We’ve all faced those high-stakes moments. Whether it’s a job interview or a big pitch, you know the next few minutes could change everything.
Launching a new product feels the same. After months or even years of work, it all comes down to that first introduction.
And when it comes to marketing, nothing makes a stronger impact than a well-crafted product launch video. The right video can spark excitement, generate leads, and create an emotional connection in seconds. But with so much competition, how do you make yours stand out?
This guide walks through five essential steps for creating a standout video marketing strategy for product launches:
- Step 1: Know the Landscape
- Step 2: Know Your Audience
- Step 3: Know Yourself
- Step 4: Know What You’re Going to Say
- Step 5: Say It!
Step 1: Know the Landscape
With so many products entering the market each day, the right strategy can help yours shine. Whether you're building a product demo video or planning a full promotional campaign, it’s critical that you tailor your content for the right channels.
Social media:
- Use SEO tactics – Optimize titles, descriptions, captions, and thumbnails with relevant keywords to boost visibility.
- Format for each platform – Instagram, TikTok, and YouTube Shorts favor vertical 9:16 videos, while LinkedIn and standard YouTube require wider 16:9 formats.
- Keep it natural – Social media video marketing works best with authentic, user-generated-style content with a 15 to 60 second runtime.
- Post consistently and at peak times – Regular posting keeps your brand in front of your audience and signals to platforms that your video content is worth promoting.
Digital Ads:
- Match the production value to the platform – Polished, live-action videos perform better on OTT and CTV ads, while user-generated content works better on TikTok
- Make an impact fast – Video ads only have a few seconds to hook viewers, so lead with eye-catching visuals and a compelling narrative right from the start.
- Optimize for sound-off viewing – Use captions and clear visuals.
- Test and refine – A/B test different versions of your video ad to see what performs best.
If you're launching a product with video, optimizing across different platforms will help reinforce your message with target audiences and cut through the noise.
Watch how we partnered with the Federation of State Medical Boards to launch a new product, DocInfo, with an animated explainer video. Our team tailored content for web and social to drive engagement across platforms.
Step 2: Know Your Audience
New privacy laws and the phaseout of third-party cookies are changing how we discover the right audience. With the digital landscape changing so quickly, it’s more important than ever to produce content that authentically speaks to your customers:
- Focus on building genuine connections – The more your content speaks to your audience's interests, the more it will resonate.
- Let your brand values come through – Build sincere connections through purpose-driven messaging.
- Be intentional with your content – Even the most polished product video won’t land if it doesn’t connect emotionally.
When RXR Realty announced WorxWell, we captured authentic stories from tech leads to explain the updates. Their insights helped highlight the purpose behind the changes and connect with the audience on a human level.
3. Know Yourself
There’s more to your organization’s identity than a logo or product line. Your culture, your people, and the way you work all impact your brand story. So how can you bring that story to life to support your launch?
- Show behind-the-scenes moments – Give customers a look at the passionate, thoughtful professionals that have brought your product into the world
- Highlight your team – Consider featuring your most articulate, most enthusiastic team members on camera to explain your latest offerings to build trust and make your message more relatable.
- Use brand ambassadors – Leverage external supporters, influencers, and subject matter experts as a spokesperson and activate existing audience.
In a spotlight video for VisionCorps, we brought the brand story to life by showcasing the dedicated team behind their work. Their passion and purpose made the message more relatable and built trust with the audience.
Step 4. Know What You're Going to Say
Once you've reached your audience and chosen your messenger, get your message across clearly.
At this stage, focus on your product’s core value proposition: what it is, who it's for, and why it matters. Distill these key points into an Explainer video or product introduction video:
- Lead with the value – To hook your viewers right away, start with the problem your product solves or the benefit it delivers.
- Keep it simple and focused – It's tempting to share everything during a product launch, but too much information can overwhelm viewers. A clear, streamlined message makes it easier for your audience to understand your product and why it matters.
- Choose the right style – For a product launch video, live action videos highlight authenticity and real-life stories and use cases, while animation is ideal for explaining more technical features or complex processes. A mix of both can help deliver a clear, engaging message that sticks.
Watch how our DocuSign for Government explainer series simplified complex features – like SMS-based e-signatures – using original animation and stock visuals.
Step 5. Say It!
Creative thinking is essential to a successful product launch video. Whether you’re marketing software, services, electronics, or even dog food, investing in strong creative makes a real difference. In fact, multiple studies show creative quality is the single biggest driver of brand impact growth.
So how do you bring that creative edge into your next product videos for marketing?
- Explore a range of ideas – The best concepts often come after brainstorming.
- Look beyond your industry for inspiration – Consider popular storytelling tactics that have resonated with your audience (or yourself)
- Pair creativity with clarity – Think of accessible visual metaphors that help users “get it”
When Checkmarx launched their new security app, we leaned into sci-fi video marketing inspired by Tron to creatively explain security solutions for building applications throughout the Software Development Life Cycle.
Ready to Get Started?
If you're looking for a fresh take, help refining your message, or a creative partner to explore ideas with, we’re here to help. From video production services to strategic video planning, LAI Video helps bring standout product videos to life.