Product Launch Video Roadmap
What questions you need to ask and resources to help you answer and apply them.
This guide is for Short-Form Content (15-60 seconds). This is the best length to start with for promoting your product on social media platforms like Instagram, Facebook, TikTok and X. 15-60 seconds is the sweet spot and ideal for grabbing attention quickly and delivering a concise message. These ads are less likely to be skipped and are more likely to hold viewers' attention.
These ads are also easier to create and allow you to create multiple ads that you can split test to see what works best.
QUESTIONS TO ASK
Before you start developing a concept, you will need to ask some important questions to shed light on what direction to take with the concept. Please check out the resources for each part if you need help.
How to create a captivating product launch campaign with video.
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To download the interactive PDF and fill in your answers.
1
Who are the competitors?
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What makes your product unique or better than their offerings?
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What does their branding and marketing design style look like?
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What problems do they show solutions for in their marketing?
2
Who is the target market?
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How old are they and where do they live?
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What is their lifestyle, how do they dress?
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What are their interests?
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Are there any unique attributes about them?
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Is there any specific language they use?
3
What problems does the product solve?
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What are some pain points users of the product have?
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Rank the top 3 pain points in order of relatability.
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What unique features will customers appreciate about the product?
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Who is the antagonist(s) to your product? (Ex. scissors vs. wire, thick fabric, leather, etc. )
DEVELOPING THE CONCEPT
There are infinite ways to skin this cat, but here are 3 frequently used strategies that consistently work. Oftentimes, the type of product dictates the best approach. These strategies are based on videos for Short-form Content. Use your answers from above to construct these video concepts below.
4
What environment is the product is used in?
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Indoors, outdoors, or a very specific environment?
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What time of day is it used?
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Are there any unique attributes about the environment?
Pro Tip: Explore your competitors social posts. Take note of not only where the posts take place, but who is using the products and how they are beings shown.
PICK THE MUSIC FIRST
This way of working backwards makes your video go from looking like a song was slapped on top, to looking like a custom score was created for it. Premiumbeats.com or Artlist.io are great resources for songs. Once you have the right song, listen to it over and over and start to break it down into different parts. The best videos are edited to a beat so it is good to find where those good beat breaks are to really emphasize your scenes.
A
Problem & Solution Strategy
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Establish a situation where your product is the solution to a problem.
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Think about the product adversaries
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Show a problem being solved by the product or product feature.
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Pull from the unique features your customers will appreciate.
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Hero shot of the product. Strong tagline that sells the product.
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Full product hero shot with lighting that accentuates the shape and materials
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CTA. Tell the viewer where to find more information and buy.
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Show the product in an environment where it was the solution
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B
Daydream Strategy
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Establish an ideal environment where the product is used.
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What does your target market daydream about?
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Show the product how it is ideally used in that environment.
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Pull from the unique features your customers will appreciate.
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Hero shot of the product. Strong tagline that sells the product.
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Full product hero shot with lighting that accentuates the shape and materials
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CTA. Tell the viewer where to find more information and buy.
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Show the product in its ideal environment
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PRE-PRODUCTION
Start putting the pieces together to create a blueprint for the final video production.
C
Product Features Strategy
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Show the most visually appealing feature.
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What feature will make customers think, “oh wow, that looks awesome”
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Show the most functionally appealing feature.
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What feature will make customers think, “oh wow, I could use that”
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Hero shot of the product. Strong tagline that sells the product.
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Full product hero shot with lighting that accentuates the shape and materials
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CTA. Tell the viewer where to find more information and buy.
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Show the product in simple environment
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2
Storyboards
Now that you have a concept for the video, you may want to storyboard the idea so you can visually dial in what is happening in each scene. Keep in mind you only have around 4 seconds, so the action needs to be simple and clear. For my storyboards, I like to use rectangular boxes with a visual description below each frame. Boords.com is a good site with solid tools that allow you to create storyboards and plan out your video.
PRODUCTION
The process of creating all of the scenes of the video and compiling them together for the final product.
Watch our reel above, or click here to see our work.
Your concept may require live action, animation, motion graphics, actors, drones, high speed cameras, sound effects, etc. If you are doing it yourself, it is a good idea to create a checklist of everything you will need. It is also good to create a production schedule so you have full control over each scene being created and don’t leave any important details out.
Creating videos from concept to final production can be hard but just take it step-by-step and don’t rush the pre-production process. This outline can’t take you further from here as each production is so different depending on the video but this should lay down a solid foundation to start from.
This roadmap was created by LYTR Co. We are an Emmy award winning animation company specializing in product launch, and explainer videos. If you have questions or want to discuss any production needs, please reach out for a free 45 min video consultation.
3
Animatic
Once your storyboards are done, and your music is chosen, you can create a quick edit with the story boards blocked out into the 4 different parts of the song. This is called an animatic and it helps you feel out the pace and flow of the video. Try and have the cuts of each scene align to the beat of the song. Once the animatic is dialed in, you have a good idea of the exact duration of each shot and you can substitute the static images for produced video as you move through production.
Why Video Content Reigns Supreme in Modern Marketing
In today’s world of modern marketing, video content reigns supreme due to its unparalleled ability to engage, persuade, and resonate with audiences.
Unlike static text or images, video brings stories and messages to life through dynamic visuals, sound, and motion. It captures attention swiftly in a world where consumers are inundated with information. Video content allows brands to convey authenticity, personality, and emotion, forging deeper connections with viewers.
Moreover, it simplifies the communication of complex ideas and product functionalities, making it easier for consumers to understand and remember key messages. Its versatility across platforms—from social media to websites and beyond—ensures wide-reaching impact and the potential for viral sharing, amplifying brand visibility and engagement.
In essence, video content not only drives immediate engagement but also cultivates long-term brand loyalty by creating memorable experiences that resonate with audiences on a visceral level.
Emmy Award-Winning Design and Animation Experience
With over 15 years of dedicated experience in the animation industry, and having garnered multiple prestigious awards such as Emmys, Tellys, and Addys, Drew White has established himself and his company, LYTR Co., as trusted authorities in creating highly effective animated video content.
At LYTR, we have had the privilege of collaborating with renowned brands such as Nike, Wilson, Costa, Redbull, House of Marley, and Titleist, crafting compelling visual narratives that resonate with diverse audiences worldwide.
Our expertise lies in combining cutting-edge animation techniques with a deep understanding of brand storytelling, consistently delivering engaging and impactful content that not only captivates but also inspires action and drives results.
Drawing on our extensive industry accolades and portfolio of successful collaborations, LYTR continues to set the standard for excellence in animated video production, demonstrating our commitment to innovation, creativity, and client satisfaction.
