What better way to launch your product(s) than by creating compelling and inspiring product launch videos? Whether you're launching a new clothing line, electronic gadget, or any other product, a well-crafted product launch video can help you convey your message and promote your product in a compelling and engaging way.
This guide provides valuable insights into what a product launch video is, why it's important to create one, must-have elements, and much more.
Let's dive in.
What is a product launch video?
A product launch video introduces a new product to the market. It is a way for brands to generate excitement and buzz around their new product and to explain its usability and benefits to potential customers. Product launch videos can be used on a variety of channels, including websites, social media, YouTube, and email marketing.
A memorable launch video incorporates compelling storytelling techniques, high-quality visuals, an engaging script, and relevant call-to-actions (CTAs)—all to encourage viewers to take the desired action.
Why do you need product launch videos?
Here are a few reasons why you should create product launch videos:
1. Build relationships with customers
Product launch videos allow you to humanize your brand and establish a strong connection with your audience. GoPro does it very well in their product launch videos. They are the pro when it comes to video marketing.
In their latest HERO11 Black, they effectively communicate the thrill and adventure associated with their action cameras, inspiring viewers to become part of the GoPro community and capture their extraordinary moments.
When customers feel a personal connection with your brand, they are more likely to become loyal advocates.
By evoking such emotions through videos, you can create a memorable experience that resonates with your target audience.
2. Increase brand awareness
By incorporating creative storytelling, stunning visuals, and captivating narratives, you can leave a lasting impression on your audience, making them more likely to remember your brand when making purchasing decisions.
When and if a product launch video goes viral, it increases the brand’s exposure and awareness in many markets. To stand out from the crowd, make sure your product launch videos showcase your product uniquely and memorably.
Talking about viral videos, how can we forget the Dollar Shave Club's product launch video? It is a prime example of a video that went viral and significantly boosted brand awareness.
The funny and unconventional approach captured the attention of millions of viewers, leading to widespread sharing on social media platforms, back in 2012!
This product video not only increased brand awareness but also generated a significant number of new customers for the company.
3. Generate leads and sales
An essential element of any product launch video is a strong CTA. By guiding viewers toward the next steps, you can convert interested leads into paying customers.
A notable mention is Noise ColorFit Pro 4’s product launch video.
Their CTA of ‘upgrade your quest’ is on par with the brand’s authoritative and compelling style. And that is how the CTA should be. The CTA in your video marketing should provide clear instructions on how viewers can take action.
The last slide that mentions the marketplaces where one can buy the latest Noise ColorFit Pro 4 is also interesting.
Aim to create a sense of urgency and excitement around your product. Watch videos by Noise to get more inspiration.
4. Effectively communicate with excitement and relevancy
By teasing the upcoming product, building suspense, and creating a sense of exclusivity, you can generate buzz and get people talking about your brand.
This heightened excitement can lead to increased curiosity and anticipation, driving more people to engage with your brand and participate in the product launch.
We can't forget to mention the most-awaited and surprising rebrand introduction video for Burger King.
The video starts with a bang, with a catchy tune and bright and appealing visuals that immediately grab the viewer's attention. Then it goes on to explain the new upgrades and highlight how they’re the best at what they do.
Throughout the video, the tone is upbeat and enthusiastic, which creates a sense of excitement and anticipation for the brand. The video also ends with a compelling CTA, ‘Have it your way.’ The visuals are so appealing that they mesmerize the viewer into ordering the burger ASAP!
9 must-have elements of a powerful product launch video
A powerful product launch video can captivate your audience, generate buzz, and drive conversions. Watch the videos we've shared and explore the 9 must-have elements that can take your product launch videos from ordinary to extraordinary.
1. Compelling storytelling
Humans are wired to respond to stories. By incorporating compelling storytelling techniques into your product launch videos, you can create an emotional connection with your viewers.
Do this by first developing a narrative arc of your marketing campaign that takes the audience on a journey, capturing their attention and building anticipation.
Watch how engagingly PlanetScale does in its incredible product launch video.
Through the launch video, PlanetScale perfectly explains what it does subtly: It helps you retain your data.
2. Product's use case
One of the primary goals of a product launch video is to convey how your product can be used in real-life situations. A successful business video marketing strategy is where you showcase the practical applications of your product, highlighting its ease of use, functionality, and versatility.
Wynk Studio does it perfectly in this video.
They begin the video by accurately tapping on their target customer’s pain point: Making independent artists' voices heard.
