How To Create Product Demo Videos That Will Catch Attention

Are you struggling to create a compelling storyline for your product demo video? Or to capture engaging shots that convert viewers into customers? Turn casual viewers into loyal customers by clearly showing your product’s value in an attention-grabbing product demo video.

In this article, you will learn how to create product demo videos that will bridge the gap between customer curiosity and sales conversion. You will also learn to choose the right equipment, craft compelling scripts, and capture your viewer’s attention.

By the end, you’ll know how to create videos that engage viewers and drive sales. Let’s get started. Cover photo by Skye Studios.

9 Steps To Create Attention-Grabbing Product Demos

88% of people buy a product or service after watching a brand’s video. This shows how a well-crafted video influences consumer behavior. As you follow these steps, ask yourself: Which features of my product will grab the audience’s attention? Or which call to action will be more effective to increase my conversions?

1. Answer the Question: What is This Product Demo Video For?

Your goal will shape all aspects of the video production process, whether it’s increasing product awareness, driving sales, or educating consumers about new features.

Start by asking key questions like: 

• Who is my target audience?
• What do I want to achieve with this video? 
• What action do I want them to take after watching it? 
• How do I want viewers to feel or react as they watch? 

Answers to these questions help refine the video’s focus so that it communicates the right message to the right audience.

Similarly, a clear goal also sets the metrics to measure the video’s success. For instance, if the goal is to increase sales, the success metrics will include conversion rates and click-through rates from the video to the product purchase page. If the goal is to educate, you will measure viewer engagement and completion rates.

To understand better, see how Dyson’s product demonstration video shows their Airwrap in action. Their goal was to increase their product awareness and optimize the conversion rate. To achieve this goal, their video demo showed real users with different hair types. 

The video highlights its key function–to style hair without extreme heat. They used 3D animations to highlight the hair dryer’s function, illustrating how the Coanda effect creates styles like curls and smooth waves. The video was highly successful in creating buzz around the product and boosting sales.

The new Dyson Airwrap™ multi-styler TV commercial

2. Speak Their Language With Demos That Resonate

Tailor your message to the specific needs, preferences, and behaviors of your target viewers. To truly know your audience, understand their demographic details: 

• Age
• Gender
• Location
• Interests
• Occupation
• Marital Status
• Buying Behavior
• Education Level
• Cultural Background

Knowing this will help you create a video that resonates with your viewers. For example, a tech gadget demo aimed at tech-savvy millennials will focus on innovation and connectivity features. Similarly, a demo for medical equipment aimed at healthcare professionals will emphasize reliability and efficiency.

Know your audience to decide on the tone and style of the video. Should it be formal or casual? Will humor be appropriate and effective, or is a straightforward, serious approach better? Understand these aspects to make a video that engages and persuades.

3. Pick The Right Format For The Right Audience

The video type and format you choose will depend on the video’s purpose. Are you looking to educate, entertain, inspire, or persuade your audience to make a purchase? Once you have a video purpose, choose from types like tutorials, how-tos, or story-driven formats.

Let’s find out the 7 formats you can consider for your product demo videos: 

1. Screencast: Ideal for software and apps. This format involves recording the screen to show how your software works in real-time. It’s great for tutorials and walkthroughs, showing users exactly how to navigate and use different features.
2. Live Demonstration: Engage your audience with a live demo, where a presenter interacts with the product in real-time. Use this format to reveal new products with one-on-one Q&A sessions.
3. Animated Explainer: Use animation to break down complex product features or processes into simple, easy-to-understand visuals. 
4. Narrated Slideshow: Combine photos, screenshots, or video clips with voiceover narration to explain the product’s features.
5. Story-Based: Frame your product within a narrative that shows it solving real-life problems. This format helps viewers relate to the product on an emotional level.
6. Customer Testimonial: Feature satisfied customers sharing their experiences with the product. Seeing real people endorse the product influences potential buyers’ decisions.
7. Unboxing Video: Capture the excitement and initial impressions of unboxing a new product. Use it for tech and consumer goods so your viewers get a genuine look at the product’s packaging, components, and what to expect right out of the box.

The next step is to decide whether your video will be a simple talking head, a narrated animation, or a full production with multiple scenes and actors. Or you can make a product demo by including different video types and formats.

An excellent example is the “Glossier You Rollerball” demo video that effectively combines multiple types and formats. It starts with a story-driven approach, showing close-up shots of people in everyday settings— getting ready for the day, meeting friends, or at work. The narration and on-screen text highlight the idea of the fragrance as “warm, soft, and familiar.”

