Demo videos are brief videos with a singular goal: to demonstrate how your product works to convince customers to buy it. These videos are typically simple and straightforward, using clear language and imagery to showcase the product’s most important aspects and how those solve the viewer’s problems.
While
other video types
might serve to amuse or move customers emotionally, demo videos should be as informative as possible. Buyers are viewing these videos to help them make a decision, and they should come away from them feeling like they have a better understanding of what they’re about to purchase.
Thankfully, demo videos have a leg up over other types of explanatory content. They combine engaging visuals with clear explanations in a short amount of time, making them more easily digestible for the viewer. When done correctly, your demo videos can push buyers to the
end of the funnel.
Important things to consider with demo videos
If you’re putting together a demo video, you’ll want to make sure you’re covering all the important bases. Here are the most important things to consider and include.
• Explanation:
A demo’s whole purpose is to explain to the viewer what your product is and how it works. In video format, you have multiple ways to provide this explanation. Obviously, you’ll have the visuals. However, the format you choose for visuals might differ based on the type of product. Tangible items might be best displayed through a live-action demonstration, while software might be easier to show using screen recordings or animated mock-ups. Your video should also make proper use of a script and narration to verbally explain things about the product. Keep the language in your script simple and clear and use
professionally recorded voice-over.
• Feature highlights:
Aside from the step-by-step walkthrough of your product using visuals and audio, it’s also a good idea to highlight a few key aspects of your product in other ways, such as motion graphics. Text boxes or small animations can help viewers focus on important features of your product as they learn about it overall. Highlight things sparingly, though—you don’t want to overload the audience with information and make things too complicated.
• Engagement:
Lastly, your demo video needs to have engaging elements to be successful. Aside from learning about your product, what is making the viewer want to watch? The thumbnail you choose for your video should be eye-catching, the video’s style should be clean and there should be enough visual intrigue. Also consider length; demo videos are usually short—about two minutes—to ensure you cover the important parts without boring the viewer.
Ultimately, your demo video should explain how your product works in a simple and engaging way. Focus on telling a story—the story of your customer’s problem and how your product solves it—through clear visuals and language.
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
