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It’s easy to understand the immense popularity of a product demo video. When we cast our minds back to the days of having to rely on unlovable instruction manuals, the case for simple, straightforward videos that explain how to get the most out of a product is unanswerable.

It goes without saying that product demo videos aren’t just about showing existing customers how to use a product. They’re also a fantastic way to explain the use and value of a product to potential new customers, and they can play an important role in supporting your wider business marketing strategy.

According to research undertaken by retail experience agency Stellar, just shy of 60% of those surveyed said that they would not spend more than £250 on an item without seeing it and understanding how it works first-hand. In an era where heading to a department store for a real-life demo has recently proven rather tricky, it makes sense to invest the time and money in putting together well-made product demonstration videos. This is something that product manufacturers the world over understand, and it is reflected in the fact that YouTube is now awash with how-to videos for products of every stripe.

It is highly likely, then, that putting out a good product demo video may well be what shifts the needle when it comes to winning over prospective customers. So let’s take a look at how to make the perfect product demo. Think of this article as a how-to guide for how-to videos. (Whilst this is rather ‘meta’, it’s not quite on the same level as a how-to video explaining how to make how-to videos… watch this space).

How to make a product demo video that works

Making a good product demonstration video involves explaining to your target market the following:

  1. How your product works
  2. How people can use it

Understanding the ultimate objective is nice and straightforward; the difficult part lies in the execution. Adhering to the following guidelines should, however, help you to nail the basics and present your product in the best possible light.

1. Identify your audience and their pain points

audience text

Good product demo videos identify a problem, or pain point, that resonate with the product’s potential users – and in order to identify those problems, you will need to gain a good understanding of who those potential users are.

Before you start the process of drafting a script, or devising scenarios that show your product being used to perform certain tasks, it’s worth taking the time to reflect on these questions. Doing so will help you to identify the product features that will be most appealing to your audience and determine the best way to demonstrate the benefits that your product has to offer.

2. Tell a story that evokes the right response

neon sign in window

If you want to make a winning product video, you first need to make your audience care about what it is that you are selling. This can be something of a tall order in an age of non-skippable YouTube ads and advertising fatigue.

It is here that the power of storytelling comes in. Incorporating basic storytelling elements into your product demo can enable you to engage with your audience on an emotional level, which can make all the difference when it comes to helping your viewers understand how they might benefit from being able to use your product in their daily lives.

As humans, we’re much less rational in our decision-making process than we might like to think, and we’re far more likely to respond positively to a product demo if it evokes the right emotional response. A good example of this in action is Sony’s Noise Cancelling Headphones demo video, which does an excellent job of conveying how customers feel when using the noise-cancelling function – in this instance, an exhilarating sensation of escaping a crowded tube train and being transported to another world:


[Sony Noise Cancelling Headphones WH-1000XM4 Official Product Video] 

You can’t go too far wrong if you employ a simple narrative arc with a beginning, middle and an end, in which you start by introducing the problem, or specific pain-point, that a customer might experience, before introducing a solution, with all of the benefits that it can provide, and ending with a strong call-to-action (CTA).

3. Use questions and answers to present everyday scenarios

question mark

Having characters in your videos ask basic questions is a great way to present scenarios in which your product’s uses and benefits come to the fore. This approach tends to work best with products that are primarily designed for use in a work environment, and it is a great way to tell a story and keep your viewers engaged. 

A great example of this in action is Salesforce’s product demonstration of their billing software.

[Salesforce CPQ & Billing Demo | Salesforce] 

In this demo, a customer asks the sales rep for a quote, providing the cue for Salesforce to showcase their Guided Selling tool. The impressed response from the customer is then humorously contrasted with the stressful, disorganised state of affairs before Salesforce’s CPQ software was introduced to the office. A similar device is used when the customer explains that their needs have changed, and that their contract needs updating – setting up a cue for Salesforce to ride to the rescue again.

