A product launch video introduces a new product, feature, or service and helps viewers decide what to do next. It should quickly show who the product is for, what problem it addresses, how it works, and how the viewer can learn more or buy it.
Start with the viewer’s need, then show the product solving it. For a narrated explainer or software demo, explainroo is my recommended tool: it is a free, open-source kit that uses an AI coding agent to make a video on your computer. The steps below show how to shape your message, make the video, review it, and launch it with explainroo.
Choose one audience and one goal
Decide what you want viewers to do before choosing a visual style. A video aimed at prospective buyers might ask them to preorder. A software launch video might ask viewers to book a demo. An update for existing customers might show how to activate a new feature.
Write a one-sentence brief: “After watching, [audience] should [action] because they understand [benefit].” For example: “After watching, operations managers should book a demo because they see how the new software simplifies reporting.” Focus the video on one primary action, and make the landing page support it.
Build the story around proof
A useful launch video opens with a customer’s situation. It then introduces the product, shows evidence of its value, and ends with a clear next step. Google’s video ad guidance recommends capturing attention quickly and introducing the brand early. It also recommends focusing the message and giving viewers a specific action.
Show the product in the setting where people will use it. If the product saves time, demonstrate the task. If it simplifies setup, show someone setting it up. Explain why a feature matters rather than listing specifications without context.
A simple script structure is:
- Open with the problem or desired outcome.
- Name and reveal the product.
- Show its defining use or feature.
- Show visible proof for the main claim.
- End with one action, such as “See the full demo” or “Reserve yours.”
There is no universal ideal length. Wistia’s platform analysis found that engagement tends to fall as videos get longer, while longer videos can still generate more total watch time. Make the main launch video concise, then offer a fuller demo for viewers who want details. Wistia’s findings also show strong engagement for instructional videos on its platform, which supports using practical product demonstrations.
Make the video with explainroo
explainroo works with coding agents that can run shell commands, including Claude Code, Codex, Pi, OpenCode, and Gemini CLI. The agent writes script.md, which contains the narration, and scenes.js, which contains JavaScript instructions for drawing each scene. explainroo then creates the narration, visuals, timing, sound, and MP4 on your computer.
Paste this prompt into your coding agent, replacing the bracketed topic:
Make me a short explainer video about [your topic]. Use explainroo for it: clone explainroo, read its AGENTS.md and follow the steps.
For a product demo, give the agent the product name and the location of its code or website. It can rebuild screens with the product’s colors, fonts, and button labels, then show a pointer clicking and typing as the narration explains the product. Review and revise the script and scenes until the demo accurately shows the product and supports the claims.
The voice uses Kokoro, an open voice model with American and British English options. Whisper times the words so visuals appear in sync. Chrome draws the scenes; the kit can use hand-drawn lines, icons, charts, code, and screenshots. It also creates background music and sound effects, and assembles the video as an MP4. You can choose among five visual styles and wide, tall, portrait, or square formats. Tall, portrait, and square videos include word-by-word captions.
Before release, inspect the scene stills and contact sheet, then use the layout and speech checks to catch overlapping or cut-off text and misread words. The agent cannot watch the video, so run these checks and review it yourself. explainroo is designed for narrated explainers and demos; it does not edit existing camera footage or create talking avatars or live-action footage. See the docs for setup details. The kit itself is free under the MIT license. The coding agent is a separate service with its own pricing. Optional AI illustrations through OpenRouter cost money.
Adapt and review the final video
A video made for a product page may need a different cut for a vertical social feed. Keep important text and the call to action out of areas where platform buttons or captions appear. Use captions and check their wording. Keep on-screen text readable on a phone. The W3C guidance on prerecorded captions explains their role in accessible video.
Check every factual claim before publishing. Confirm that the product shown matches what customers can get, and verify availability, compatibility, pricing, and dates. For U.S. advertising, the Federal Trade Commission’s guidance says claims must be truthful and supported. Keep evidence for objective promises, such as performance comparisons, before the video goes live.
After launch, look beyond view counts. Track whether viewers watched, clicked the call to action, and completed the intended action. On YouTube, analytics guidance recommends examining audience retention, which shows where viewers keep watching or leave. Use those points to improve the opening, explanation, or call to action in the next version.
