This Is How You Should Actually Make Launch Videos

Post launch demos daily instead of one polished video

The old launch playbook of one polished video, Hacker News and a TechCrunch hit is gone. Farza Majeed, who built Buildspace and now Clicky, treats launching as a daily content practice on algorithmic platforms, and writes the caption and hook before he builds the feature because communication is part of the product. The videos are cheap and fast, and the reach comes from the hook and the audio rather than the production.

Takeaways

• Launch demos daily, not one big launch. The old playbook of Hacker News, Product Hunt and a TechCrunch hit gave founders one shot. Farza does a polished launch about once a quarter and posts demos on X, LinkedIn, YouTube and Instagram nearly every day.
• Work backwards from the launch. Before building a feature he asks what the Instagram caption will say and what the hook would be, because how you communicate is as important as what you build.
• Script every video and front-load the hook. Most people scrolling see only the first three seconds, so the opening ten must say what you are doing and why it matters. A script he enjoys reading will sound good out loud.
• Channel choice decides conversion. Three million views on Twitter produced 7,000 downloads, under 1%, while a 19,000-view YouTube video converted about 20%. About 70% of Clicky's traffic comes from Instagram.
• Audio quality matters more than production. He bounces if the audio is bad and has stayed with 720p basement demos because the voice was crisp. An iPhone video can perform well, and his Screen Studio setup costs about $30.
• Be cringe first, then keep shipping. You have to be cringe for a while to learn how not to be, and about ten simple videos make you good at talking about your work. The challenge is one video a day for thirty days.
• Hire a filmmaker beside an engineer. Clicky's first two hires were a filmmaker and an engineer. Vikrant makes every Clicky video, bringing shot and hook ideas while Farza brings the script, song and vibe.

The videos that carried Clicky

• The original launch video, recorded in the office five minutes before dinner, turned a side project into a company and retained about 100 daily users over five days.
• The no-hands demo, where Clicky plays AC/DC's Back in Black on Spotify and opens his Stripe dashboard showing $140 made that day, got 3.8m views on Twitter and 4.6m on Instagram with no cuts.
• A hook video reached 21m views on Instagram and now runs as a Facebook ad.
• The screen-aware dictation video, which he thought was terrible, did 2.9m views on Twitter.