When launching a new product, standing out from competitors is key to capture your audience’s attention. A top-notch product launch video can boost your marketing, establish trust, and clearly convey your product’s message.
To inspire your marketing campaigns, we’ve featured 8 of our best product launch videos from collaborations with startups and SaaS companies.
Keep reading for tips on starting your video strategy and choosing the right video type for your product and goals.
Content
Top 8 Examples Of Product Launch Videos
1. Koala – Ecommerce
What Makes It Stand Out:
Through its product launch video, Koala shows us the value of standing out from the competition and showing your unique value to your target audience.
Koala leverages its unique selling point to introduce its product and crush the competition. The company explains how most of the competition makes their product and why this is not to the buyer’s benefit. Then, it introduces its product as the ultimate solution.
They used their unique approach to product launch videos to demonstrate their value to the buyer. Notice that the animated video is fun and focuses on what the buyer will gain by purchasing Koala’s product.
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2. Spotify Ads – Music Platform
What Makes It Stand Out:
Spotify’s explainer video is one of the best video examples of introducing their upcoming product with emotional connection and impressive visual elements.
So they used an engaging 45-second animated video, a great product launch video that introduced the service very well.
As a cherry on top, the product launch video posted on social media portrayed the perks of sharing podcast content on the platform and how easy it is to connect with audiences, regardless of how they listen to podcasts.
3. Square – Fintech
What Makes It Stand Out:
What’s interesting about Square’s product launch video is that the company understands that it’s addressing a large audience composed of several types of professionals and takes that into account.
The product they are promoting serves a large audience, so they use a lot of examples and present several use cases so that the target market can see how the product serves them on a personal level.
This makes the product video and its brand elements relatable to the audience, who can easily see the value.
4. Digital Ocean – Cloud Computing
What Makes It Stand Out:
The animation in this product launch video helps attract the viewer’s attention. The voiceover helps tell the story, explaining what the product is, what it does, the audience it serves, and its value to the user.
It is one of the excellent video examples that goes all in with featuring the product’s benefits and helps viewers imagine a future with the product.
The video also tries to anticipate the potential barriers that may prevent the customer from using the service and tries to solve them in advance.
The audio production and the animation style are to be praised as they are crucial component in establishing the brand identity in the product launch video.
5. Vimeo Enterprise – Video Marketing Platform
What Makes It Stand Out:
The video starts with a bang, and Vimeo doesn’t waste time introducing its new product.
In the product launch video, Vimeo demonstrates its understanding of its potential problems in customer fields and explains how it has positioned its product to satisfy them.
They show how their offering allows their potential customers to achieve their goals of better communication within the company and gain ample benefits while they are at it.
6. Ftrack – SaaS
What Makes It Stand Out:
This product video is the perfect example of an app video on our list. The video shows the application’s user interface and describes the different features and what they are used for.
The user will see what the application looks like, see it in use, and understand how to use it, which helps establish the brand identity.
Also, the product launch video begins by listing and reiterating potential problems that may drive the need for the app.
They consider potential customers’ pain points and demonstrate how the application will help them solve these problems and make their lives easier.
7. Buffer – SaaS
What Makes It Stand Out:
It is the ultimate fun and straightforward product launch video.
With a short and fun 80-second product video, Buffer introduces us to their new landing page builder and explains what it is for, the audience they have designed it to serve, and the value they get from it.
They demonstrated the product on all of its interfaces while explaining how each feature helps the audience achieve their goals with the product.
The product’s features were highlighted in the video, and it helped establish customer loyalty and resonate with new customers.
8. Airtable – SaaS
What Makes It Stand Out:
The Airtable video is also a great example of an app video.
Out of all the video examples, this video doesn’t just show the application’s user interface; it also uses motion graphics to illustrate icons and detail the features of the application and its functionalities.
They also break down the app’s use cases and explain the different things you can achieve.
After watching this video content, you will know precisely what the application is, what you can do with it, and why it is an essential tool for business development.
