Creative Team on-demand = Marketing done right.
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Rishabh leads the content strategy at Content Beta, an on-demand creative video and design team for Tech & SaaS companies.
Are you leveraging the full potential of demonstration videos to convert prospects into customers? If not, you might be missing out on a powerful marketing tool that can educate and persuade.
For example, our client NachoNacho was in search of a demonstration video that could help effectively communicate to the audience about their two offerings: spend management and software as a service marketplace.
So here, their aim in creating a demo video was to simplify and convey it engagingly to their audience. After Content Beta delivered their demo video, what was the result?
Result: Prospects and clients of NachoNacho have fewer questions about the platform’s capabilities, thanks to the informative short demonstration video. You may read more on the case study here.
By focusing on their core offerings—spend management and a Software as a Service marketplace—they were able to clarify their value proposition to their audience.
This example highlights how a well-crafted demonstration video can be a powerful tool for education and conversion. It’s a simple yet effective way to clarify your product’s features while building trust with your audience.
Even though a well-crafted and engaging demo video can be a powerful tool in your marketing arsenal, creating a compelling video can be challenging. Let us discuss this more in-depth.
A demonstration video, also known as a demo video, is a short film that shows off a product’s features and how it works. It’s like a visual manual to educate new and existing customers.
Here is a product demonstration example of Recurly by Content Beta,
The video mentioned above simplifies the complexities of Recurly’s subscription management platform and acts as a quick reference guide for potential clients. It’s a tool that not only elevates Recurly’s brand image but also serves as an educational resource for both marketers and consumers.
This dual-purpose approach increases the effectiveness of the software demonstration video, making it a valuable asset in Recurly’s marketing arsenal.
This table below allows for a side-by-side comparison, making it easier to understand the benefits of a demonstrations video from both the marketer’s and consumer’s viewpoints.
Two perspectives: One Demo
| Aspect | Marketer's Perspective | Consumer's Perspective |
|---|---|---|
| Educational Value | Simplifies customer education through the demonstration video. | Acts as an easy-to-understand guide, clarifying how the product functions. |
| Customer Support Efficiency | Reduces the load on customer service by minimizing repetitive queries. | Provides quick answers, eliminating the need for basic customer support queries. |
| Brand Identity | Enhances brand positioning through tone and visuals in the demo video. | Offers a consistent brand experience through the video's tone and visuals. |
| Content Distribution | Allows for multi-platform sharing by segmenting the video into smaller clips. | Makes information easily accessible through bite-sized segments across social media. |
| Website Engagement | Increases dwell time on the landing page, potentially improving SEO rankings. | Keeps visitors engaged, encouraging them to explore other products/services from the website. |
| Credibility and Trust | Build brand credibility by showcasing a high-quality product demonstration video. | Creates confidence in the brand, as a well-made demo video indicates expertise and understanding. |
We know how to sell your story using your product UI
The ideal length of a demonstration video can mainly vary depending on two factors:
However, a general rule of thumb is to keep it between 2 to 5 minutes. This time frame is usually sufficient to cover key features and benefits without overwhelming the viewer. Understanding what you want to highlight sets the stage for a compelling narrative that resonates with viewers.
For more in-depth information, a slightly longer video of around 5 to 10 minutes could be more appropriate. It allows for a more detailed product/ software demonstration video walkthrough, addressing specific pain points relevant to business clients.
Regardless of the length, the key is to maintain viewer engagement. Ensure that every second of the video is packed with valuable information, and presented in an engaging manner. It will help you achieve the video’s primary goals—educating the audience and encouraging them to take action.
Creating a good product demo video requires careful planning and execution. To begin with, the video should be tailored to the specific needs of your target market. It should include clear visuals and quality sound effects to engage viewers.
Let us consider other factors that matter:
Product demo videos are also about connecting with people. To truly benefit your business, these videos must engage the audience effectively. Therefore, never overlook the human element.
Take your time answering these questions:
Once you’ve identified your target audience, tailor your product/ software demonstration to meet their specific requirements. Incorporating elements like humor or relatable storytelling can be an effective way to hold the viewer’s attention from start to finish.
Your B2B SaaS app demo video production must look professional, clear, and concise for your audience to respond positively.
Here is an infographic to help you define your target audiences:
We know how to sell your story using your product UI
Always use real people for a product demonstration video. This added layer of credibility will help sell your idea to skeptical viewers.
Product demos should be action-oriented rather than ones that list product features without demonstrating their usefulness to potential customers. A demonstration video is sometimes used with customer video testimonials to serve two purposes:
Therefore, customer testimonials should include a CTA to direct prospects to a product video demo.
Keeping your videos concise and focused is important in avoiding unnecessary filler content. The goal is to get to the heart of the matter quickly, ensuring you don’t lose the interest of potential customers.
This customer testimonial video was created by Content Beta for Galley, the restaurant management app. Moreover, it serves as a product demonstration example that promotes the product and explains its features and how restaurants can benefit.
