How to plan a launch video for a new café or store

A new café or store gets one real chance to make noise: the weeks around opening day. Posting a few photos is not enough to bring people in. What works is a planned set of videos that builds curiosity before opening, announces the launch clearly, and then keeps showing up while people are deciding whether to visit.

1. Start three to four weeks before opening

Video needs time for planning, shooting, editing and approvals. Working back from opening day:

• Three to four weeks before: agree the plan, the number of videos and the posting dates.
• One to two weeks before: shoot the launch ads once the interiors, menu and staff uniforms are ready.
• Opening week: film opening day and the first customers.
• Launch month: post the journey videos on a steady schedule.

2. Decide what the launch needs

Most launches need two kinds of video:

• Launch ads (one or two): polished 15 to 30 second films that say clearly what is opening, where and when. These carry the announcement and work well as paid promotions.
• A series of short videos (six to twelve): lighter, more personal reels that show the people, the food or products, and the story of getting ready to open. These keep the place visible after the announcement.

3. Plan what to film

• The space: the entrance, the seating, the light at different times of day.
• Signature items: the two or three things you want to be known for, filmed close so texture and detail come through on a phone screen.
• The people: the owner, the team, the person behind the counter. Faces build trust faster than products.
• Behind the scenes: setting up, the first test batch, the sign going up. This is often the most watched content.
• The location: a quick shot of the street or landmark so people can picture where you are.

4. Shoot the ads before opening day

Before opening, the space is clean and empty and you control the light. That is the best time for the polished ad shots. Opening day is the opposite: busy, noisy and full of real people. Film it too, but use it for the journey videos, not the main ad.

5. Plan the posting schedule

• Before opening: two or three teaser and behind-the-scenes videos to build curiosity.
• Opening week: the launch ads, plus opening-day footage.
• The rest of the month: one or two journey videos a week, so the new place stays in people's feeds.

6. Get the format right

• Shoot vertical (9:16) for Instagram reels and stories, and keep a horizontal version of the main ad if you will use it on YouTube or screens in store.
• Put the name, area and opening date on screen in the first few seconds.
• Add captions, because many people watch with the sound off.
• End with one clear action: visit, follow, or call to book.

Launch video checklist

• Opening date fixed and plan agreed three to four weeks ahead
• One or two launch ads, 15 to 30 seconds
• Six to twelve short journey or behind-the-scenes videos
• Ads shot before opening; opening day filmed for the series
• Vertical versions for Instagram, with captions
• Name, area and date on screen early
• Posting schedule for before, during and after opening week

Questions