Launch Video Script Template: 30, 60 and 90-Second Scripts

The launch video formula

Whatever the length, a launch video script does five jobs in order. Getting the order right matters more than the exact wording:

1. Hook. Name the problem or the outcome in one line. This is what stops the scroll.
2. Reveal. Say what the product is called and what it does, in one sentence.
3. Demo. Two to four beats, each one sentence over one scene, showing the product doing the job.
4. Proof or benefits. Why it is better: a real customer quote, a list of capabilities, or a before-and-after.
5. Call to action. One thing to do next, and where.

Longer videos do not add new jobs; they give each job more room. A 90-second script adds a short "how it works" section and more proof. A 30-second script compresses the demo to one or two beats.

How many words fit?

A relaxed, clear voiceover usually lands somewhere around 130–160 words a minute. Leave space for pauses and on-screen moments without narration, and aim a little lower:

If your script runs long, cut words rather than reading faster. Rushed narration is the quickest way to make a video feel cheap.

Script 1: the 30-second launch video

Use for social posts, ads and short launch teasers. Five lines, roughly 70 words. Replace the bracketed parts.

1. [0–4s] Hook: "Still [doing the painful task] by hand?"
2. [4–8s] Reveal: "Meet [Product]: [one-line promise]."
3. [8–18s] Demo: "Just [first action], and [Product] [does the core job] for you, in [timeframe]."
4. [18–25s] Benefit: "[Benefit one], [benefit two], and [benefit three], all in one place."
5. [25–30s] Call to action: "Try [Product] free at [product].com."

Script 2: the 60-second launch video

The standard length for Product Hunt, your homepage and launch-day posts. About 130 words over nine beats.

1. [0–5s] Hook: "[Painful task] shouldn't take [how long it takes today]."
2. [5–9s] Reveal: "This is [Product], the [category] for [audience]."
3. [9–18s] Demo 1 (setup): "Getting started takes [timeframe]: just [first action]."
4. [18–29s] Demo 2 (core job): "From then on, [Product] [does the core job]. You [what the user still controls]; it handles [the tedious part]."
5. [29–38s] Demo 3 (result): "When you're ready, [result appears where they need it], with no [old annoyance]."
6. [38–45s] Differentiator: "Unlike [the usual way], [Product] [key difference]."
7. [45–52s] Benefits: "It also [benefit], [benefit] and [benefit]."
8. [52–56s] Proof (optional): "[Real customer], [role]: '[their words]'."
9. [56–60s] Call to action: "[Product] is live today. Start free at [product].com."

Script 3: the 90-second explainer

For a homepage explainer, a sales follow-up or a more complex B2B product. About 200 words, with a "how it works" section and room for proof.

1. [0–6s] Hook: "Every [week/day], [audience] lose [time/money/effort] to [problem]."
2. [6–12s] Why it happens: "Because [root cause]: [the messy current workaround]."
3. [12–17s] Reveal: "[Product] fixes that. It's [one-line positioning]."
4. [17–29s] Step 1: "First, [setup action]. [Product] [what it does automatically during setup]."
5. [29–42s] Step 2: "Then [core action]. Instead of [old way], you [new way], and [Product] takes care of [tedious part]."
6. [42–54s] Step 3: "Finally, [result step]. [Second persona, e.g. your manager] gets [what they need] without [chasing anyone]."
7. [54–64s] Differentiators: "[Product] is [difference one] and [difference two], so [outcome that matters to the buyer]."
8. [64–74s] Benefits: "You also get [capability], [capability] and [capability], built in."
9. [74–82s] Proof: "[Real customer quote with name and role], or: 'Teams at [real customers, with permission] already use it.'"
10. [82–90s] Call to action: "See it for yourself. Start free, or book a demo, at [product].com."

How to fill in the brackets

The brackets are where most scripts go wrong. A few rules make them work:

• Use your customer's words. Read support tickets, sales notes and reviews. The phrase people use for their own problem is almost always a better hook than your marketing language.
• Be concrete. "Writing release notes" beats "content workflows". "Two minutes" beats "fast".
• Name one audience. "For agencies" is stronger than "for teams of all sizes".
• Make each demo line match a screen. If you can't point to the screen that proves a sentence, the sentence doesn't belong in the demo section.
• Keep the call to action singular. "Start free" or "Book a demo", not both, unless you genuinely serve two audiences.

Common script mistakes

Most weak launch scripts fail in one of a handful of predictable ways. Check your draft against this list before you record anything:

• Starting with the company, not the problem. "At [Company], we believe…" is the slowest possible opening. Lead with the viewer's problem and introduce yourself second.
• Feature lists in the demo section. The demo should show one job being done from start to finish. Lists belong in the benefits beat, where a feature grid can carry them.
• Abstract nouns. "Productivity", "workflows", "synergy" and "insights" tell the viewer nothing. Replace each with the specific thing the user sees or does.
• Claims you cannot show. If a sentence says "instantly", the footage must look instant. If it says "for teams", show more than one person.
• Two calls to action. "Sign up, follow us and join the Discord" splits attention. Pick one.
• Writing for reading, not listening. Long sentences with sub-clauses are hard to follow aloud. Read the script out loud, and break any sentence where you have to take a breath in the middle.

A useful final test: show the script, without the video, to someone who has never seen your product. If they cannot tell you what it does and who it is for, fix the hook and reveal before anything else.

Turning the script into scenes

Once the script reads well aloud, map each line to a scene. Hooks and reveals are usually text-only scenes or a logo reveal; demo lines need product footage (a screenshot with a zoom, a UI demo with a cursor path, or a screen recording); benefits suit a feature grid; proof suits a quote scene; and the call to action is an end card.

Then record exactly the screens the script calls for, and nothing more. Our Product Hunt template and B2B SaaS template show complete scene lists built from scripts like these.

If you would rather start from a draft, the launch video script generator writes one from a short description. In Cadenzova Spotlight, the AI director drafts both the script and the scenes from your website and footage, and you can ask it to rewrite any scene in plain English ("make the hook shorter", "lead with the AI feature").