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How to write a launch video script: seven story shapes and when to use each

2026-10-08 · LaunchLoop

Most launch videos look alike because they are written alike: logo, three features, call to action. The template is not wrong, it is just the only one people reach for. The story should fit what changed for your user, and there are at least seven shapes that do.

Write the brief first

Before any script, answer three questions in one line each:

1. What is it? In your words, not a slogan. "One-click deploys for web apps."
2. Who is it for? One kind of person. "Indie developers."
3. What changes for them? The before and after, with a number if you have one. "Deploys took 47 minutes, now 28 seconds."

The third answer picks the shape for you more often than not.

The seven shapes

• Launch. Hook, name, three features, finale. The default for a new product with several strengths.
• Problem to fix. Open on a pain the viewer has felt, then show the product ending it. Best when the pain is sharper than any feature.
• Before / after. Lead with the measurable change: time, money, steps. Use it only when you have a real number.
• Speed-run. "Done in 20 seconds", shown at real speed. When speed is the whole point, prove it.
• One hero feature. One capability carries the product. Spend the whole video on it and skip the feature list.
• Teaser. Intrigue first, name last. For a waitlist or a pre-launch, where curiosity is the goal.
• What's new. A changelog film for an existing product: a version badge and the new things, fast.

Direct the shots, not just the words

A script is half the job. Each shot needs a decision: show the whole screen or push in, how close, what the viewer must see, and how long to hold. Save the dramatic camera move for one or two shots, or nothing feels dramatic.

Let LaunchLoop write it

In LaunchLoop you answer the same three questions. The app reads your recording on your PC; an AI writer picks the shape (or uses the one you chose), writes every line and directs each shot, using only your claims and the text on your screen. It never sees your video. Press Shuffle for a new cut of the same story, or Rewrite for a new story.