Nobody can underestimate the power of video content in this day and age. Whether it’s a six-second bumper ad or a 10-minute one, videos are effective in capturing audiences across the globe. And as video marketing remains relevant, sales and marketing teams realize the importance of product demo videos in showing their products to potential customers.
Product demo videos are simple and effective tools to demonstrate product features and/or how they work to customers through live or recorded videos. These videos increase your chance to seal the deal and turn them into your most loyal customers.
Including product demo videos in your strategy is a great way to boost your sales. In fact, according to Wyzowl, 92% of marketers who use video say that it’s an important part of their marketing strategy in 2021. But how do you make demo videos work for your campaign? Read on to find out.
Products are better explained by their makers. But today’s circumstances make it harder for businesses to engage with their customers, more so to explain how their products work. Here’s where product demo videos come in. In essence, these content are explainer videos in which the product and its uses are the main themes.
You’re probably reading this because you have a product or service that you need to demonstrate, right? Well, you’re in the right place. Let's take a look at the advantages of creating a demo video for your products.
People watch a lot of videos, and this is a key metric that you should take note of. In 2021 alone, people devote an average of 2.5 hours watching online videos and an average of 19 hours per week, according to a study. That’s an astonishing 8.5-hour increase from three years ago! If you’re not using demonstration videos to market your products, you're likely falling behind.
A minute-long product demo video is powerful enough to help people understand a specific product or service. And according to HubSpot, 94% of marketers agree that videos have helped increase user understanding of their product or service.
Remember that when your prospects understand what your product is all about and its features, you have an opportunity to give them the best possible customer experience.
Online shoppers are busy shoppers that’s why engaging, short demo videos are the way to their hearts. They are 1.81 times more likely to purchase non-viewers because they can digest information as quickly as possible to decide on these demo videos.
According to Wyzowl, 73% of consumers said they’d prefer to watch a short video. Meanwhile, the remaining survey participants would rather read a text-based article, website, or post (11%); view an infographic (4%); download an ebook or manual (3%); attend a webinar or pitch (3%); and, take a sales call or demo (3%). This goes to show that videos are effective in capturing a potential customer’s attention, rather than just letting them read words on your sales page.
Probably one of the most striking benefits of online demonstration videos to marketers is that it generates good ROI. As videos are entertaining, many have included adding them on landing pages. And they were never mistaken about it: Videos on landing pages are capable of increasing conversion rates by over 80%,
Because online demo videos are informative and engaging in nature, it’s been helpful to app users to know which one to purchase. Around 78% or 8 out of 10 people have purchased an app or software after watching a brand’s video.
Videos are a hit not just to ordinary consumers but also to executives. According to Forbes, 65% have visited a vendor’s website after watching a video. And they are not just willing to watch these vendors’ videos, but many will take action based on what they see. Younger executives, however, are the ones who appear more likely to make a purchase, call a vendor, or respond to that video as compared to senior-level ones.
Videos are the best option when it comes to teaching people about your products and, ultimately, encouraging them to buy. In 2017, Forbes reported that 90% of customers say that product videos help them make purchasing decisions. And yes, a whopping 88% say that they were convinced to purchase a product after watching a brand’s video. Not only that they pay attention to a video, but they also want to see more video content from a brand or business they support.
With product demo videos becoming a customer’s preferred way to learn, you must also adapt to their needs. There are various formats that you can use depending on your business goal. Here are some examples:
This format of product demo video gives customers a comprehensive overview of a product and its features. This is often long as it usually discusses major possible scenarios to demonstrate the product better. Also, it is shot continuously or in long sequences to give customers an even more detailed product illustration.
In this example from Kajabi delivered by the company’s VP of Engineering, Jeremy Saenz, the video focuses on how the company can help its users without any hard-selling included. This kind of walkthrough demo helps build and nurture trust from the viewers, given that the presenter is not a salesperson but knows the product from the inside and out.
Despite it being long-- it clocks in at 30 minutes-- viewers can easily pick up where they left off as chapters were included in the video.
This format provides customers highlights or an overview of the product. This usually features the key benefits of a product or service, and is usually combined with animations to make the video more engaging.
A good example of an overview or feature highlights product demo is this video from Hootsuite.
In this video, new customers can get familiar with the service as the speaker explores the key features of the Hootsuite dashboard. The animations are minimal and Owly, the brand mascot, added a little fun and engagement being in the video. Also, the walkthrough is paced moderately to allow the viewers to follow through without getting overwhelmed by the information.
This demo is one of the perfect examples of the format being discussed. For one, it focuses on the features and the key benefits of the product; and secondly, this kind of onboarding demo has the right balance of animation and information.
Tutorial videos, or instructional videos, are one of the most common types of demo videos. This teaches the audience how to utilize the product by giving them step-by-step directions on how to use specific features or the whole. Sometimes, the video is sped up while a voice-over can be heard to show the steps in as short as possible.
