Guide
How to write a product launch video script
Write a launch video script in four beats: a hook that names the problem or result, the product in one line, one or two moments of it working, and a close with one action. For voiceover, plan roughly 2 to 2.5 words per second, so about 45 words for 20 seconds.
A launch video script is shorter than most people expect. You are not writing a speech. You are choosing the few words that go on screen and in the voiceover, and each one has to earn its place.
Start with one sentence
Before you write a line, write one sentence that finishes "After watching, people should remember that…". If you cannot finish it, the video has no job yet. Everything in the script supports that sentence, and anything that does not is cut.
The four beats
Almost every good launch video follows the same shape.
- Hook. The problem in the viewer's words, or the result they will get. It runs about three seconds.
- The product. Your real interface appears, with one line saying what it is.
- Proof. One or two moments of the product working: where you start, the key action, the result.
- The close. One action, and your link on screen.
The first beat decides whether anyone watches the rest, so write it first and write it several ways.
How many words you have
If you use voiceover, a comfortable pace is roughly 130 to 160 words a minute, or about 2 to 2.5 words a second. Plan for the lower end, because pauses and screen moments need room.
| Length | Voiceover words | Beats |
|---|---|---|
| 6 seconds | 10 to 15 | Hook and link |
| 15 seconds | 30 to 35 | Hook, product, one proof, close |
| 20 seconds | 45 to 55 | All four beats |
| 30 seconds | 65 to 75 | All four beats, two proofs |
| 60 seconds | 130 to 150 | A fuller flow with a result |
If the screen tells part of the story, use fewer words than this. A script that fills every second sounds rushed.
A template to fill in
Hook: [The problem, or the result, in the viewer's words.] Product: [Name] is [what it is] for [who it is for]. Proof 1: [Where the user starts.] Proof 2: [The key action and its result.] Close: [One instruction.] [Your link.]
An example, for a made-up product so that nothing here claims a real result:
Hook: Weekly reports shouldn't take two hours. Product: ExampleApp builds them from your data. Proof: Pick a team. Pick a week. The report is ready. Close: Try it free at exampleapp.com.
That is about 30 words, which fits a 15-second film with room to breathe.
Write for two audiences
Some viewers will hear the voiceover. Many will not, because most feeds start videos muted. So:
- Put a short, complete line on screen in every scene.
- Make the voiceover support the text, not read every word of it.
- Check that the film still makes sense with the sound off. See how to caption a muted product video.
Edit hard
Read the script aloud and cut:
- the company name from the first line
- adjectives such as "powerful" and "seamless", which prove nothing
- any claim you could not back up
- anything that is a feature list, when it could be one result
Then turn it into a storyboard so you can see the whole film on one page. Our guide to what a storyboard is has the template, and the Product Hunt launch video guide has a longer shot list.
Common mistakes
- Opening with a logo or a long intro.
- Several ideas in one video.
- Voiceover that reads the on-screen text word for word.
- A close with three different actions. Pick one.
If you would rather have the script, film and launch posts made together, our Launch Day package covers all three from one storyboard.
Frequently asked questions
How many words should a 30-second video script have?
About 65 to 75 words for voiceover at a comfortable pace of roughly 130 to 160 words a minute. If your screen already tells part of the story, use fewer words and let the visuals carry it. A slightly under-filled script sounds better than a rushed one.
Should the script start with the product name?
No. Start with the problem or the result the viewer cares about. Name the product after you have earned a few seconds of attention. Starting with a logo or the company name gives people a reason to scroll, because nothing in it is about them yet.
Do I need a voiceover for a launch video?
It is optional, but it makes a film feel finished. Most feeds start videos muted, so the on-screen text and captions must carry the story either way. Make one version with voice and one with music only, and use whichever suits the platform.
How do I write a script for a video I will show on mute?
Write the on-screen text first. Each scene should have a short line that works alone, because many viewers will never hear the voiceover. Then add voiceover that supports the text, not a repeat of every word.
Try it free
Launch video script and storyboard builder
Answer a few questions and get a six-scene script and storyboard for your launch video.
Product Hunt tagline and launch copy writer
A tagline, description, first comment and launch posts, with live character counts.
Keep reading
What is a product video storyboard? (with a template)
A storyboard is a one-page plan of every scene, the words on screen and the voiceover, approved before filming. Here is what goes in it, with a free template.
How long should a product demo video be?
Match the length to the job: 6 seconds to get noticed, 15 to explain, 20 to 40 for a launch film, 60 to 90 for a demo. Here is how to choose.
Want it made for you? Launch Day, $449
The main film for launch day, plus the short cuts, images and posts that go out with it. Built for Product Hunt, X and LinkedIn. You see a storyboard and a private preview first, and pay only once you are happy.
See what's in Launch Day or get a free storyboard →