Want to create a great product launch video without breaking the bank and discover great examples along the way? Here’s the right blog post for you!
At VEED, a simple, yet powerful, video editor, we're all about creative product launch campaigns that don't break the bank.
You’ll learn:
- About the structure of an effective product launch video
- Where to find great videos for your product launch campaigns
- How to create your product launch video without breaking the bank with examples
Let’s go
What Is The Structure of a Great Product Launch Video?
Truth be told, the elements of what makes a great video ad or commercial also apply to a product launch video for your launch on social and other platforms that works.
In your product launch campaigns, your promo video needs to be short and clear about what you’re launching and to relay the vision and importance of your product.
That said, how do you do these well? As you will later see with our product launch video examples, successful product launch videos tend to have more or less this simple 4-section structure, which is perfect for those on a budget with high marketing goals to achieve:
- An introduction that has visible branding and clearly addresses the pain point
- Demo videos of the main feature that directly solves the pain point
- Demo videos of the subfeatures, introduced by order of relevance based on how they well solve the pain point
- An outro with a clear call-to-action encouraging potential customers to engage with your brand or purchase your product
1. Your Introduction Should Have Visible Branding
Great introductions have these things in common :
- It's a branded video. Introduce your brand name, show your logo somewhere early on, and make sure that you name your newest features. If potential customers are seeing your brand for the first time, make sure that they remember that this product comes from you.
- Start with the pain point. Your potential clients won’t care about your features. They’ll care about the problems you solve and the solutions you’ll create. Introduce, after correctly identifying, the pain point you want to solve and try to position your product as the solution to these problems. Ideally, describe one specific pain point, rather than state too many at once. This keeps the focus on that one main paint point and makes your positioning easy to understand.
- Short and clear. Keep your introductions short relative to the whole product launch video. Don’t delay the most important bit of the launch: your product and features.
2. Position Your Main Feature As The Solution to an Important Problem
As a best practice, your launches should mainly focus on one key feature and branch out toward the other (sub)features. Why? Great video marketing is all about having product launch video content that's uncomplicated and helps you have a focused vision towards this main feature you’re launching. It's definitely not about explaining your entire product.
Branding and product launch videos are fundamentally different. In the former, you need to really articulate the vision and hope that you get clients through that.
With product launch video content, you really want to focus on your product as the solution to a pain point. It shouldn't necessarily increase sales, but it should sell the vision of your product as a solution quite well. This, in turn, helps you get product-based brand awareness.
3. Prioritize The Way You Mention Subfeatures Through Order of Relevance
After introducing the main feature, introduce other subfeatures that are relevant for this product launch.
Introduce your features by order of importance and relevance to the pain point you’re solving. This will help your core message stay strong and memorable. When laying out your structure on features, ask yourself this important question: “Is this new subfeature somehow important for the product launch video?”
If the answer is no, introduce it elsewhere. Anything that isn’t relevant is noise.
4. Your Outro Should Have A Clear Call To Action
I’ll keep this short: end with your branding clearly visible and with a clear call to action (CTA). Branded videos lead to better customer retention.
This can be to try out this new feature or to ask you any questions during the social media campaign if they’re interested. CTAs work. They remind people to interact with you in the end.
Having a strong brand that’s easy to contact will help you turn interested inquiries into finished orders. Most of the time, having a personalized video that feels human leads to great engagement for your social media campaigns.
Where to Find Great Product Launch Videos
Product Hunt is a platform for product launches. On that platform, you can see how brands create their product launch videos.
Crowdfunding platforms like Kickstarter and Indiegogo also have some creative product launch videos on physical products and other types of initiatives.
Many brands also launch on social media channels such as Facebook, Instagram and Twitter. Check those out. Within them, you should also look into specific channels, such as Instagram Stories to see how product launch campaigns happen there.
Social media campaigns can get a bit tactical so make sure to study how competitors do it. Launching on social, after all, is not just uploading a video. Do some media monitoring to track their activities.
How to Create a Great Product Launch Video with Examples
Here are ways on how to create a great product launch video using VEED’s easy-to-use video editor. I’ll include product launch video examples and tips on how you can do all of these things with VEED.
Step 1: Storyboard Your Product Launch Video and Define Your Channels to Launch
Storyboard your video based on the 4-section structure and write your script. The introduction should be short. The longest bit should be the demo videos for the main feature. The outro should be fast with a clear CTA.
