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Rishabh leads the content strategy at Content Beta, a creative video and design agency for Tech & SaaS companies.
A company’s blood and sweat goes into creating and perfecting any new product. But all of this could go to waste if you’re not marketing it right.
Infact, according to Publicity, lack of efforts in the marketing strategy is the number one reason why 80% of the newly launched products fail every year.
To make sure that your new product falls into the 20% category, you need to bring your A game to the table. And today’s article is going to be about one of the most essential tools of a successful product launch campaign.
Product launch videos.
When it comes to visual media you have to be no Tarantino, but to make an impression on the audience your B2B Videos need to stand out. You want your product launch video to –
And to get all three just right, you need to write a good script for your product launch video. It will be the stepping stone in your video production process.
Video script templates are a great resource to have on hand when you have a blank canvas in front of you. Let’s go over what you should include in your script if you want your video to stand out, as well as some templates and examples you can use to get started.
An easy and simple template you can customize to best fit your short and straightforward product launch videos. This cuts all the filler out and comes right at the viewer. An animated video would be the best option for this kind of product launch.
Here’s a short 60 second video script you can adopt for your product launch video.
Introduction + Set up:
Main body:
Call to action:
Here’s an example of a reusable module by Content Beta that you can use as well
Any product launch announcements’ script can be easily tweaked depending on your SaaS product marketing needs.
To keep the B2B product video interesting, you can include an engaging animated character along with music and smooth transitions to hold viewer attention.
A very famous way to go about any product launch among brands is to establish common ground by stating a situation everyone can relate to.
This could be an inconvenience faced by a niche audience or an everyday problem for businesses.
Here’s an easy script template you can follow for your B2B/SaaS. This type of product launch video also involves App/ SaaS tutorial
Set up:
Introduction of the product:
How it works:
Call to action:
Modern problems require modern solutions. Likewise unique problems can be resolved with niche products. This is perfect for B2B/ SaaS product marketing because their software products are tailored to approach niche issues.
You can follow this product launch script for your B2B/ SaaS
Hook + Set up:
Introduction:
Call to action:
Ever since the dawn of human culture, stories have been an integral part of our society. And the B2B marketing world is not exempt. If you want your audience to really connect to your brand, tell them a story to remember through your B2B product marketing video.
But making a story based product launch video, that too under 2-3 minutes is no easy feat. Here’s an easy template you can customize
Set up + The hero (business owner):
The antagonist (Problems):
The build up:
Climax (Introducing the product):
When asked, about two-thirds of marketers answered they used live streaming to reach their target audience. And in recent years social media live streaming has become immensely popular.
For example take the ultimate business social media, LinkedIn. LinkedIn Live has grown by 158% since February 2020. It also generates a lot of engagement. Live videos are receiving 24 times the comments of a typical video post.
You can also launch your B2B product marketing video on Youtube, TikTok, Instagram or even events.
Introduction:
Main Body:
Demo:
Call to action:
There are numerous approaches to writing an excellent B2B product marketing video script. While some people prefer to write marketing video scripts in the style of a movie script, with visual details written alongside the dialogue, others prefer to organize the script visually by using a table or including a storyboard.
Whatever script format you choose, there are a few elements that all great marketing video scripts have in common:
Do you want upbeat music? Voice over? Smooth transitions? Or quick cuts from one frame to another?
When it comes to videos, the script is more than just what is said on camera or during the narration. In order to demonstrate how the visual and audio elements work together to tell a complete story, you must include both in your script.
Like given above, you can make separate tables for all your audio and visual elements that you want in your product launch video.
People’s attention spans are short. That is why it is important to limit your B2B product video script to only the most necessary dialogue or details. This does not imply that the video must be devoid of personality. However, when you get to the editing phase, make sure you trim out all the fluff.
Making an outline before you begin writing is one of the best ways to ensure that your script contains only the necessary details. An outline will assist you in staying on topic while discussing the most important aspects of the subject.
You can take a look at scripts from well performing product videos to get an idea. Your product launch video can do well even when there’s no voice over.
You have 15 seconds. The first 15 seconds of any video decide the success. It’s here when the viewer makes the choice if they want to continue watching or scroll past.
If you don’t want your B2B product video to end up at the bottom of the feed with 3 likes and 7 views, you need to make sure that the audience stays till the end.
This video by Adobe is an incredible example of hooking in your viewer and making them stay. It beautifully sets up an environment of anticipation and gives you the feeling of sitting on the edge.
A call to action is a must for any marketing video. You must make it clear what you want the viewer to do or where they should go next. The CTA should motivate them to act on the information they just saw. This could be a request to make a purchase, download a resource, begin a free trial, or simply subscribe to your YouTube channel.
Use clear and concise language so that there is no doubt or confusion about what they should do next.
Like this product marketing video asks its viewer to book a call immediately after they’ve outlined the product benefits.
Whatever you’re launching, a video is an excellent way to spread the word and generate excitement for your new product. You might even strike it rich and go viral.
The key is to keep it brief (under two minutes) and focused on the user’s benefit. Even if your product is cool and cutting-edge, the cold hard truth is that people only care about how products will benefit them.
Yes, you can (and should) discuss your distinguishing features. But keep your focus on explaining the tangible benefits and how they will help improve the user’s life or solve a problem they’re facing.
Putting together a product launch video on top of handling your B2B video marketing and business needs can be overwhelming. Take some weight off your shoulders and get in touch with Content Beta.
Trusted by 100s of B2B Marketers all over the world, Content Beta offers all in all solutions to all your video needs. If you want your videos to stand out from the crowd you need a solid team behind your back.
There is no doubt that when sound, music, and moving pictures come together in harmony to support a narrative, it is the most effective way to engage an audience. And who wants to read long jargon filled articles when they can simply watch a 2 minute video?
No matter how the marketing landscape evolves, B2B video marketing videos are going to be center stage. And you want your product to be the spotlight. In this article we’ve shown you 5 different product launch video templates for writing the perfect script.
We also shared some must include elements so that your product launch video is perfect and ready to shine.
The video should not just tell any story, but the story of the customers through which the product leads them. The product must create an “aha effect” at the end of the story. Ideally, the video should also be shot at a “point of interest” of the customers. And remembering too much information is overwhelming.
The elements of a successful product launch video include:
A 1-3 minute video is the perfect length for a product launch video.
The cost of creating a Product launch Video completely depends upon the way you choose. Cost can be determined by factors like the type of product launch video, animation style, video length, freelancer or agency hourly rate.
The cost of creating a product marketing video can be anywhere around $2,000 and $40,000 or more depending on your vision and budget.
