{"id":"1d749192-cbfe-4daa-9654-7ba341e80486","shortId":"f3h8tx","kind":"skill","title":"linkedin-launch-video","tagline":"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.","description":"# LinkedIn Launch Video\n\nProduce a LinkedIn-native launch video using [HyperFrames](https://hyperframes.heygen.com).\n\nLinkedIn'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.\n\n## Usage\n\n`/linkedin-launch-video https://example.com/launch` — pulls context from a launch page\n`/linkedin-launch-video \"we're shipping inbound CRM scoring for B2B sales teams\"` — short brief\n`/linkedin-launch-video` — interview the user\n\n## Prerequisites\n\n```bash\nnode --version            # ≥ 22\nffmpeg -version | head -1 # ≥ 6\n```\n\n## Steps\n\n### 1. Gather product context AND ICP context\n\nLinkedIn videos die when the audience is \"everyone\". They work when the first frame names the role.\n\nTry sources in order:\n\n**1a. Local file** — `.agents/product-marketing-context.md` or `.claude/product-marketing-context.md`.\n\n**1b. Cogny MCP context tree** — if the `cogny` MCP server is connected:\n\n```\nmcp__cogny__get_context_tree_overview\nmcp__cogny__search_context query=\"ICP\" / query=\"<product>\"\nmcp__cogny__read_context_node node_id=\"…\"\n```\n\nThe 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.\n\n**1c. Public web** — `WebFetch` the URL only if 1a/1b are empty.\n\nThen ask:\n\n1. Who is this for, by **role and seniority**? (\"Heads of Demand Gen at B2B SaaS, $5–50M ARR\")\n2. What is the *expensive* problem they have right now? (cost, time, headcount)\n3. What's the proof point — a customer name, a metric, a screenshot, a benchmark?\n4. Who is the on-screen voice? (Founder? Operator? Customer? No-face / text-only is also valid on LinkedIn.)\n5. What's the conversion goal? (Signup, demo, follow, comment, reshare)\n\nIf the role / proof / goal are vague, push back before writing. LinkedIn ROI lives or dies on these three.\n\n### 1.5 Capture brand identity\n\nMake this look like the user's brand. LinkedIn's audience is buyers — generic stock styling reads as \"untrusted vendor\".\n\nAsk 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.\n\nFor full schema, extraction patterns, and voice → composition mapping see [`references/brand-identity.md`](references/brand-identity.md).\n\nLinkedIn-specific brand notes:\n\n- **Avoid LinkedIn blue (#0a66c2)** as the brand accent — it merges with the platform UI and the video reads as a chrome screenshot.\n- **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.\n- **Display fonts are fine here** (unlike Reddit) — LinkedIn is the channel where serif headlines and editorial typography land best.\n\nThe composition template reads `--bg`, `--fg`, `--primary`, `--accent`, `--font-display` as CSS variables — wire them from your kit and the template's structure stays.\n\n### 2. Pick the format\n\nLinkedIn-idiomatic video formats that work in 2025–2026:\n\n| Format | When to use | Structure |\n|--------|-------------|-----------|\n| **Founder-to-camera** | Authentic launches | Founder face + burned-in captions; explain the why, the how, the proof |\n| **Numbers carousel** | Data-led launches | Stat → context → stat → context → stat → \"want the breakdown? comment X\" |\n| **Customer quote** | Mid/late-stage social proof | Real screenshot of customer message → product clip → CTA |\n| **\"Here's what we shipped\"** | Feature releases | Plain title → 3 short clips with captions → release-notes-style CTA |\n| **Anti-pattern teardown** | Thought leadership / category creation | \"Most teams do X. It doesn't work because Y. Here's what we built instead.\" |\n\nPick **one**. Confirm with the user.\n\n### 3. Write the script (LinkedIn grammar)\n\n- **Total length**: 30–75 seconds. The sweet spot is **45s**. Anything over 90s gets clipped.\n- **Hook (0–3s)**: name the role, name the problem. \"If you run paid for a B2B SaaS, this 30-second clip is for you.\"\n- **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.\n- **No music**, or extremely subtle ambient. Voiceover optional but captions are the source of truth.\n- **No \"thrilled to announce\"**, no \"game-changer\", no \"next-generation\". Read it out loud — if it sounds like a press release, rewrite.\n- **Concrete CTA**: \"Comment WAITLIST\", \"Tap the link to try it\", \"DM me 'demo'\", or \"Follow [name] for more\". \"Learn more\" is dead.