# Developer tool launch video: how to launch an API, CLI or SDK > How to make a launch video for a developer tool, how to show code and terminals so they're readable, a 40 second structure, and what developers want to see. Canonical: https://filmagic.app/blog/developer-tool-launch-video Last updated: 2026-10-23 Developers are a tough audience for launch videos. They can spot marketing fluff in a second, and they want to know exactly what your tool does, how it fits their stack, and how long it takes to try. The good news: a clear, honest video built around real code earns a lot of respect. This guide is for teams launching an API, a CLI, an SDK, a framework or any tool where the product is partly code. > **The short version:** show the real command or code, the result it produces, and how fast someone can try it. Make every line of code readable on a phone. ## Who this is for - Founders launching a developer API or platform - Open source maintainers announcing a release - Teams launching a CLI, SDK, editor extension or infrastructure tool ## What developers want to see - **What it does**, in one line, with no buzzwords - **The code**: how little it takes to use - **The result**: the output, the dashboard, the deploy, the speed - **How to start**: install command, docs link or free tier ## A 40 second structure - **0 to 4 s, the pain.** One line they recognise. "Setting up auth takes a week." - **4 to 8 s, the name.** Logo, name and a one line description. - **8 to 26 s, code to result.** The install or a few lines of code, then what it produces. Repeat once with a second use case. - **26 to 34 s, the fit.** Languages, frameworks or tools it works with, shown as a simple row of names. - **34 to 40 s, the start.** The install command or URL, held on screen long enough to read. ## Make code readable - **Show less code.** Three to six lines per scene, large. A full file at phone size is noise. - **Use a real editor or terminal style.** A familiar dark theme with syntax colours reads instantly as "code." - **Type it, then hold it.** Typing animations are fine, but hold the finished snippet long enough to read. - **Highlight the one line that matters.** Dim the rest. - **Keep it accurate.** Developers will try to copy what they see. Make sure it actually runs. ## Show the result, not just the code Code alone doesn't show value. Pair every snippet with what it produces: a response, a rendered page, a passing test, a graph dropping. That before and after is what makes people try it. ## Cut it for every channel Export **16:9** for Product Hunt, YouTube, X and Hacker News posts, **1:1** for LinkedIn, and **9:16** if you post short clips. Code is hard to read vertically, so keep snippets short and centred. More in our [guide to launch video length by platform](https://filmagic.app/blog/launch-video-length-by-platform). ## Common mistakes - **Vague benefits.** "Ship faster" says nothing. "Deploy a preview for every pull request" says something. - **Unreadable code.** If it can't be read on a phone, cut it down. - **Broken snippets.** Someone will copy it. Make sure it works. - **No way to start.** End with the install command or the URL. ## Make yours from your link [Filmagic](https://filmagic.app/) builds launch videos from your product link and your screenshots, with templates that handle code, terminals and dashboards cleanly. Paste your docs or landing page, edit any line, and export every format from one edit. Browse the [launch video templates](https://filmagic.app/templates) or read [how to make a product launch video](https://filmagic.app/blog/how-to-make-a-product-launch-video). ## Frequently asked questions ### Should a developer tool launch video show code? Yes. A few large, readable lines of real code, followed by the result they produce, tell developers more than any tagline. ### How long should a developer tool launch video be? 30 to 45 seconds. Enough for one or two code-to-result moments, the integrations and how to start. ### How do I make code readable in a video? Show three to six lines at a time in a large font, use a familiar editor or terminal theme, highlight the important line and hold the finished snippet on screen. ### What should the last scene show? The fastest way to try it: the install command, the docs URL or the free tier, held long enough to read. ## Related - [FlexClip vs Filmagic for launch videos: an all-round editor or a trailer from your link?](https://filmagic.app/blog/flexclip-vs-filmagic) - [Fliki vs Filmagic for launch videos: a voiced explainer or a product trailer?](https://filmagic.app/blog/fliki-vs-filmagic) - [VEED vs Filmagic for launch videos: an online editor or a trailer from your link?](https://filmagic.app/blog/veed-vs-filmagic)