How to make a product launch video, step by step
A product launch video has one job, which is to make people who have never heard of your product understand, in well under a minute, why they should look closer. Most of the work that decides whether it does that happens before anything moves on screen.
1. Write the one message
Finish this sentence before you think about visuals: "[Product] helps [who] [do what], without [the old pain]." A video that tries to say three things leaves viewers remembering none of them, so pick the single change your product makes for people and let your website carry the rest.
2. Pick the length from where it will play
Short wins for launches. Wistia's analysis of more than 13 million videos found that videos under a minute average a 52% engagement rate, with product videos in that range around 50% (Wistia), and LinkedIn recommends 15 to 30 seconds for video ads (LinkedIn Help). A good default is a 30-second main cut for the launch post and a 15-second cut for social, keeping 60 seconds for a landing page where people have chosen to watch. There's more on this in how long a demo video should be.
3. Use a structure that scales
| Beat | 15 seconds | 30 seconds | 60 seconds |
|---|---|---|---|
| Hook: the product or the problem, no logo intro | 0 to 2s | 0 to 3s | 0 to 5s |
| The shift: what's different now | folded into the hook | 3 to 8s | 5 to 15s |
| Product in action: two or three real screens | 2 to 11s | 8 to 24s | 15 to 45s |
| Proof or difference: one fact, one result | skip | skip or one line | 45 to 52s |
| Name and address | 11 to 15s | 24 to 30s | 52 to 60s |
The fill-in version, with on-screen text for each beat, is in the launch video script template.
4. Gather the assets
- Your headline and one-sentence pitch, which become the opening and closing lines.
- Three to five real product screens at full resolution, with realistic data rather than placeholder text.
- Logo, colours and fonts, so the video looks like it came from your team.
- Music you're allowed to use. See music for product videos before you grab a track you like.
- The call to action, which for a launch is almost always your address.
5. Make it work with the sound off
Feeds and landing pages mostly play video muted, and muted autoplay is the only kind browsers always allow (Chrome for Developers). Put the key words on screen and treat sound as a bonus for the people who turn it on.
6. Choose how to produce it
| Route | Good when |
|---|---|
| Agency or freelancer | You want live action, a bespoke story or a flagship film, and have weeks and a budget (see what a product video costs). |
| Screen recording, polished | The launch is best shown as a click-by-click flow inside the app (see how to record a demo video). |
| Generated from your website | You want a short branded motion video in minutes, and probably more than one. |
Teasr is the third route: paste your site, pick 15, 30, 45 or 60 seconds, and it makes a motion video in your brand, with music composed for it, in about 10 minutes, from €19.50. It isn't the right tool if your launch needs a person on camera or a logged-in flow that isn't shown anywhere on your site. You can see what it makes in the gallery.
7. Launch day checklist
- Upload the MP4 natively to X, LinkedIn and Threads so it plays in the feed.
- For Product Hunt, upload to YouTube first, since only YouTube links are supported (Product Hunt Help Center).
- Put a muted loop at the top of your landing page (how to do that well).
- Post a 15-second teaser a day or two before.
- Pin the launch post, and reply to everyone who comments.