How to end a launch video: only half ask for anything
By Yannis Coulibaly · November 5, 2026 · Measured on 317 launch videos
Only 53% of tech launch videos include a call to action, usually starting at about 89% of the runtime. 73% of films end on a brand outro, and 23% end on the call to action itself.
The last seconds are the only moment when a viewer who has watched everything is ready to act. So we looked at what 317 launch videos do with them. About half never ask the viewer to do anything.
The numbers
| How the film ends | Share of videos |
|---|---|
| Has a call to action somewhere | 53% |
| Its last beat is a brand outro | 73% |
| Its last beat is the call to action | 23% |
When there is a call to action, it starts late, at a median 89% of the runtime, and takes about 7% of the film. Many films then close on the logo after asking, which is why the first two lines add up to more than 100%.
Longer films ask more often
| Length | With a call to action | Videos |
|---|---|---|
| Under 30 s | 45% | 20 |
| 30 to 60 s | 47% | 100 |
| 1 to 2 min | 55% | 135 |
| Over 2 min | 60% | 62 |
Why so many do not ask
The data cannot say why, but the context offers a likely answer. A launch film often sits inside something that already asks: a landing page with a button, or a post with a link. The film can then close on the brand and let the page do the selling. That logic does not hold when the video travels alone, for instance when it gets reposted.
What this means for your video
Decide where the film will be watched. If it will circulate on its own, put one short ask on screen: a verb and an address. "Try Zapier Tables" above zapier.com/tables is the entire end card of one film below. See more calls to action. These are tendencies, not proof that asking converts better: we do not measure results.
The films to watch
Zapier · Introducing Zapier TablesEnds on a verb and an address
The Browser Company · Arc 1.0 | Everything or nothingEnds on “download now” and arc.net
Cursor · Cursor on Web and MobileEnds on the address alone
Framer · Introducing Skills: Teach the Framer Agent to design more like you and your teamEnds on the logo, with no call to action
Oura · Introducing Oura Ring 5: The World’s Smallest Smart RingEnds on the product and its name
Attio · Attio | Prepare for meetings with Ask AttioEnds on the logo, with no ask
How this was measured
Figures come from 317 tech launch videos in the Launchscene library, as of November 5, 2026, each counted once. Cuts and voice are measured from the file. Scene roles are annotated by AI and only part of them are checked by a person, so treat small differences with care. The library is a selection of launches, not a random sample. Current figures are on the benchmarks page.