If you need a video to help launch your product, here are some tips from pros who have produced videos for Google, Ducati, Kiehl’s, Facebook, Intuit, Samsung, and others.
What exactly is a Product Launch Video?
The product launch video introduces your product to the world. It should be short (30-60 seconds), and get right to the point. The video should highlight its key features. It should not go into the weeds or talk about all the different functions – save that for the product demo video.
If possible, show your product with strong visuals rather than a talking head. The overall objective of the video is to pique interest in the product while answering the primary questions that the potential buyer may have.
How much does a Product Launch Video cost?
A product video can be produced for thousands of dollars or almost nothing.
If you’re selling a pair of socks on Amazon, you can probably shoot and edit a video with your phone.
If you’re targeting higher-level clients, such as executives, then you’ll want to invest more on a quality video.
Typically, a product launch video destined for the web will land somewhere between $10,000 to $35,000 to produce. Below are a couple examples at both ends of the budget.
Swarm: $8-10K.
This video was shot at their labs in Mountain View, CA. We shot the interview with two mirrorless cameras and a gimbal helped with b-roll. Because of budget, we used more stock footage than we would have liked, but it overall had a cinematic feel. We also spent considerable time on the animation, which involved 3D modeling of their satellite. Swarm was eventually acquired by SpaceX.
Dropcam: $30-40K
We rented a house in Palo Alto, CA, and hired professional actors to demonstrate the home camera technology. We shot this video with a RED cinema camera.
What are the important things to remember for Product Launch Videos?
When producing a product launch video, here’s a brief checklist:
- Focus on the product. Sounds obvious but these videos often spend too much time talking about the company rather than the product.
- Limit the talking heads. Maybe you have a famous CEO or other personality presenting the product, but resist focusing too much on them to avoid unwanted distractions.
- Keep the details to a minimum. Leave the explanations for a different video. This launch video is top funnel stuff.
Product launch video are important marketing tools for making that initial push. Though budget is a consideration, the focus should be to produce a quality product that will pique interest and leave a lasting mark.
To learn how Picturelab can help with your product launch video, contact us at info@picturelab.com.