A new product launch video can be the difference between early traction and getting lost in the noise. In 2024 and beyond, your target audience is bombarded with announcements weekly. The brands that cut through lead with video. A strong video opens engage viewers, set the tone, and showcase key features to generate excitement.
This guide offers practical video examples and tactics B2B, SaaS, and enterprise teams can reuse. Successful brands mix quick vertical clips for discovery with longer videos for trust and deep dives, reaching wider audiences. Big names like Apple and QuickBooks transform technical specs into emotional stories that build anticipation, clarify value, and drive action.
At Levitate Media, we specialize in B2B product launches with explainer videos, motion graphics, and mixed media, turning abstract ideas into clear, engaging video content.
Excellent product launch videos combine compelling stories, stunning visuals, and strong calls to action to create buzz.
Here’s the structure: Levitate Media examples, standout launch videos across industries, types of launch videos, tips, and FAQ.
Levitate Media Product Launch Video Examples
Five real projects with real results:
At Levitate Media, our creative process for producing product launch videos begins with careful planning, defining the product launch objective and identifying the target audience to ensure every video resonates with viewers and achieves its goals.
Overview videos are often used in these projects to provide a comprehensive look at a product’s features, benefits, and value, helping to engage viewers and address their needs.
Incorporating testimonials, user-generated content, and influencer partnerships into your product launch video can further build credibility and trust, enhancing your marketing impact.
1. Innovise
- Workforce and operations platform for service businesses
- Uses rich 2D motion graphics synced to clear voiceover
- Classic problem-solution narrative: pain points → solution → key capabilities → call to action. The video uses a problem solution structure, following a Hero's Journey narrative where the viewer faces a challenge, meets the product, and experiences a transformation.
- Visual elements like flowing lines, animated dashboards, and smooth transitions clarify abstract concepts
- Ideal for SaaS, HR tech, logistics
- Great for landing pages, sales decks, email outreach
A compelling story helps engage viewers and drive the message home.
2. HID Global
- 2D motion graphics focused on visual storytelling without narration
- Bold text, iconography, UI-style graphics, and sound design convey premium positioning
- Short (30–45 seconds), perfect for trade shows, homepage hero, event screens
- Works well without audio, ideal for muted autoplay and multiple languages
- Won multiple Telly Awards for Motion Graphics and Telecomm
3. Cribl: Multi-Product Observability Portfolio Launch with Animation
- Showcases the full range of Cribl offerings, including Cribl Edge and Cribl Stream products, in under a minute, and demonstrates their unique value and differentiation to show why viewers should choose them over competitors
- Confident voiceover explains unlocking observability data value
- Clean, modern flat design with data streams and UI metaphors
- Structure: high-level benefit → individual product value → ecosystem synergy
- Perfect for platform launches, rebrands, SaaS, and enterprise tech
4. Duracell
Internal launch video introducing new HR system to employees
- 2D animation with UI-inspired graphics and on-screen text
- Shows capabilities like viewing pay, managing benefits, requesting time off
- Clean, corporate design matching brand elements
- Sound-off design for noisy environments, office common areas
5. Arcutis: Mixed Media for Internal Launch Meeting Invitation
Combines live-action footage, brand imagery, and animated text overlays
- Celebratory and forward-looking script building excitement
- Ideal for internal kickoffs, sales kickoff meetings, global launch events
- Emotional connection through real people and locations
- Can be repurposed as event recaps or ongoing culture content
Other Standout Product Launch Video Examples (Across Industries)
QuickBooks x Etsy: Collaboration for Creator Economy
Colorful, minimal animation reflecting creative entrepreneurs
- Focuses on automating taxes and bookkeeping pain points
- Hyper-specific use cases tailored to niche audience
- Co-branded design strengthens partner messagin
Google’s Gemini / Bard Launch: Clear Real-World Demonstrations
- Straightforward demos of planning trips, summarizing content, brainstorming
- Focus on authentic, everyday user experiences
- No hype or celebrity endorsements
- Builds trust with emerging AI technology
Apple Vision Pro: Selling a New Category
- Immersive, imaginative world with floating screens and spatial interfaces
- Focuses on lifestyle possibilities rather than specs
- Cinematic live-action and subtle VFX create magic and inevitability
- High-quality imagery signals premium positioning
What Should Be Included in a Product Launch Video?