The video features a series of mini-testimonials from real customers in a subtle way. The best part is how the brand conveys the scent notes visually. The video includes vibrant visuals or animations that represent each scent note like woodsy, musky ambrette seeds, and creamy Iris.

Perfume That Smells Like You | Glossier You

4. Total Coverage: Budget Every Phase

Break down all possible costs associated with the project like: 

• Pre-production planning
• Scriptwriting
• Equipment rental
• Professional fees for videographers or editors
• Location fees
• Post-production editing
• Marketing or distribution costs

The next step is to set a realistic budget. Make sure you incorporate a 10-20% contingency for unexpected expenses. 

5. Create A Detailed Timeline To Keep On Track

Start with the end date – when you need the video completed – and work backward to establish deadlines for each stage of production like scripting, filming, editing, and review. 

For example, imagine you’re planning a product demo video for a new kitchen gadget. The launch date is 3 months away, so your timeline will look like this: 

• Month 1: Scriptwriting and storyboard creation.
• Week 5-6: Filming of all scenes, including studio shots and real-life demonstrations.
• Week 7-8: Editing phase, including cutting, color grading, and adding graphics or text overlays.
• Week 9: Final review and revisions.
• Week 10-11: Promotion preparation, including uploading to video platforms, and creating social media teasers.

Then assign responsibilities to your team members based on the timeline. Make sure everyone knows their deadlines and has the resources they need to meet them. You should also include some buffer time for unforeseen delays.

6. Script & Storyboard: Must-haves For Your Video

A well-written script will ensure all essential elements are planned and articulated. Don’t forget to complement your script with a detailed storyboard. A storyboard visually outlines each shot and scene, giving a blueprint to guide your filming and editing teams. 

Make sure you follow the 6 steps while you write the video script: 

1. Start with a strong hook to capture attention immediately.  It can be an engaging opening that highlights the unique value or a common pain point that your product addresses.
2. Highlight the key product features. Make sure to focus on what sets your product apart from others in the market.
3. Show your product in action.
4. End with a compelling call to action to direct viewers on their next step. You can direct them to a website, or encourage a purchase.
5. Make sure the tone, language, and style of the script align with your overall brand voice.
6. Innovate your video scripts. You can either collaborate with industry influencers or hire a creative intern. This way, you will learn about current trends and what younger audiences prefer.

7. Record & Execute With The Right Gear

Once you have the script and storyboard planned, it’s time to start video recording. Begin with the right video equipment. For example, if you are selling digital products like software or online courses, use a screen recording tool to capture the interface in action. Include a talking head to humanize the demonstration.

Use tools like Camtasia or OBS Studio for screen recording while you narrate the process to demonstrate workflows and software interfaces. 

One notable example is when Slack created several demo videos to guide users through its interface. These videos use screen captures to demonstrate how teams can communicate and collaborate using the app.

What is Slack?

For physical products, the equipment needs can be more extensive. Film the product in real-time, so your potential customers can visualize themselves using it. Make sure you have the right equipment to create your demo video: 

• Backdrops
• Lighting kit
• Tripod stand
• Gimbal/Steadicam
• External microphone
• Reflectors & diffusers
• Drone for aerial views
• High-definition camera
• Lens options (wide-angle, macro)
• Monitor to review real-time footage

You can also rent the filming equipment. If your video needs varied shots or complex editing, consider hiring a professional videographer. 

You should also use pre-designed video templates. They give a professional visual appeal while saving time on design. Use Canva or FilterGrade Marketplace to find high-quality video templates. Make sure to tailor the templates to fit your specific needs. For instance, if you’re an eCommerce business, customize these templates with product images, company logos, and calls to action.

8. Cut, Tweak, & Polish

Edit your raw video clips to make sure they communicate your desired message. The editing steps require attention to detail as you need to make transitions smooth and align visuals with the narrative. Use tools like Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve to cut, arrange, and enhance your demo video.

Here is a detailed breakdown of the video editing process:

8.1 Assembly Cut

Start by organizing and arranging all your footage into a rough sequence based on the script and storyboard. This initial cut doesn’t have to be perfect; it’s about placing the shots in order and getting a basic sense of the video’s narrative flow.

8.2 Rough Cut 

This involves more detailed editing where you trim down shots, remove unnecessary footage, and start tightening up the pacing of the video. During this phase, pay attention to continuity, making sure that the sequence of actions or scenes is logical and smooth.

8.3 Fine Cut

Adjust the timing of cuts to make the video feel dynamic yet coherent. This is also the time to focus on audio editing—making sure dialogue, voiceovers, and background music are well-balanced and enhance the video without overwhelming the visuals.

8.4 Effects & Graphics

This could include lower thirds for speaker names, animated text to highlight key features, or brand elements like logos. Effects should enhance the viewer’s understanding of the product without distracting from the main video content.

