Should a launch video mention price or customers?

Landing pages are full of prices and logos, so you might expect launch videos to be as well. They mostly are not. Out of 317 films, feature reveals appear in 82%, social proof in 15%, and pricing in just 2%.

When a film talks about price, the price is the argument

Seven films is few enough to read one by one, and they have something in common. They rarely state a plan. They use the price as the news:

• Perplexity closes on "Free for everyone."
• Miro Lite puts a "Free" sticker in its first seconds, followed by "No sign up required."
• Elorian compares its token price with a competitor's: "About one-sixteenth."
• Pika announces "up to 35% less expensive than competitors."

The exception in this set is Raycast, whose nearly five-minute film has its CEO explain new plans directly. That is a different kind of video: an announcement to existing users more than an introduction.

Social proof is more common, and grows with length

Among the three larger groups, longer films use it more, and it takes a median 9% of the runtime when present. Formats vary. In Attio's film, someone describes a concrete gain on camera ("Prep used to take 15 minutes"). Granola runs a carousel of the people who contributed. See more social proof scenes.

What this means for your video

Our reading: mention the price if it is your news, because it is free, much cheaper or newly lower. If it is an ordinary price, the landing page does that job better, and the number will age badly in a film. A customer quote costs more seconds, so it mainly earns its place in longer films, and it works best with a specific result. This describes what launch films do, not what converts.