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title: Marketing video (landing-page hero, brand films, product demos) applies_to: [video, marketing, landing, brand] version: 1.0.0 last_updated: 2026-05 stability: stable

Marketing video

Video on marketing surfaces does one of three things:

  1. Stop the scroll (hero loop, autoplay).
  2. Tell the story (brand film, founder video, customer testimonial).
  3. Show the product (demo, walkthrough, feature highlight).

Each has different rules.

Read video-fundamentals.md first.

Three categories

1. Hero loop (above-the-fold)

Short autoplay loop on landing page hero. The video IS the visual — no separate hero image needed.

Spec Target
Duration 5-15 seconds, seamless loop
Resolution 1080p (often 720p delivered)
Aspect 16:9 desktop / 4:5 or 9:16 mobile
File size < 5MB
Audio None (autoplay = muted)
Captions None (no audio)
Reduced motion Show static poster

Use for: - Product with motion (Linear's keyboard demo, Cron's calendar). - Atmospheric brand setting (lifestyle imagery). - Process / "money flowing" shot (Toss-style).

Don't use for: - Static products (form builder, CMS). - Mobile-primary audiences in low-bandwidth regions.

2. Brand film / story video (1-3 minutes)

A longer, narrative video. Click-to-play (not autoplay). Lives on a section of the landing page or "About" page.

Spec Target
Duration 60-180 seconds
Resolution 1080p / 4K
Aspect 16:9
Audio Yes; mixed properly (-14 LUFS)
Captions Mandatory
Music Brand-aligned; licensed
Voiceover Often founder / customer

Structure: 

0:00-0:05  Hook (visual or question)
0:05-0:30  Problem (what users face today)
0:30-1:00  Solution (your product, in real use)
1:00-2:00  Story (founder, customer, vision)
2:00-2:30  Proof (numbers, logos, testimonials)
2:30-3:00  CTA (try it, watch demo, contact)

For most B2B SaaS: a 90-second brand film outperforms a 3-minute one. Short attention span; respect it.

3. Product demo / walkthrough (30-90 seconds)

Shows the product working. Often screen-captured + voiceover.

Spec Target
Duration 30-90 seconds (longer for complex products)
Resolution 1080p (60fps for smooth UI)
Audio Voiceover + ambient music low
Captions Mandatory
Pace Brisk; cut every 3-5 seconds
Cursor Highlighted (custom cursor or zoom on click)

Structure: 

0:00-0:05  What problem this solves
0:05-0:15  Step 1 (open product, basic action)
0:15-0:35  Step 2-3 (core feature)
0:35-0:50  Result / outcome
0:50-1:00  CTA (try free, sign up)

Pace matters. Slow demos feel unproductive. Cut aggressively; dwell only on results.

Production budget tiers

Tier 1: DIY (budget < 500,000 KRW)

  • Phone or webcam shoot.
  • Software like Capcut, DaVinci Resolve free, Final Cut.
  • Royalty-free music (Epidemic Sound, Artlist, Musicbed).
  • Auto-caption + manual review.

Realistic output: 30-60 second product demo, decent for landing pages.

Tier 2: Indie production (5-20M KRW)

  • Hired videographer + editor (1-2 people, 1-3 days).
  • Better cameras (Sony A7, Canon R-series).
  • Licensed music.
  • Color grading.
  • Captions + light motion graphics.

Realistic output: brand film 60-120s + 2-3 product demos.

Tier 3: Production company (20-100M+ KRW)

  • Full crew (director, DP, sound, makeup, gaffer).
  • Professional cameras (Arri, RED).
  • Talent / actors.
  • Studio + locations.
  • Music composition.
  • Full post (color, sound mix, motion graphics).

Realistic output: brand film with cinematic quality, multi-spot ad campaign.

Korean marketing video conventions

Korean B2C / fintech video trends:

  • Toss-style: clean product shots + Korean voiceover (gentle female voice common), warm color grade, slow pan / push, minimal cuts.
  • Kakao-style: mascot integration, playful, brighter colors, faster cuts.
  • Coupang-style: rapid product cuts, emphasis on speed (rocket motion), urgency.
  • Naver-style: dense info, multiple use cases shown, often a product walkthrough.

