You just dropped a ton of time, energy, and budget into creating an epic product video. The motion design is flawless. The story is tight. The team is hyped.
Now what?
Too many B2B marketing teams get so focused on the creation part that they forget the most crucial step: the launch. A great video without a great launch strategy is just a beautiful asset gathering dust. It's a missed opportunity to generate qualified leads and pipeline.
So, before you hit "publish," walk through this checklist. Because the real work starts now.
Your product video is not a one-size-fits-all asset. It needs to be tailored for the specific channels where your audience hangs out. A 90-second hero video for a landing page isn't going to perform on LinkedIn without some serious adjustments.
Think about your launch across three key categories:
Actionable Takeaway: Before launch day, create a simple spreadsheet with a list of all your potential channels. Map out what version of the video (full, cut-down, or square) will go where, what the CTA will be, and who on your team owns the execution. For more ideas on where to distribute, check out PathFactory's Guide to B2B Content Distribution.
The story in your video is one thing. The story you tell about the video on social media, in an email, or to the press is another.
A single video can have dozens of micro-narratives that speak to different pain points or use cases.
Actionable Takeaway: Write three different versions of your launch copy: one for an executive's thought leadership post, one for a product marketer's educational post, and one for a demand gen campaign. The core message is the same, but the angle and tone are unique to the audience and the channel.
A launch is a moment, not an event. True success is measured in the days, weeks, and months that follow. Without a plan to track and optimize, you're just guessing.
First, set up your tracking links. Use UTM parameters to know exactly where your views, clicks, and conversions are coming from.
Second, get honest about your metrics. If your goal is to generate leads for a specific feature, a high view count is nice, but your most important metric is the click-through rate (CTR) on the CTA that leads to a demo request. If your goal is brand awareness, focus on watch time and shares.
Third, listen to the feedback. Are people commenting with questions about a specific feature? Are they sharing it with a specific team member? Use that as a signal to create your next piece of content.
Actionable Takeaway: Choose three key performance indicators (KPIs) for your video before it launches. A great video should have a clear purpose, so pick one from each category:
Use a resource like Socialinsider's Video Metrics Guide to understand what to track and how to interpret the data.
Your team should be your biggest advocates. Don't just drop the video in a Slack channel and expect people to share it.
Create an internal launch kit. This kit should include:
This makes it easy for everyone—from sales to engineering—to participate and multiply your reach.
Actionable Takeaway: Schedule a 15-minute "launch huddle" on the day the video goes live. Walk through the launch kit, share the different narrative angles, and get everyone excited. A little internal enthusiasm can create a tidal wave of external visibility.
A killer product video is only half the battle. The real win comes from a launch strategy that is as thoughtful, creative, and data-driven as the video itself.
Want help making your next product video unskippable and effective? Let's chat.