Linkedin Launch Video

---
name: linkedin-launch-video
description: Produce a LinkedIn-native 1:1 (or 16:9) launch video using HyperFrames. Caption-first, sound-off, B2B register, anti-corporate-jargon. Optionally hand off to LinkedIn Ads to launch as a sponsored content campaign with ICP-aligned targeting.
version: "1.0.0"
author: Cogny AI
platforms: [linkedin-ads, hyperframes]
user-invocable: true
argument-hint: "<product URL or short brief>"
allowed-tools:
  - WebFetch
  - WebSearch
  - Bash
  - Read
  - Write
  - Edit
  # Cogny MCP context tree — richer product context than public scraping
  - mcp__cogny__get_context_tree_overview
  - mcp__cogny__browse_context_tree
  - mcp__cogny__read_context_node
  - mcp__cogny__search_context
  # Optional handoff to LinkedIn Ads when the user wants to publish as sponsored content
  - mcp__cogny__linkedin_ads__*
---

# LinkedIn Launch Video

Produce a LinkedIn-native launch video using [HyperFrames](https://hyperframes.heygen.com).

LinkedIn's autoplay is muted, the feed is scrolled in 2-second chunks, and the audience is allergic to either extreme — too corporate (sounds like a 2010 SaaS press release) or too TikTok (looks unprofessional in front of buyers). This skill targets the middle: caption-driven, conversational founder/operator voice, real numbers, no jargon.

## Usage

`/linkedin-launch-video https://example.com/launch` — pulls context from a launch page
`/linkedin-launch-video "we're shipping inbound CRM scoring for B2B sales teams"` — short brief
`/linkedin-launch-video` — interview the user

## Prerequisites

```bash
node --version            # ≥ 22
ffmpeg -version | head -1 # ≥ 6
```

## Steps

### 1. Gather product context AND ICP context

LinkedIn videos die when the audience is "everyone". They work when the first frame names the role.

Try sources in order:

**1a. Local file** — `.agents/product-marketing-context.md` or `.claude/product-marketing-context.md`.

**1b. Cogny MCP context tree** — if the `cogny` MCP server is connected:

```
mcp__cogny__get_context_tree_overview
mcp__cogny__search_context query="ICP" / query="<product>"
mcp__cogny__read_context_node node_id="…"
```

The tree usually contains the actual ICP definition (role, seniority, industry, ARR band) and the most-recent shipped feature — both load-bearing for LinkedIn-grade specificity. Check it before public scraping.

**1c. Public web** — `WebFetch` the URL only if 1a/1b are empty.

Then ask:

1. Who is this for, by **role and seniority**? ("Heads of Demand Gen at B2B SaaS, $5–50M ARR")
2. What is the *expensive* problem they have right now? (cost, time, headcount)
3. What's the proof point — a customer name, a metric, a screenshot, a benchmark?
4. Who is the on-screen voice? (Founder? Operator? Customer? No-face / text-only is also valid on LinkedIn.)
5. What's the conversion goal? (Signup, demo, follow, comment, reshare)

If the role / proof / goal are vague, push back before writing. LinkedIn ROI lives or dies on these three.

### 1.5 Capture brand identity

Make this look like the user's brand. LinkedIn's audience is buyers — generic stock styling reads as "untrusted vendor".

Ask for one of: site URL, repo path with `tailwind.config.*` / CSS variables, an existing `brand-kit.json`, or manual input (3 hex + font + voice). Save the result as `brand-kit.json` in the HyperFrames project root.

For full schema, extraction patterns, and voice → composition mapping see [`references/brand-identity.md`](references/brand-identity.md).

LinkedIn-specific brand notes:

- **Avoid LinkedIn blue (#0a66c2)** as the brand accent — it merges with the platform UI and the video reads as a chrome screenshot.
- **Avoid the same accent the platform overlays use** — LinkedIn places white profile names with drop shadow on the top-15%; ensure your accent reads under that.
- **Display fonts are fine here** (unlike Reddit) — LinkedIn is the channel where serif headlines and editorial typography land best.

The composition template reads `--bg`, `--fg`, `--primary`, `--accent`, `--font-display` as CSS variables — wire them from your kit and the template's structure stays.

### 2. Pick the format

LinkedIn-idiomatic video formats that work in 2025–2026:

| Format | When to use | Structure |
|--------|-------------|-----------|
| **Founder-to-camera** | Authentic launches | Founder face + burned-in captions; explain the why, the how, the proof |
| **Numbers carousel** | Data-led launches | Stat → context → stat → context → stat → "want the breakdown? comment X" |
| **Customer quote** | Mid/late-stage social proof | Real screenshot of customer message → product clip → CTA |
| **"Here's what we shipped"** | Feature releases | Plain title → 3 short clips with captions → release-notes-style CTA |
| **Anti-pattern teardown** | Thought leadership / category creation | "Most teams do X. It doesn't work because Y. Here's what we built instead." |

Pick **one**. Confirm with the user.

### 3. Write the script (LinkedIn grammar)

- **Total length**: 30–75 seconds. The sweet spot is **45s**. Anything over 90s gets clipped.
- **Hook (0–3s)**: name the role, name the problem. "If you run paid for a B2B SaaS, this 30-second clip is for you."
- **Captions are the script**. LinkedIn auto-captions exist but are sloppy — burn your own in, max 8 words per card, sentence case, no all-caps.
- **No music**, or extremely subtle ambient. Voiceover optional but captions are the source of truth.
- **No "thrilled to announce"**, no "game-changer", no "next-generation". Read it out loud — if it sounds like a press release, rewrite.
- **Concrete CTA**: "Comment WAITLIST", "Tap the link to try it", "DM me 'demo'", or "Follow [name] for more". "Learn more" is dead.