Within 3 seconds, it introduces the product and highlights its use case.
They are direct, address the pain points, answer questions, and highlight what differentiates them from their competitors.
It also establishes its supremacy by showing how effortless it is to use the product. A great tactic to build excitement for your ideal audience.
By following a few easy steps, you can verify and upload your song/media and can easily track your analytics.
Want to effectively showcase your product’s unique use cases? Make sure you:
Help your audience visualize themselves using the product and experiencing the benefits firsthand.
Use relatable examples and experiences that can significantly enhance the effectiveness of your product.
That’s a hallmark of an effective video.
3. Believable testimonials
Customer testimonials provide social proof and build trust in your new release product. Showcase your brand’s past positive customer experiences to add credibility and authenticity to your product launch video.
Why use testimonials in your product launch video?
They influence potential customers to take action. And psychology says people love word-of-mouth marketing more than a brand tooting its own horn.
When someone trustworthy or an influential figure recommends a brand, you’re more likely to use it too.
Want to increase conversions? Here are some key considerations to ensure testimonials attract your audience's attention:
Use genuine feedback as they build relatability with the audience.
Ensure the testimonials highlight specific features or benefits of the product that are most relevant.
Inspo hack: If you’re launching a skincare product, include testimonials from individuals who struggled with skin issues and found your product to be effective in improving their skin.
Incorporate testimonials from diverse demographics and backgrounds to appeal to a wider audience.
Integrate testimonials between different sections of the product launch video to maintain viewer engagement and interest.
4. High-quality visuals
Visual appeal plays a crucial role in holding the viewer's attention and conveying professionalism. Invest in high-quality video production to ensure crisp visuals, sharp details, and vibrant colors.
One skincare brand that excels at getting its audience's eye is Rihanna’s, Fenty Beauty.
Its Eaze Drop'lit All-Over Glow Enhancer perfectly quality-checks visual hygiene.
The entire video is shot close-up, so the visual elements have to be of high quality or else they might bore the viewers.
Within 15 seconds, Rihanna explains how to apply the product and its use case. Short, crisp, and attractive.
Must do a hygiene check for your product launch video: Pay attention to the aesthetics of your video, including the set design, lighting, and camera angles.
Well-executed visuals add life to the overall viewing experience and leave a lasting impression.
5. Relevant CTA
Every product launch video should have a clear and actionable CTA.
Navigate your viewers toward the desired action, whether it's signing up for a free trial, making a purchase, subscribing to a newsletter, or opting for a free trial of a product. Any action that will make your viewer even potentially interested in your product will do the work. This is extremely important especially if it's an unboxing video.
A brand that lured its target audience with a relevant CTA is Sunday Riley. Sunday Riley’s Clean Rinse Scalp Serum.
The video checks all the boxes:
Visuals are high-quality.
Background music is peppy (which goes with the brand’s tone).
Product’s USP and benefits are highlighted.
Within 30 seconds, the video also shows how to use it.
And finally, the subtle CTA: To get a healthy, hydrated scalp, buy Sunday Riley’s Clean Rinse Scalp Serum.
The flow of the video is amazing and the CTA is placed sequentially.
So, make sure to add relevant CTAs to your product launch video subtly as people watch till the end.
Create a sense of urgency and make it easy for viewers to take the next step.
A well-placed and relevant CTA can significantly impact the success of your product launch.
6. Engaging multimedia
Product launch videos are created to build anticipation and capture the attention that’ll generate buzz around your product. It is one of the best ways to practically showcase the application and value of your offer to your ideal customers.
So, to make your videos compelling, showcase the key features, benefits, USP, and UVP of your brand’s product engagingly.
And do this by making the best use of multimedia. Watch how Elixir Niche Perfumery does in its product launch video to introduce its new range of perfumes, Elixirs of the World.
In the perfumery business, making flashy videos that highlight the elements in the perfume is pretty common, but creating one that makes the bottle look like a hero? Well, that's rare. That’s what Ram Rathi had to say when he conceptualized this video.
Making an original video that stands out in this competitive perfume market, which is dominated by international-hyped brands, is difficult. But not impossible. And the video captures the essence perfectly.
With apt transitions, background music, and graphics, the product feels heroic.
How can you incorporate multimedia into your video?
Add animations, infographics, and graphics that visually explain your product's features and benefits.
Use music and sound effects to create an immersive experience that enhances the emotional impact of your video.
