The short answer: a good launch video is 30–60 seconds long, shows the product working in the first few seconds, makes one promise, and ends with one call to action. You can make one without editing software: write a short brief, let an AI video tool build it, then fix what you don't like by describing the change.
- Length: 30–60 seconds for Product Hunt and your site; 15–30 seconds for X, LinkedIn and Reels.
- Structure: hook → problem → product in action → proof → call to action.
- With Relo: about 50 credits (one video, one round of changes, one render). New accounts get 100 free credits.
What makes a launch video work?
People scroll past launch videos that open on a logo, explain the company, or list features. The ones that get watched do three things:
- Show the product in the first three seconds. The viewer should see the thing doing its job before they read a word about it.
- Make one promise. "Write a week of posts in ten minutes" beats a list of six features. Pick the result your best users care about.
- End with one action. "Try it free", "Upvote us on Product Hunt" or "Join the waitlist". One, not three.
Most launch videos also play without sound in the feed, so the story has to make sense from the on-screen text alone. Treat captions and titles as the script, and sound as a bonus.
What structure should a launch video follow?
This five-part structure fits 30–60 seconds and works for most software products:
| Part | Length | What goes on screen |
|---|---|---|
| Hook | 0–3 s | The product doing its job, or the problem stated in five words |
| Problem | 3–10 s | The pain your user feels today, in their words |
| Product in action | 10–35 s | Two or three moments of the product solving it, not a tour of every screen |
| Proof | 35–45 s | A number, a quote or a before/after that makes the promise believable |
| Call to action | Last 5 s | Your name, your URL and one thing to do |
For a 15-second cut, keep the hook, one product moment and the call to action.
How do I make one without editing software?
You need a brief, not a timeline. Here is the process in Relo:
- Set up your brand once. Add your product name, description, colours and logo, so every video uses them.
- Write the brief. Describe the video the way you'd brief an editor (see the example below). Attach screenshots or a short screen recording if you have them; they are optional.
- Watch the draft and ask for changes. "Make the price bigger." "Cut the intro to two seconds." "End on the URL." Each change is a sentence, not a re-edit.
- Render the sizes you need. Make the 16:9 version for Product Hunt and YouTube, then 9:16 for Reels, TikTok and Shorts, and 1:1 for feeds, all from the same video.
What should I write in the brief?
The brief does most of the work. Cover these points in a few sentences each:
- The hook: what happens in the first two or three seconds.
- The arc: problem → solution → proof → call to action.
- The tone: energetic and punchy, calm and trustworthy, or playful and fast.
- Must-haves: two or three messages that have to appear.
- The ending: the exact call to action and URL.
- Length: for example, "under 45 seconds".
An example brief:
Fast-paced launch video for GhostReply, an app that drafts replies to messages you've left unanswered. Open on a phone with 14 unread chats. Problem: "Left on read again?" Show the reply being drafted and sent in one tap. Proof: "Replies in 3 seconds." End on "Try it free at ghostreply.app". Confident, not salesy. Under 30 seconds, vertical.
Motion graphics, screen recording or a presenter?
| Style | Best when | You need |
|---|---|---|
| Motion graphics | You have no footage yet, or the idea is simple to show with text and shapes | A brief; screenshots optional |
| Screen-recording walkthrough | The product's value is in seeing the interface work | A screen capture |
| AI avatar presenter | You want a person explaining it, like a founder message | A script; no camera |
| Illustrated story | The product is easier to understand as a story with characters | A brief |
You can make the same launch in two styles and test which one gets more clicks.
How much does a launch video cost?
Agencies and freelancers usually charge per video and take days to weeks. With Relo you pay in credits:
| Step | Credits |
|---|---|
| Create the video | 35 |
| One round of changes | 5 |
| Final render, one size | 10 |
| Typical total | 50 |
| Each extra size (16:9, 9:16, 1:1) | +10 |
| AI voiceover, if you want narration | +10 |
Captions, background music, stock footage and your brand kit are free. Credit packs start at 200 credits for $20, and new accounts get 100 credits free. See pricing.
Launch-day checklist
- The product appears on screen within three seconds.
- The video makes sense with the sound off.
- One promise, one call to action, and your URL on the last frame.
- A 16:9 version for Product Hunt and YouTube, and a 9:16 version for Reels, TikTok and Shorts.
- The video is uploaded natively to each platform, not as a link.
FAQ
How long should a Product Hunt launch video be?
Aim for 30–60 seconds. Long enough to show the product working, short enough that people watch to the end.
Do I need a screen recording?
No. Motion graphics can show the idea from a brief alone. A screen recording helps when the interface itself is the selling point.
Can I make different versions for each platform?
Yes. In Relo you render the same video in 16:9, 9:16 and 1:1; each size is 10 credits.
Can I make the launch video from ChatGPT or Claude?
Yes. Relo connects to AI assistants over MCP, so you can ask for the video in chat. See how to make videos from Claude, ChatGPT or Cursor.