One-Minute Launch Video: The 60-Second Conversion Engine

Last updated 2026

TL;DR

What it is: A 60-second product announcement that hooks in 3 seconds, proves value in 30, and drives action before the viewer scrolls—no fluff, no filler.

Where to get it: Templates and frameworks from LaunchVideos.com, the YouTube walkthrough, and Jonathan Chan's LinkedIn template; Flowjam template for founder-led production.

When to use it: Product Hunt launches, homepage heroes, LinkedIn announcements, investor updates—anywhere attention is scarce and action is required.

How to apply: 3-second hook → 12-second problem → 30-second demo → 10-second proof → 5-second CTA. Burn captions. Export 3 ratios. Ship same day.

Critical win: Completion rates 3x higher than 90-second videos; every second earns its place or gets cut.

Start now: Flowjam guide — 60-minute sprint checklist.

You have 60 seconds to convince someone your product matters. Not 90. Not 3 minutes. You searched one-minute launch video because attention spans are dead, launch windows are tight, and every extra second costs you a viewer. This guide shows you exactly where to source 60-second frameworks, how to structure for retention, and when brevity beats depth.

What is the one-minute launch video?

A one-minute launch video is a 60-second product announcement structured to capture attention within 3 seconds, demonstrate core value through rapid visual storytelling, and drive a specific call-to-action before viewer drop-off, optimized for mobile feeds, silent autoplay, and high-intent launch moments.

Definition: A one-minute launch video is a 60-second product announcement that prioritizes immediate hook, concise problem-solution demonstration, and clear call-to-action, designed for maximum retention in mobile-first, sound-off environments.

One-minute launch video — Download & Quick Start

Where to Get Templates and Frameworks:

LaunchVideos.com — dedicated launch video resources and production templates

YouTube walkthrough — visual guide to 60-second structure and pacing

Jonathan Chan's LinkedIn template — script framework and beat sheet for founder-led production

Flowjam template — downloadable 60-second script with timecodes and CTA formulas

60-Minute Sprint Checklist:

Minute 0–10: Script lock — 130 words max, 5 beats, one CTA. No exceptions.

Minute 10–25: Asset capture — Screen recording of core feature, founder voiceover (one take, closet recording), logo animation.

Minute 25–40: Assembly — Cut to script, add kinetic text overlays, match to music bed.

Minute 40–50: Captions & polish — Burn captions, color grade, audio mix.

Minute 50–60: Export & upload — 1:1 (LinkedIn/IG), 9:16 (Stories/Reels), 16:9 (YouTube/Web). Ship.

When to Use It vs. Alternatives:

Use: Product Hunt launches (deadline pressure), LinkedIn founder posts (feed speed), homepage heroes (bounce reduction), cold investor outreach (respects time).

Skip if: Complex enterprise sale (needs 90-second depth), deep technical explanation (needs 3-minute demo), brand film (needs emotional narrative).

How to use it (step-by-step) — practical, not theoretical

Script Formula (60 Seconds Exactly):

0–3 seconds: The Hook — "Still doing X manually?" or bold kinetic text: "Meet [Product]." No logo animations.

3–15 seconds: The Problem — One visual of pain. Spreadsheet chaos. Missed deadline. Frustrated user. Silent or VO.

15–45 seconds: The Solution — Screen recording, 3 clicks max. Show cursor, loading state, success notification. This is your proof.

45–55 seconds: The Proof — "Used by X teams" or "Saved Y hours" — kinetic text, no voiceover dependency.

55–60 seconds: The CTA — "Start free" or "See demo" — button animation, URL on screen, end frame.

Visuals and Audio:

Screen captures: 1080p minimum, show real UI with real data. Mockups kill credibility.

B-roll: Minimal. If used, 2-second clips of product in hand, notification popping, user nodding.

Music: 60-second bed with build at 45s, drop at 55s. Artlist or Epidemic Sound, pre-cleared.

Voiceover: Optional. If used, founder voice, 130 WPM, recorded in closet. If not, kinetic text carries full narrative.

Captions: Burned in, high contrast, 24pt minimum. 85% watch muted.

Distribution Plan:

Homepage: Autoplay muted, above fold, loop last 10 seconds.

Product Hunt: Native upload, thumbnail frame at 15-second mark (peak action).

LinkedIn: 1:1 aspect, upload native, no links in post (kills reach), link in first comment.

X/Twitter: 2:20 max but cut to 60s for feed optimization, upload native.

Email list: GIF thumbnail linking to full video, "Watch the 60-second demo" CTA.

Measurement:

3-second view rate: >40% = strong hook, <20% = cut first 5 seconds and reship.

Completion rate: 60-second target = 50–70% completion. If <40%, cut 10 seconds.

CTR to landing page: >5% = working CTA, <2% = clarify offer or button visibility.

Conversion: Signups or trials within 24 hours of video view vs. control.

Founders often miss this — The 60-second limit isn't a constraint—it's a filter. If you can't explain your value in one minute, you don't understand it yet. Cut features, not seconds. One clear use case beats three half-explained ones every time.

