Developing a new product — bringing it from a barebones prototype to a ready-to-use product — is no easy challenge.
But that challenge is only half the picture.
The rest of it involves successfully launching the product so that it can reach its target audience who sees its full potential.
In this context, not a commercial video is suitable, but a product launch video is an essential medium for reaching your potential customers.
Why? Because videos not only communicate the full potential of your product quickly and efficiently, but also capture your audience’s attention right away.
What’s more, institutional videos bring to light product specs that a blog post, press release, or email might not be able to capture in text format.
When asked how they prefer to learn about a product, 69% of consumers agreed they prefer watching a short video. In contrast, only 18% say they’d read a text-based article or post.
Not to forget, videos are shareable. One click and your product launch video can get to more eyeballs in no time.
So, let’s cut to the chase and give you 5 winning video ideas for launching a new product along with the secret sauce to creating a successful product launch video.
The elements of a successful product launch video
There’s a sea of difference between a mediocre product launch video and a winning one. Since you’d want to create the latter, keep the following elements in mind:
Answer your product’s 5Ws in the video
Make sure your video content focuses on explaining:
- What the product is
- What is its use
- Where to use it
- Who it’s made for
- Why it can help the consumer
Leverage storytelling to engage viewers
Simply talking about your product won’t cut it. Tell a story — this could be the story behind your product, for example. Warby Parker’s origin story is a great example to follow if you need inspiration.
But why tell a story? Because stories stick. If you want to know how to make a mini documentary, check out this blog post.
In fact, your target market remembers your product better when it’s backed with a powerful, emotions-evoking story. As the author of Stories That Stick, Kindra Hall puts it, “A story allows people to fall in love with the product, appreciate the value of the service, and feel compelled to act.”
Build excitement
In other words, create hype around your product launch. A helpful way to do so is to only show parts of your product to tease your customers’ curiosity.
A good rule of thumb here is to strike a balance between showing just enough of the product to capture attention and hiding enough of it to build suspense. Here’s an example of Adidas building excitement to unveil a new running shoe:
Choose engaging music
Good music not only gets people involved emotionally, but it makes your product launch video memorable. Remember the launch of Windows 8? It came with excellent music that helped consumers recall the product’s key message instantly.
Add a clear call-to-action at the end
Make sure you give your viewers an action step to take at the end of the product launch video. Do you want them to save the launch date? Do you want them to sign up for a lucky draw on the launch? Tell them.
Distribute the launch video far and wide
The plan? Make the video go viral if possible. To this end, share it on different marketing channels that your target audience uses. Social media, press sites, your website are some examples.
Don’t forget to get influencers, brand ambassadors, and employees to share the video with their audience and add to the pre-launch hype.
6 product launch video ideas
Now, for the meaty part to get your creative gears rolling.
1. Explainer/tutorial video
Almost every one of your potential customers has watched an explainer video. Hard to believe? Numbers don’t lie: 96% of folks say they’ve watched an explainer video to learn about a product/service.
The takeaway: an instructional video is your best bet to promote your new product. It’s also an excellent idea if your product has a technical edge to it that can be best explained with the help of video content. Here’s I Whiz’s explainer video making it easy to understand what the platform does:
So how to create an engaging video? Focus on a clear plot using the following template:
- Showcase specific problems and pain points
- Introduce your product/service as the remedy
- Provide solution with clear results to conclude video just like an infographic video
For this, start by writing a tight video script that walks viewers through the main product features. See what keywords people are searching for using a keyword research tool like SE Ranking keyword finder, which can help with rank tracking and competitor analysis as well.
Remember: you don’t want to be covering every feature under the sun. Sure you’re excited about all those features you’ve created, but you don’t want to overload consumers with too much. Less is more.
2. Unboxing video
In 2017, YouTube revealed the time that people spent on watching unboxing videos on their phones equaled the time spent watching the romantic comedy, Love Actually, over 20 million times.
