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App Store Connect

How to Write App Store Promotional Text

Learn how to use the 170-character promotional text field in App Store Connect. Update it anytime without App Review to promote features, sales, and seasonal campaigns.

5 steps
2 min read
Table of Contents
1

Understand what promotional text is

Promotional text is a 170-character field that appears at the top of your App Store description. Unlike other metadata fields, it can be updated at any time without requiring a new app version or App Review. This makes it ideal for time-sensitive messaging like holiday promotions, new feature announcements, or seasonal campaigns.

2

Navigate to the promotional text field

In App Store Connect, go to your app > App Store tab > select the version > scroll to the Promotional Text field under the relevant localization. You can also update it via the API for automation.

3

Write benefit-focused copy

Lead with your strongest value proposition or current promotion. Use action verbs and specific benefits: "Track expenses in 3 taps. New: AI-powered receipt scanning saves 2 hours/week." Avoid vague claims like "Best app ever"—specific benefits convert better.

Tip: The first 70 characters are visible without expanding the description, so front-load the most important message.

4

Use it for time-sensitive messaging

Since promotional text does not require App Review, it is perfect for:

  • Holiday promotions ("50% off Premium this Black Friday—ends Monday")
  • Feature launches ("NEW: Dark mode is here. Update now for the best experience.")
  • Awards and milestones ("Voted #1 Budget App 2026 by TechCrunch")
  • Seasonal content ("New Year resolution tracker now live—start your goals today")
5

Localize promotional text for each market

Each localization has its own promotional text field. Tailor messaging for cultural events and holidays that differ by region. AppDrift's AI translation can adapt your promotional text across 40+ languages while preserving the intent and tone, and batch updates let you push changes to all markets simultaneously.

Common Errors & Solutions

Treating promotional text like a permanent description

Solution: Update it regularly. Stale promotional text (especially referencing past events) looks unprofessional. Set a calendar reminder to refresh it monthly.

Exceeding 170 characters

Solution: App Store Connect will not let you save text longer than 170 characters. Draft in a character counter first, then paste into the field.

Related

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Frequently Asked Questions

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