How to write an app description
The long description allows 4000 characters, but users only see the first three lines before "Read more": say what the app does and who it is for there. Then list features as short bullets; repeating the keyword 3-5 times in natural sentences is enough. In the global sample (6.000 apps) long descriptions average 2382 characters and 4% ship with a description that is too short.
Data source: Shotyend ASO Index — a global sample of 6.000 apps compiled from public Google Play listing data on 2026-09-05.
The first three lines decide everything
Users only see three lines before the 'read more' fold. Use them to say what the product is, who it is for and the single benefit. Awards, company history and campaigns do not belong there.
Template
- Lines 1-3: who it is for, what it does, the benefit
- Features: 5-8 one-line bullets, each starting with a verb
- Use case: two short paragraphs from the user's day
- Social proof: user count, award or press mention
- Close: one clear call to action and a support address
Keyword placement
Use the main keyword once in the opening paragraph, once in the feature list and once in the closing. Repeating it ten times does not lift ranking, it only hurts readability. Sprinkle synonyms — store search matches near meanings too.
Update rhythm
Do not confuse the description with release notes. Review the description quarterly and change one thing at a time so you can measure the effect.
Frequently asked questions
How long can the description be?
Up to 4000 characters, but users only see the first three lines before tapping "Read more".
What goes in the first three lines?
What the app does and who it is for. This block affects both conversion and search matching more than anything else in the description.
Can I use bullet points?
Yes, short bullets improve readability; keep one benefit per bullet.
What keyword density should I aim for?
Three to five natural repetitions is enough; stacking terms in a list is a policy violation.
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