The version that was for everyone
Pitvi started as a general-purpose text-to-video tool. The pitch was simple: type what you want, get a video. The product worked. People used it. The output looked fine.
It also did nothing especially well.
The brief field said "describe your video" and the result depended entirely on how someone filled it in. A startup founder shipping a feature wrote one kind of brief. A solo creator describing their morning routine wrote a completely different one. We were optimizing for both at once and getting "fine" at both.
What changed
Over a few months I noticed the same pattern in support requests, demo calls, and the test briefs I was writing myself: the videos that worked were the ones built around a product announcement. A new feature, a launch, a release note. The brief was naturally short. The structure was naturally familiar (problem, solution, demo, CTA). The output had a clear job (post it on launch day).
The videos that didn't work were the ones with no specific destination. "A video about our company." "A summary of our last quarter." Pitvi could generate them. They just weren't very good, because nobody knew what good looked like.
So we picked the job.
Why Product Marketing specifically
Three things made PMMs the right call:
They have a calendar. Every release, every launch, every campaign has a date. The job is recurring, which means the tool gets used recurringly, which means we get feedback faster than we would from one-off creators.
They already write the brief. Every PMM ships internal release notes, an external announcement, a sales enablement summary. The first three sentences of any of those is exactly the brief Pitvi needs. We're not asking anyone to think differently. We're absorbing an input they already produce.
They don't have a video team most of the time. Even at companies that do have one, the video team is booked on the brand work. The launch video for the Tuesday release? That gets cut from scope. Pitvi is for the things that don't make it onto the video team's roadmap.
What changed in the product
Once we picked the audience, a bunch of decisions stopped being decisions.
- Scene templates lean toward the "announcement" rhythm: hook, what's new, why it matters, how to try it
- Brand kits prioritize the things PMMs actually need (logo, two type styles, a color, a footer treatment)
- The composer outputs horizontal first (LinkedIn, X video, in-app) and offers vertical as a second render
- The release page on this site looks the way we'd want our customers' release pages to look
None of these are huge product changes individually. The point is that we now have a yardstick. "Is this useful for the PMM at a 50 to 500 person B2B company shipping a release in the next two weeks?" That's a question we can actually answer.
What we gave up
We don't pretend to be a tool for filmmakers, agencies, or social-first creators. We're not optimizing for cinematic transitions or trend-driven formats. If your job is "make TikToks", we're not the tool. The advantage of picking an audience is that the no's get easier too.
Where this goes
The PMM relaunch is the start, not the finish. Team accounts, deeper brand kit controls, and integrations with the places PMMs already work are next. Watch /releases for what ships when.
