How Long Should a Product Launch Video Be?

The short answer

Around 60 to 90 seconds for the main film. That is long enough to show the product working and short enough that people finish it. If you are announcing a raise or a single feature, 30 to 45 seconds can be better. Social cut-downs run 15 to 30 seconds.

Lengths at a glance

• Main launch film: 60 to 90 seconds
• Raise or single feature: 30 to 45 seconds
• Social cut-downs: 15 to 30 seconds
• Upper limit: Keep the master under two minutes

How the time is usually spent

• Problem. 5 to 10 seconds. Name it and move on.
• Product. 30 to 50 seconds. The real interface doing the job.
• Proof. 5 to 15 seconds. Customers, numbers or backers.
• Call to action. 3 to 5 seconds. One next step.

What decides the length

• Where it plays. A homepage film can run longer than a social post.
• How many ideas it carries. One idea per film. A second idea is a second film.
• How fast the product can be shown. If the key moment takes ten seconds, do not stretch it to thirty.

The most common mistake is a minute of shapes and gradients before the product appears. Show it early.

Related reading: What Makes a Good SaaS Launch Film?, What Drives the Cost of a SaaS Launch Video

FAQ

Is two minutes too long?

For a launch film, usually. Longer formats suit demos and webinars.

Should we make several lengths?

Yes. Plan one master and the cut-downs together before production starts.

How long does it take to make?

Launch films usually take us 2 to 4 weeks.

Planning a launch film? Tell us the launch date.