ElementDescriptionExampleClear AudienceSpecify who the video is for“IT leaders managing hybrid infrastructure”Problem FramingHighlight audience pain points“On-prem deployment challenges”Core BenefitsLead with outcomes and value“Unlocks observability data value”Product in ActionShow the product working, not just describingUI walkthroughs, animated workflowsSocial Proof/CredibilityInclude awards, logos, testimonialsTelly Awards, customer logosClear Call to ActionEncourage viewers to take the next step with a clear CTA“Book a demo,” “Start free trial,” “Visit our website”
A compelling hook in the first 5–10 seconds of your product launch video is essential for capturing attention, ideally by addressing a pain point or posing an intriguing question.
Optimize your product launch videos for mobile viewers, as a significant portion of your audience will watch on smartphones.
The optimal length for a product launch video is typically 60 seconds to 3 minutes, with videos under 60 seconds achieving significantly higher completion rates.
Minimize technical specifications in your video; instead, focus on real-world demonstrations and the benefits your product delivers.
Types of Product Launch Videos to Consider
- Product Reveal Videos: Short, visually driven, unveiling new products (e.g., HID SIGNO, Apple iPhone teasers). Best for website hero sections, social teasers, event openers.Keep 15–60 seconds, minimize technical explanation.
- Product Overview & Demo Videos: 60–180 seconds showing how the product works via UI walkthroughs or live demos (e.g., Gemini, Slack). These overview videos provide a comprehensive look at a product’s features, benefits, and impact, helping address customer needs and objections. Include voiceover and on-screen highlights.
- Animated Explainer Videos: 2D/3D or motion graphics simplifying technical ideas (e.g., Innovise, Cribl). Scalable across languages and markets.
- Product Videos: Focused on showcasing product features, benefits, and diverse use cases. Product videos can include animated, unboxing, or real-world demonstration styles to effectively introduce digital or complex products to various audiences.
- Brand Launch Videos: A video type dedicated to introducing a new brand or rebranding an existing one. Brand launch videos build awareness, convey a core message, and create emotional connections with the target audience to establish a strong market presence.
- Brand Videos: These videos introduce, build awareness, and reinforce a brand’s identity, values, and personality. Brand videos use storytelling and consistent visuals to create a memorable brand presence across platforms.
- Internal Launch & HR Videos: Focused on employees, process changes, and culture (e.g., Duracell HR Connect, Arcutis). Conversational or celebratory tone.
- Event Teasers & Launch Meeting Videos: Short promos emphasizing emotion and anticipation (e.g., Arcutis meeting invitation). 20–60 seconds, ideal for email and intranet.
- Crowdfunding Videos: Help startups and new products raise capital by communicating vision, value, and potential to investors and early adopters.
Choosing the right video type and developing a unique style can differentiate your content, enhance brand identity, and appeal to your target audience.
How to Make Your Product Launch Video Perform (Not Just Look Good)
- Clarify Audience, Goal, and Single Core Message:Define one primary audience and one goal per video to avoid clutter.
- Script and Storyboard Before Production:Tight scripts and detailed storyboards save time and money. Scripting is crucial for maintaining focus on the product's unique value proposition and ensuring clarity in messaging.
- Focus on Production Quality:During animation production, create graphics and visual elements using animation software to align with your brand's identity. Include music and sound effects to add realism and enhance viewer engagement. Export the final video in high resolution to ensure quality.
- Offer Early Access:Provide early access to influencers or loyal customers to build anticipation, credibility, and user engagement before the public launch.
- Foster Customer Loyalty:Use storytelling and engagement strategies in your videos to create emotional connections and foster customer loyalty.
