5….4….3….2….1 — we have lift-off (of your new product!)
You spent a long time creating a product you’re proud of and that you know is going to solve a problem your target audience currently faces. So, the obvious next step is to get your product in front of them.
However, you don’t want people to just see what you’re selling; you want to position your product in the best way possible — showcasing its value, differentiating it, engaging the interest of the consumer, and demonstrating how it can help your target audience.
To do that, you need a fun, exciting, and attention-grabbing video to pull the right people in and lead them towards making a purchase.
Let’s dive into the steps to make a product announcement video:
1. Write the video treatment and script
Videos aren’t one-size-fits-all — you can have multiple product announcement videos for different objectives.
The top three are:
- Promotional: to generate demand.
- Explainer: to show what the product is.
- Tutorial: to show how it works.
When you’re making a product announcement video, you need to identify what your key objective is, then figure out which type of video is the right one for you. If you have several objectives, you will want to create each type of video.
Once you decide on the video or videos you want to use to launch your new product, you can begin planning the video treatment and writing the script!
A video treatment is a document that presents your video’s concept and summarizes the creative approach needed to be taken before you write the official script. Here you define your project, write a clear outline of your story, and organize its purpose. Whether you choose to have speaking elements or not, the treatment will be where you plan for what the text will say in each clip and what visuals you’ll use to introduce your product.
If you do decide to use a voiceover or show an individual talking, every successful video begins with a well-constructed script.
You need to:
✔️ Include what your product is, how to use it, and the problem it solves
✔️ Leverage storytelling
✔️ Add your UVP or a different angle to stand out from competitors, but always keep your target audience in mind
Don’t have any experience writing video scripts? You can quickly learn how to write an effective video script here.
2. Raise excitement and build suspense
If your new product makes you want to jump around and celebrate, let your launch video portray that! You can’t expect someone else to get excited if you aren’t, so a lively product announcement video is the perfect way to get people talking about your brand.
To raise excitement and build suspense around the release of your new product, you need to:
Incorporate eye-catching product visuals
Of course, the main element of a video are the visuals, so for a product announcement, your visual elements should be of your product. If you don’t have that many clips of your new product, you can fill in the gaps with stock footage of people or places — but only if it’s relevant.
Having access to a library of millions of photos, videos, and gifs in our online video creation software makes it easy to put together a scroll-stopping video.
The music you choose to include in your video truly sets the tone for your product announcement video. When deciding on the type of track you want to go along with your product, consider how you want this launch to make them feel.
Your goal is to get people thrilled about this new item, so should your music be loud and upbeat? Soft but suspenseful? If you’re taking a unique angle, will your soundtrack be moving or powerful to create an unforgettable video?
Also, keep your business top of mind; what kind of music reminds you of your brand?
In the Wibbitz music library, we have hundreds of soundtracks you can sort through that are instrumental or have vocals, too. You can even sort through different “moods” to find the song that makes you go, “Hey, this is exactly how we want people to feel when seeing our product!”
3. Use customizable templates
You worked incredibly hard on building a product you’re proud to release to the public, so it’s natural to want to speed things up and get it out for the world to see.
If only there were a way to create professional, short-form videos quickly and easily, all while staying on brand…
Customizable templates give everyone, no matter their video experience, the power to make the perfect video. With our new product announcement templates, you can simply add your text and plug in your brand colors and logo to have a video in minutes.
For some inspiration, check out these ready-to-go product announcement templates below:
4. Keep it short and sized for all channels
Did you know video engagement begins to decrease after just one minute?
Today, users want easy-to-digest content where they can consume information as fast as possible. This stands true especially with product announcement videos as people want to know everything about you, your product, and why they should buy it as soon as they press play. That’s why your videos must be short and to the point.
And when you do share your exciting launch video, it needs to be sized for all channels to ensure the best viewing experience possible. With our video editing software, you can make it sized for every channel all in one place.
Places to share or embed your product announcement video
Now that your product announcement video is complete, the last (but certainly not least) step is to decide where you will share or embed your video.
To share your launch video across social channels is a given, as Instagram, Facebook, and other platforms will be the perfect way to build awareness of your product. However, there are other critical places you’ll want to post your video to reach as many people as possible.
What better place to share your product announcement video than on a site made to showcase new products? Product Hunt is a great online space for people to create a profile on their new item no matter what industry it’s for.
From mobile apps and websites to hardware projects, Product Hunt is the perfect way to get people talking about your brand.
Community posting sites
Quora, Reddit, and other community posting sites are now an outlet to build awareness of new products. All it takes is a quick search through questions people are asking or topics in discussion and you can see if your product is the answer they’re looking for.
🚩 Just be careful — you could potentially get flagged for a post that is too promotional. Ensure everything you post gives relevant, helpful information and is not just a plug for your new product.
Email is one of the most effective marketing strategies, and knowing adding videos to your emails can increase click rates by 300%, they’re a must for sharing a product announcement video.
Create an email marketing campaign introducing your new product and continue to send follow-ups asking how they liked the product, if they checked it out yet, and more. You can also send exclusive content or promo codes for those who are signed up to learn more about your business.
Another great way to use email for your product launches? Include a link to your product announcement video in your email signature!
Don’t get so caught up in social media that you neglect your website. A great way to showcase your new product is to embed your product announcement video on your homepage or a dedicated landing page for your product.
This way visitors can learn everything they need to know as soon as they land on your site and that incredible video can continue to be seen by as many people as possible.
Wibbitz makes creating product announcement videos easy
Your product announcement video is the first time potential customers are seeing your product and who you are as a company. To ensure a successful product launch, you need a successful launch video.
Now that you know the steps on how to make a product announcement video, you’re ready to get started in our video editing software.