8.5 Color Grading

Adjust the color tones and video lighting to ensure a consistent look throughout. Color grading enhances the visual appeal and can help set the mood or tone of the video. For product demos, make sure the product looks true to life. You can get color grading LUTs, presets, and advanced tools from FilterGrade to get a professional look effortlessly.

8.6 Sound Design

This includes adding sound effects where needed, enhancing the audio quality, and making sure that all elements are sonically cohesive. Good sound design helps convey the product’s benefits more effectively (e.g., the satisfying click of a high-quality appliance button will show its efficiency).

8.7 Final Review

Watch through the edited video multiple times, looking out for any issues or inconsistencies. You should also get feedback from others who might spot things you missed.

8.8 Exporting

Once the final review is complete and all adjustments are made, render the video into the appropriate file format for distribution. Make sure the settings you choose are optimized for your distribution channels, whether it’s social media, a website, or presentations.

9. Publish & Promote

The final step is to maximize the video’s reach and impact. Let’s find out how to do it in 8 simple steps: 

9.1 Choose The Right Platforms

Determine where your target audience spends their time. YouTube is a must for its vast reach and SEO benefits, but also consider other platforms like Vimeo for professional communities. Similarly, consider Facebook, Instagram, or TikTok marketing if your target demographic skews younger. LinkedIn can be ideal for B2B products.

While deciding on the platforms, consider the optimal video size, aspect ratio, duration, and strategic goals for each: 

Platform	Optimal Size	Aspect Ratio	Duration	Goals
YouTube	Up to 128GB	16:9	No limit, typically 2-10 minutes	Monetization, broad reach, long-form content
Vimeo	Up to 5GB (free plan), more on paid plans	16:9	No limit, typically 2-10 minutes	High-quality hosting, monetization, niche audiences
Facebook	Up to 10GB	16:9, 1:1, 9:16 (Vertical)	Up to 240 minutes	Engagement, broad reach, short updates
Instagram	Up to 4GB	1:1 (Square), 9:16 (Stories, Reels)	Up to 60 seconds (Feed), 15 seconds (Stories), up to 30 seconds (Reels)	Visual impact, younger demographic, quick highlights
LinkedIn	Up to 5GB	16:9, 1:1	Up to 10 minutes	Business-focused goals, reaching professionals
TikTok	Up to 287.6MB (iOS), 72MB (Android)	9:16 (Vertical)	15 seconds to 3 minutes	Viral content, younger audience, creative expression
Twitter	Up to 512MB	16:9, 1:1	Up to 2 minutes 20 seconds	News updates, engagement, quick messages

 

9.2 Optimize For Search

On platforms like YouTube, use keywords strategically in your video’s title, description, and tags. This involves researching keywords that align with your video’s topic, product features, and industry terms. Moreover, use engaging thumbnails and compelling headlines to get clicks.

9.3 Leverage Your Website

Embed the video on your product pages, and blog posts so it gets maximum views. This not only enhances your website’s content but also keeps visitors engaged longer.

9.4 Social Media Promotion

Share your video on different social media channels and make sure you tailor the message for each platform. For example, shorter previews or highlights work better on Instagram, while longer formats work better on Facebook or YouTube.

9.5 Paid Advertising

Consider using paid ads on social media or search engines to boost your video’s reach. Targeted ads can help you reach a specific audience that is most likely to be interested in your product.

9.6 Influencer Partnerships

Partner with influencers in your industry to get your video in front of a larger or more targeted audience. Influencers give credibility and boost your message’s reach.

9.7 Monitor & Analyze

Track your video’s views, engagement rates, and click-through rates to understand what works and what doesn’t. This way you can refine your future campaigns.

9.8 Encourage Sharing

Make it easy for viewers to share your video by including share buttons and engaging calls to action. Sometimes, a simple prompt to share can significantly increase your video’s reach.

Conclusion

As you implement these steps, ask yourself: What video elements will engage my target audience the best? Are there clear calls to action that encourage viewer interaction? This approach ensures your demo video captivates viewers and drives conversions.

Want to take your demo videos to the next level? Visit FilterGrade for professional video editing tools and resources. Whether you need professional-grade photo and video editing presets, tutorials, or special effects, FilterGrade has everything to help you produce high-quality content.  

Start exploring FilterGrade Marketplace today and see your engagement and sales grow.

Read next: Integrating Video into Your SEO Strategy: A Step-by-Step Guide

Author Bio:

 

 

Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement modern SEO strategies to scale their organic traffic to 1,000,000+ visitors per month. Curious about what your true traffic potential is?