Product demo videos come in different styles, each serving a unique purpose. Picking the right one depends on what you’re trying to achieve. Here are some common formats:
For example, Content Beta created a video demonstration for LyneAI, an AI-powered sales tool. The video explains why traditional cold emails are ineffective and how LyneAI can help. This kind of targeted messaging can resonate with potential customers facing the same issue.
So, depending on your goals and who you’re trying to reach, you can choose the demo video format with the most impact.
To create high-converting demonstration videos for your B2B business, you must develop a video script that is accurate, consistent, and tailored specifically to the needs and interests of your target audience.
Engaging scripts make for a great narrative. In addition to keeping the viewer’s attention, it helps them understand the product and how to use it.
How do you create an accurate and consistent product demo video script for a B2B SaaS video demonstration?
Here are some guidelines:
Here is one of the product demonstration examples from Trello that checks all the right boxes. By the way, it has a view count of 1.74 million on YouTube:
A great B2B SaaS product demo video is visually appealing and easy to follow. Remember, you want your potential customers to remember your video, so make sure it is something they will want to watch again.
What visuals can you add?
Why should you use them
Use visuals to keep viewers engaged, illustrate your points, and create impact. You could also keep your footage fresh and interesting (creative camera angles).
How should you use them?
Finally, visuals help describe how your product can be used in real-world scenarios. Use them sparingly so that they complement the explanation but do not overshadow the narration.
Here is an overview product demonstration example created by Salesforce on Sales Cloud.
We know how to sell your story using your product UI
When creating a B2B SaaS demonstration video, it’s essential to choose the right video format.
But why?
Some of the most popular audio and video formats for B2B SaaS product demos are:
Watch this short video from Envato Tuts+ to learn how to choose video recording formats using Adobe After Effects:
No matter how well you plan, there’s always a chance that something will go wrong during filming – and that means you need to be prepared to make quick changes. A well-edited video is entertaining and engaging, drawing in viewers so they don’t want to leave after just 30 seconds.
It helps you keep the overall message friendly. As with any marketing effort, creating a positive emotional connection with viewers is important. It means being genuine and friendly – even when trying to sell them your product.
Editing videos helps you to:
Watch this example of a product demo video created by Content Beta for Xactly, the Intelligent Revenue Platform. The product demo is well-edited, and each segment holds the viewers’ attention throughout its 2:08-minute running time:
When it comes to marketing your B2B SaaS product, video is one of the most powerful tools in your arsenal. But simply creating a product explainer or a product demo video isn’t enough – you need to ensure it’s optimized for search engines.
You can do a few key things to make your videos more effective and help increase traffic and conversion rates.
The following tips can help you optimize your demonstration example so the right people see them and positively impact your business:
Here is a video from HubSpot Marketing that explains how to optimize your YouTube videos for search:
As the popularity of social media grows, so does the potential for using it as a platform to showcase business products. Videos are a particularly effective way of doing this, as they can demonstrate the use of a product in a visually appealing and informative way.
Regarding B2B SaaS products, demonstration videos can be invaluable for getting the word out about what your business has to offer.
But how do you get the word out about your demonstration video ideas so that the right people see them? YouTube or Vimeo are perfect video hosting platforms.
With some planning and effort, you can ensure your B2B SaaS product demo videos succeed on social media. Here are some tips:
We at Content Beta gathered data from over 100 demo videos from the top B2B companies around the globe. We broke them down in terms of video styles, length, voiceover types, sound design, use of humor, video script, types of CTA, end slides, etc., to thoroughly analyze what works!
Want to have a look at that exhaustive research? Click here.
We know how to sell your story using your product UI
We have created demo videos for companies like Spinify, Twixor, Recurly, and many others. With our expertise and your vision, we can create a demo that will align with your brand and connect with your audience.
A little about us and our strengths:
We focus on delivering specialized content for the B2B, Tech, and Software industries. Our Creative as a Service (CaaS) package offers you the advantage of having a dedicated team of video and design experts at transparent pricing.
We offer a diverse range of video services, including Product Explainers, Demonstration Videos, and eLearning Videos. Additionally, we provide various design services such as Call-to-Action (CTA) designs, Presentation layouts, and eBook creation.
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Schedule a call with us today.
Before we wrap up, let’s recap how you can ensure that your B2B SaaS product demo videos are highly effective in attracting potential customers:
To test product demonstration videos, some things to consider – Before going live, show the demo video to a small group of your target audience. Gather feedback on clarity, engagement, and message delivery. Make adjustments based on the input received.
In the fast-paced B2B sector, product features and market needs change often. Regularly updating your demonstration videos ensures they stay relevant and continue to meet the needs of your audience.
High-converting B2B demo videos should be concise, focused on solving specific problems, and include a strong call-to-action (CTA). They should also align with your brand’s tone and messaging for consistency.
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