If you want to make an engaging tutorial video, take a leaf out of FridaBaby’s demo video.
This short, animated demo video shows how the product can help moms can do the undesirable job of helping babies relieve gas. With an unconventional and funny demo of Windi The Gaspasser, moms are given a step-by-step process on how to use this product.
It’s simple, effective, and not to mention, humorous enough to catch the attention of prospective customers.
This format of demo video usually involves a third party to show how a product looks and works. Most of the time brands in the fashion and beauty industry use this type of demo video to entice their audience that they should try on their new products.
This try-on video of 5:00 Caffeine Concealer by The Lip Bar is an example of this format.
The model in this video shows makeup aficionados on how to use the brand’s newest concealer through a makeup tutorial. In under five minutes, the model can explain how to use the product and as well as how customers can incorporate it into their daily makeup routines.
This kind of video works especially for new customers who would want to see what the product would look like in real life.
This online demonstration video often has minimal discussion from the presenter or voice-over. It also shows scenarios that highlight the main benefits and value proposition of the product being showcased.
A great way to tell a story to your audience is this one from Ring. Instead of telling viewers what their Door View Cam can do, they opt to show it through a compelling story.
The video shows ordinary people using the featured product in many ways. Here, the demo video outlines the benefits and uses of the product in action, not just hypothetical scenarios. Sometimes, showing the practicality of having the product is a great way for you to convince your market that your product is just exactly what they need.
Social media and videos are a perfect combination. When you combine the power of these two, you can instantly capture viewers’ interest in the first few seconds. Using this will allow you to condense information down into bite-sized snippets that are long enough to keep viewers’ attention but short enough to excite them. Often, social videos are not professionally shot and utilize the features from available platforms like TikTok and Instagram where they can record, edit, set music, and share it almost instantly.
An example of this format is this one from Instagram. In less than 10 seconds, the video can showcase the main features of the product. It’s short, sweet, and catchy as it's incorporated with music and Instagram stickers.
The video is short, eye-catching, and straight to the point. And when you combine it with advanced targeting options, you can be sure to reach your ideal audience through this form of a product demo.
Of course, real-time demonstrations are effective in showing how a product works. Because it's live, you need to take your time to prepare for it. This includes scriptwriting, testing out the product on your own, and even having anticipated questions. SaaS demonstrations are often done live virtually these days to engage with the customers in real-time.
An example of a live demonstration is this one from Restream. It’s a live-streamed product demo and Q&A on YouTube where they show the viewers how to go live and which platforms they can stream to; make their streams unforgettable with compelling audio and visuals; and, captivate their audience so that they will keep watching.
Clocking in at over an hour, the live-streamed session provided insightful learnings for the viewers as they were given a chance to ask questions in real-time.
For this format of product demo to be successful, the focus must be on the audience’s needs. You should be able to address the problems that people are facing and present them with a solution-- your solution.
What are the things you need to remember in creating compelling demo videos for your product? Let’s go over the key stages that are important in making a great product demo video.
At this stage, you should be able to determine your goal as well as your target audience. Part of it is knowing which stage they are on. Whether it's to heighten their awareness, boost product consideration, or help them come up with a decision, the preparation part is crucial so you’d know what to say and how to say it. Also, you can determine here which platform is the best based on the stage of the customer journey. For example, awareness. Ads like short bumper ads are effective to get their attention.
The easiest way to understand your viewers is to create an audience profile.
After getting to know who you’re talking to, it’s time to decide which type of video or format you’d want to deliver to them. For example, you might opt for a talking-head video where the narrator speaks directly into the camera; a live-action video that requires more complicated production timelines and extensive editing; screencasts that only need screen-recording software; or an animated product demo video that uses animation and graphics.
Regardless of the type you’re choosing, it is best if you know it from the get-go to be able to manage the next step.
In creating an online demonstration video, you also have to identify your budget and timelines so you’ll know how to proceed. By knowing this, you can set expectations on how the outcome would be as well as manage the production timeline.
This is the step where you need to translate your product’s value proposition into one, cohesive storyline. Here, you can structure your video based on how you see fit. Will you highlight the pain points? Use text and other visuals only? How about animations? Decide on how you want to tell your story through the script and storyboard.
Storyboarding is the process of visually outlining your video. This includes scenes and pegs that you want to include in the video. You can also add notes on how you want to execute the idea.
Meanwhile, scriptwriting is essentially putting into words whatever you want to highlight in the video. A script will help you identify the best words to use in the video that will help you convey your message. It’s tempting to sit down and hit the record button without a script. This might work, but there might be points you won’t be able to cover without an outline.
Remember to make your script and storyboard easy to understand and to follow.