Thoughtful multimedia elements can elevate your video and make it more memorable.
7. Length and pace
In a world of short attention spans, keeping your product launch video concise and engaging is non-negotiable. Find the right balance between delivering the necessary information and maintaining the viewer's interest.
Ideally, aim for a video length of around one to three minutes, focusing on the most important aspects of your product. Maintain a good pace throughout the video, avoiding long-winded explanations or unnecessary details.
Whatever length and pacing style you choose, aim to create a video that showcases your product’s benefits properly to the customer. Be careful when doing unboxing videos and don't make it too long.
8. Consistent branding
How can you write something about branding and not include the tech giant Apple?
In its first Q2 2023 June launch, Apple introduced the Apple Vision Pro.
While most of Apple’s launch videos are always under 3-5 minutes, this one is 9 minutes.
As we highlighted in the above pointer, the length and pace of your video depend on how accurately you’re able to highlight the product’s benefits. Apple uses this length in a storytelling way and showcases Vision Pro’s unique features and use cases to its potential users.
A powerful video can turn the target market into brand ambassadors. Want to be like Apple and get your branding on point every time? Then follow these tips:
Ensure that your product launch video aligns with your overall branding strategy.
Maintain consistency in branding to create a cohesive, memorable, and professional impression.
Incorporate brand elements such as your logo, color palette, and typography to reinforce brand identity and recognition.
Use your video as an opportunity to strengthen your brand's image and create excitement.
9. Clear messaging
The foundation of any successful product launch video lies in its messaging. To create a clear and concise message, identify the core value proposition of your product. Highlight the key features and benefits that set your product apart from the competition.
See for yourself how well Annabhumi did with their Superior MP Blend, Chakki Fresh Atta (flour).
They crafted a message that resonated with their target audience’s pain points, i.e., making soft rotis that remain soft for a long time. It’s a common pain in Indian households that the rotis become soggy if they are prepared early in the morning but eaten late.
By addressing their pain points and offering a solution that they couldn't resist, Annabhumi solved their customers' dire problems.
9 best types of product launch videos
Now that you’ve read the 9 must-haves, here are the top 4 types of product launch videos that have proven to be highly effective in engaging audiences and driving conversions.
1. Shoppable videos
Because shoppable videos are interactive, personalized, and entertaining, they allow viewers to purchase products directly from the video without having to leave the platform.
This makes them a powerful tool for product launch videos, as they can help brands to generate excitement and interest in their new products and drive sales. Such videos create hype about your products.
2. Animated videos
Animated videos use illustrations, graphics, and animations to tell a story or convey information. Video animation is a versatile way for a brand to showcase its products in creative and visually appealing ways.
A very cool and upbeat example of a brand that excels at making animated videos is Slack.
Slack's animated videos showcase their team collaboration platform in a visually engaging way. The videos demonstrate how Slack can streamline communication, improve productivity, and foster teamwork within organizations. This story resonates with its users.
The animation style adds a playful element with a touch of humor that resonates with the target audience.
3. Teaser videos
Teaser videos are short clips designed to build anticipation and generate interest in an upcoming product launch. These videos give viewers a sneak peek product's story without revealing all its details. They create a sense of curiosity and leave the audience wanting to learn more.
A brand that nails all its teaser videos is Apple. When it released the iPhone 13 Pro Max teaser launch video in September 2021, it broke the internet and amassed over 10 million views on YouTube. The video is really an inspiration for all brands.
Ram Rathi shared his views on how Apple aces at teaser videos, especially the packaging:
“Packaging is what makes your product stand out, the reason Apple stands out as a brand is because it is more of a fashion brand rather than a tech brand.
People buy the products not just for the value, but also for the statement.
A product launch must communicate a style choice. It should make the customer feel like they're part of a niche group of consumers who have a specific style element. Standing out is all about being different, and believing in your choice.”
4. Explainer videos
Explainer videos are informative and engagingly shot to educate viewers about a product's features, benefits, value proposition, or any new update to an existing product.
An interesting product launch video was released on Instagram by Upliance.ai.
They are building India's first smart cooking assistant and want to be the go-to smart AI cooking assistant for healthy living.
They recently released their product update by introducing ChatGPT to their product.
Sounds futuristic? Watch it yourself!
What makes it absolutely lovable is that the video simplifies complex information and delivers it in an easy-to-understand way.
One would get a tech epiphany: what, how is ChatGPT, now in cooking? Is it even real?
