Quick answer: A launch video is the short video on the listing, the landing page, and the social posts. It shows the product doing the job, and the strongest versions run between 45 and 90 seconds.

The structure

  1. The hook (0–8 seconds). The problem or the result.
  2. The problem (8–20 seconds). The customer's old workflow.
  3. The product (20–30 seconds). The product appears and names the answer.
  4. The workflow (30–70 seconds). The product doing the job, screen recorded.
  5. The result (70–80 seconds). The output and the value.
  6. The call to action (80–90 seconds). The one action.

The hook

The first seconds decide whether the video continues:

  • The result on screen, with the product already doing the work.
  • The problem in the customer's sentence.
  • The hook guide covers the written versions.

The problem

The problem is stated quickly and visually:

  • The old workflow, the manual steps, the wasted time.
  • One concrete scene; not the market-size explanation.
  • The problem slide logic in video form.

The workflow

The screen recording is the core:

  • The real product and the realistic data.
  • The one workflow, end to end.
  • The cursor moves with purpose; the dead time is cut.
  • The marketing screenshot is the still-frame version.

The workflow is recorded once, at the high resolution, with the data prepared in advance.

The captions

The video is watched without the sound on most social platforms:

  • The captions are burned in or attached.
  • The captions are short and aligned to the voice.
  • The headline overlays carry the steps even without the audio.

The voice and the music

  • The voice-over states the job; the script reads at the conversational pace.
  • The music is quiet and the license is owned.
  • The silent version with the captions must still work.

The aspect ratios

  • The landing page and the Product Hunt listing: 16:9.
  • X, LinkedIn, and the feed: the 16:9 or 1:1 cut.
  • The Stories and TikTok: 9:16, with the safe zones respected.

The platform size guide lists the ratios. The vertical cut is composed separately, not cropped from the 16:9.

The production

  1. Write the one-page script and the shot list.
  2. Prepare the accounts and the data.
  3. Record the screen at the high resolution.
  4. Record the voice and the music.
  5. Cut the video to the structure, removing every pause.
  6. Add the captions and the overlays.
  7. Export the 16:9 and the 9:16 cuts.
  8. Review the claims against the fact-check.
  • The demo video is the longer, deeper version.
  • The YouTube thumbnail is the cover.
  • The Product Hunt gallery embeds the video. The video is one asset in a larger launch set, and the supporting still images and the captions can be generated alongside it from the same source text; a tool like Neatico keeps the gallery and the social frames visually consistent with the video.

What to avoid

  • The two-minute intro with no product.
  • The feature tour with no workflow.
  • The screen recording at the low resolution.
  • The captions missing for the silent viewing.
  • The vertical cut cropped from the horizontal video.
  • The claim the product doesn't ship.

Frequently asked questions

How long is the launch video? 45–90 seconds; the longer cut belongs on the demo page. Does the video need the founder? The product screen is the core; the founder is optional. What is the first frame? The product already doing the job, or the result. Can I record the screen once? Record the master in 16:9, then compose the vertical cut with the dedicated framing.

Open with the product doing the job, walk the one workflow, caption it for the silent viewing, and end with one action. The video is the proof.