TwelveLabs Marengo 3.0 - Behind-the-scenes

TwelveLabs is launching today Marengo 3.0, the most powerful embedding model for video understanding.

I had the opportunity to collaborate with @TwelveLabs on this launch and wanted to share with you some behind-the-scenes on how we prepped it.

Setting up the launchpad

We started by working on the required inputs to submit a new product:

Product name: 40 characters max
Product tagline: 60 characters max
Product description: 500 characters max
Thumbnail: recommended size = 240*240px; filetype = JPG, PNG, or GIF; maximum size = 2MB
Image gallery: recommended: 3 or more images; optimized size = 1200*630px
Launch tags: up to 3 tags

Pro tip: You can find the required inputs on GitHub. [1]

We had a clear messaging, so we focused effort on the image gallery.

Show the product

The image gallery tells a story, visually. It starts with an intro, i.e. the Open Graph image. IMHO it should finish with an end, i.e. your call-to-action.

We brainstormed:

How to tell a compelling story in 3 or more images?

Below are the requirements we defined:

Image 1: Open Graph image
Images 2-6: Feature highlights
Image 7: Call-to-action

We used a 1200:630 ratio for optimal display.

Above all, because @TwelveLabs targets a technical audience, we wanted to show the product. We framed product screenshots and added a headline and subheadline for context.

Show, don't tell.

To recap: We had a clear messaging. We worked on a compilling visual story. Next: Scheduling the launch.

The best launch day != The right launch day

We thought:

What's the best day to launch [on Product Hunt]?

In their launch guide, [2] Product Hunt puts it simply: The best day to launch is when you're ready.

This week is AWS re:Invent 2025, the ultimate week for builders, dreamers, and disruptors, and @TwelveLabs has geared up for this event with a series of announcements. [3]

In this context, we decided to launch today, Monday, December 1st. First day of the week, first day of the conference. Hopefully this decision will give the launch maximum exposure.