Well, Upliance.ai decodes it very simply in their video.
5. Live streaming videos
Live streaming videos have gained immense popularity in recent years thanks to social media platforms like Facebook, Instagram, and YouTube. Consider live streaming your product launch event to create a real-time connection with your audience. Live videos generate excitement and allow for immediate interaction with viewers through comments and Q&A sessions. You can also do an unboxing video while live streaming.
By going live, you can demonstrate your product, answer viewers' questions, and receive instant feedback.
6. Behind-the-scenes videos
Companies that take the audience behind the scenes of the product development process excel at narrating a story that their competitors can't.
BTS videos offer a glimpse into the inner workings of your brand, showcasing the production process, company culture, or the people behind your products. It makes a great video content strategy.
This almost humanizes the brand and creates a sense of transparency and authenticity, allowing viewers to connect with your brand on a deeper level.
A brand that is the epitome of BTS glimpses is Warby Parker. Watch this How Warby Parker Glasses Are Made video that captivates viewers on a deeper level.
They share aesthetic glimpses of their eyewear design and manufacturing process, highlighting their commitment to quality and craftsmanship.
7. Influencer partnership videos
Influencers have a dedicated following and can effectively promote your products to their audience with your story. By leveraging their authenticity and trust, you can tap into new markets and increase brand awareness.
Influencer partnership videos need not always be sponsored ads; they can take various forms, such as product reviews, unboxing videos, animation videos, or testimonials. Companies that do these are at the top of their game.
When choosing influencers, make sure they align with your brand's values and target audience.
Collaborate with influencers or industry experts to create product launch videos. Their endorsement and reach can help amplify your message and attract a wider audience.
8. Interactive videos
Engage your audience with interactive elements by including clickable hotspots, quizzes, or interactive product demonstrations. Interactive videos enhance viewer engagement and make the experience more immersive.
By incorporating these, you create a personalized experience that is very effective for showcasing complex products in a storytelling format.
Now you can also use AI to create an effective product video and make it more interactive.
9. Demonstration videos or storytelling
Demonstration videos or storytelling videos showcase your product's features and benefits in action. These videos can take the form of tutorials, step-by-step guides, or compelling narratives that demonstrate how your product solves a problem or enhances the lives of your customers.
By showcasing real-life scenarios, you can create an emotional connection and convince viewers to purchase.
A great example is this by Anker, which they released last year as their holiday greeting gift.
It aptly plugs the product and sets the mood of the holiday season in a very relatable way.
Examples of 7 best product launch videos from leading brands
Now that you know the 9 must-have elements of a great product launch video, it’s time to watch the 7 best product launch videos from leading brands.
Ready to binge? Let’s go!
The video is an excellent example of how to use a variety of techniques to keep the viewer's attention.
The video starts with a story from a ballet customer about how she was injured and found OOFOS Footwear, which helped her recover.
3 things that make OOFOS Footwear’s video stand out:
1. Testimonials from a real customer: The video features testimonial from a real customer who has used OOFOS Footwear and found it to be effective. This helps build trust with potential customers and makes them more likely to try the product.
2. Scientific research: The video also cites scientific research that supports the claims made about OOFOS Footwear. This adds credibility to the video and makes it more likely to be taken seriously.
3. Humor: The video uses humor to keep the viewer engaged and make the information more memorable. This creates a positive association with the product.
The video uses high-quality footage using OOFOS Footwear, as well as animations and graphics that help to explain how the ballet benefited from using the product. The video is also well-edited and flows smoothly from one scene to the next.
This is a product launch video for Casper, a mattress company. The animated video is short and to the point, and it does a great job of explaining the benefits of Casper mattresses.
3 things that make Casper’s video stand out:
Soothing animation: The aesthetically crafted animated video is only 30 seconds long, but you feel like rewinding it just because it is so soothing to watch.
Conveys benefits simply: The video does a great job of explaining why Casper mattresses are so comfortable.
Well-paced and visually attractive: The video moves at a good pace, and it never feels boring or slow. The use of high-quality video and photography helps to create a sense of luxury and comfort.
If you are looking to create a successful product launch video and have an experienced animation team, I would recommend following the example set by Casper.
My reaction after watching this video went the same!
If you also wear glasses, you have to watch them immediately. You cannot forget the sound at the end of the video.
The video is short and to the point, and it does a great job of enacting the right reaction its consumers would feel after finding the right pair. A great example of an explainer video. And Warby Parker glasses pull it off classically!