What is interesting about this product demo is that it upends the traditional problem-solution narrative that you find in most product demo videos: we are told from the outset that the sales and finance employees in an office are happy, and that this is because of Salesforce. Rather than being presented with a pain point, we are given the solution at the outset, which instils a certain amount of curiosity in the viewer as to the nature of the product that is being promoted and why it is so helpful.

Salesforce’s demo effectively communicates how their software could be put to use in an everyday office environment by presenting a couple of basic customer queries. Setting up cues in this way can provide your demo with structure and convey the various ways in which your product could help your prospects.

4. Keep it short and simple

Whilst you may have a comprehensive understanding of your product’s features, you should never lose sight of the fact that your audience will not. It is imperative, therefore, that you proceed slowly and clearly when demonstrating how to use your product and avoid using technical language: your ultimate goal here is to convince your audience that your product is easy to use, and so you should avoid bamboozling them with jargon.

This need for clarity of presentation should be balanced, however, with the need for brevity. In an age of ever-declining attention spans (a recent study from Microsoft concluded that humans have an attention span of just eight seconds), you would be well-advised to think of your product demo as an elevator pitch. Deliver 2-3 key features that your product has to offer, and do so in as concise a fashion as possible. This Zoom Meeting demo is an excellent example of how Zoom’s main selling points, i.e. the capacity for video conferencing, good audio quality, ease of use, etc. can be communicated in just 45 seconds.

5. Consider making an animated product demo video

If you are struggling to see how you might convey certain concepts and features to your audience, you may find that animation may serve as the best medium for your product demonstration video. Animation is particularly popular among B2B companies, as it makes it easier for them to portray their products and services in a fun, dynamic light.

For this case study, we thought we’d pick one of our own videos to demonstrate how it should be done. We combined video footage, photographs and graphics to capture what Dabbl, a new smartphone app that allows users to take a picture of a logo and then search for the company’s information, has to offer.

If you’re keen to explore the rest of our portfolio, check out our other
case study videos.

If you struggle to bring your product’s finer points to life, consider incorporating animations into your product demo or opting for a fully animated short. It is often much easier to communicate abstract concepts via animation, and animation also has the advantage of being a cost-effective medium. For further information, read our guide to animated explainer video best practices and learn all about the different types of animated videos.

6. Find an appropriate soundtrack

casette tape

Including music in your
product demonstration video is a great way to sustain the interest of your viewers. The generic ukulele music that is so beloved of Google and other tech giants may have worn rather thin over the years, but that shouldn’t stop you from finding something suitably cheerful and inviting to accompany your video.

For a good example of this in action, check out the use of mellow, chilled-out music in this Nespresso product demo video. The retro soundtrack used in this video puts the viewer at ease and associates the use of the product with a relaxed, stress-free experience.

Just bear in mind, however, that many viewers (especially those using a mobile device) will watch videos without the sound. Which takes us neatly to the next point on our list…

7. Include subtitles in your product demo

Including subtitles helps underline your product’s main selling points, and it will enable those who are listening without sound to get a clearer picture of how your product works.

As we never tire of pointing out, 85% of Facebook videos are watched without sound, and 80% of viewers say that they react negatively to videos ads that play with sound. Whilst YouTube does tend to be the platform of choice for product demos, there is a strong case for producing content that is well-optimised for all channels – or for simply producing subtitled versions of your original content. Find out more about repurposing your business video content.

8. Optimise your video for search

scrabble letters

And now to the more data-driven side. Optimising your video so that it ranks well in Google search results and in YouTube listings is a must if you wish to maximise your viewership.

Incorporate relevant keywords with high search volume to drive traffic to your demo, and include a description that accurately represents the content of your video. Finally, choose a custom thumbnail that helps your users know at a glance what your video is about in order to enhance your video’s click-through-rate (CTR).

