How I Build Product Demos and Value Props
Overview
Over the last couple of years, I’ve created dozens of product videos ranging from quick explainer clips to deeper product demos. Some were designed to help internal teams understand new functionality. Others were built for external audiences, focused on clarifying value and positioning features in a way that resonates. All of them had to be built with speed and flexibility in mind, often with evolving messaging and the occasional missing UI screenshot.
Audience and Context
The audience varied depending on the video type.
Value prop videos were targeted toward decision-makers or end users who needed a fast, clean summary of a feature’s “why.”
Demo videos were more tactical. They showed what the product does, how it works, and where to find what you need. These were often used by onboarding teams, product marketers, and customers.
While the audience shifted, the challenge was usually the same: communicate clearly and quickly without overloading viewers or requiring post-production help.
The Tools
I primarily used Camtasia for video composition and editing. It’s not a perfect tool, but it strikes the right balance between speed, control, and polish, especially for repeatable video work. I built out a library of reusable intros, outros, transitions, annotations, and callouts to make production more modular and efficient. For voiceovers, I used AI-generated narration through tools like WellSaid Labs.
I also leaned on:
- Adobe Stock for characters and scenes, where relevant
- Snagit for quick captures and image annotations
- Illustrator and Photoshop for icons, overlays, and UI mockups
Audition, sparingly, for heavier audio work
The Outcome
These videos helped internal teams onboard faster and gave external audiences a clearer sense of what the product does. They’ve been used in sales calls, learning libraries, onboarding flows, and newsletters. Some videos were standalone assets. Others were part of larger campaigns or documentation kits.
What I’d Do Differently
I’d push for even more modularity earlier. Reusing animation timing, VO structure, and script formats saved time but took a while to standardize.
What Success Looks Like
- The visual pacing supports clarity instead of distraction.
- The scripting is sharp and tailored to the goal.
- The tools disappear in service of the message.
- Anyone watching gets the information they need.
If you’re curious, I’ve pulled together some of the product video series I worked on recently:
These examples don’t show the full picture, but they do show what’s possible when you build a flexible workflow that lets you scale video production without sacrificing clarity.
