Product Demo Videos: How to Show Your Product in Action
What is a product demo video?
A product demo video shows your product in action. For software, that means a screen recording walking through key features and workflows. For physical products, it means a hands-on walkthrough showing how the product looks, works, and solves a specific problem.
Product demos sit in the middle of the sales funnel. The prospect already knows they have a problem and is evaluating solutions. A good demo video answers "how does this actually work?" without requiring a sales call.
Why do product demo videos shorten sales cycles?
Without a demo video, the prospect's first real look at your product happens during a live sales demo - which takes scheduling, prep, and a 30-60 minute time commitment from both sides. Many prospects won't book that call until they've already narrowed to 2-3 vendors.
A demo video on your website lets every prospect see the product immediately. They self-qualify before booking a call. When they do talk to your sales rep, they arrive with context and specific questions instead of starting from zero. Sales reps consistently report that demo-watched prospects close faster.
What types of product demo videos should you produce?
Overview demo
A 2-3 minute walkthrough of the product's core value proposition. What it does, who it's for, and what makes it different. This lives on your homepage or product page and serves as the first impression for most prospects.
Feature-specific demos
Short (60-90 second) videos focused on a single feature or workflow. These answer specific questions: "How does reporting work?" "Can I integrate with Salesforce?" "What does the admin dashboard look like?" Build a library of these and your sales team can send the right one for each prospect's situation.
Use-case demos
Demos framed around a specific audience or scenario: "Product demo for marketing teams" or "How procurement teams use [product]." These perform better than generic demos because the prospect sees their exact situation on screen.
Competitive comparison demos
Side-by-side walkthroughs showing how your product handles a workflow compared to alternatives. These are effective late in the sales cycle when the prospect is choosing between vendors. Keep them fair and factual - show what your product does well without misrepresenting competitors.
How do you produce product demo videos?
For software products
Screen recording with voiceover narration. Use a clean demo environment (not your personal account with real data). Tools like Loom, Camtasia, or OBS capture the screen. Record the voiceover separately for cleaner audio. Then send to professional editors to add your branding, intro, lower thirds, and a polished finish.
For physical products
Film the product in use - not sitting on a table. Show someone opening the box, setting it up, and using it for its intended purpose. Film from multiple angles. A phone on a tripod works for most products. For larger or more complex products, a videographer can help with lighting and framing.
Both approaches work well with Shootsta's product demo video production - your team films the footage, and editors deliver a branded, professional result within 48 hours.
Where should product demo videos live?
Put demos where buyers make decisions. Your product page (above the fold if possible). Your pricing page (prospects comparing plans want to see what they get). Landing pages for paid campaigns. Sales emails (reps share relevant demos before and after calls). Your help center (existing customers use demos to learn new features).
Track which demos get the most views and which drive the most meetings booked. That tells you what prospects care about most and where to invest your next round of demo production. See our B2B video KPI guide for measurement setup.