Hand the beat sheet back. **Wait for confirmation.**

### 4. Scaffold the HyperFrames project

```bash
npx -y hyperframes@latest init <product-slug>-linkedin --yes
cd <product-slug>-linkedin
```

### 5. Compose the video (1:1 default, 16:9 alternative)

LinkedIn's feed is dominated by **square (1:1)**. 16:9 plays but takes ~25% less vertical space, hurting scroll-stop rate. 9:16 is supported but rarely the right call unless the asset will be repurposed for IG Reels later.

Default to **1080×1080 (1:1)**. Use 1920×1080 (16:9) only if the user is also embedding on a website / running in YouTube pre-roll.

Reference composition: see [`references/composition-template.html`](references/composition-template.html).

LinkedIn-specific styling rules:

- **Type**: 56–84px. Bigger than Reddit (because of LinkedIn's tighter line-height in feed), smaller than TikTok.
- **Color**: a single brand accent over white or off-white. Avoid LinkedIn-blue itself — feels like the platform UI bled in. Black/white with one warm accent reads as confident and not-stock.
- **Motion**: deliberate. 0.4–0.6s tweens, no bounce, no flashy easing. Buyers read this as "competent".
- **Caption block**: pin captions to the bottom 25% with a faint scrim if there's any background imagery. Top 15% should remain clean — that's where LinkedIn overlays profile name on autoplay previews.
- **Numbers > adjectives**: every claim needs a number. If you can't put a number on a card, cut the card.

### 6. Lint & render

```bash
npx hyperframes lint
npx hyperframes render --output launch.mp4
```

### 7. Sanity check

- First card names the role *or* the problem within 3 seconds?
- Every claim has a number?
- Captions readable on a phone with sound off?
- No buzzwords (excited, thrilled, revolutionary, game-changing, leverage, synergy, unlock, supercharge, next-gen)?
- Length 30–75s?

If any check fails, edit and re-render.

### 8. (Optional) Hand off to LinkedIn Ads

If the user wants to run this as paid sponsored content, LinkedIn's edge is **B2B targeting precision**. Use it.

```
linkedin_ads__tool_list_ad_accounts
linkedin_ads__tool_get_targeting_facets(account_id)
linkedin_ads__tool_search_targeting_entities(account_id, facet='industries', query='<industry>')
linkedin_ads__tool_get_audience_counts(account_id, criteria={...})   # confirm reach before launch

linkedin_ads__tool_create_campaign_group(account_id, name, status='PAUSED')
linkedin_ads__tool_create_campaign(
  account_id, campaign_group_id, name,
  objective='VIDEO_VIEWS' or 'WEBSITE_VISITS' or 'LEAD_GENERATION',
  status='PAUSED',
  ...
)
# Upload the rendered MP4 in LinkedIn Campaign Manager (the MCP doesn't currently
# upload video assets directly), then:
linkedin_ads__tool_create_creative(account_id, campaign_id, ..., status='PAUSED')
```

Notes:

- All entities `PAUSED` by default. The user activates manually after reviewing creative.
- Budget amounts are strings in the account's currency ("100.00" = $100).
- Use `get_audience_counts` *before* `create_campaign` — LinkedIn won't let an audience smaller than 300 ship.
- For LEAD_GENERATION, you need a Lead Gen Form ID — that's not creatable via this MCP, so create it in Campaign Manager first.

If the user has run `/crm-icp-analysis` and `/linkedin-micro-campaigns`, this skill **completes the loop** by producing the actual creative those targeted campaigns will run.

For organic posting: hand the user `launch.mp4` and recommend posting from a **personal profile** (or both personal + company page). Personal-profile organic reach on LinkedIn beats company-page reach by roughly 5–10x.

## Output format

When you finish, print:

1. Path to the rendered MP4
2. The beat sheet
3. The format chosen and why it fits the ICP
4. (If applicable) the LinkedIn Ads campaign group / campaign / creative IDs created in PAUSED state, plus the audience size estimate

## Common mistakes

1. **Corporate intro** — "At [Company], we believe…". Cut it. Open with the role/problem.
2. **No number on the proof card** — abstract claims ("better", "faster") are filtered out. Buyers want numbers.
3. **TikTok-style frenzy** — fast cuts and kinetic text read as junior on LinkedIn. Slow down.
4. **Buzzword bingo** — "leverage", "unlock", "revolutionary", "game-changer". Buyers ignore videos with this language.
5. **Generic CTA** — "Learn more" is dead. Use "Comment X", "DM me", "Tap link".
6. **Ignoring the muted-autoplay reality** — assume zero sound. Captions or it's invisible.

## Related

- `/tiktok-launch-video` — same pattern for TikTok
- `/reddit-launch-video` — same pattern for Reddit
- `/video-to-gif` — convert MP4 to a feed-ready GIF (LinkedIn comments don't render GIFs, but DMs do)
- `/linkedin-micro-campaigns` — pair the video with ICP-targeted campaigns
- `/linkedin-ads-audit` — diagnose existing LinkedIn campaigns before launching new creative