Guide
What is a product launch video? A short guide
A product launch video is a short film, usually 15 to 60 seconds, that introduces a new product or a major release. It states the problem, shows the product solving it and ends with one call to action. Teams use it on launch day, on the homepage, in ads and in Product Hunt galleries.
A product launch video is a short film that tells people something new exists. It usually introduces a new product, or a major release of an existing one, in under a minute. Its job is to make a stranger understand what the product does and why it matters, and to give them one thing to do next, such as visit the page or start a trial.
This guide explains what a launch video contains, where it is used, and how it differs from the other kinds of product video. It is our own guidance from making launch films for software teams.
What a launch video contains
Most launch videos follow the same four parts, in this order.
- The problem. A few seconds that show what is wrong today: the slow spreadsheet, the chasing of late payments, the bug that eats a whole afternoon. The viewer should recognise their own situation.
- The product. The name and the one-line promise, shown on the real interface if you have one. Keep the name on screen long enough to read.
- The result. The moment the problem goes away, shown in the product. A launch video is strongest when it shows the outcome rather than describing it.
- The call to action. One next step: start free, join the waitlist or see the launch. Hold it on screen for two seconds.
Our guide on how to write a product launch video script turns these four parts into lines for a voiceover, and the storyboard guide shows how to plan them shot by shot.
Where a launch video is used
- The homepage, near the top, where it explains the product before a visitor reads a paragraph.
- Launch day posts on X, LinkedIn and Product Hunt, as the first thing people see.
- Paid ads, in short cuts of 6 to 15 seconds with different openings to test.
- Sales emails and onboarding, where a short film can replace a long first message.
- The changelog or release page, for a major release rather than a small update.
Each place needs a different shape. The video aspect ratios for product launches guide explains which format goes where.
How it differs from a demo and an explainer
These three are often confused, and the difference matters because each one fails when used for the wrong job.
- A launch video introduces. It is short, it leads with the problem and it does not teach every step.
- A demo video teaches. It follows one real workflow from start to finish, for people who are already interested.
- An explainer explains how a product works in a few steps, usually for people who need the basics before they decide.
If you can only make one film, make the launch video, because it reaches the most people. Then make a demo for the people who want more. See our note on product video vs demo video vs explainer for more detail.
What makes a launch video work
Keep it short, lead with the problem and show the product doing the work. Use the real interface rather than abstract graphics, because a stranger trusts what they can see. Do not claim things the product cannot do, and do not use numbers you cannot back up. Put the words on screen as well as in the voice, because many people watch with the sound off.
When to have one made
A launch video is worth having made when you want it to look like the product, need every format at once, and do not have the days it takes to edit it yourself. We make launch films from your real product: you approve a free storyboard first and watch a private preview before you pay. See the launch video page for our packages and prices.
Frequently asked questions
How long should a product launch video be?
Most launch videos work best at 15 to 30 seconds for the homepage and social, and up to 60 seconds for a full launch film. A longer launch film can be cut into shorter ones for ads and posts. Start with the shortest version that still says what the product does.
What is the difference between a launch video and a demo video?
A launch video says that something new exists and why it matters. A demo video shows how one workflow works, step by step, for someone who is already interested. Launch videos are short and emotional, and demos are longer and practical.
Do I need a launch video if I already have a demo?
Usually yes. The demo is for people who want to see the product working. The launch video is for the much larger group who have never heard of it, and it works where a demo is too long, such as ads, social posts and the top of a homepage.
When should a launch video go out?
On launch day, at the same time as the product page, the Product Hunt listing and the first post. Have the film ready a day or two before, so the team can share it early and answer questions on the day.
Keep reading
How to write a product launch video script
Write a launch video script in four beats: hook, product, proof, close. Includes word counts for 15, 30 and 60 seconds and a template you can fill in.
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.
Video aspect ratios for a product launch
You usually need 16:9, 9:16, 1:1 and 4:5. Here is where each fits, how to lay them out instead of cropping, and why to check platform specs before exporting.
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