Choosing the right video format

Start with what needs to be understood

The right format depends less on taste and more on what the audience is missing. Ask: is the hard part trusting the team, understanding how the product works, or feeling why it matters? Each points to a different format.

The main formats

1. Founder-led filmBest when trust and conviction matter: a new category, an early-stage product, a mission people need to believe in.
2. Product animationBest when the product is complex, invisible (APIs, AI, infrastructure), or still changing visually.
3. Product demoBest when seeing the real interface proves the point and the audience wants to know how it works.
4. Brand filmBest for a debut or a major moment where the feeling of the brand matters as much as the details.
5. ExplainerBest for teaching a concept or workflow clearly, often combining narration with animation.

Many launches combine two: a founder introducing the problem, then animation or a demo showing the solution.

Think about how long the visuals will stay true

Interfaces change. If your product will look different in three months, a demo built from real screens will date quickly. Stylised animation, or sections designed to be swapped, can last longer. If the product is stable, real footage is often more convincing.

Plan versions for each channel

List where the video will appear, then plan the versions together with the main film:

• Horizontal (16:9) for websites, presentations, and long-form video platforms.
• Vertical (9:16) for mobile-first short-form feeds and stories.
• Square or 4:5 for feeds that favour those shapes.
• Captioned versions for anyone watching with the sound off.
• Shorter cutdowns that lead with the strongest idea in the first seconds.

Platform requirements change. Check each platform’s current specifications before final delivery.

A simple way to decide

Write down the one thing the audience must understand, the place they will most often see the video, and the assets you already have. If those three answers point in different directions, start with the audience’s main question and build from there.