You finally have it: the shiny, well-crafted product launch video.
It tells your story, highlights the key features, and looks incredible. You hit "Publish" on YouTube, share it once on LinkedIn, and… wait for the leads to roll in.
Silence.
This is where most B2B product launches fall flat. The real work isn't just making the video; it's about what you do with it after it's made. A single hero video isn't enough anymore. You need a full-blown distribution strategy that turns one asset into dozens of hooks for every channel.
A long-form, polished product launch video is perfect for a landing page or an internal sales deck. It's built for someone who is already interested. But it’s terrible for grabbing attention in a feed full of noise.
The attention span of your audience on social media is measured in seconds, not minutes. They’re scrolling fast, and your 90-second hero video isn’t optimized for that environment. You need to meet them where they are and in the format they expect.
Actionable Takeaway: Before you even start production, plan your distribution. Ask yourself: What pieces of this long-form video can be repurposed for short-form content on different platforms?
Your main product video is the source of all your other content. Think of it like a master recording from a band: you can pull out individual solos, verses, or a chorus to create new, bite-sized songs for different moments.
Here’s the breakdown:
Actionable Takeaway: Work with the video team to output multiple versions of the final video, not just one. Ask for horizontal, vertical, and square cuts of key scenes, or better yet, plan them out in the initial brief.
Don't just post the same video everywhere. Each platform has its own unwritten rules and audience expectations.
Your long-form video can live here, but you'll get more engagement from shorter, feature-focused clips. Add text overlays and captions, since many users watch with the sound off. Instead of just "Check out our new launch," try "Here's how [New Feature] helps our customers save 2 hours a week." Make it a value proposition, not an announcement.
Actionable Takeaway: Use LinkedIn's video ad targeting to reach specific companies, job titles, or industries. According to a LinkedIn guide, video ads get more engagement. Don’t waste that high-quality content on a broad, untargeted audience.
Your product launch video's primary home. Use a catchy title and a detailed description with relevant keywords. Create a compelling thumbnail that encourages clicks. You can also build out an entire launch playlist with your hero video, customer testimonials, and a behind-the-scenes look.
Actionable Takeaway: Use your description and pinned comments to link back to your product page, a demo request form, and other relevant content. This turns a view into a lead.
This is where your short, attention-grabbing clips shine. Use Reels and TikToks to show off your product in a dynamic, unexpected way. The goal here is less about converting instantly and more about brand awareness and making your product look cool.
Actionable Takeaway: Don’t be afraid to add a bit of personality. Show the people behind the product, a quick hack, or a surprising use case. Your audience here is looking for authenticity.
A stunning product video is a powerful weapon, but only if you use it correctly. The key is to stop thinking about it as a single piece of content and start seeing it as a library of assets. The more hooks you have out in the water, the more likely you are to land your next customer.
Want help making your next product video a full-funnel marketing engine? Let's build a strategy that gets noticed.