The best product demo videos are educational, informative and highly memorable. If you can demonstrate how your product can solve a problem that your target audience is experiencing, you will find that video is one of the most powerful sales tools you have at your disposal when it comes to converting sales.
The problem is that too many product demo videos just aren’t that compelling. So why is this?
The reality is that many companies and businesses simply don’t understand how to make the most out of the creative potential that video as a medium provides, or how to creatively leverage this potential to complement their video marketing strategy.
So, let’s start with the basics…
Table of Contents
What is a Product Demo Video?
A great software demo video will explain precisely how a product or service works and showcase it in use. Product demo videos can be used to serve a range of functions, including:
- acting as an engaging visual guide for existing customers
- serving as an educational tool, which will help to build brand familiarity
- showcasing core benefits in an advertisement-based format
Creating an effective demo video is not an easy task, so here are some key points to keep in mind.
Understand your Buyer’s Journey
If you don’t understand your audience or cannot effectively target the right people at the right point in their purchasing journey, you will struggle to produce demo videos that help them to make positive purchasing decisions.
The first product demo video you produce should ideally target potential purchasers who are at the beginning of their buying journey. This ‘consideration phase’ is an excellent time for you to emphasise the broad benefits your product or service delivers and showcase precisely how your offering achieves this. Telling a story in your videos will help you to form valuable connections with the very people you most want to appeal to, as will speaking directly to your potential buyers’ experiences.
When you have produced and shared your initial demo video, you can start to think about creating additional videos that speak to particular purchasers or problems. Remember, buyers who are further along in the journey will want to be convinced that your product or service is the best solution for them.
Focus on Benefits
Although you might want to shout about the excellent features that make your product or service different, it is (1) almost impossible to discuss each one in any detail and (2) important to remember that people will only begin to care about those features when they understand why your product or service is so beneficial.
Instead, focusing on emphasising the benefits that your product or service will deliver to your audience is the best way to approach a product demo video. Think about:
- Why someone will want to use your product.
- The problem they want to solve or the task they are trying to complete.
This information will help you to create an effective demonstration that will capture the attention of the right people and clearly set out why investing in your product or service will help them to realise a very specific objective.
Spend Time Writing a Clear and Concise Script
A refined script will ensure that your video both tells a complete story and contains every piece of information you want to share with your viewers.
Spending time on your script can also be helpful during the editing process as you will be able to quickly identify what is a key point and what could be edited out if you end up with too much material.
Combining Visual and Audio Aspects
Engaging videos utilise the unique power of both audio and visual elements. Even simply placing a royalty free music track in the background can be enough to transform a full video into an engaging demo that viewers actively want to watch.
Transitioning carefully between images, screen recordings and slides is essential, and fading your soundtrack in and out where appropriate will give a professional finish that will keep your viewers hooked from beginning to end. This Spotify video is an excellent example of a highly engaging product demo. It has everything from kinetic imagery to an enthusiastic soundtrack and enough intrigue to keep viewers interested.
Remember, if you are going to be including recordings of your screen, make sure that your desktop is tidy and that you do not inadvertently show any potentially sensitive or confidential information. A keen eye for detail is imperative and will help you to create a finished product that maintains a high degree of professionalism throughout.
So, to recap:
- Understand your target audience.
- Recognise how best to present your product or service.
- Communicate from the perspective of your customer.
- Refine your script.
- Ensure that your video aligns with your brand identity.
- Leverage the power of both sound and visuals.
- Strive to entertain.
If you perfect your demo video creation process, you will soon find that they will become a core component of your overall video marketing strategy.
About Carson Derrow
