# How to make a product launch video (step by step) > A practical, step-by-step way to plan, script and cut a 30 second product launch video, even if you have never edited a video before. Canonical: https://filmagic.app/blog/how-to-make-a-product-launch-video Last updated: 2026-10-21 A launch video has one job: make someone who has never heard of your product understand it fast enough to care. Not explain every feature. Not show the roadmap. Just get a stranger from "what is this?" to "I want to try that" in about thirty seconds. This guide walks through how to make one, from the first sentence to the export, in the order that saves the most time. > **The short version:** one idea, 30 seconds, six to eight scenes, your real product on screen, and a cold watch before you post. ## 1. Decide the one thing people should remember Before you open any tool, finish this sentence: *after watching, people should know that this product...* Keep it to one idea. "Turns any website into a launch video." "Sends invoice reminders so you don't have to." "Finds the bug before your users do." If you need the word "and" to finish the sentence, you have two videos. Everything else in the video exists to make that one sentence believable. ## 2. Pick a length before you write Length changes what you can say, so pick it first. - **15 seconds:** one problem, one product shot, one call to action. Good for X and short-form feeds. - **30 seconds:** the sweet spot for most launches. Enough for a hook, two or three benefits and a clear ending. - **45 to 60 seconds:** room for a short walkthrough. Good for Product Hunt, your landing page and YouTube. If you are not sure, make 30 seconds. It is easy to cut down to 15 and hard to stretch to 60 without padding. Our [guide to launch video length by platform](https://filmagic.app/blog/launch-video-length-by-platform) goes deeper. ## 3. Write the script as scenes, not paragraphs A launch video is a short sequence of scenes, each carrying one line. A 30 second film usually has six to eight of them. A structure that works for almost every product: 1. **Hook (2 to 3 s).** The problem, in the viewer's words. "Making a launch video takes a week." 2. **Turn (2 s).** The promise. "Now it takes a link." 3. **Name (2 to 3 s).** Your product name and what it is, on screen together. 4. **Benefit one (3 to 4 s).** The most important thing it does, shown on the real product. 5. **Benefit two (3 to 4 s).** The second thing, also shown. 6. **Proof or detail (3 s).** A number, a result or one specific feature people will not expect. 7. **Call to action (3 to 4 s).** One action and your URL. "Try it free at yourproduct.com." Write each line short enough to read in the time it is on screen. A good rule is about two to three words per second. If a line needs more time than its scene has, cut words, not seconds. ## 4. Show the real product Stock footage and abstract shapes feel safe, but they make every launch look the same. The fastest way to look credible is to show your actual interface. You do not need a polished screen recording. Three to six clean screenshots are enough: - the main screen, with realistic data rather than "Lorem ipsum" - the moment the product does its job (the result, the "after") - one detail people will notice, such as a setting, a chart or a notification Crop out browser chrome and personal information. Large, sharp images beat many small ones. ## 5. Match the look to your brand Viewers decide whether something looks trustworthy within the first second. Use your brand colour as the accent, your typeface if you have one, and your logo at the end. Keep everything else quiet: one background colour, one accent, plenty of space around the words. Avoid putting more than one line of text on screen at once. In a fast film, two lines usually means nobody reads either. ## 6. Sound: music first, voice second, effects last Most people watch launch videos muted in a feed, so the video must work without sound. Captions and on-screen text carry the message. When sound is on, it should help: - **Music** sets the pace. Choose a track whose tempo matches your cuts, and let scene changes land on the beat. - **Voiceover** is optional. If you use one, keep it calm and a little slower than you think. Music should step back under the voice, not fight it. - **Sound effects** are seasoning. A soft whoosh on a transition or a click on a button press is enough. If every cut has an effect, none of them land. ## 7. Export for where it will live Export one master in 16:9, then make versions for each platform rather than squeezing one file everywhere. A vertical 9:16 cut for TikTok, Reels and Shorts, a square or 4:5 version for LinkedIn and Instagram feeds, and 16:9 for X, YouTube and Product Hunt. Check the first frame of each version. Many platforms use it as the thumbnail, so it should show your product name or your strongest line, not a blank colour. ## 8. Do a cold watch before you post Show the video to someone who has never seen your product. Do not explain anything. When it ends, ask them one question: *what does it do?* If their answer matches the sentence you wrote in step one, ship it. If not, the fix is almost always in the hook or the first benefit, not in the effects. ## A faster way: start from your link Everything above is what [Filmagic](https://filmagic.app/) does for you. Paste your product link and it reads your site, writes the scenes, picks up your colours, fonts and logo, uses your screenshots and cuts the film to music in your chosen length. You can then edit any scene, swap it or reorder it on a timeline, add a voiceover and export for each platform. It is the same process, without the week of editing. [Try Filmagic free](https://filmagic.app/), or browse the [launch video templates](https://filmagic.app/templates) to see what a finished film looks like. ## Frequently asked questions ### How long should a product launch video be? About 30 seconds works for most launches. Use 15 seconds for fast feeds like X and TikTok, and 45 to 60 seconds for Product Hunt, YouTube and your landing page, where people are willing to watch a short walkthrough. ### Do I need a voiceover? No. Most people watch muted in their feed, so the on-screen text has to carry the message on its own. A calm voiceover is a good addition for YouTube and your landing page, as long as the music sits under it. ### Should I use screenshots or a screen recording? Either works. Three to six sharp screenshots of the real product are enough for a 30 second film. A short screen recording helps when the value is in a flow, such as typing a prompt and seeing the result. ### How much does a launch video cost? A freelance editor typically charges a few hundred to a few thousand dollars for a short product video, depending on scope. Doing it yourself costs time instead. Tools like Filmagic sit in between: a monthly plan that turns your product link into a launch video in minutes. ## Related - [The best launch video makers for 2027: picks by job, and what's changing](https://filmagic.app/blog/best-launch-video-makers-2027) - [AI product launch video: how to show what your AI actually does](https://filmagic.app/blog/ai-product-launch-video) - [App launch video: how to make one for a mobile app](https://filmagic.app/blog/app-launch-video)