Interactive videos like this are an excellent example of how you can simplify complex information. It is ideal for a creative entrepreneur who wants seamless transitions to reach more customers and a wider audience.
The Best Types Of Product Launch Videos To Consider
There are several video types you can use for your product launch. Here are the video types that, in our experience, will help you better tell your story and grab the attention of your target audience.
Brand Videos
Brand videos are more focused on storytelling than just demonstrating the product.
For instance, it focuses on the idea behind the product, why the company decided to create the product, and its benefit to the customers rather than just detailing its features.
It can be in unboxing videos, live videos (live event), or animated videos. Background music and sound effects can be a powerful tool to keep the emotional bond.
Product Overview Videos
Here, you show your audience what the product looks like, how it works, and its value to the users.
You take excellent footage of the product and break down its ins and outs for the viewers, along with a mix of narrative and product benefits.
Product overview videos are a cost-effective option for brands with a tight budget and needing a fast turnaround (4-5 weeks).
Explainer Videos
Explainer videos are influential and prominent for launching a new product and updating an old one. You can create live-action or animated explainer videos.
Live-action explainer videos are convenient for demonstrating the product in a real-life situation with a user an actual person, showing and explaining how the product works and its benefit for the audience.
Animated explainer videos use 3D and 2D animations as well as motion graphics to help tell your story and inform your target audience about your product’s utility and benefits.
App videos
App videos are much more designed for applications and software. It is usually a demonstration of the application, its use, and a description of the user’s interest.
The video usually includes a representation of the user interface and details the different features. It is an early access for prospected clients and can be posted on social media.
6 Tactics to Craft a Good Story and Script for Your Product Launch Videos
Here are seven tips you can leverage to craft stories and write scripts that hook your viewers and get them to buy through your product launch video.
1. Take an empathetic approach.
Take the time to get to know your target audience and put yourself in their shoes. You need to understand that the people outside your company need to gain experience or knowledge of your product.
Also, while it may be easy for you to understand how the product works and its core value, they may need help understanding it.
It would help if you detached yourself from someone who has worked extensively on the product and took an empathetic approach to creating your product launch videos. Ask yourself what you would like to learn about your product if you didn’t know about it and what the best way to hear it is.
Consider their perspective; they don’t know what you know. They will likely need help to see the product’s value the way you do.
So, you must empathize and keep their perspective in mind throughout the scriptwriting process. This will ensure that every sentence you write best explains your thinking and provides value to your target audience.
The overall result is that they will have a much better understanding of your offering and better identify with the idea behind your product.
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2. Create a character(s) that experiences your product.
We naturally want to hear stories and even enjoy them more when identifying with the story’s protagonist. So, the best way to tell a story and engage your target audience is to create a protagonist they can relate to.
Take the time to profile your ideal customer and create a character who experiences the same pain points as your potential customers—pain points your product will address.
Your goal is to depict the life experience of your ideal customers before product awareness. So, while writing your script, create and follow one or more characters who live your customers’ “life” before they discover your product.
This will not only keep your product launch video from coming across as just a product pitch but also create an anchor and make your video engaging and relatable.
Then, you can inject some excitement and introduce your product as the game changer in their “life experience.” If you do it right, your product will be the next logical step in your script.
You can then walk them through your product and offering and answer questions they will most likely have. Audio engineering, exceptionally long-form audio, can be of great help.
3. Teach about your product and offerings.
After introducing your product, you must provide all the essential information about it and provide value.
Depending on your product, there may be many questions you need to answer to give immersive product knowledge that triggers the buying intent.
Ultimately, you need to ensure your target audience knows what the product is, who it’s for, its purpose, its different use cases, why it can help your customers, and the benefits they’ll receive.
A good start, for example, is to make sure your script answers the five WH questions about your product to begin with:
What it is, who should use it, why use it, where to use it, and how to use it
Then, you can provide more information about your unique selling point, your purpose with the product, reviews, and more to win the viewer—which brings us to the next tip.
