How to Create an Effective Demo Video for a Small Business

Create an Effective Demo Video for a Small Business

In today’s digital world, your small business needs video content. This isn’t just an opinion but a fact backed by loads of research. According to Wyzowl, 76% of businesses increased their website traffic by including video content. This is likely because 79% of consumers prefer to learn about a product by watching a demo video rather than reading text. Additionally, 84% of consumers say that watching a video convinced them to make a purchase.

Therefore, there are plenty of great reasons to consider producing a demo video. With 96% of people claiming to have watched an explainer video to learn more about a product, deciding whether or not to create your own is an easy choice.

How to Create an Effective Demo Video

Know Your Target Audience

The first step to creating an effective demo video is understanding your audience. Chances are, you already have a decent idea of who makes up your target market. However, going purely on these assumptions without evidence could be a mistake.

These steps can give you a clearer idea of the audience segments you should be targeting:

  • Create a buyer persona: This includes information like your ideal customers’ age, occupation, goals, interests, hobbies, etc. HubSpot offers free buyer persona templates that can help.
  • Look at past customers: What audience segment do your past customers fit into? This info can help you target the right customers.
  • Evaluate your competitors’ market: Look at the audiences your competitions’ demo videos target. This information can help you determine effective strategies.
  • Use Google Analytics: This is a great tool for finding general demographic information.

Once you know who you’re trying to reach, you can formulate a better strategy for keeping your audience engaged.

Identify the Ideal Style

There are several different types of demo videos to choose from. The top three include animated, screencast, and live-action.

  • Animated demo videos tend to be more entertaining and are cheaper than live-action. A great example is Spotify’s US launch promo.
  • Live-action demo videos are ideal for demonstrating physical products or real-world services. They generally cost more than animation and are more difficult to edit. Ring’s door view cam offers a good example.
  • Screencast demo videos are great for demonstrating software, websites, and computer programs. They’re relatively cheap to make and do an excellent job of educating your audience. OPP Sirius’s demo video is an excellent example.

Write a Compelling Product Demo Video Script

For your business to reap all of the benefits of a demo video, you’ll need to start with a well-written script. The script is the most important part of an effective product demo video.

It’s a good idea to write your own script. You know your product better than anyone else and understand the message you wish to convey. Some things you should keep in mind when writing your script are:

  • It should start by giving an overview of your product and explaining what it does.
  • Let viewers know how your product can make their lives easier. Explain how it can solve problems they may face.
  • Tell a story your audience can identify with. Start with a problem and present your product as the solution.
  • Include a call to action that illustrates the next steps you would like your customers to take. This includes visiting your site, calling for a consultation, signing up for a free trial, or buying your product.
  • If your business has received any awards or has well-known clients, it couldn’t hurt to mention it.
  • Speak directly to your audience by using words like “you” and “you’re.”
  • Get directly to the point. Include your key message and value proposition within the first 30-seconds.
  • Use language your customers will understand. Avoid overly technical terms and try to use a casual and conversational tone.
  • Try to keep your audience engaged by writing a script that’s fun and interesting. Humor is an excellent tool for encouraging people to watch your video to the end.
  • Keep it relatively short. According to a study, video engagement begins to drop significantly after two minutes.

Once you’ve written your script, pass it out to some trusted peers. Ask them for notes on ways it could be improved. You should also read it to someone who has little knowledge of your product or service. Find out if your script was easy for them to understand. Ask if they learned the essential points that you wanted to get across. Make any necessary edits based on the notes you receive.

Create and Edit Your Video

Before you get started on creating your video, you’ll need someone to handle the voiceover work. You could do this yourself if you have a good voice. However, websites like Voices can provide professional freelance voiceover actors at a reasonable rate.

The video creation process can vary depending on the style of video you choose. Producing an animated video is quite different from shooting live-action or making a screencast. For animation, services like Powtoon make the process relatively easy. If you’ve decided to create a live-action video, you can hire a professional through sites like Fiverr. A screencast is the easiest to create and can be made using video editing software by Movavi.

Once you’ve created your video, you’ll need to edit it. You could always hire a professional video editor. However, it’s easy to do it yourself using editing software for demo videos. Movavi’s video editing software is a good choice since it can also be used to create screencasts.


In conclusion, it’s time for you to join the 86% of businesses that use video as a marketing tool. A demo video is more attractive to your customers than text, can increase sales (according to 78% of video marketers), and reduces the number of support calls you receive.

Creating an effective demo video isn’t all that difficult, given the number of tools and resources available online. Just remember to create a great script that speaks to your target audience and to use a video style that fits your product.

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