The two-week launch sequence
A practical two-week sequence for turning one product launch film into a set of useful moments before, during and after launch.
A launch is not a single post. It is a sequence of questions: what is changing, why does it matter, how does it work, and what should I do now? The film is most useful when it gives each question a clear moment instead of being pasted into every channel unchanged.
The sequence
| Moment | Question | Asset |
|---|---|---|
| Preparation | What problem are we solving? | Internal proof cut and stills |
| Early announcement | Why should I care? | Short, captioned hook |
| Launch | What changed and how does it work? | Master film and page embed |
| Follow-up | Is this relevant to my workflow? | Focused workflow cut |
| Evergreen | Can I understand this later? | Searchable full explanation |
A two-week working plan
Plan the film around the launch
- Week one — lock the questionAgree the audience, the problem and the visible outcome. Remove claims the product cannot support at launch.
- Week one — capture the proofRecord the real workflow, collect the brand assets and decide which screens must be legible in the smallest placement.
- Week one — make the masterBuild the clearest explanation first. Hold the product action long enough to understand it without narration.
- Week two — recompose the cutsMake the announcement, social, email and sales versions from the argument of the master, not by trimming randomly from its timeline.
- Launch and afterPublish the version that matches each question, then move the durable explanation to the page and conversations that keep receiving that question.
The failure mode
Most launch sequences fail by making every asset say 'we launched'. That is an announcement, not a reason to watch. Give the viewer a problem, proof and next action in the order they need them.
Questions people ask
How far in advance should I make a product launch video?
Make the master before launch week, with enough time to review the product claims and prepare the channel-specific cuts. The exact lead time depends on approval and product stability.
What should I post before a product launch?
Show the problem, the category or a small piece of the workflow without spending the full reveal. The goal is to give the launch-day film a question to answer.
What do I do with the launch video after launch day?
Move the clearest version to the relevant landing page, sales conversations and onboarding moments. Keep the context current if the interface or promise changes.
Keep reading
The Product Hunt launch video
It plays muted, small, in a gallery, to someone who has never heard of you. Here is what that constraint actually demands of the film.
Where product videos actually get watched
A product video is not a channel strategy. Put the right cut where the viewer already has the question.
Choosing the right video format for every platform
Cropping a widescreen film for Reels is why it underperforms. What each platform actually needs.