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Jul 04, 2019 12:58:39

Launch videos

by @hum | 416 words | 🐣 | 215πŸ’Œ

Sarah Hum

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Rewriting yesterday's post with a focus on launch videos.

Potential title: Making a launch video with no time and no budget


Launching big features is exciting and worth celebrating. If you're not using video for your product launches, you're missing out! Using video is a great way to boost brand affinity while getting more people excited about your product.

Video will make you stand out and *wow* your audience. Videos have powerful storytelling abilities and can be a lot more engaging than other types of content.

A 2016 study showed that 79% of B2B businesses use video in their content marketing (and it's sure to have gone up since then).

One of the big things holding teams back from using video is the cost required to create it (effort as well as monetary). Compared to text and images in a blog post, it seems much higher.

Of course, I'm not talking about Hollywood production value with large crews and expensive equipment. I want to talk about videos that get a message across authentically and in an entertaining way.

Here are a few launch videos our team has made.

Canny for Intercom

Canny Changelog

We made these with no time and no budget. Here's how you can too.


This phase sets the stage for all your time and effort to come. Without proper planning, you'll find yourself second guessing and changing your mind down the road. Once you involve other people, changing your mind will be costly. So plan your video thoroughly from the start.

The Concept

Start by writing out a simple brief for yourself. What is the main message you want to convey in your video?

Here's a simple outline to get you started:

  • We're launching feature X
  • This is the problem it solves
  • Here's how to use it
  • Here's why it's awesome

Write down the key elements you want to cover. Then, we can start being creative.

Put together a quick moodboard to help kick-start those creative juices. Think about your launch in particular and its unique visual elements.

[Image of visual elements/mood board/word cloud]

Having a moodboard is great for our next step: storyboarding.

I know not everyone is an artist but if you can draw a stick person, you can put together a storyboard. Try to come up with at least three unique concepts and draw some basic thumbnails.

Launch videos should be short so you shouldn't need that many frames to convey your concept.

[storyboard examples]

To be continued…

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