App Store Promotional Text: The 170 Characters Most Apps Waste
Promotional text is the only piece of your App Store listing you can change without review. Most apps never touch it.
You get 170 characters, it sits above the description, and Apple lets you update it without re-submitting for review. That last bit alone makes it the single most flexible marketing asset you own on iOS.
What goes in it
Time-sensitive announcements, sale pricing, launch news, limited features. Anything where "we'd need a review cycle to say this" would otherwise block you.
What to avoid
- Evergreen copy that should live in the description.
- Keywords (Apple doesn't index promotional text for search).
- Long lists — 170 characters is one sharp sentence, tops.
A cadence that works
Rotate it monthly at minimum. Tie changes to campaigns, holidays, or a new feature you just shipped. If it's the same text for 6 months, you're wasting a slot.
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