First impressions matter. The right launch video can drive signups, spark buzz, and set the tone for everything that follows. But most marketing teams struggle to distill complex features into clear, compelling messaging that actually converts.
At Vidico, we’ve helped brands like Square, TikTok, and Airtable launch products with videos that do more than explain—they excite, convert, and scale. With over 1,200 launches under our belt and 1.4 billion views generated, we’ve identified what separates high-performing launch videos from the ones that fall flat.
In this guide, we’ll walk through standout product launch video examples that show how to get it right—and what you can apply to your next campaign for better results.
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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 beneficial to the buyer. Then, it introduces its product as the ultimate solution.
“Many marketers don’t realize just how many assets can be leveraged from a single video. For example, a well-crafted 60-second video with 24 scenes can generate GIFs, stills, shorter cutdowns, and more—providing months of content from just one campaign. That’s the power of thoughtful execution and planning.” – Michael Pirone, CoFounder at Vidico
They used their unique approach to product launch videos to demonstrate their worth to the buyer. Notice that the animated explainer video is fun and focuses on what the buyer will gain by purchasing Koala’s product.
Key Takeaway:
Koala’s product launch video proves that the right story, told the right way, doesn’t just introduce a product—it positions it to win. With bold messaging, engaging visuals, and a focus on buyer benefits, their animated explainer stands out in a crowded market.
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2. Spotify Ads – Music Platform
What Makes It Stand Out:
Spotify’s explainer video is one of the best examples of introducing their upcoming product ads with emotional connection and impressive visual elements.
So, they used engaging 45-second animated video content, a great product launch video that introduced the service 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 crowd, so they use many 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 viewers.
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 worth to the viewers.
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 short 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 components in establishing the brand identity in the launch video.
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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 innovative 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 and strengthen emotional connection.
Also, the successful 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 viewers 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 viewers 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 and target users.
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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.
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 simplifying complex information. They are ideal for creative entrepreneurs who want seamless transitions to reach more viewers.
The Best Types Of Product Launch Videos To Consider
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 brand videos, and its benefits to the customers rather than just detailing the product’s features.
It can be in unboxing videos, teaser videos, live videos, or animated videos. Background music, especially upbeat music, can be a powerful tool for maintaining an emotional connection when your brand launch videos are shared on various platforms.
Product Overview Videos
Using a product overview video, you can introduce your product and show your viewers what it looks like, how it works, and what its worth is 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 when launching a new product and updating an old one.
Live-action explainer videos are convenient for demonstrating the product in a real-life situation with a user or an actual person, showing and explaining how the product works to generate buzz.
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. A software product launch video 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 early access for prospective clients and can be posted on social media.
6 Effective Tips For Product Launch Videos
1. Take an Empathetic Approach
Take the time to get to know your 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 worth, they may need help understanding the core message of your announcement video.
It would help if you detached yourself from someone who has worked extensively on the product and took an empathetic approach to creating your brand 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, and they will likely need help to see the product’s value the way you do.
So, you must empathize with them and keep their perspective in mind throughout the scriptwriting process. This will ensure that every sentence you write best explains your thinking and provides worth to the viewers.
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 we identify with the protagonist. So, the best way to tell a compelling story and engage your target audience is to get people talking.
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 keep your product launch video from coming across as just a product pitch as an anchor and make your video engaging and relatable.
Then, you can generate 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, you may need to answer many questions to provide 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 ensure your script answers the five WH questions about your product: who, what, where, why, and how.
Then, you can provide more information about the product’s unique selling point, your purpose with the product, reviews, and more to win the viewer over and create an emotional connection with them.
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4. Prove Value & Differentiation in Your Product Launch Video
Whatever product you are selling, you need to prove its value and differentiation. Don’t settle on email marketing alone; there are many forms of product launch 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 encouraging viewers to know your product will be challenging.
So, you need to prove your product’s unique value, show why it is different from other products in the market, and give reasons why your viewers should choose your product over the competition.
For example, you can prove worth and differentiation by sharing what makes your product unique. 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 create short clips that discuss the unique benefits of purchasing from your company and then post them on social media. For example, you can mention 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 more people want to learn about it, purchase it, and use it after seeing your launch video.
During product launches, you can explain what the product solves and how your online store interface works.
The best way to do this is to show your viewers 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 excite the viewer.
6. End Your Product Launch Videos With a Clear Call to Action
A clear call to action is one of a product launch’s most important key features.
To generate buzz, you must clarify the action you want your prospects to take after watching the best 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 for potential leads.
Ideally, you must ensure they stay after watching your video. So make sure that with your call-to-action, they take a step towards your product or company.
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Benefits of Product Launch Videos
- Audience Engagement: Product launch videos are highly effective in engaging your audience. Unlike text-based content with technical jargon or static images, videos can convey information in a dynamic and captivating manner.
- Visual Impact: Brand launch videos have a unique ability to present your product in a visually stunning way. Visual elements allow you to showcase intricate details, technology, design aesthetics, high-quality imagery, and the functionality of your product in a way that static images or text descriptions cannot.
- Storytelling: Video is a powerful storytelling medium and can lead to success. With smooth transitions, they enable you to craft narratives around your product, helping you connect with your viewers on a deeper level.
- Demonstration: Captivating 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 viewers, building anticipation, fostering interest, and effectively communicating the product’s features and advantages.
You can avoid trouble when launching a clear video, whether established or small businesses.
How long should a product launch video be?
The optimal duration for a product launch video typically ranges between 1 to 3 minutes for better conversion rates.
This concise length balances between maintaining viewer engagement and delivering critical information about the product.
What platform is best for sharing product launch videos?
Multiple platforms like YouTube, Facebook, and Instagram are the most effective platforms for disseminating product launch videos.
Additionally, embedding the stunning video on your website or leveraging email marketing can extend its reach to the intended users.
Should I use professional videographers and editors for my product launch video?
Engaging professional videographers, independent artists for voiceover, and editors is highly advisable, especially for videos with live-action shots.
Their expertise enhances the overall quality of your video, making it visually captivating and compelling to your users, which in turn increases its effectiveness and success.
Collaborate With Vidico
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 equally important to ensure that the information is conveyed with the correct language and words.
Vidico produced all the videos on this list. We have experience and have worked with successful 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, produce your next video that resonates with your audience, and deliver unprecedented results.
Ready to create your product launch videos? Book a strategy session to transform your design process.