Once you got all the details locked in, it’s time to film the video. One of the major considerations here is finding the right video filming equipment that will work for your product demo. For SaaS products, it’s usually just a recorded video with a talking head. However, for other products and video formats, investing or renting quality equipment, even hiring an agency, can help to ensure the quality of the output.
Once you’re done with the recording process, it’s time to make the magic through your video editing software. By editing your video, you’ll be able to emphasize the most important part of your demo. You can perform a wide range of functions here-- from cutting out bad shots to merging the good ones; adding pictures, animations, captions, texts, and graphs to including the right music and voiceover. It’s more complicated than it looks like but you’ll be amazed at how you’re product demo video will look like post-editing.
Now that you’re done with planning, filming, and editing, it’s time to publish your work and spread the word! Depending on which platform you’re publishing it, the size, aspect ratio, and duration may differ. For example, vertical videos will fit perfectly for Instagram Reels and TikTok, while videos with horizontal orientation are suitable on YouTube, Facebook, and Twitter.
Also, your goal will determine which platform you’re using. If you want to tap social circles and increase brand engagement, social media is a great platform. If your goal is to monetize, Vimeo and YouTube are your allies. In any case that you want to reach businesses, partners, or corporations, LinkedIn is your platform for publishing.
Depending on your budget, you can create a product demo video with inexpensive, easy-to-use software or hire professionals and rent high-grade equipment to do the job. Nevertheless, here are some of the recommended tools you can use based on your need or video format that you’ll be using:
Your smartphone is powerful enough to create and capture a video. But if you want to make your demo videos more engaging and creative, there are available tools that you can use that offer access to cool video templates, music, and so much more. Here are our top picks:
Animation is one of the best ways to capture your audiences’ attention. When creating one, you need software that is easy to use and has a rich array of functions and tools that will allow you to create the most powerful animated demo video.
Animation can be daunting to newbie video creators. But here are some beginner-friendly software that you can use.
A screencast demo video can be recorded using your computer and usually includes audio narration. It is often used for walkthroughs and instructional demos. You also need good software to help you come up with a quality screencast demo. Here are some:
Including a piece of background music in your video will make a huge impact on your content. It is crucial in engaging with your audience and creating a lasting impression on them. If you are struggling to find the perfect track that is aligned to your content, here are some sites where you can find one:
Video editors have built-in transitions to start with. However, if you want to add transitions to your demo video, here are other software that can help you enhance your content:
There are various editing software available in the market that can give you the power to create even more compelling content through edits. These pieces of editing software can give your video a boost by making it look more professional, allowing it to stand out from your competition.
Now that you have an idea about the best free and paid video editing tools, you can try exploring and testing them out. Each option comes with advantages and disadvantages. But depending on what suits you best, these editing tools will give you the capability to get your audiences hooked on your demo video from start to end.
With the available technology today, almost everybody can come up with a product demo video. But the real question now is: What makes a product demo great?
Here are some tips to make excellent product demo videos and boost your chances to close the sale.
Product demos are given to users or potential customers who don’t know how the product works. Make sure that you use simpler words and show the customer exactly how they will go through the process of using the product. This will make it easier for them to understand and visualize why they need the product.
If your demo video is too complex and has too much jargon, your customers will lose interest in your video.
Even if you need a lot to discuss, your product demo video should be short. This will allow your viewers to digest the information they just received. Also, most online viewers don’t have the kind of patience to stick around and watch a 30-minute demo.
A video demo around two minutes in length will give you enough time to properly and effectively introduce the product while keeping your audience’s attention. Remember: Keep your video short and sweet, and its impact will last longer than you think.
According to a study, people now generally lose concentration after eight seconds. This means that in 8 seconds or less, you must be able to get your viewer’s attention.
The first 15 seconds of your demo video must compel your customers to watch further. If you don’t get them interested within that timeframe, most of them will stop watching your demo video. By getting people on board, you get extra time to continue persuading them to avail your solution.
No matter how good your product demo video is, if your audience cannot relate to it, you’re putting this great opportunity to waste. In your product demo video, show, don’t tell. Show them how your product fits in the bigger picture of your customers’ lives. Be sure to focus far less on features and much more on solutions. People have to understand what makes your product/service valuable before they’ll fully appreciate the specific features.
“What should I do next?”
This is a question that you need to answer to motivate them to act. Good demo videos are not just for entertainment; they stir up interest and direct consumers to the next action. Your call to action could be anything It could be from buying the product, activating a free trial, or calling the business for a consultation.
For you to make product demo videos work for your campaign, try to be direct, engaging, creative, and human. Make your product demo relevant, short, and interesting enough for them to buy the product you are selling. Showcase the unique selling point of your product, showing them that this is THE solution they need to their pain points.
Consumers are not concerned much about the technicalities of your product. They just want to know how much it will benefit them and how they can buy it. And you can emphasize it through your product demo video and you can even use a live shopping platform to elevate their experience.
Have a great time working on your content that will work for your brand!
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