If you want a product launch video for conversions, then try to keep the whole thing as short as possible. But shortness should not be at the expense of a poorly-paced video.
Feel free to extend it longer to make the script easier to follow. Nothing’s worse than trying to cram into a video too much information that no one will remember in the end.
And of course, make sure your branding is on point, from your logo to your visuals to the way you introduce the product.
During the storyboarding process, you should ideally also have an idea about where this product launch video will be shown.
A launch on social is a given these days, but it doesn't mean that it's the only thing that you should do. Your social media product launch is just one piece of the puzzle. Whether on Instagram Stories or on LinkedIn, your social media campaign should also be complemented by a PR run to leverage the engagement.
Are you launching on Product Hunt or Indiegogo? Make sure you watch some product launch videos on those platforms to get a sense of what the community in those platforms likes to see.
Of course, you should also think about the multiple video formats and aspect ratios that work best for these channels.
Step 2: Use Screen Recording for Product Demo Videos
Use screen recording demo videos of the features you want to show. Make sure that you perform your product functions seamlessly and that the viewer can easily see the value in it.
If you’re launching a physical product and are strapped on budget, record it with your smartphone. If you’re launching a software product, use VEED’s free easy-to-use screen recording tool to capture your product demo videos.
We’ve just recently launched this feature, so here’s our digital product launch video (a screen recording) on it with VEED’s co-founder, Sabba!
Step 3: Record Yourself and Narrate The Video
This MailerLite digital product launch explainer video effectively introduces the pain point related to creating email flows for better audience engagement and positions MailerLit as the solution to this problem, in many different ways.
The guy does a great job narrating the explainer video and providing the reasons why MailerLite is a great product for email marketing.
While they are using a professional-level camera to record, VEED’s webcam recorder can help you achieve the same effect and create great video content if you’re on a shoestring budget.
You now have clips of yourself and some product feature demo videos. Now, it’s time to edit them together using VEED! Alec did a great tutorial on how to use VEED’s editor to combine video clips together:
Step 4: Add Royalty-Free Music
All right, there are other ways to create effective product launch videos of course. For example, for its app launch on Product Hunt, Parodist relied on upbeat music and text to make some noise (pun intended) on their digital product, which sends voice messages under the voices of different celebrities.
Aside from the feature demo, which had the voice messages, Parodist used royalty-free music to create and sustain the energy and pacing.
On VEED, you can also add background music to your product launch video content:
Step 5: Splice In Stock Footage
Instatus - Get your status page.
Instatus deftly uses stock footage and text to introduce the pain point (i.e. add a status page when your website or software malfunctions) and positions its digital product as the solution to this.
You can find stock videos on Pexels or Videvo for your own product launch video. Just make sure that the videos you include go well with what you’re launching. Otherwise, it could look too random and poorly executed.
Step 6: Add Text Above Your Screen
VEED also lets you add text for your product launch video like for Instatus! Here’s how to do it:
Adding text and the right kind of background music is great for introverts who’d rather not have themselves recorded for their product launch video.
Step 7: Add Effects
I love this product video by Wistia because it references the kitschy infomercials so prevalent throughout the 1980s and 1990s. The result? A zany product video that has tons of personality.
If you can afford to add special effects to create eye catching videos for your product that bring brand awareness, then you can use VEED’s special effects and video filters. Here’s an example of them in action.
Step 8: Create a Dazzling Thumbnail to Show Before Playing
Finally, create a dazzling thumbnail that gets clicks to finish your product launch video. By this time, you should have most of the product launch video finished.
I’d advise doing the thumbnail last because this helps you figure out what kind of thumbnail you should be making. After all, your product launch video needs to get clicks and correctly represent the product launch video.
Your Turn To Create Your Product Launch Video
Effective product launch videos rely on roughly the same structure in order to work. You don’t need a big budget or advanced video editing skills in order to create a great one.
You need creativity and a strong vision to make it happen. Whether this is a social media campaign or a PR campaign, creative promo branded videos can really spark brand awareness and help you reach your target audience.
On your way to creating your great product video launch? Try out VEED for free. Use its powerful video editor to put text to your video, merge video, cut videos, split your videos, add an audiogram, and so much more.
