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","mcp__cogny__get_context_tree_overview","mcp__cogny__browse_context_tree","mcp__cogny__read_context_node","mcp__cogny__search_context","mcp__cogny__linkedin_ads__*"]

LinkedIn Launch Video

Produce a LinkedIn-native launch video using HyperFrames.

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

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.

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

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.

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

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