6 winning product launch video ideas (2023)

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.

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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.

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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.

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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.

(Video) Secret Product Launch Video

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.

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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.


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? ›

7 Successful Product Launch Examples That'll Inspire You
  • 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.
31 Aug 2021

How do you make a product launch fun? ›

19 Creative Product Launch Ideas for Your Next Event
  1. Launch Teasers on Social Media. ...
  2. Lean Into the Mystery. ...
  3. Create a Countdown. ...
  4. Choose an Exciting Venue. ...
  5. Tell a Story. ...
  6. Incorporate Video. ...
  7. Choose Your Guest List Carefully. ...
  8. Give Awesome Swag.
6 Apr 2022

What are the six steps of a product launch plan? ›

Once you identify your timeline, follow these six steps to successfully launch your new product:
  • 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.
3 Mar 2015

What are the 7 marketing tips in launching new products? ›

Marketing Tips for Launching a New Product
  • 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.
21 Feb 2005

What is the most successful product launch? ›

1. The Original iPhone. Apple's iPhone is one of the most successful product launches in history. With one million units sold within 74 days of its launch, the iPhone blew its competition out of the water, and has set the bar for what consumers expect from a device.

What is one key to a strong product launch? ›

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 I make launch exciting? ›

Here are 14 ways to do that.
  1. Your Audience. Get to know your audience and build strong relationships with them. ...
  2. Big Events. It should be something fun that will make your product launch a big splash.
  3. Small Events. ...
  4. Product Benefits. ...
  5. Create Excitement. ...
  6. Choose The Right Launch Date. ...
  7. Use Scarcity Tactics. ...
  8. Offer Pre-Orders.
12 Oct 2021

How do I build a buzz for a product launch? ›

7 Product Launch Strategies to Create Buzz Around Your Business
  1. Put the Focus on the People, Not the Product. ...
  2. Get Opinion Leaders On-Board Early. ...
  3. Be Revolutionary. ...
  4. Turn Your Product Launch into an Event. ...
  5. Take Pre-Orders. ...
  6. Release a Product Your Customers Will Want to Show off. ...
  7. Draw out the Suspense for As Long As You Can.

What makes a successful brand launch? ›

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.

What is a product launch checklist? ›

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.

What are the 6 stages of the product life cycle? ›

The product life cycle is the length of time from when a product is introduced to the consumer market up until it declines or is no longer being sold. This cycle can be broken up into different stages, including—development, introduction, growth, maturity, saturation, and decline.

What are the 5 of most powerful marketing tips? ›

5 Most Powerful Marketing Strategies That You Should Steal in...
  • Set a Goal and a Budget. ...
  • Leverage Influencer Marketing. ...
  • Focus On a Single Social Channel. ...
  • Leverage Email Marketing. ...
  • Focus On SEO and Content Marketing.
2 Feb 2022

What are the best 6 tips for content marketing? ›

Be the person on the internet that actually answers the questions.
  • 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.
5 Nov 2021

What is the 7 times 7 rule in marketing? ›

The Principle

The marketing rule of 7's states that a potential customer must see a message at least 7 times before they'll be provoked to take an action.

How do you present a product in a creative way? ›

We have six creative ways to promote a product, which are sure to get those creative juices flowing!
  1. Offer Customers a Product Preview. ...
  2. Create an Introductory Offer. ...
  3. Use Promotional Products to Your Advantage. ...
  4. Run a Fun Contest on Social Media. ...
  5. Promote Your Product Via Digital Marketing.

What are product launch activities? ›

A product launch event is an event that debuts a new product on the market. It builds hype around a product and usually features high-level production to impress the audience. It's a good idea to invite loyal customers, investors, bloggers, social media influencers, and the media to your product launch event.

› blog › product-launch-strategies ›

Apple product launches have become the stuff of legend. The iPad sold 300,000+ WiFi-only units on launch day. Within three days, the iPhone 4 sold 1.7 million u...
It's every project owner's greatest fear. You spent months grueling to build a product you think your customers will love. Your dreams are filled with T...
A product launch is the coordinated effort of bringing a product to market and announcing it to the world. The marketing plan outlines the messaging and marketi...

How do I make a product launch video? ›

The elements of a successful product launch video
  1. Answer your product's 5Ws in the video. ...
  2. Leverage storytelling to engage viewers. ...
  3. Build excitement. ...
  4. Choose engaging music. ...
  5. Add a clear call-to-action at the end.
  6. Distribute the launch video far and wide. ...
  7. Explainer/tutorial video. ...
  8. Unboxing video.
5 Apr 2021

What are 3 key strategies you need to include to ensure the successful use of video in your overall marketing plan? ›

Here we go:
  • 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.
23 May 2019

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!

What are product launch activities? ›

A product launch event is an event that debuts a new product on the market. It builds hype around a product and usually features high-level production to impress the audience. It's a good idea to invite loyal customers, investors, bloggers, social media influencers, and the media to your product launch event.

What is a product launch checklist? ›

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.

What are the 4 elements of a good video? ›

Here are 4 key attributes you need to nail when making engaging and useful content.
  • 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.

What makes a video go viral? ›

The term “viral video” is about the speed and distribution path an internet video can follow through organic social media sharing. The volume and velocity a video gets shared at each time it's viewed, the bigger the spike in total number and geography of viewers increases...

What makes great video content? ›

Your goal should be to connect to your audience while distributing information. One without the other will make your marketing video fall flat. Tell stories that bring some value to a viewer, so they feel the urge to know more about your brand. Be concise and weave a cohesive narrative.

How do you build a hype for a product launch? ›

We've got you covered.
  1. Plan Your Campaigns. When sending campaigns to create product hype, you want to be thinking about conditioning the next action. ...
  2. Segment Your Audience. ...
  3. Take Pre-Orders. ...
  4. Hold a Social Media Giveaway. ...
  5. Promote Scarcity & Exclusivity in Your Messaging. ...
  6. Involve Your Customers Early On. ...
  7. Timing is Everything.
31 Aug 2021

What are 4 techniques that will make the product presentation effective? ›

What makes an effective Sales Presentation?
  • Research. You're giving a sales presentation because you can provide a solution to a prospect's problem. ...
  • Storytelling. Stories help prospects to visualise the value of your offering. ...
  • A Value-Proposition. ...
  • Proof. ...
  • A call-to-action.

What should be included in a product video? ›

7 Elements Of A Great Product Video
  1. Focus on the problem (and the solution)
  2. Keep it short and sweet.
  3. Focus on one key feature.
  4. Provide information and value.
  5. Turn it into a series.
  6. Find an interesting angle.
  7. Include a clear CTA.
6 Oct 2019

How big should a 10 minute video be? ›

Recommended video resolution setting

Recommended resolution: For a standard video submission, we recommend a video resolution setting of VGA. At this setting, a 10-minute video will produce a file size of approximately 240 megabytes.

How long is a good promo video? ›

Promo Video Length

Make your promo videos the same as traditional TV advertisements: 30 to 60 seconds. It's a tried and true format; if it's good enough for the big advertisers, it's good enough for most businesses.


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