And that was in 2017. It’s safe to assume the time spent watching unboxing videos has only grown as unboxing has become a trend in boosting customer experience and retention.
For you, this is great news as unboxing videos make another winning product launch video idea to explore. In fact, these videos help customers get a close-up view of your product, understanding what they’ll get after having purchased from you.
For a mesmerizing unboxing video, make sure you shoot the product up-close while shedding light on its specs – just like in this iPhone 12 unboxing video:
3. Behind the scenes/creation of product video
Next up, engage your ideal audience with behind the scenes (BTS) product videos.
You can never go wrong with these because they speak volumes of authenticity, helping you develop an intimate connection with your audience and vice versa.
For your BTS content to be genuine (and not look like it’s been deliberately filmed), ask teams involved in product creation to participate in shooting the video content.
For example, you can show viewers how you brainstormed the product/feature idea, what roadblocks you hit, and so on during the product creation process.
Drift did such a BTS video well.
4. Live product launch on social media
Two-thirds of marketers leverage live streaming for marketing to their target audience. To top that, social media live streaming has been on the rise.
LinkedIn Live, for example, has increased by 158% since February 2020. It drives a lot of engagement too with live videos getting 24 times the comments than typical video posts.
For you, this translates into another stellar product launch video idea. In fact, you can plan a video launch event as part of your launch plan, inviting different people such as influencers, product creators, bloggers, and more to add life (and excitement) to the launch party.
For live videos to be a success, however, ensure you’ve the right live streaming set up including tools you’ll need, a well-lit room, and a stable Internet connection.
The best part? You can reuse the live video in your communication plan. So that’s a win-win.
5. Animated product launch video
Another great product video launch video idea for marketers is an animated video, for example by using the technique of motion design. It can quickly catch your audience’s eye as Casper’s launch video does:
So what do you need for a successful animated video? A good voice actor to embody your brand. Essentially, animated videos tell a story by leveraging animated characters. A good voice actor complements that story – making it memorable.
Don’t forget to add subtitles since 69% of viewers watch videos with the sound off in public places. A quarter of them also keep the sound off in private places. To top that, 80% are likely to watch a full video if captions are available.
And, here’s a pro tip: feature your product at the end of the animated video so consumers can visualize what they’ll buy.
6. Testimonial/interview/review video
- Talking-head interviews
- Review videos
- Customer testimonial videos
3, 2, 1... we have product liftoff!
In a nutshell, there are plenty of product launch video ideas to explore. Fortunately, you don’t need a fancy budget to create these videos for a successful launch.
Whether educational videos, real estate videos or one of the listed above, with the right video creation platform such as PlayPlay that not only offers tons of product launch templates, but is also incredibly intuitive, you can create the perfect video faster than you can say knife.
FAQs
What makes a good product launch video? ›
The video should not just tell any story, but the story of the customers through which the product leads them. The product must create an “aha effect” at the end of the story. Ideally, the video should also be shot at a “point of interest” of the customers. Too much information is overwhelming.
What are some good examples of effective new product launches? ›- EVOLVE by PepsiCo. The Plant-based protein drink from PepsiCo is getting a fresh new look. ...
- The Ordinary AHA 30% + BHA 2% Peeling Solution. ...
- Garnier Whole Blends Shampoo Bar. ...
- Planet KIND by Gillette. ...
- Kindfull by Target. ...
- Absolut Juice. ...
- The New HARD MTN DEW.
- Launch Teasers on Social Media. ...
- Lean Into the Mystery. ...
- Create a Countdown. ...
- Choose an Exciting Venue. ...
- Tell a Story. ...
- Incorporate Video. ...
- Choose Your Guest List Carefully. ...
- Give Awesome Swag.
You can either do an animated explainer video or a short promotional video. In terms of style, you can use actual people like actors or digital forms like photos, graphics, and illustrations. OR a combination of both worlds! The key is that the more interesting and attention-grabbing your video is the better!
What are the 7 marketing tips in launching new products? ›- Study your competition. ...
- Target the ideal customer. ...
