product-marketing

Product Marketing (plan → produce, audience-tailored)

The planning brain for product marketing video. It sits in front of Spectra's capture/polish tools so what Spectra produces is calibrated to WHO it's for and WHERE it ships. Works for any software product (AI agents, plugins, iOS/macOS/watchOS apps, web apps). Full source playbook: references/SOURCE-GUIDE.md.

The one rule that governs everything

Explainer sells the PROBLEM (TOFU, 30–90s, cold audience). Demo sells the SOLUTION (MOFU/BOFU, 90s–5min, warm audience). Conflating them is the #1 mistake. Traffic but poor conversion → build the demo. Awareness but no traffic → build the explainer. No data yet (pre-launch — the most common case) → lead with the explainer/launch video for TOFU, add the demo once you have traffic.

Workflow

1. Intake — resolve three variables (ask only what you can't infer):
   • Product type: AI agent · plugin/extension · iOS app · macOS app · Apple Watch · web app (B2B)
   • Audience: developer · enterprise buyer · SMB/prosumer · consumer
   • Goal / funnel stage: awareness (TOFU) · consideration (MOFU) · decision (BOFU)
2. Decision matrix → pick video type, length, primary channel (table below; full detail in references/channel-playbooks.md + product-playbooks.md).
   • Multi-goal requests (e.g. a launch AND ongoing content — very common): produce one asset per matching matrix row, then apply film once, publish many — one capture session → 1 long-form (YouTube/demo) + 2–3 MOFU clips + 5–10 TOFU social clips + 1 thumbnail frame + 1 GIF/loop, plus a changelog/release video each release (highest-ROI recurring). Spectra re-renders one source into each aspect/duration/preset. See references/production-measurement.md.
3. Story spine → write the script/shot outline: Cold-open hook (3–5s) → Stakes (5–10s) → Solution reveal (10–15s) → Product in action, 2–3 "moments that matter" (20–40s) → Proof (10–20s) → one CTA (5–10s). TOFU delays the reveal/CTA and teaches first.
4. Production spec → set aspect ratio, duration, codec/specs, and polish level (below), then hand to Spectra (references/spectra-production-map.md).
5. Measure & iterate → watch-depth as intent signal; changelog video on every release (highest-ROI). See references/production-measurement.md.

Decision matrix (product × audience → type / length / channel)

Product	Audience	Video type	Length	Primary channel
AI agent	Developer	Tutorial + workflow demo	5–10 min	YouTube
AI agent	Prosumer/SMB	Explainer + outcome demo	60–90s	LinkedIn, landing
AI agent	Launch	Launch video	45–75s	Product Hunt
Plugin	Developer	Before/after workflow demo	60–90s	PH, LinkedIn, YT Short
iOS app	Consumer	App Store preview	15–30s	App Store
iOS app	Consumer	Problem→solution demo	30–60s	Reels/TikTok/Shorts
macOS app	Power user	App overview + feature demo	2–5 min	YouTube, App Store
Apple Watch	Consumer	Glanceable use-case demo	15–30s	App Store, Reels
Web app	SMB	Explainer + demo	60–90s + 3–5min	Homepage, LinkedIn, email
Web app	Enterprise	Use case + case study	3–8 min	Sales deck, website

Authenticity calibration → maps to Spectra polish preset

Match production quality to audience. Good audio is never optional; everything else calibrates down. In 2026, over-polish signals inauthenticity — lo-fi founder/dev content often outperforms on social feeds.

Audience	Polish level	Spectra polish style preset
Developer / technical	low–medium (real terminal/IDE, authentic)	cool (flat, no spotlight)
SMB / prosumer	medium	cool or warm
Consumer	medium (aesthetic matters, fast hook)	warm
Enterprise / investor / hero	medium–high (polish signals quality)	bold (cinematic spotlight)

(Presets are the committed polishScript/polishClip styles: src/pipeline/text-render.ts BANNER_STYLE_PRESETS. Style is style: 'cool'|'warm'|'bold'.)

Route to Spectra for production

Once the plan is set, produce with Spectra — tailored by the plan:

• Capture the real workflow: spectra_connect → spectra_step/spectra_discover → spectra_capture (real UI only — Apple + PH audiences reject mockups).
• Polish to the chosen preset + aspect/duration: the polish-clip/polish-script demo actions with style + optional spotlight/voiceover.
• Specs by channel: App Store = H.264 High, constant 30fps, 15–30s, AAC stereo 44.1/48kHz ~256kbps, yuv420p, faststart, correct per-device resolution, no device frames/pricing/competitor refs. LinkedIn/PH/other = 9:16 or 1:1, H.264 mp4 (no VFR), burned-in captions, hook in first 2–3s. Full mapping + specs: references/spectra-production-map.md.

The polish-clip/polish-script demo actions are part of the current Spectra build — if spectra_demo isn't in your live tool list, the plugin needs a rebuild + Claude Code restart (MCP restart boundary). Confirm the tool exists before assuming the production step.

Sound-off default

Burn in captions (don't rely on auto-overlays); on-screen text must carry the message; cursor highlights/zoom guide the eye. Design for silent autoplay, deliver for sound-on.

References (load on demand)

• references/SOURCE-GUIDE.md — the full playbook (canonical source).
• references/audience-segmentation.md — dev/enterprise/SMB/consumer: wants + what kills credibility.
• references/channel-playbooks.md — LinkedIn, YouTube, App Store (Apple specs + rejection causes), Product Hunt.
• references/product-playbooks.md — AI agent, plugin, iOS, macOS, Apple Watch, web app.
• references/production-measurement.md — solo "film once publish many", lean stack, metrics, checklists.
• references/spectra-production-map.md — plan → Spectra tools/actions/specs/preset (the integration glue).

For the visual/sound/pacing DESIGN layer — color, typography specs, cut rate, music, philosophy — load Skill("spectra:video-design").

For end-to-end autonomous planning (and optional production), dispatch the marketing-planner agent.