Teardown
Anatomy of a Viral Launch Video
Second by second: what the first three seconds had to do.
A launch video has three seconds to earn the next ten. The ones that travel all make the same move: they show the result before they explain anything.
Seconds zero to three
No logo, no title card. The first frame is the product doing the thing people want, at full size, with motion.
Seconds three to fifteen
Now the explanation, in captions, because most people watch on mute. One idea per caption. The last frame is the name and where to get it.