Comparison section (vs alternatives)

Comparison Table (text-only)

Format: One-Minute Launch Video

Best use: High-intent launches, mobile feeds, Product Hunt, homepage heroes, investor cold outreach

Pros: Highest completion rates, respects attention, forces clarity, fast production, easy to A/B test

Cons: No room for complexity, sacrifices emotional depth, requires ruthless editing discipline

Time-to-ship: 2–4 hours with template, 1–2 days custom

Cost: $0–$500 DIY, $1,000–$3,000 with editor

Format: 30-Second Teaser

Best use: Paid social prospecting, retargeting, brand awareness, FOMO generation

Pros: Cheapest media cost, highest view-through, easy to produce

Cons: No product proof, curiosity gap only, low conversion to trial

Time-to-ship: 1–2 hours

Cost: $0–$200 DIY, $500–$1,000 with motion graphics

Format: 90-Second Explainer

Best use: Complex products, new categories requiring education, website deep-dives

Pros: Room for story, emotional arc, full feature overview

Cons: 40–50% completion rates, higher production cost, mobile drop-off at 45 seconds

Time-to-ship: 1–2 weeks

Cost: $3,000–$8,000 with agency

Format: Full Product Demo (3–5 Minutes)

Best use: Sales-led process, enterprise evaluation, technical buyers, onboarding

Pros: Comprehensive, answers all questions, high trust for complex sales

Cons: <20% completion rates, requires live follow-up, doesn't scale

Time-to-ship: 1–2 weeks production + live delivery

Cost: $5,000–$15,000 + sales rep time

Format: 3-Minute Pitch Video

Best use: Accelerator applications, investor decks, crowdfunding campaigns

Pros: Founder story, market size, team credibility, full narrative arc

Cons: Rarely watched fully, high production value expectations, slow to iterate

Time-to-ship: 2–4 weeks

Cost: $5,000–$20,000 with production team

Decision Guide:

Need action today: One-minute launch video

Need awareness tomorrow: 30-second teaser

Need education this week: 90-second explainer

Need enterprise trust this quarter: Full demo or 3-minute pitch

Practical Tips & Cautions

Keep the hook under 3 seconds: First frame must show value or curiosity gap. Logo animations, title cards, and "Hi, I'm..." kill retention.

Design for silent autoplay: Assume 85% watch muted. If your video makes no sense without audio, it makes no sense.

One CTA only: "Start free trial" OR "Book demo" OR "Join waitlist." Multiple CTAs split intent; zero CTAs waste the view.

Export 3 ratios minimum: 1:1 for LinkedIn/feed, 9:16 for Stories/Reels, 16:9 for web/YouTube. Don't crop 16:9 to 9:16—reframe entirely.

Mobile-first framing: Critical UI elements in center 50% of frame (safe zones for Stories). Text size 24pt minimum.

Music licensing: Use Artlist, Epidemic Sound, or Musicbed. "Free" music from YouTube libraries triggers Content ID claims that kill launch day.

Caption burn-in: SRT files get stripped on Instagram and TikTok. Burn captions in high contrast (white text, black outline or box).

Test thumbnail frames: For click-to-play, A/B test 3 thumbnail options. Action beats portrait; UI beats abstract graphics.

Avoid feature stuffing: One minute = one use case. "And we also do X" is a separate video.

Ship then optimize: Perfect 60-second video watched by 100 people beats unfinished masterpiece watched by zero. Publish, measure, cut 10 seconds, republish.

FAQs

What is a one-minute launch video?

A 60-second product announcement structured with 3-second hook, 12-second problem, 30-second solution demo, 10-second proof, and 5-second CTA—optimized for mobile feeds, silent autoplay, and maximum retention. Frameworks available at LaunchVideos.com and Jonathan Chan's template.

When should I use a one-minute launch video vs. a longer explainer?

Use 60 seconds for high-intent moments where attention is scarce: Product Hunt, LinkedIn feeds, homepage heroes. Use 90+ seconds only when educating a new category or selling complex enterprise products where buyer invests time. When in doubt, cut 30 seconds and ship.

What's the best script structure for a one-minute launch video?

3s hook (problem agitation or bold promise) → 12s problem (visual pain point) → 30s solution (3-click screen demo) → 10s proof (metric or social validation) → 5s CTA (single action). 130 words maximum. See YouTube walkthrough for pacing.

Can I make a one-minute launch video myself?

Yes. Script in 30 minutes. Record screen with Loom or Screen Studio. Edit in Descript or iMovie. Add captions. Export 3 ratios. Total time: 2–4 hours first attempt, 60 minutes once templated. [Flowjam template] provides script and timecode framework.

What tools do I need to edit a one-minute launch video?

Descript (text-based editing, auto-captions), Screen Studio (polished screen capture), After Effects (motion graphics), or Canva (beginner-friendly). For audio: Artlist or Epidemic Sound. For hosting: Wistia (analytics), Vimeo (clean player), or native platform upload.

Where should I distribute my one-minute launch video?

Priority: Product Hunt (native upload), LinkedIn (1:1, no link in post), homepage hero (autoplay muted), email list (GIF thumbnail to video). Secondary: X/Twitter (native upload), Instagram Reels (9:16), YouTube Shorts (9:16). Avoid: paid cold prospecting (intent too low for 60s).

How do I measure if my one-minute launch video is working?

Primary: Completion rate (target 50–70% for 60s). Secondary: 3-second view rate (hook strength), CTR to landing page (CTA clarity), trial signups within 24 hours of view (conversion). Track with platform analytics + UTM parameters + product analytics correlation.

What are common mistakes in one-minute launch videos?

Starting with logo or founder intro (lose 30% in 5 seconds), explaining features instead of outcomes, no captions (muted failure), multiple CTAs (confused action), 16:9 cropped to vertical (illegible text), feature bloat (trying to say everything), perfect polish over shipped speed.

Conclusion

The one-minute launch video isn't a constraint—it's a competitive advantage. While competitors edit their 3-minute epics, you ship, learn, and iterate. In early-stage growth, speed of feedback beats perfection of production.

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