Launch video script template (15, 30 and 60 seconds)
A launch video script is mostly a timing problem: you have a handful of seconds and need to spend them on the right things in the right order. These templates give you the order and the timings, and you fill in your product.
Before you write: three rules
- Write for the sound off. The story should work from on-screen text alone. Even Apple, whose App Store previews start muted, suggests on-screen text for context (Apple Developer).
- Keep each line to three to six words, and hold it on screen for at least two seconds. If you have a voiceover, a common rule of thumb is about two to three spoken words per second.
- Write the ending first. Decide what people should do after watching, usually visit your address, and work backwards.
The 15-second template
| Time | On screen | What it shows |
|---|---|---|
| 0 to 2s | [The outcome, in four words] | The product's best screen, already moving |
| 2 to 11s | [Step one] / [Step two] / [Result] | Two or three quick product moments |
| 11 to 15s | [Product name] / [your-address.com] | Logo and address |
The 30-second template
| Time | On screen | What it shows |
|---|---|---|
| 0 to 3s | [The problem, or the outcome] | A strong product visual or the pain point |
| 3 to 8s | [Meet Product]: [one-sentence pitch] | The product name arriving with the main screen |
| 8 to 24s | [Benefit one] / [Benefit two] / [Benefit three] | One real screen per benefit |
| 24 to 30s | [Call to action] / [your-address.com] | Name, address, and an offer if you have one |
The 60-second template
| Time | On screen | What it shows |
|---|---|---|
| 0 to 5s | [The outcome, boldly] | The product at its best |
| 5 to 15s | [How it used to be] / [How it is now] | The old way against the new |
| 15 to 45s | [Step] / [Step] / [Step] / [What makes it different] | The core workflow, three or four screens |
| 45 to 52s | [One proof point: a customer, a number, a quote] | Logos, a metric or a short quote |
| 52 to 60s | [Call to action] / [your-address.com] | Name and address |
For most launches the 30-second version is the one to write first. Wistia found videos under a minute average a 52% engagement rate (Wistia), and LinkedIn recommends 15 to 30 seconds for video ads (LinkedIn Help).
A worked example
For a made-up invoicing app called Ledgerly, the 30-second script might read: "Invoices take you an hour" (0 to 3s), "Meet Ledgerly: invoices in ten seconds" (3 to 8s), "Pick a client / Add the hours / Send" (8 to 24s), "Free for your first ten invoices / ledgerly.app" (24 to 30s). Notice what's missing: no list of integrations, no founding story, no adjectives like "powerful" or "seamless".
Check it before you produce it
- Read it aloud with a timer. If it runs long, cut a benefit rather than speeding up.
- Show it to someone who doesn't know the product and ask them what it does. If they can't say, rewrite the first eight seconds.
- Make sure every line has a screen to go with it.
Turning the script into a video
You can hand this to a motion designer, build it yourself in an editor, or give the gist to Teasr as a note, for example "open with 'Invoices in ten seconds', end on the free plan". Teasr writes its own script from your website, follows your note and makes the video in your brand in about 10 minutes, from €19.50. For a script that walks through the product rather than announcing it, see product demo video scripts.