Have you ever felt that nagging curiosity about a product, only to hold off on buying because you're not sure it’s really what you need? We've all been there. It’s tough to commit to something when you're not totally sure how it works, or if it’ll deliver on its promises. That’s where product demo videos come in. They’re like a backstage pass to everything your product or service has to offer—and the best part? They help turn that curiosity into confidence.
Whether you're selling a sleek new gadget, an innovative app, or a game-changing service, showcasing your offerings with demo videos can seriously boost your chances of converting interest into actual sales. Let’s dive into why these videos are such a powerful tool, and how you can make them work for you.
Why demo videos work
Let’s talk about buying habits for a sec. When was the last time you made a purchase without first watching a product video? If you’re like most people, you probably want to see a product in action before taking the plunge . It's human nature: we want to make sure we’re getting the most value out of our money.
According to Wyzowl's 2024 video marketing stats, 94% of marketers say video helps customers understand their product or service better. And more impressively, 84% of consumers have made a purchase after watching a product video. So it’s safe to say that if you're not using demo videos, you're probably leaving money on the table.
Back to the question at hand – and let’s keep boring statistic out of it this time - why is it that video has this kind of power?
Simple: it shows instead of tells.
Video lets potential customers see your product in action, which is so much more compelling than reading about it or seeing a static image. With demo videos, you can paint the full picture—showing not only how your product works, but also how it fits into your customer's life. This builds trust and makes them feel more confident about their purchase.
Show, don’t just tell
The magic of a demo video is that it’s all about showing, not telling. Customers want to see how your product works in the real world. Whether you’re selling a new blender, a software app, or a set of noise-cancelling headphones, people want to know exactly how it fits into their lives and solves their problems.
Here’s a fun example: Apple’s demo videos for their products are legendary – whether for its iPhones, watches or Vision Pro. Take their iPhone demos for instance, they don’t just talk about the new camera specs or battery life—they show you how these features help make your life easier. Whether it's capturing breathtaking photos or seamlessly navigating through apps, Apple’s videos make you feel like you need to have the product. And you know what? It works. Their sales numbers back it up.
It doesn’t matter if you’re a small business or a global brand—focusing on the experience and real-world use is key. If you’re creating a product demo video, remember: keep the viewer’s experience top of mind. Show them how your product will make their life better, and make them feel like it’s something they can’t live without.
Feature vs. Benefit: It’s all about the “Why”
In your demo video, it’s easy to get caught up in listing features—after all, you’ve worked hard to create a product with cool features! But here’s the thing: customers don’t care as much about features as they do about benefits.
Features are great, but benefits answer the why. Why should your customer care about your product? How does it solve their problems or enhance their life?
For example, let’s say you sell a smartwatch. Instead of just listing that it tracks steps, monitors heart rate, and syncs with other devices, try focusing on the how and why behind these features. You could show a busy professional using the watch to track their daily activity, monitor stress levels, and stay on top of their health—all while seamlessly fitting into their busy schedule. Now, that’s a benefit they can relate to.
Look at GoPro for inspiration. Their product demos are all about showcasing the lifestyle and experiences their cameras can capture, like extreme sports or family moments. They don’t just tell you about the camera—they show you how it empowers people to capture epic moments. This helps customers visualise how they too can use the product to create their own adventures.
The best way to show off your product or service is video
Still not convinced that demo videos are worth it? Consider this: HubSpot’s 2024 Consumer Video Survey found that 54% of consumers want to see more video content from brands they already know and love. It’s clear that video has become the go-to medium for people looking to get a better understanding of products before they buy.
Why does this matter? It means that if you’re not creating demo videos, you could be missing out on a huge chunk of your audience. People are actively searching for video content to help them make buying decisions. So, whether it’s on your website, social media channels, or even in your email campaigns, incorporating demo videos is essential for staying competitive.
Don't forget to guide the way
Okay, so you’ve got an awesome demo video that shows off your product’s best features and benefits. Now what? Well, you’ve got to lead your viewer to the next step. Maybe they’re ready to buy, or they just want to learn more. Whatever it is, make it clear. A simple call to action like "Shop Now" or "Learn More" can guide them in the right direction.
The key is to make it easy for them to take action after watching your video. You’ve done the hard part of capturing their attention—now help them follow through.
A Few Tips for Crafting Demo Videos that Convert
- Keep it brief and focused:
Your video should be between 1-3 minutes long—enough time to explain your product without losing the viewer's attention. Focus on the key benefits and features that will most resonate with your audience. - Focus on the benefits, not just the features:
We’ve already mentioned this, but it bears repeating. Explain how your product helps solve a problem or improves your customer's life. Your product might have cool features, but the benefits are what will actually drive a sale. - Use clear and high-quality visuals:
You want to showcase your product in its best light, so invest in good visuals. Whether it’s clean shots of your product in action or a well-lit demonstration, make sure the quality reflects the value of your product. - Include a call to action (CTA):
At the end of your demo video, don’t just leave your viewers hanging. Tell them what to do next. A simple CTA like “Buy Now,” “Learn More,” or “Get Started” will guide them down the path to purchase. Make it clear and easy for them to take the next step. - Add subtitles:
A large portion of online video consumption happens with the sound off—especially on social media. Adding subtitles ensures that your message gets across to everyone, even if they can’t hear the audio. - Show real-life use cases:
Show your product being used in real scenarios. Maybe it’s someone unboxing it, using it during their day, or solving a problem they’re facing. Real-life demonstrations build trust and help customers picture themselves using the product. - Optimize for different platforms:
Depending on where your video will be shared, optimize the format. For example, square videos work best on Instagram, while horizontal videos are more suited for YouTube. The key is to tailor the experience to the platform where your audience will see it. - Test and iterate: You can’t always get it perfect on the first try. Test different approaches, messaging, and video formats to see what works best. Run A/B tests to find out which version gets the most engagement and conversions.
The Takeaway?
Demo videos = Bigger sales
You’ve created a killer demo video, and now it’s time to get it in front of your audience. At this stage, you’ll want to add a clear, action-oriented call to action. This is the moment to direct viewers to where they can make a purchase, sign up for more info, or access your product page. You’ve built trust and shown them why your product is the solution they need—now, make it easy for them to take the next step.
Need some expert guidance on creating video content that’s both impactful and engaging? SURE! Creative specialises in producing high-quality product demo videos that resonate with your audience and drive results.
Whether you're looking to showcase the latest feature or explain your product’s unique selling points, get in touch to bring your vision to life.