Rich Format in Google’s Play Store

Chaim Meyer 06 February 2018
Rich Format in Google’s Play Store

While Apple’s rules regarding an app description are strict and don’t allow much room for maneuver, Google is more flexible in its Play Store guidelines. When writing an app’s long and short description for Google Play, you can use rich formatting and emoji’s in your text, which can improve the users’ awareness and engagement.  

What is Rich Formatting?

Rich formatting is, very simply, the usage of Bold, Italic, Underlined and

  • bulleted text.

Sounds trivial to most, however in the ASO world it can make a real difference. Why? Let’s be honest, most of us don’t read an app’s long description. At most we scan through. So, from a quick scan of two texts from the iOS and Google Play descriptions of Slotomania, which sticks out of the page more? I think we can agree that the one of the right is better, and even from a quick glance we can learn more about the app. These elements help us, writers, not only to make the text ‘cleaner’ and easier to read, but can help us magnify certain key elements that we want the reader to focus on. If your text looks chaotic to begin with, the chances of someone reading it are slim. If it’s clear and well organized, on the other hand, you might have something. Translating that to conversions, app developers have more chances of attracting new users when they can point out the best features of their app, even with a fast read.

Embedding Emojis

For real iOS people, this probably sounds like blasphemy. However, Google Play Store has this option, and not to speak in revolutionary terms, it is a game changer. While it is true that on average only 2-3% of users will even get to the long description section, we are still talking about quite a few potential users. Before we saw advantages that can be seen in a quick view. Imagine now what you can do when you add colorful emojis, almost of any sort. Music, animals, hand gestures, plants, flags and more. These emojis have a double effect; they can also draw the user into reading your app description, and they can also best explain your message. Tell us honestly – which is better?

  • You can play this game at home, in your car, on a plane, during a train ride and more


  • You can play this game at home ?, in your car ?, on a plane ?, during a train ride ? and more.

I think we can all agree on the answer…  When you look at a description from afar, the emojis stick out and add a colorful playfulness to the visual.

Why Use It?

Besides better readability as I explained above, its also good for conversions! For example, the folks from Boomerang have managed to increase app page conversion by 16% just by using rich format! Rich format and emojis are not only a great way to transmit your message, but also give you more flexibility in a rather strict world and refresh your brand. However, there are a few things to remember:

  1. Don’t over do it. When everything is highlighted in some way – nothing is highlighted. Focus on your main messages and top features, and make sure they are standing out of the text so even if a reader scans through your text – he’ll be able to see and remember what you wanted him to.
  2. Use the emojis correctly. As they are fun to use, it’s easy to get carried away. Make sure you don’t put too many, for the same previously mentioned reason. As much as they can contribute and ‘save’ a text, they can ruin it equally.
  3. While we are on the subject of emojis, make sure they complement the text. When you talk about premium users, for example, an emoji of a crown ? can be great. That is not the case, however, for an emoji of a dolphin ?. Always think of the user and what you want to project to him/her. Use the right emojis, and use them well.

  Good luck! ??????  

Chaim Meyer
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