App Store Promotional Text vs. Description: How to Use Both

Quick answer: App Store promotional text is an optional 170-character field shown above your description. Unlike the description, you can change it at any time without submitting a new app version. Apple says it doesn't affect search ranking, so don't fill it with keywords. Use it for timely messages instead: sales, new features, seasonal content, events and upcoming releases.

Apple added promotional text so developers could tell visitors what's new without waiting for App Review on a new build. In Apple's words, it lets you "inform your App Store visitors of any current app features without requiring an updated submission."

The essentials:

• Length: up to 170 characters per localization.
• Placement: at the top of the description area on your product page, so it's the first text block people see under your screenshots.
• Editing: change it whenever you like in App Store Connect; no new version needed.
• Search: Apple states that promotional text "doesn't affect your app's search ranking."
• Rules: it still has to follow the App Review Guidelines, so no misleading claims or content that doesn't match the app.

The practical split is simple. The App Store description explains what your app is and does, and should stay accurate for months. Promotional text answers "why download it now?" and should change as often as you have something real to say.

Because promotional text sits above the description, its first words are often the only text a visitor reads. Make them count.

1. Limited-time sales. Apple itself suggests promotional text for "limited-time sales." Name the offer and the end date.
2. New features. Announce what just shipped in plain language, especially if it answers a common review complaint.
3. Seasonal content. Holiday recipes, summer travel tools, back-to-school features. Pair it with seasonal App Store screenshots when the season is big for you.
4. In-app events. Support an App Store in-app event with a line that tells visitors when it starts.
5. Upcoming features. Apple also mentions "upcoming features." Tease what's coming if you're confident about it.
6. Trial or onboarding offers. Explain what the free trial includes so new users know what to expect.
7. Real recognition. An award or a notable press mention, only if it's true and current.
8. Campaign-specific messages. On a custom product page, match the promotional text to the ad or link that sent people there.

These examples are written for hypothetical apps. Each one stays under 170 characters and leads with the news.

Every example is specific: a date, a number, a named feature or a clear reason to act now. That's what separates useful promotional text from a second tagline.

• Front-load the news. Start with "New:", the offer, or the event name. Only the opening words are guaranteed to be seen.
• One message at a time. A sale plus a feature plus an award in 170 characters reads like noise.
• Use dates and numbers. "Ends Sunday" or "60 new recipes" is more convincing than "limited time" or "tons of content."
• Keep it true. If the sale ends, change the text the same day. An expired offer makes your page look abandoned.
• Don't stuff keywords. Apple says promotional text doesn't affect ranking, so keywords here only cost readability. Put them in the keywords field instead.
• Localize it. Each localization has its own 170 characters. A US Thanksgiving promotion makes no sense in Germany.
• Keep an evergreen fallback. When nothing is happening, use a strong one-line value statement rather than leaving stale copy up.

1. Open your app in App Store Connect and go to the current version's page.
2. Choose the localization you want to edit.
3. Edit the Promotional Text field and save.
4. Repeat for each localization, or leave some on the evergreen fallback.

Keep a simple log with the date and text of each change. Comparing it with product page conversion in App Store Connect Analytics shows you which messages coincided with better results, though seasonality and marketing pushes also play a part.

Is there a Google Play equivalent?

Not exactly. Google Play's 80-character short description sits in a similar spot and can be changed through your store listing, but it's also a core part of how your listing reads, so frequent changes are riskier. For timely campaigns, Play Console offers promotional content for all games and for apps that meet Google's eligibility criteria. See our guide to the Google Play short description for details.

For how promotional text fits with the rest of your metadata, see the App Store Optimization guide.