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The same launch video rarely works everywhere. Each platform has its own limits, its own preferred shape and, more importantly, its own attention span. Here is how long your launch video should be on each, and which format to export.
The limits below are the platforms' published maximums at the time of writing. They change often, so treat them as a guide and check the platform before you post. The recommended lengths are what tends to hold attention, which is usually far shorter than the maximum.
The short answer
| Platform | Recommended length | Format |
|---|---|---|
| X | 15 to 45 s | 16:9 or 1:1 |
| 30 to 90 s | 1:1, 4:5 or 16:9 | |
| YouTube | 45 to 90 s | 16:9 |
| YouTube Shorts | 15 to 45 s | 9:16 |
| TikTok | 15 to 45 s | 9:16 |
| Instagram Reels | 15 to 45 s | 9:16 |
| Product Hunt | 30 to 60 s | 16:9 |
| Landing page | 20 to 45 s | 16:9 |
If you make only one version, make 30 seconds in 16:9, then add a 9:16 cut for the vertical feeds.
X (Twitter)
Standard accounts can post videos of up to 2 minutes 20 seconds. Premium accounts can post much longer.
People scroll X quickly, so shorter usually wins. Aim for 15 to 45 seconds, and make the first two seconds count, because that is when people decide whether to stop. 16:9 works, and square (1:1) takes up more of the feed on mobile.
Lead with the problem or a striking visual of your product. Put your URL in the post text as well as in the video.
LinkedIn allows long native videos (up to around 15 minutes), but launch posts do best at 30 to 90 seconds. The audience is more willing to watch a short walkthrough, especially for B2B tools.
Square (1:1) or vertical 4:5 takes up more space in the mobile feed than 16:9. Add captions or on-screen text, because many people watch at work with sound off.
YouTube
There is effectively no length problem on YouTube, but a launch video is not a tutorial. Keep it to 45 to 90 seconds in 16:9, and link to a longer demo in the description if you have one.
YouTube also matters because other places pull from it. Product Hunt, for example, takes launch videos as a YouTube link.
YouTube Shorts, TikTok and Instagram Reels
All three are vertical (9:16), full screen and fast. Each allows several minutes or more, but for a launch, 15 to 45 seconds is plenty. Instagram notes that Reels over three minutes are not recommended to non-followers in the Reels tab, which is one more reason to stay short.
For these feeds:
- Start moving in the first frame. No slow fade in from black.
- Keep text away from the bottom and right edges, where buttons and captions sit.
- Treat it as a native post, not an ad. A quick "here is what we built" often outperforms polish.
Product Hunt
Aim for 30 to 60 seconds in 16:9. Long enough to show the product doing its job, short enough to finish while someone decides whether to upvote. Upload it to YouTube (public or unlisted) and add the link to your gallery. Our Product Hunt launch video guide covers the setup and a structure to copy.
Your landing page
On your own site, the video supports the headline, it does not replace it. 20 to 45 seconds in 16:9 is usually right. If it autoplays, it must be muted and should loop cleanly. Make sure the page still makes sense for people who never press play.
One film, many cuts
Rather than making a separate video for each platform, plan one film and cut versions from it:
- Write a 30 second master with a clear hook, two or three benefits and a call to action.
- Trim to 15 seconds for X and the vertical feeds by keeping the hook, the single strongest benefit and the ending.
- Extend to 45 or 60 seconds for Product Hunt, YouTube and LinkedIn by adding one more product moment and a line of proof.
- Reframe each length into 16:9, 9:16 and 1:1 so the text and product stay inside the safe area.
Do this in one place
Filmagic makes this part easy. Pick a length (15, 20, 30, 45 or 60 seconds, depending on the template) and the film is planned to fit it, then switch between 16:9, 9:16 and 1:1 and export each one. The scenes, text and timing adapt to every shape.
Try Filmagic free, or see the launch video templates and the lengths each one supports. If you are starting from scratch, read how to make a product launch video first.
Frequently asked questions
What is the best length for a launch video?
30 seconds is the safest choice. Trim it to 15 seconds for X, TikTok, Reels and Shorts, and extend it to 45 to 60 seconds for Product Hunt, YouTube and LinkedIn.
What aspect ratio should a launch video be?
Make a 16:9 master for X, YouTube, Product Hunt and your website, a 9:16 version for TikTok, Reels and Shorts, and a square or 4:5 version for LinkedIn and Instagram feeds.
How long can a video be on X?
Standard accounts can post videos up to 2 minutes 20 seconds at the time of writing, and Premium accounts can post longer ones. For a launch, 15 to 45 seconds holds attention better.
Should I make a different video for each platform?
Plan one film and cut versions from it rather than making separate videos. Keep the same hook, benefits and ending, then change the length and the shape for each platform.
