Which video for which moment
Launch film, product video or ad. Choosing the wrong one is the most common reason a good video underperforms.
Different moments need different videos. A strong video made for the wrong moment still underperforms. Here is how we think about the three we make most.
Launch film
Use it when something is new: a release, an announcement, a brand. Its job is to make people feel the news. It is brand-led and paced, built for your socials and your homepage. Do not ask it to teach the product.
Product video
Use it when someone is deciding whether to use what you built. Its job is to show what the product does and why it matters, clearly. It is screen-led and follows a clear sequence. Put it on the page where people evaluate.
Ad
Use it when you are paying to reach people who do not know you. Its job is to earn attention in the first seconds and ask for one action. It is short, vertical or square, and made to be tested in several versions.
A simple rule
If the viewer already knows you, make a product video. If they do not, make an ad. If you want them to talk about you, make a launch film.