| name | product-marketing |
| description | Use when planning or producing product marketing content/video for any software product — "plan a marketing video", "app store preview", "product hunt launch", "explainer vs demo", "LinkedIn/YouTube video for <product>", "launch video", "what video should I make for <app>", "ongoing content plan", "changelog/release video", "readme demo GIF", "repurpose this into shorts", or when Spectra is about to capture/produce marketing assets and should tailor them to the product's audience, channel, and funnel stage. Turns product × audience × goal into a concrete plan (video type, length, channel, story-spine script, specs, polish style) and routes production to Spectra's capture/record/polish tools.
|
| user-invocable | true |
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
- 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)
- 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.
- 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.
- Production spec → set aspect ratio, duration, codec/specs, and polish level (below), then hand to Spectra (
references/spectra-production-map.md).
- 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.
