Product launch video script: templates for 15, 30 and 60 seconds

What is a product launch video script?

A product launch video script is the plan for a short film that announces something new: every line the voice says, and what the screen shows meanwhile. In a motion graphics film each line belongs to a scene, one composition such as a headline, a product screen or a chart, which lasts as long as its line. So the script sets the pace of the film.

Most launch scripts follow five beats, the same ones our guide to making a product launch video plans second by second:

• Hook: the problem, in words the viewer already uses.
• Promise: one line on what the product does about it.
• Features: two or three, each shown working on its own screen.
• Proof: one fact that makes the promise believable.
• Call to action: one thing to do next, said and shown.

Whether a designer animates the film or an AI motion graphics tool does, each scene illustrates one line. A vague line gets a vague picture.

How many words fit in a 15, 30 or 60-second video?

Fewer than talking speed suggests. Voom’s studio sets a word budget before it writes a script: 23 to 30 words for 15 seconds, 48 to 63 for 30 seconds and 97 to 128 for 60 seconds. The range comes from the pace of the read, from calm to energetic.

Film length	Scenes	Calm or premium read	Friendly read	Energetic read
15 seconds	4	23 words	27 words	30 words
30 seconds	7	48 words	56 words	63 words
60 seconds	14	97 words	112 words	128 words

How the budget is worked out. The studio plans about one scene per 4.2 seconds of film, never fewer than four. It keeps a breath of about 0.6 seconds per scene and 0.5 seconds for the ending, then multiplies the seconds left by the pace of the read: about 1.9 words a second for a calm or premium read, 2.2 for a friendly one and 2.5 for an energetic one.

For a friendly 30-second film, seven scenes take 4.2 seconds of breath and the ending 0.5, which leaves 25.3 seconds of voice: 56 words at 2.2 a second. Multiplying the full 30 seconds by 2.2 gives 66, ten words too many, so the read would rush or the film would run long.

How long should each scene last?

Between about 3 and 6 seconds of voice. Voom’s studio starts a new scene about every 3 to 6 seconds, which gives seven scenes in a 30-second film. Each scene change costs a breath, so a busier film holds fewer words.

How the scenes are worked out. The studio’s planning rule divides the length by 4.2 seconds per scene and rounds to whole scenes, never fewer than four: 30 ÷ 4.2 ≈ 7.1, so seven scenes. It then takes off the breaths and applies the paces of the budget above. After the film is built, one review round checks every shot and redoes the weak ones.

In a Voom film, two scenes have fixed jobs. The first is a finished hook from its first frame, so the opening line has to work without a build-up. The last is an end card with the logo and one call-to-action line, 2.5 to 3.5 seconds long, so keep the call to action short enough to fit that time.

Product launch video script templates for 15, 30 and 60 seconds

Pick the length from where the film will play. LinkedIn recommends video ads of 15 to 30 seconds so they qualify for every placement in its feed and Audience Network (LinkedIn Help), and YouTube counts square and vertical uploads of up to three minutes as Shorts (YouTube Help).

The word counts below are for a friendly read. For a calm or premium read, take about one word off each scene; for an energetic one, add about one. Brackets mark what you fill in.

15-second template: four scenes

Scene	About	Beat	Words	Fill in
1	0 to 4 s	Hook	7	Still [doing the painful task] the old way?
2	4 to 8 s	Promise	7	[Product] [does the job] for [who it is for].
3	8 to 12 s	Feature	7	[One feature, as an action the screen shows].
4	12 to 15 s	Call to action	6	[Action] at [web address].

Fifteen seconds leave no room for a separate proof scene, so let the feature on screen do that job.

30-second template: seven scenes

Scene	About	Beat	Words	Fill in
1	0 to 5 s	Hook	10	[The moment the problem bites, as the viewer would describe it].
2	5 to 10 s	Promise	9	Meet [Product]: [what it does] for [who it is for].
3	10 to 14 s	Feature 1	8	[First feature, as an action the screen shows].
4	14 to 18 s	Feature 2	8	[Second feature, as an action].
5	18 to 22 s	Feature 3	8	[Third feature, or the result of the first two].
6	22 to 27 s	Proof	7	[One figure your site states, or a result on screen].
7	27 to 30 s	Call to action	6	[Action] with [Product] at [web address].