\n\nHand the beat sheet back. **Wait for confirmation.**\n\n### 4. Scaffold the HyperFrames project\n\n```bash\nnpx -y hyperframes@latest init <product-slug>-linkedin --yes\ncd <product-slug>-linkedin\n```\n\n### 5. Compose the video (1:1 default, 16:9 alternative)\n\nLinkedIn'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.\n\nDefault 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.\n\nReference composition: see [`references/composition-template.html`](references/composition-template.html).\n\nLinkedIn-specific styling rules:\n\n- **Type**: 56–84px. Bigger than Reddit (because of LinkedIn's tighter line-height in feed), smaller than TikTok.\n- **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.\n- **Motion**: deliberate. 0.4–0.6s tweens, no bounce, no flashy easing. Buyers read this as \"competent\".\n- **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.\n- **Numbers > adjectives**: every claim needs a number. If you can't put a number on a card, cut the card.\n\n### 6. Lint & render\n\n```bash\nnpx hyperframes lint\nnpx hyperframes render --output launch.mp4\n```\n\n### 7. Sanity check\n\n- First card names the role *or* the problem within 3 seconds?\n- Every claim has a number?\n- Captions readable on a phone with sound off?\n- No buzzwords (excited, thrilled, revolutionary, game-changing, leverage, synergy, unlock, supercharge, next-gen)?\n- Length 30–75s?\n\nIf any check fails, edit and re-render.\n\n### 8. (Optional) Hand off to LinkedIn Ads\n\nIf the user wants to run this as paid sponsored content, LinkedIn's edge is **B2B targeting precision**. Use it.\n\n```\nlinkedin_ads__tool_list_ad_accounts\nlinkedin_ads__tool_get_targeting_facets(account_id)\nlinkedin_ads__tool_search_targeting_entities(account_id, facet='industries', query='<industry>')\nlinkedin_ads__tool_get_audience_counts(account_id, criteria={...})   # confirm reach before launch\n\nlinkedin_ads__tool_create_campaign_group(account_id, name, status='PAUSED')\nlinkedin_ads__tool_create_campaign(\n  account_id, campaign_group_id, name,\n  objective='VIDEO_VIEWS' or 'WEBSITE_VISITS' or 'LEAD_GENERATION',\n  status='PAUSED',\n  ...\n)\n# Upload the rendered MP4 in LinkedIn Campaign Manager (the MCP doesn't currently\n# upload video assets directly), then:\nlinkedin_ads__tool_create_creative(account_id, campaign_id, ..., status='PAUSED')\n```\n\nNotes:\n\n- All entities `PAUSED` by default. The user activates manually after reviewing creative.\n- Budget amounts are strings in the account's currency (\"100.00\" = $100).\n- Use `get_audience_counts` *before* `create_campaign` — LinkedIn won't let an audience smaller than 300 ship.\n- For LEAD_GENERATION, you need a Lead Gen Form ID — that's not creatable via this MCP, so create it in Campaign Manager first.\n\nIf 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.\n\nFor 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.\n\n## Output format\n\nWhen you finish, print:\n\n1. Path to the rendered MP4\n2. The beat sheet\n3. The format chosen and why it fits the ICP\n4. (If applicable) the LinkedIn Ads campaign group / campaign / creative IDs created in PAUSED state, plus the audience size estimate\n\n## Common mistakes\n\n1. **Corporate intro** — \"At [Company], we believe…\". Cut it. Open with the role/problem.\n2. **No number on the proof card** — abstract claims (\"better\", \"faster\") are filtered out. Buyers want numbers.\n3. **TikTok-style frenzy** — fast cuts and kinetic text read as junior on LinkedIn. Slow down.\n4. **Buzzword bingo** — \"leverage\", \"unlock\", \"revolutionary\", \"game-changer\". Buyers ignore videos with this language.\n5. **Generic CTA** — \"Learn more\" is dead. Use \"Comment X\", \"DM me\", \"Tap link\".\n6. **Ignoring the muted-autoplay reality** — assume zero sound. Captions or it's invisible.\n\n## Related\n\n- `/tiktok-launch-video` — same pattern for TikTok\n- `/reddit-launch-video` — same pattern for Reddit\n- `/video-to-gif` — convert MP4 to a feed-ready GIF (LinkedIn comments don't render GIFs, but DMs do)\n- `/linkedin-micro-campaigns` — pair the video with ICP-targeted campaigns\n- `/linkedin-ads-audit` — diagnose existing LinkedIn campaigns before launching new 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