Korean B2B video: - More formal voiceover (해요체 or 합쇼체). - Often subtitled (자막) for in-meeting playback. - Numbers / testimonials prominent (사용 기업 N개 등).

For Korean market: - Voiceover language: Korean primary; English subtitles for international. - Music: Korean-pop / instrumental Korean / royalty-free; avoid Western pop with copyright issues. - Pacing: slightly faster cuts than Western (Korean video tradition). - Captions: Korean 자막 always (even if voice is Korean) — common for accessibility + sound-off.

Hero loop production tips

0:00 — start state (calm)
0:05 — peak action (the "wow" beat)
0:10 — settle back to start state (loops cleanly)

Match exit frame to entry frame for invisible loop.

Filming for hero loops

  • Steady framing — handheld looks amateur on autoplay.
  • Subtle motion > dramatic — viewers see this many times.
  • No talking heads — no audio means no lip-sync needed.
  • Brand color anchored — if brand is teal, dominant frame color is teal.
  • No visible text in video — overlay text in HTML / CSS instead (responsive, localized).

Vertical version

For mobile landing page: shoot 9:16 OR shoot 4K 16:9 and crop to 9:16.

If cropping: plan composition with 9:16 safe zone marked at shoot. Subject must work in vertical crop.

Video on landing pages — placement

Section Video type
Hero 5-15s autoplay loop OR 60-90s click-to-play brand film with thumbnail
How it works 30-60s product demo
Customer stories 60-120s testimonial video
Features Per-feature 15-30s demo loops
CTA / closing Optional brand film replay

Don't put video in every section — fatigue.

Video accessibility

  • Captions: required for any video with speech / dialogue.
  • Transcripts: post the full transcript on the page (or behind a "Show transcript" toggle).
  • Audio descriptions: required for videos where critical info is visual-only (e.g., "the cursor moves to the gear icon" — sighted viewers see this; screen readers don't).
  • Pause control: for autoplay loops, provide a way to pause (button or click-to-pause).
  • Don't auto-play with sound: browsers block; users hate.
  • Reduced motion: hide autoplay loops; show static poster instead.

Performance budget

Metric Target
Hero loop (above-fold) < 3MB; < 1.5s LCP impact
Click-to-play brand film Lazy-load; only fetched when clicked
Product demo Lazy-load below the fold
All videos combined per page < 10MB total

For LCP-critical hero: provide poster image as primary <img> and load video asynchronously after first paint.

File delivery for marketing video

Provide multiple formats:

<video autoplay muted loop playsinline poster="hero.jpg">
  <source src="hero.webm" type="video/webm" />
  <source src="hero-h265.mp4" type='video/mp4; codecs="hev1.1.6.L93.B0"' />
  <source src="hero-h264.mp4" type="video/mp4" />
</video>

Browser picks the first one it supports. WebM (AV1 / VP9) → H.265 → H.264.

For product demos with audio: include caption track:

<video controls poster="demo.jpg">
  <source src="demo.mp4" type="video/mp4" />
  <track kind="captions" src="demo-ko.vtt" srclang="ko" label="한국어" default />
  <track kind="captions" src="demo-en.vtt" srclang="en" label="English" />
</video>

Common marketing video mistakes

  • Too long. Cut 30%, then cut 30% more.
  • Audio is afterthought. Bad audio = abandon at 5 seconds.
  • Cinematic shots of irrelevant things. The product matters; sunset b-roll doesn't.
  • No captions. 80% watch muted.
  • Wrong aspect for platform. Vertical for TikTok / Reels; landscape for YouTube.
  • Auto-play with sound. Browsers block; if it played, users hate.
  • Slow product demos. Show the result; cut the typing.
  • Talking head only. Visual variety required (b-roll, screen, product).

Don't

  • Don't make a 4-minute brand film. Cut to 90 seconds.
  • Don't shoot 4K hero loops if the delivery is 720p. Wasted time + storage.
  • Don't skip color grading. Raw footage looks amateur.
  • Don't use unlicensed music. Copyright strikes are real.
  • Don't auto-play with sound on. Hostile to users.
  • Don't forget mobile. Most marketing video is consumed on phones.
  • Don't ship without captions.
  • Don't put text inside the video frame — overlay in HTML for responsive / localizable.

Cross-reference