4. Prove value and differentiation in your product launch video.
Whatever product you are selling, you need to prove value and differentiation. Don’t just settle on email marketing because there are many forms of product launching strategy.
Let’s say you’re selling a product that solves a common problem in everyday life, such as a mattress. You’ll have a lot of competition; simply telling a great story and getting your customers to know your product will be challenging.
So you need to prove the unique value of your product, show why it is different from other products in the market, and give reasons why your customers should choose your product over the competition.
For example, you can prove value and differentiation by sharing the unique process or materials you use to create your product. You can explain to your target audience why that process or materials make your product different and how it/they contribute to a better product.
You can also talk about the unique benefits of purchasing from your company in short clips and then post them on social media. For example, you can talk about the guarantee you offer, the reviews you’ve received, the top brands you serve or work with, and the unique case studies.
5. Build excitement toward the target audience
If you’ve been using the tips above correctly, you’ve already started to build excitement about your product. The key to building excitement around your product is to make people want to learn more about it, buy it, and use it after seeing your launch video.
You can explain what the product solves, how your online store interface works, etc. The best way to do this is to show your customers only a part of your product to pique their curiosity. You can also show enough of the product to catch the eye while concealing enough to confuse the viewer.
6. End your product launch videos with a solid call to action.
The call to action is one of the most important key features in a product launch.
When writing your script, you must clarify the action you want your prospects to take after watching your product launch videos.
Typically, this is to send them to your website to find out more about your product and your offers, refer them to a page where they can contact your sales reps, or send them to an e-commerce site to access your products.
Ideally, you must ensure they don’t leave after watching your video. So make sure that with your call-to-action, they take a step towards your product or company.
Benefits of Product Launch Videos
- Engagement: Product launch videos are highly effective in engaging your audience. Unlike text-based content or static images, videos can convey information in a dynamic and captivating manner.
- Visual Impact: Videos have a unique ability to provide a visually stunning presentation of your product. They allow you to showcase intricate details, design aesthetics, and the functionality of your product in a way that static images or text descriptions cannot.
- Storytelling: Video is a powerful storytelling medium. They enable you to craft narratives around your product, helping you connect with your audience on a deeper level.
- Demonstration: Visual demonstrations make it easier for viewers to grasp the product’s functionality, making them more informed and confident in purchasing decisions. This can be especially valuable for products with unique or complex features.
FAQs
What is the purpose of a product launch video?
The primary objective of a product launch video is to serve as a potent marketing tool that introduces a new product or service to the audience, building anticipation, fostering interest, and effectively communicating its features and advantages.
Whether established or small businesses, you can avoid trouble coming up by sharing a clear product video.
How long should a product launch video be?
The optimal duration for a product launch video typically ranges between 1 to 3 minutes.
This concise length balances between maintaining viewer engagement and delivering critical information about the product.
What platform is best for sharing product launch videos?
Social media channels like YouTube, Facebook, and Instagram are the most effective platforms for disseminating product launch videos.
Additionally, embedding the video on your website or leveraging email marketing can extend its reach to the intended audience.
Should I use professional videographers and editors for my product launch video?
Engaging professional videographers, independent artists for voice-over, and editors is highly advisable.
Their expertise enhances the overall quality of your video, making it visually captivating and compelling to your audience, thereby increasing its effectiveness.
Collaborate With Vidico to Create Your Product Launch Videos!
The secret to successful product launch videos lies in the script and how your target audience identifies with the video.
Ideally, you want to ensure you give them some experience with the product and create excitement. You need to ensure they know everything they need to know to decide.
It’s also critical to ensure that the information is conveyed with the correct language and words.
Vidico is the company that produced all the videos on this list. We have experience and have worked with companies in all sectors, including e-commerce, applications, and software products.
We have a team of video professionals who take the time to understand your needs and produce a video that resonates with your audience and brings you unprecedented results.
Ready to create your product launch videos? You can determine how much it will cost here.
