A Quick Guide to Demonstration Videos

Find out why demonstration videos help to close sales and how to create the perfect one for your brand’s products or services.

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Why are demonstration videos so important to the sales of your products or services? According to a recent video marketing survey, more than 70% of people would rather use video to learn about a product or service. Think of demos as an easy way for people to sample your products before they purchase them.

Demonstration videos show your products in action. They help prospective customers learn the ins and outs of how your products work and why it provides the value and practical function that fits their wants and needs.

Often, the anticipated viewers of your demo videos know what you’re selling, and it’s up to your demonstration to show them why it’s a better choice than what your competitors are offering. Demos are different than explainer videos because they focus specifically on educating the viewer on how products or services work versus branding and awareness. They take place further down the conversion funnel and are a fantastic tool for closing sales. Let’s jump into the major points that will take your demonstration videos to the next level and accomplish these goals.

Creating a Quality Product Demo Video:

Craft a Strong Script, Tell a Visual Story
Make it About the Consumer
Show the Full Scope
Make it Snappy
Animated, Live Action, or Both
Hire an Ad Agency or Video Production Company

Craft a Strong Script, Tell a Visual Story

Especially since your goal is to educate and persuade, the script for your demo video needs to be clear and concise. Every line should play an important role in informing your audience and fluidly guiding them through the visuals. The focus is really about showing your product. So, if you have a script, cut the fat, and keep it succinct.

On the flip side, your demo video may rely only on visual storytelling to show your product’s capabilities. Tech brands, like Apple or Microsoft, are known for these types of demonstration videos. Consider this example below from Nintendo when they introduced the Switch. They highlight all the capabilities of the device through visuals alone.

Make it About the Consumer

Of course you see your products or services as amazing, but how do they serve your customer? Demonstration videos are directed at your ideal customer, so make sure the focus is on them. These videos are meant to persuade those customers that it’s the right product for their needs, lifestyle, etc. Showing how your products fit into the life of your ideal customer gives your audience someone to identify with, much like the Nintendo ad above.

The Switch is for the gamer on the go, someone who wants to bring their living room gaming along for travels and socializing. Nintendo’s demo shows how easy and versatile the console is for that type of person. Whether it’s through script or visuals, make sure the spotlight is on the consumer of your product. What are their pain points and desires? Now, how does your product or service serve these necessities?

Show The Full Scope

Your demonstration videos should show your product’s scope of capabilities as if it’s the first time it’s being introduced to viewers. Assume your audience doesn’t have any previous knowledge about your products when crafting product demos, even if some viewers already know bits about your products or company. A demonstration video is meant for the consumer without any of this previous knowledge.

Yes, it’s exciting to focus on the features that make your products unique but be sure to also navigate through the aspects of your products that may seem obvious to you. Interestingly, these more “obvious” details will often present themselves naturally in the introduction of demos, and the more stand-out characteristics come thereafter.

On the other hand, you may need more than one video to describe the full scope of your product. There are instances when companies create campaigns to demonstrate various capabilities of their products through a series of demo videos. Depending on the depth of your products or services, this avenue may be more ideal than packing too much into one demonstration video. This brings us to our next point.

Make It Snappy

Demos work best when they’re quick and interesting. This is why the script, visuals, and storytelling elements need to be on point. Shorter-length marketing videos consistently have greater engagement and viewership, while your brand and the products advertised are also more likely to be remembered.

Generally, demo videos tend to be between 1-2 minutes. But there are brands that create longer-form demonstrations that can go up to 10 minutes. Those, however, are pretty specific and usually end up in social spaces like YouTube. Whereas your typical 1-2 minute demos have more versatility and can be marketed on television or across social platforms like Facebook, Instagram, TikTok, and Twitter.

Animated, Live Action, or Both

Would your product demonstration be better shown with animation, live-action, or a combination of both? This is an important decision and it really comes down to what will best represent your products and brand.

Animation is a great way to explain complex products or processes, like software or services, because it can show a series of steps in a smooth and easy-to-follow way. You also have the advantage of getting more creative and colorful in ways that represent your brand. Live-action demos have their own benefits, too. Live-action can depict a more realistic and relatable version of your product or services. Finally, get the best of both worlds by combining live-action with motion graphics, which is quite common with demos.

Some great examples are Headspace’s demonstration videos. They have built a memorable brand through their motion graphics over the years, but they incorporated live-action in their 2021 demo below.

Hire an Ad Agency or Video Production Company

Both the production quality and the visual storytelling mastery of your marketing content are part of a cumulative effort to build a professional, trusted image for your customers. When videos lack basic quality, such as shaky camera work or poor sound and lighting, viewers quickly equate it with the quality of your products and services. It’s essential to invest in hiring a professional production team to create a strong impression and persuade prospective customers.

Looking for a local Denver video production company to bring your products or services to life? We’d love to hear from you! Click the button below to get a free quote or ask us anything.

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