There’s a cardinal rule in writing: show, don’t tell. This is based on the principle that descriptive, emotional language is more compelling than a simple explanation. You can apply this idea to digital marketing as well. Showing potential customers that your product is effective is far more convincing than simply telling them it’s the best on the market. Product videos are one tool marketing and sales teams can use to show the appeal of their products.
What is a product demo video?
A product demonstration video is a piece of video content that showcases the features and benefits of your product. Videos can include live demos of the products, instructions on how to use a certain function, or simple product tours. Demonstration videos ultimately aim to drive sales, but a great demo can also serve additional purposes, such as consumer education and brand awareness.
🎦 Learn more: How To Make a Video: The Ultimate Beginner’s Guide
Why should you consider making a product demo video?
A well-executed demo video can help support a variety of marketing goals. These are some of the reasons you may choose to create a product demo video:
Show off your product
A demo video can be a memorable way to show off your product’s features. Imagine, for example, that you’ve engineered an unbreakable teapot. A video of the teapot surviving a fall from a rooftop could catch a viewer’s attention and demonstrate your product’s strength.
Educate consumers
Filming an interactive demo can teach prospective customers how to use your product or what makes it special. A video can help call attention to subtle details that set your product apart, as Charlotte Palermino, CEO and co-founder of the skin care brand Dieux, explains on the Shopify Masters podcast.
Dieux created a successful product demonstration video explaining the logic and research behind their product packaging. According to Charlotte, “One of our most viral videos right now on TikTok has over a hundred thousand views, and it’s just talking about packaging, non-mined aluminum, and what that means. It’s just a five-minute video about plastic and aluminum, and it’s doing incredibly well.”
Support current customers
Demo videos can also supply useful information to consumers who have already purchased your product. Videos for current or new customers could include setup tutorials or segments that address customer pain points and explain how to overcome them.
Boost brand awareness
A successful demo video might be widely viewed on social media platforms, which can help attract new followers and increase brand recognition. This has been the case for Marcus Milione, CEO and founder of Minted New York.
"Bringing your customer along on the journey helps them buy into the product even more, because they are part of that entire process."
Speaking to Shopify Masters, Marcus explained that the “pack and ship” and “how it’s made” videos he posts to TikTok have been a major source of traffic for his business. “Bringing your customer along on the journey helps them buy into the product even more, because they are part of that entire process,” Marcus says.
How to make a product demo video
With a few simple steps, you can start creating your own product demo videos:
1. Define your goals
What do you hope to achieve with your video? Ask yourself who you want to reach, what you want them to learn, and how this video fits into your overall marketing campaign strategy. This will help you decide what to include in your video.
For example, if you decide that your target audience is current customers, you don’t need to focus on selling points. Instead, you may choose to create a product tour or tutorial that explains how to use product features they may not be aware of. Decide what action you want viewers to take after they watch your video—such as sharing videos of how they use the product—and include this message as a clear call to action.
2. Complete preproduction
After you’ve decided what you want to accomplish, it’s time to start planning for production. Preproduction for product demo videos might include writing a script, creating a shot list, and deciding on a budget. This is also when you’ll decide on a style for the shoot. Not all demos are live-action videos; screen recordings, animations, and even static images can all be used in effective demo videos.
Careful planning during this phase can help ensure that you don’t run into any problems during filming. Consider where you plan to publish the video and be sure to follow the best practices for that platform. For example, if you plan to publish an Instagram Reel, then you may write a shorter script so that the final video fits within Instagram’s 90-second time limit.
3. Shoot and edit
Brands can work with freelance videographers and editors or use an in-house team to create videos. If you’re working with freelancers, offer them clear direction during the shooting and editing process. Share your brand guidelines if you have them and include even small details about the fonts, color palettes, and tone of voice you use in marketing materials. This can help ensure the video matches your brand’s aesthetic.
4. Publish and promote
Publish your video and share it with the world. You can publish product demonstration videos on social media platforms including YouTube, Instagram, and TikTok, or host them on video player platforms such as Brightcove or Vimeo.
Once a video is live, consider featuring it in your marketing campaigns to increase its reach. Consider embedding a video on a landing page, linking to it in emails, sharing it with your sales team so they can use it in their efforts, or including it in other marketing materials. Product demos can help convince a potential customer at any point in the buyer’s journey.
Product demo video examples
Check out these examples from real retail companies and get inspired to create your own video:
Dieux
Dieux Skincare created a demo video to promote the launch of a new product, Barrier Blanket—a restorative face balm. A narrator explains how Barrier Blanket works and details the history of similar products. The video depicts the lab where the product is made, the product packaging, and how the product is applied.
The scientific and historical references build credibility, positioning Dieux as a smart, intentional company. The video keeps things relatable by using casual video production quality—no tripods, studios, or professional cameras. Even though there isn’t a sales rep in sight and the video mentions the product comes free with purchases over $40, it’s effectively aiding the sales process.
Minted New York
Minted New York tells the personal story behind one of its products (a graphic hoodie) in a casual Instagram video. Rather than focus on product features, Minted creates an emotional appeal by telling the story of the brand’s humble origins. By attaching the hoodie to the beginnings of the company, this video adds a layer of meaning to the garment.
Luxy Hair
A simple video from Luxy Hair uses a live-action model to provide instruction. In this example, Luxy Hair uses voiceover to explain how the product features work and why they’re desirable without re-marketing the item to viewers. New and current customers could watch this video to learn how to get the most out of their purchases.
Product demos FAQ
Why is a product demo video important?
Product demo videos are a chance to show off your product’s best features. A well-executed demo can help customers understand the value of your product and imagine how it could fit into their lives. Demonstration videos can also increase customer satisfaction by walking new users through any difficult setup steps or potential pain points.
How do you make a product demo video?
Product demo videos can be anything from simple smartphone videos to elaborate studio productions with professional lighting and cameramen. To make a demo video, start by deciding what you want to say about your product. Write a script that supports that message, then shoot and edit a short video that showcases your product.
Do product demo videos work?
Videos are a powerful way to show consumers your product’s benefits. Demo videos can increase brand awareness, promote consumer education, and help speed up the decision-making process for customers.