3 things that make the Warby Parker video stand out:
Right use of multimedia: Or should I say no use of multimedia? Less is more, and rightfully so! The 30-second video is short and aptly captures the feeling.
Visually appealing: Attention to detail is taken care of to the T as the video uses high-quality footage to make the product launch video more real and luxurious.
Brand’s message conveyed clearly: The video, in 30 seconds rightly answers:
What makes their product unique?
Why should people buy it?
How will they feel afterward?
They conveniently convey the benefits of their product.
Oh, the sound of the perfect pair!
A perfect example of influencer-based marketing and UGC testimonial product launch video is done by Glossier, featuring celebrity makeup artist Leah Darcy.
A great learning here is that companies should service their new product in such a way that automatically markets itself.
In the video, Leah Darcy shares her routine as she gets ready to head to a G Suit LA launch event.
3 things that make Glossier’s video stand out:
Provide value to viewers: She explains the products that work best for her and offer her real-life, experience-based advice to viewers. Showing how your products practically are one of the best ways to attract new customers.
Relatable and real: The entire video is shot in a BTS way that shows how Leah gets ready. This builds a relatability factor for viewers and seems more approachable.
Persuasively filmed: Though the video is shot on a mobile, the footage is high-quality and never bores the viewer.
Also, since it is a UGC type of content, the CTAs are very relevant, and whoever trusts Leah will buy Glossier’s products.
A perfect example of aptly using storytelling, making an emotional bond, and making the viewer feel a part of the video is what this product launch video by The North Face excels at.
The video shows a cozy setting where the family is going on a hike and subtly plugs the product, making it a part of their journey.
3 things that make The North Face’s video stand out:
Using multimedia: Voice-over, visuals, and clips are high-quality, aesthetic, and appealing. The background music is apt.
Uniquely stating the product’s benefits: The montage footage shows how the family has evolved over generations, and The North Face has been an integral part of their family since then. This creates a very homey feeling and humanizes the brand.
Storytelling branding is consistent: The song and visuals convey the benefits of the product so well it need not say anything else.
Market in such a way that doesn't feel like marketing. After all, that’s what makes a brand memorable.
This product launch video introducing Lenovo’s Yoga Slim is peppy and apt for its target customer - the GenZ.
It is a live event that is shot with Lenovo enthusiasts gathering to get the latest update. it is almost like an explainer video. Though it is 24 minutes pace, throughout the video, the product launch is interactive and conveys key highlights of Lenovo’s new Yoga Slim very well.
3 things that make Lenovo’s video stand out:
Interactive: If you could take inspiration on how to pull off a live event product launch, you must watch this video.
The event begins with a live concert-like format where there’s singing, partying, and of course, the launch.
Use of multimedia: Throughout the product launch, the host is communicative with the audience.
Honestly, it doesn’t feel like you’re watching a product launch. You just feel there are a bunch of tech creators sharing their experiences and genuinely excited about the technology.
Build relationships with customers: The way the Lenovo team pulled this event and product launch is aspirational. The company is already customer-favorite. These elements make it stand out and feel personalized for the customers as all the creators are also invited.
Asking questions and making them feel a part of the tribe makes it a memorable community-led product launch.
What makes this product launch video by Rothy remarkable is that they don’t employ any fancy tactics to convey their message.
The video walks the viewer through the production and manufacturing process of the company and makes them feel involved in the process.
And it’s also a clever marketing strategy because as a sustainable brand, you have to convey what your mission, vision, and values are. Just saying you’re a sustainable brand doesn’t make you stand out now.
Through this product launch in a BTS-styled format, they walk their talk.
3 things that make Rothy’s video stand out:
Communicating their message clearly: The brand believes in sustainability and creating environment-friendly fashion products, and the Director of Product, Lauren Taflinger, walks through each element perfectly.
BTS-filmed makes it relatable: Because the video is shot in a behind-the-scenes kind of format, it makes the reader feel authentic.
Building trust and increasing sales: After watching the video, it doesn't feel like a product launch, but feels like you're involved in the making. Because the video seems as if you're walking around the factory and feel a part of Rothy's, this video stands out.
As highlighted above, making viewers and potential customers evoke emotions is the way to generate sales and make them relate to your brand.
Making your product launch videos shoppable is a great way to increase conversions. And Videowise allows you to do just that.
Book a demo with us here.