Long App description
A meaningful description makes the app stand out from other apps in the store and motivates target customers to download it.
The most important things first: the most important information should ideally be placed in the first three lines, because the remaining lines will be hidden by "show more"
The app in a nutshell: 3000 characters to sum up why the app offers decisive added value in satisfying a customer's needs
Convince with arguments: focus on the functions and advantages the app offers its users
Make recommendations visible: integrating "social evidence" such as previous prizes, reviews, awards, customer recommendations, blog posts, and recommendations via social media increases credibility and persuasiveness.
Differences between Google and Apple:
In the Google Play store, the most important keywords must appear 3-5 times in the app description to be considered relevant by Google. With Apple, the description is not indexed, i.e. the description is only indirectly relevant for search results. Nevertheless, it is advisable to integrate important keywords here as well.
The app store descriptions in the Google and Apple stores should definitely not be identical. It is important not to use keyword spamming, because Google has a lot of experience with its algorithm and will evaluate this as negative just like on a website.