How to make a demonstration video?

Picture of Rishabh Pugalia
Rishabh Pugalia

June 12, 2024


Are you leveraging the full potential of demonstration videos to convert prospects into customers? If not, you might be missing out on an effective marketing method 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 helpful for education and conversion. It’s a simple yet effective way to clarify your product’s features while building trust with your audience.

While a good demo video can be great for marketing, making one that really stands out can be challenging. Let us discuss this more in-depth.

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    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    What is a demonstration video?

    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,

    Making a video for B2B & SaaS products needs a different mindset.

    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 strategy.

    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

    How long should a demonstration video be?

    The ideal length of a demonstration video can mainly vary depending on two factors:

    • The complexity of the product
    • Target audience

    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 appealing manner. It will help you achieve the video’s primary goals—educating the audience and encouraging them to take action.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    How to make a demonstration video?

    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 keep the viewers interested.

    Let us consider other factors that matter:

    A. General Tips

    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.

    1. Who is your audience?

    Take your time answering these questions:

    • Who is your target audience?
    • What are their needs and wants?
    • What do they understand and appreciate about your product?

    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:


    2. Real people, real action

    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:

    • Testimonials show customers who have already used the product and are happy with it. Potential customers are more likely to trust the experiences of previous users.
    • They serve as a valuable asset in your digital marketing funnel, effectively moving potential customers from consideration to the decision/action stage, increasing the likelihood of conversion.

    Therefore, customer testimonials including remote video 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.

    Making a video for B2B & SaaS products needs a different mindset.

    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.

    3. One size doesn’t fit all

    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:

    • Overview Videos: These give a quick rundown of your product’s main features. They’re especially useful for B2B SaaS companies, as they get straight to the point about what your product can do.
    • Use-Case Videos: B2B SaaS customer service videos focus on specific problems your product can solve or improve processes. They’re a solid addition to your sales and marketing toolkit.
    • Live Demos: These show your product being used in real-time, often with a voice-over explaining its features. They offer a hands-on look at what your product can do.

    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.

    Making a video for B2B & SaaS products needs a different mindset.

    So, depending on your goals and who you’re trying to reach, you can choose the demo video format with the most impact.

    B. Technical tips

    1. Script your way to success

    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:

    • Use clear, concise language: You want the viewer to understand everything being said without having to read between the lines.
    • Keep the pace: Presenting too much information quickly can be confusing. It’s best to pace the video well, ensuring it’s easy to follow without losing any important details.
    • Keep them brief: Just keep them long enough for people to learn about your product without feeling overwhelmed or bored.

    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:

    2. Tailor your visuals

    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?

    • Clear visuals, rich colors, and attractive graphics.
    • Screenshots, video clips, or even drawings/diagrams.
    • Sound effects, music, and transitions.

    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?

    • Use imagery relevant to the product: Stock footage alone does not work in most cases. The problem is that few quality stock image sites and their assets tend to get overused.
    • Make sure the video looks good on all devices, including phones and tablets.

    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

    3. Use the right format

    When creating a B2B SaaS demonstration video, it’s essential to choose the right video format.

    But why?

    • First of all, the file format you choose must be compatible with various devices, especially if you want your video accessible on mobile phones.
    • Secondly, the format can significantly impact your video’s quality. Opt for a format that maintains high visual and audio standards to make your video look its best.
    • Lastly, the file format also influences your video file size. Some formats are more efficient, resulting in smaller file sizes without compromising quality.

    Some of the most popular audio and video formats for B2B SaaS product demos are:

    • MP3: MP3 files are easy to download and share and work with most devices. They’re also relatively compact, which can help with mobile viewing.
    • AVI: AVI videos are larger than MP3 files but play well on most devices. They also support soundtracks and effects, which can make them more interesting for viewers.
    • MOV: MOV is an MPEG-4 video container file that can be played using Apple’s QuickTime software. Multiple video formats and multimedia can be included in the same MOV file, including audio, video, and text.

    Watch this short video from Envato Tuts+ to learn how to choose video recording formats using Adobe After Effects:

    C. Distribution Tips

    1. Edit, edit, and edit some more

    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 captivating, 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:

    • Capture the product’s key features concisely by eliminating unwanted details.
    • Keep a good pace because slower-paced videos can be more challenging to follow, and viewers may lose interest.
    • Keep things fresh by adding or deleting scenes as necessary.
    • Test each video thoroughly before upload­ing it online.

    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:

    Making a video for B2B & SaaS products needs a different mindset.

    2. Optimize for more eyeballs

    When it comes to marketing your B2B SaaS product, video is one of the most effective strategies. 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:

    • Make your titles and descriptions keyword-rich.
    • Make sure your video is optimized for specific keywords.
    • Use social media to promote your video.
    • Check to see if your video is mobile-friendly.
    • Use performance analysis to make changes where necessary.

    Here is a video from HubSpot Marketing that explains how to optimize your YouTube videos for search:

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    3. Share the love!

    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:

    • Your first step should be to determine which social media platforms are being used by your target audience. LinkedIn and Twitter are well-known for B2B companies and thus may have more prospective clients.
      Facebook and Instagram are great for promoting video-related content. Once you’ve identified the right platform, create a plan for how you’ll promote your videos.
    • Share your high-quality product demos online and via social media channels. It will help promote your business and generate leads and feedback that can be used to improve future products and videos.
    • Remember to include a call to action in your posts and make it easy for people to find your videos. Using paid advertising on social media can increase your reach.

    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.

    Why Choose Content Beta?

    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  Explainer Videos, Product Demonstration Videos, and eLearning Videos. Additionally, we provide various design services such as Call-to-Action (CTA) designs, Presentation layouts, and eBook creation.

    Our highlights

    • Quick Turnaround: Expect your simple design tasks to be completed in just 1-2 days.
    • Collaborative Platform: Our platform is built for seamless collaboration, allowing you to track projects and communicate with our team in real time.
    • Unused Credit Rollover: Pay only for the services you use. Any unused credit hours will be rolled over to the next billing cycle.

    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:

    • Communicate accurate and relevant information.
    • Be concise in explaining your product’s key features and benefits.
    • Make them easy to understand and follow. It should be free of technical jargon and explanation and get straight to the point.
    • Use high-quality visuals and audio and edit them to look and sound professional.

    Frequently Asked Questions (FAQs)

    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.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    Content Beta