If you’ve ever browsed the App Store looking for a new app, you’ve probably seen it without even noticing.

A short sentence tucked neatly under the screenshots, right above the description. Blink and you might miss it. Yet for developers, this space — the Promotional Text — has quietly become one of the most effective tools to win over users in 2025.

More Than Just Text

For years, developers relied on long descriptions, keyword strategies, and design elements like icons and screenshots to make an impression. Those elements still matter, but they’re static — they don’t change without a new app release. Promotional Text is different. It can be updated in hours. No builds, no approvals, no delays. That flexibility makes it the most agile messaging space on the App Store.

It’s also highly visible. Positioned right below your screenshots, it sits in what marketers like to call “the golden shelf” — the spot users look at when they’re scanning a page quickly. On mobile devices, only the first ~70 characters are visible without tapping More, which makes every word count.

Why Developers Should Care

Numbers tell the story. Tests consistently show that a well-written promotional text can lift conversion rates by 15–30%. When you run A/B experiments with different calls to action, urgency triggers, or emotional appeals, the uplift can go even higher. For indie developers and big studios alike, that’s a difference you can measure in thousands of installs.

And unlike other ASO elements, Promotional Text isn’t about visibility in search. It’s not indexed. It won’t get you discovered. But that’s not its purpose. Its job is to persuade the users who are already on your page — the ones who are most likely to install. Platforms such as ASOMobile help developers align keyword work, metadata, and conversion optimization in one cycle.

Crafting the Message

So, what makes a great Promotional Text? The best ones are simple, clear, and user-centered. A reminder that a bug has been fixed, a quick note about a new feature, or a seasonal promotion tied to a holiday. These small signals show that the app is alive, improving, and worth trusting.

Consider the difference between:

• Functionality updated
• “We’ve added dark mode based on your feedback.

The second line feels human. It acknowledges the user, provides context, and creates value in less than 70 characters. That’s the art of Promotional Text — packing relevance and empathy into a handful of words.

The Takeaway

Promotional Text won’t change your app’s visibility in search. But it will change the way people perceive your app once they’ve already landed on your page. And in a crowded market, that final nudge is often the difference between an impression and an install.

In 2025, three short lines can carry more weight than thousands of characters in your description. The smartest developers already know this. The rest are catching up.

Frequently Asked Questions

What is App Store Promotional Text, and why does it matter?
Promotional Text is a short, editable message that appears under your screenshots and above your app description. It matters because it’s the most flexible way to persuade users who are already on your page to install your app.

How is Promotional Text different from the app description?
Unlike descriptions, which require a new version to update, Promotional Text can be changed instantly without resubmitting your app. This makes it a powerful tool for running updates, seasonal notes, or quick promotions.

Does Promotional Text help with search rankings?
No, Promotional Text is not indexed for search optimization. It doesn’t help you get discovered, but it helps increase installs by persuading users who are already viewing your app page.

Where is Promotional Text shown on the App Store?
It appears right under your screenshots and above the app description. This spot is highly visible on mobile, but only about 70 characters show before users have to tap “More.”

What makes Promotional Text effective?
Great Promotional Text is clear, human, and user-centered. A short note about a new feature, bug fix, or special promotion can show users your app is active and responsive.

Can Promotional Text really increase installs?
Yes. Studies suggest that well-written Promotional Text can lift conversion rates by 15–30%, and A/B testing different approaches may improve results even further.

How often should developers update their Promotional Text?
You can update it as often as needed—such as during feature launches, bug fixes, or seasonal campaigns. Using this agility keeps the app page fresh and relevant.

What are common mistakes developers make with Promotional Text?
Developers often use vague, generic phrases or waste space with filler text. Instead, focus on showing value, urgency, or user benefits in the first 70 characters.

Is Promotional Text useful for both indie and big developers?
Absolutely. Indie creators can build trust and show responsiveness, while larger studios can highlight frequent updates, new modes, or timely events to drive installs.

What’s one practical tip for writing great Promotional Text today?
Start with the user in mind—acknowledge feedback, highlight a small but meaningful improvement, or tie the update to something timely. A single human-centered line can outperform paragraphs of description.