- Create a unique value proposition. ...
- Define your marketing strategy and tactics. ...
- Test your concept and marketing approach. ...
- Roll out your campaign. ...
- Know your product's lifecycle.
- Focus on the problem (and the solution)
- Keep it short and sweet.
- Focus on one key feature.
- Provide information and value.
- Turn it into a series.
- Find an interesting angle.
- Include a clear CTA.
Audience: Ultimately, any product should be launched as a result of an audience need — the success or failure of any product is largely based on whether or not people will use it. You'll need to be able to clearly identify the potential audience for your product and whether or not that audience can be segmented.
How do you get people excited about a product launch? ›- Create a hashtag. ...
- Get creative with your promotional deals. ...
- Tell a story. ...
- Give a sneak-peak. ...
- Team up with local artists or businesses. ...
- Have a giveaway. ...
- Video teasers.
- Put the Focus on the People, Not the Product. ...
- Get Opinion Leaders On-Board Early. ...
- Be Revolutionary. ...
- Turn Your Product Launch into an Event. ...
- Take Pre-Orders. ...
- Release a Product Your Customers Will Want to Show off. ...
- Draw out the Suspense for As Long As You Can.
Generous advance time, comprehensive branding and a hint of mystery are important ingredients for ensuring a terrific launch day. Opinions expressed by Entrepreneur contributors are their own. A new brand -- your new brand -- has got to make a splash in the market if it's going to be successful.
How long should a product launch video be? ›
Digestible length
Only 68% of people will watch a one-minute-or-less video the whole way through. And marketers have adapted, because 80% of them only create videos that last three minutes or less. Don't make the mistake of making your new product launch video too long!
- 1) Start By Introducing Yourself.
- 2) Get Into The Details.
- 3) Share Your Inspirations.
- 5) Add A Call To Action.
- 6) Add personalization to your video.
- 7) Watch The Video Length.
- Set a Goal and a Budget. ...
- Leverage Influencer Marketing. ...
- Focus On a Single Social Channel. ...
- Leverage Email Marketing. ...
- Focus On SEO and Content Marketing.
- Create Content That Is Long And Lean. Longer content often performs better in searches than pieces that are shorter. ...
- Use Data. ...
- Don't Forget The Visuals. ...
- Repurpose Content. ...
- Pay Attention To Analytics.
It's called the seven Ps of marketing and includes product, price, promotion, place, people, process, and physical evidence.
What are the 7 components of a product? ›...
7 basic elements of a Product Marketing strategy
- The product. ...
- The target. ...
- The competition. ...
- The messages. ...
- The team. ...
- Product promotion. ...
- The analysis.
- Structure. Structure is often overlooked when thinking about the cool shots and smart dialogue in a great video, but it's the most critical element if you are hoping to turn that video into results. ...
- Quality. ...
- Versatility. ...
- Positioning.
- Leverage social media.
- Start a blog.
- Maximize search engine optimization (SEO).
- Create a call to action (CTA).
- Engage influencers.
- Build a mailing list.
- Create an affiliate program.
- Advertising.
- Sales Promotion.
- Public Relations.
- Direct Marketing.
- Advertising.
- Public relations & sponsorship.
- Personal selling.
- Direct marketing.
- Sales promotion.
What are 6 keys of product success? ›
- Make Sure You Have a Product Fit. The first steps of preparing for a successful product launch begin at the genesis of product development. ...
- Know Your Metrics. ...
- Conduct User Research & Market Evaluations. ...
- Develop Your Messaging. ...
- Build an Early Customer Base. ...
- Collect & Implement Feedback.
- Test thoroughly before your launch. ...
- Invigorate your team. ...
- Prepare for an increase in sales. ...
- Remember your core business. ...
- Establish metrics as you go. ...
- Gather feedback after your launch.
What is a product launch checklist? A product launch checklist is a list of action items that need to be completed in order to successfully release a new product to consumers. It helps you think through the steps, processes and assets that you and a team need to complete prior to any product launch.
