Feature Snapshot Press Kit: 1‑Page Media & Agent Assets to Ship With Every Feature

Treat the press kit like a single fact-sheet that serves three audiences at once: human press (journalists, bloggers), visual channels (app stores, social), and machines (search, AI agents, data aggregators). Keep it to one printed page or a single HTML endpoint; short formats are more likely to be read and programmatically scraped.

A minimal, battle-tested pack includes: a 50–120 word lead (news hook + one‑line benefit), structured JSON‑LD (schema.org) to make the update discoverable, three screenshots (hook, core flow, result), a 15‑second micro‑video script, a two‑line telemetry summary (key metrics + directional change), and contact/boilerplate. Each element solves a real discovery problem: copy sells the story to editors, screenshots sell the visual for app stores and social, JSON‑LD feeds search/AI agents, and telemetry gives reporters quick validation.

Front-load the news hook. Open with: what shipped, who benefits, and a single quantifiable outcome or promise (for example: “Now auto‑syncs invoices, saving an average customer 3 hours/week”). Keep the whole body between 300–500 words if you include a full press release; the snapshot should be 50–120 words.

Add JSON‑LD alongside the human copy so crawling bots and AI agents can parse the update correctly. Use schema.org types: NewsArticle for announcements, plus SoftwareApplication or Product for feature metadata. Include headline, datePublished, description, mainEntityOfPage (URL to the feature page), author, and potentialAction fields when relevant. Validate JSON‑LD with Google’s Rich Results / Structured Data testing tools before shipping to avoid broken markup.

Limit to three images: 1) Hook — the promise in one sentence with a UI close‑up, 2) Core Flow — a quick sequence showing the user action, 3) Outcome — the result or KPI screen (report, confirmation, success state). Use large, 3–7 word captions and ensure legibility at thumbnail sizes: high contrast, WCAG‑aware text, and device framing when needed.

Technical specifics matter: upload the largest device size your store requires and test how thumbnails crop. Keep copy short and concrete (e.g., “Autosave drafts — never lose ideas”). If you use the same pack for media outreach and app stores, export both a press‑quality PNG (3000px wide) and store‑optimized versions following Apple/Google sizing guidelines.

A micro‑video is the fastest way to show motion and context. Structure 15 seconds as: 0–3s hook (problem), 3–10s demo (one linear step), 10–15s payoff + CTA. Keep voiceover lean and use on‑screen captions because many viewers mute videos. For example: “Tired of manual invoices? (0–3s) Tap ‘Auto‑Invoice’ → select client → send (3–10s). Done — 3 hours saved per week (10–15s).”

For export, deliver a 15s MP4 H.264 at 1080×1920 (portrait) and a 16:9 widescreen cut for social. Provide a raw screen‑record (no overlays) plus a finished export with captions and a 3–5 second logo/CTA frame. This lets journalists and partners re‑cut quickly and gives AI video indexers multiple inputs.

Keep telemetry short and factual: two to three metrics with context (metric name, current value, change vs. baseline, sample size/time window). Example: “Beta users: 1,200; feature adoption: 18% of active users (week 1); NPS lift in trial group: +6.” Avoid raw PII or unstable metrics that are likely to be misinterpreted.

Make the kit repeatable. Add a single checklist into your release workflow or product PR template so every merged feature triggers the press‑kit task: capture 3 screenshots, record a 15s screen capture, generate JSON‑LD, and populate the telemetry snippet. Store the completed pack at a stable URL under your product site and link it in changelogs, release emails, and your team’s launch checklist (AppWispr teams use centralized pockets to host packs and keep versions).