Total: 56 words, the friendly budget for 30 seconds.

60-second template: fourteen scenes

Scenes	About	Beat	Words	Fill in
1 to 3	0 to 13 s	Hook	24	A moment from the viewer’s day, what goes wrong and what it costs.
4 to 5	13 to 22 s	Promise	18	Meet [Product], then how it changes that moment.
6 to 11	22 to 49 s	Features	52	Three features, two scenes each: the action, then its result.
12 to 13	49 to 57 s	Proof	11	One figure your site states, then what it means.
14	57 to 60 s	Call to action	7	[Action] at [web address].

Total: 112 words. On Voom, the three lengths use 11, 13 and 17 credits, about $0.49, $0.58 and $0.76 on the Pro plan (Voom pricing).

A filled 30-second script for an invented product

Kettleboard is invented for this example: a rota app for small cafés. The script fills the 30-second template at a friendly pace, with 56 words in seven scenes.

Scene	Beat	Voice-over	Words	On screen
1	Hook	It’s Sunday night, and next week’s rota still isn’t done.	10	A café after closing, an empty weekly grid on a phone
2	Promise	Meet Kettleboard: the rota app made for small cafés.	9	The Kettleboard logo, then its week view
3	Feature 1	Drag shifts into place, and everyone sees them.	8	A cursor drags shifts onto the grid
4	Feature 2	Staff swap shifts in the app. You approve.	8	A swap request, then a tap on Approve
5	Feature 3	Everyone gets a reminder before their shift starts.	8	A reminder arriving on a phone
6	Proof	Free for teams of up to ten.	7	The offer in large type beside the pricing page
7	Call to action	Make next week’s rota with Kettleboard.	6	Logo and web address

Why it works:

• The hook is a moment, not a slogan: the viewer recognises the unfinished rota before hearing a product name.
• Each feature is an action the screen can show, and the proof is an offer the viewer can check on the pricing page, where a real product would have to state it.

What can the proof line claim?

Only what you can prove before the film goes out. In the UK, rule 3.7 of the CAP Code says marketers must hold documentary evidence for claims that consumers are likely to regard as objective before they publish them (ASA). In the US, the FTC says a company must have a reasonable basis for its claims before an ad runs (FTC).

Voom applies the same idea to the films it writes. A product film states only figures its sources state: every number in the script and on screen is checked against the site text and the request, and a figure that appears in neither is left out.

For your own script:

• Take figures from your own site or data, and name the source when a number comes from a study or a survey.
• Show a feature working instead of using an adjective: “approve a swap in one tap” shows something, while “easy to use” only asserts it.

How to write a launch video script in five steps

1. Pick the length and the pace. Choose the length from where the film will play, then read your word budget from the table above.
2. Write the message in one sentence. Say what is new and who it is for; every scene should serve that sentence.
3. Fill the template scene by scene. One idea per scene, within its word count, in the words your customers use.
4. Check every claim. Mark each figure and each name, and confirm it against your site, your data or a permission.
5. Read it aloud with a timer. Pause briefly at each scene change, and if you run long, cut words, not pauses.

If you make the film with Voom, you do not need a finished script. Describe the launch in the prompt, add the lines and facts that must appear, and Voom writes the voice-over to the length you choose. Make your launch video from your product link and your best lines.

How is an explainer video script different?

An explainer video script teaches one idea instead of announcing a product. It usually opens with a question, walks through how something works in a few steps and ends on the takeaway, not a sales line. It needs more time, too: on Auto, Voom gives an explainer about 30 to 45 seconds and a feature launch about 25 to 40.

At 45 seconds and a friendly pace, the studio’s word budget for an explainer is 83 words. To make one from a prompt, see our guide to a low-cost explainer video generator.

Common mistakes in launch video scripts, and how to fix them

• Timing the script as one continuous read. Fix: budget for the breaths between scenes, as in the table above.
• Two ideas in one scene. The screen can show only one. Fix: split the line or cut an idea.
• A figure you cannot prove. Fix: take it from your site or your data, or leave it out.
• Lines that only work with the sound on. Meta lists sound as strongly recommended and captions as recommended for Instagram Reels ads (Meta). Fix: write lines that also read well as captions, and turn captions on.
• Cutting a 30-second script down to 15. The setup survives and the point gets cut. Fix: write the short version from its own template.