- Attract New Customers:Leverage user-generated content, testimonials, and influencer partnerships in your product launch videos to build credibility and attract new customers.
- Plan Distribution:Use multiple platforms: website, LinkedIn, YouTube, email, sales decks, onboarding, event screens, social feeds.
- Measure What Matters:Track demo requests, trial signups, content downloads, and adoption rates. Analyze engagement metrics such as completion rates and conversion rates to measure the success of your product launch videos.
Work with Levitate Media on Your Next Product Launch
Levitate Media is a full-service B2B video production agency specializing in launch, explainer, and product demo content for tech, healthcare, finance, manufacturing, and more.
Award-winning work for brands like Innovise, Cribl, Duracell, and Arcutis.
Services include:
- Animated explainers (2D and motion graphics)
- Live-action and mixed media
- Internal launch and HR videos
- Event teasers and meeting invitations
- Systems of cutdowns for multi-channel campaigns
Ready to start? Get a free quote or use our interactive price calculator for early budgeting and planning. Built for long-term partnerships, not one-offs.
FAQ
How early should I start planning my product launch video?
It is advisable to begin planning your product launch video approximately 8 to 12 weeks before the official launch date. This timeline allows sufficient room for all the necessary steps, including concept development, scripting, storyboarding, animation or filming, editing, and revisions. For simpler animated videos, the production process might be shorter, typically taking around 4 to 6 weeks from start to finish. However, more complex projects—especially those involving detailed motion graphics, mixed media, or live-action elements—require additional time to ensure high-quality results. Starting early also provides flexibility to accommodate unforeseen changes and to align the video release perfectly with your overall marketing strategy.
How much does a professional product launch video cost?
The cost of a professional product launch video can vary widely depending on several factors such as length, complexity, animation style, and deliverables. Generally, prices range from the mid four figures to the mid five figures in USD. A basic animated video with minimal complexity and shorter duration will be on the lower end of this spectrum, while videos that incorporate advanced animation techniques, live-action footage, bespoke sound design, or multiple versions for different platforms will be more expensive. It's important to consider that investing in a high-quality video can significantly enhance your product's market reception and customer engagement, making it a valuable component of your launch budget.
Will a launch video work for highly technical products?
Absolutely. Launch videos are particularly effective for highly technical products because they can translate complex workflows, features, and benefits into clear, engaging visuals that are easier for your target audience to understand. Animation and motion graphics excel at breaking down intricate processes, showcasing user interfaces, and illustrating abstract concepts that might be difficult to capture with traditional video or screenshots alone. This visual storytelling approach helps avoid overwhelming viewers with technical jargon, instead focusing on how the product solves real-world problems. By simplifying the message, launch videos can broaden your product’s appeal and accelerate adoption among both technical and non-technical audiences.
Should I create separate videos for internal and external audiences?
In most cases, it is beneficial to create separate videos tailored to internal and external audiences. Internal launch videos typically focus on process changes, company culture, and employee engagement. They aim to inform and motivate your team, ensuring everyone understands the product’s purpose and their role in its success. These videos often have a conversational or celebratory tone to foster excitement and alignment. On the other hand, external launch videos concentrate on communicating the product’s value proposition, benefits, and outcomes to potential customers, partners, or investors. Crafting distinct content for each audience ensures that the messaging is relevant and impactful, increasing the overall effectiveness of your launch communications.
Can I repurpose my launch video?
Yes, repurposing your launch video is a smart and cost-effective way to maximize its value. Once your video is complete, you can adapt it for various marketing channels and purposes. For example, you can embed it on your product pages to provide engaging overviews, use snippets in onboarding emails to help new users get started, include segments in sales decks to support your pitch, and share short clips on social media to boost awareness and engagement. Additionally, you can update the video over time to reflect new features, customer testimonials, or evolving brand messaging. This versatility helps maintain consistent communication across touchpoints and extends the lifespan of your investment in video production.
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