How do you tease your audience? ›...
Some keys to good teasers are to keep it simple and make sure you deliver.
- “Guess what we have in store for you???”
- “You won't believe what we are rolling out next week!”
- “Stay tuned. Big announcement coming.”
- Start a Blog. ...
- Write Guest Posts. ...
- Get Influencers to Review Your Product. ...
- Attend Trade Shows. ...
- Promote Giveaways through Influencers. ...
- Take Advantage of Crowdfunding Platforms. ...
- Engage Regularly on Social Media. ...
- Go Big with Social Media Teasers and Countdowns.
- Share behind-the-scenes content. ...
- Launch a user conference. ...
- Survey customers to better understand them. ...
- Use personalization. ...
- Package products in unique ways. ...
- Create a purposeful brand. ...
- Build a contest. ...
- Develop a product for an underserved niche.
Product Launch funnels are an AMAZING way to provide your customers with tons of value before presenting them with a paid offer. PLF funnels are typically used for your mid to high ticket offers and allow you to make your customers comfortable with purchasing at higher price points from you.
What is launch strategy? ›A product launch strategy is a planned effort to launch a new product in a market. The goal of most businesses is to launch something and get as much growth and traction as quickly as possible. Many steps, actions, and people are involved in a project launch process.
What are the 6 key elements of a brand? ›- Brand voice.
- Brand identity.
- Brand promise.
- Brand values.
- Brand targeting.
- Brand positioning.
...
These seven elements of a strong brand will help you cultivate a strong, positive brand image to tell the world the right story.
- Purpose-driven. ...
- Unique. ...
- Knows its target market. ...
- Stays on-brand at all times. ...
- Authentic. ...
- Thick-skinned.
What are the three types of product launch? ›
These tasks are usually broken down into three stages: pre-launch, launch, and post-launch. At the pre-launch stage, a company establishes goals and creates a roadmap. Then, it conducts research about the product and target market, develops marketing strategies, and chooses platforms to implement them.
What is a brand soft launch? ›A soft launch is a strategy that involves releasing a product before its official launch date to a limited market with very little marketing. The goal of the soft launch is to test your app idea and validate product-market fit before releasing a full, complete product to the public.
What are 3 key strategies you need to include to ensure the successful use of video in your overall marketing plan? ›- Know your audience. If you try to market to everyone, you ultimately market to no one. ...
- Consistently brand your videos. ...
- Make the video topic clear. ...
- Tell stories with your video. ...
- Use social proof. ...
- Optimize your videos. ...
- Include a call-to-action. ...
- Analyze your video performance.
- Your new product.
- The roadmap - pre-launch/launch/post-launch.
- The marketing strategy.
- Important objectives.
Try to connect and be relatable
If you want to create effective video content, you should try to be relatable once in a while. Video content that resonates with the audience and gives people an idea about what your company is all about is a lot more effective. Behind-the-scene videos, live streams, etc.
- Plan Your Campaigns. When sending campaigns to create product hype, you want to be thinking about conditioning the next action. ...
- Segment Your Audience. ...
- Take Pre-Orders. ...
- Hold a Social Media Giveaway. ...
- Promote Scarcity & Exclusivity in Your Messaging. ...
- Involve Your Customers Early On. ...
- Timing is Everything.
What are four techniques that will make the product presentation lively and effective? Displaying and handling the product, demonstrating the product, using sales aids, and involving the customer.
What are the five steps to launching a product? ›...
Five Steps To A Successful Product or Service Launch
- Conduct extensive primary and secondary research.
- Interview existing and potential customers.
- Develop new or refine existing buyer personas.
- Develop a data set of prospective buyers.
The process of creating a video from concept to completion consists of three phases: Pre-Production, Production and Post-Production.
What are the 3 stages of video production? ›There are three main stages of video production. Within each of the 3 stages, there are a series of stages that the production team will go through. Each phase has specific goals and deliverables. The three stages are pre-production, production, and post-production.