the video and its thumbnail, but also how they fit in with the screenshots.

You don’t want the poster frame to:

  • Display the same thing (or something very close to) the first screenshot
  • Look odd amongst the screenshots from a branding or design standpoint

This consideration of “fitting well with the screenshots” is slightly less important for listings with landscape creative assets, as a landscape poster frame will take the full width and less visitors see your first screenshot.

Think about what happens after the poster frame

Videos autoplay on the App Store. Quickly after visitors see your poster frame (unless a competitor video above is playing), they see the start of your video.

If the beginning of your video basically “replays” what’s in your poster frame but with animation, you’re wasting precious time. It’s best to structure things so that people keep seeing and discovering new things about your app as they progress in the video.

Use (short) copy

In most cases, it is smart to use short and powerful copy on your App Preview poster frame. It can help be very explicit about what your app is about.

Just don’t make it too long, as most people won’t have much time to understand what’s written.

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To view more app promotion tips:

Ecommerce App Design: How to Boost Conversions with UI Tips & Microinteractions

How to Use the App Clips Solution to boost Customers Conversion?

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