Small Films is a video production company in London. Our team of videographers, editors and animators create all sorts of videos, including awesome product videos, testimonial videos, explainer videos and animations that can help bring your brand to life. Do get in touch; we’d love to hear from you!

If you’re a UK start-up looking to create your first crowdfunding campaign, it can often feel like a minefield of which platform to choose.  Do you go for a  smaller site such as Seedrs with a greater UK presence or choose one of the crowdfunding giants such as Indiegogo?  Below we’ve chosen the top 5 crowdfunding sites for UK businesses. At Small Films, we’ve raised millions over the years for start-ups with our crowdfunding videos. If you’d like support with your campaign, then do give the team a shout.

1. Seedrs

Headquartered in London and Lisbon, the crowdfunding site Seedrs helps many businesses raise the investment they need to grow. They’ve so far raised a whopping £1.5 billion for companies with 1,501 funded deals to date. Seedrs is a great kickstarter site for newbies to crowdfunding, with a hub of tools and resources for start-ups. Check out their article, From start to finish: A timeline of the fundraising process a cracking bit of content for those starting out. 

Food and drink crowdfunding campaigns are their bread and butter, so you can take some inspiration from the likes of Oddbox and Mindful Chef, who crowdfunded through Seedrs.

brown leather chair in sitting room

938% over target – Funded 24 Jun 2020
£2,346,770 from 664 investors


phones on blue background

200%- Funded 23 Sep 2020
£10,053,130 from 1,712 investors

Check out the crowdfunding campaign Small Films did for Emily Crisps, helping raise an amazing £1.1 million.

2. Indiegogo

Whilst Indiegogo is a US platform; it still supports UK startups with their crowdfunding campaigns. They have a huge breadth of sectors they support, plus an enormous following with 10 million users visiting their site each month. Undoubtedly one of the biggest crowdfunding sites for UK start-ups, Indiegogo launch an impressive 19,000 campaigns each month.

Elevoc Clear: Noise-cancelling headphones


£186,668 GBP raised by 2,849 backers

BARE Knives

£545,094 GBP raised by 3,186 backers


Check out the crowdfunding video Small Films created for iPhone case brand Mous to help beat their fundraising goal by 16,000% on Indiegogo. 

3. Kickstarter

Kickstarter is the king of crowdfunding platforms. So big that it often raises £2M+ per day. Whilst this site is very US-centric, you can easily filter by UK crowdfunding campaigns. With projects that have gone on to win Grammys and Oscars, they are the crème de la crème of crowdfunding sites. But do expect that you will have to create a crowdfunding campaign that creates some buzz – as, with so many campaigns launched each day, it could be easy to get lost in the noise.

LUMI: The smarter way to learn and play music

£1,629,014 pledged of £100,000 goal
7,212 backers

COFFEEJACK: The coffee-sized barista

11,178 backers pledged £943,573 to help bring this project to life.

>> Looking for a video production company to create your crowdfunding video? Contact the Small Films team to help. 

4. Crowdcube

Crowdcube is focused on the European market and has been the crowdfunding platform for some of the most exciting UK start-ups. From the likes of Monzo to BrewDog to Mindful Chef, Crowdcube is a great UK crowdfunding site for if you want your brand to sit among some of the most exciting European start-ups.

Petit Pli – clothes that grow with children

£362,825 from 620 investors

241% of target

Anspach & Hobday – dark beer

£414,663 raised from 245 investors

138% of target

Small Films created a crowdfunding video for integrated wine cooler brand Kaelo.  We helped them smash their targets and raise £815,000


5. Crowdfunder

Crowdfunder is the UK’s largest crowdfunding site and helps businesses, charities and community projects to help raise funds for their ideas.  Since their launch, they’ve raised £200 million for businesses. Expect to see crowdfunding campaigns for church restorations, local sports teams or rewilding funds rather than challenger tech companies raising funds on this site.

If you’d like to create a video for your kickstarter campaign and would like support from a UK-leading crowdfunding video company, then do give Small Films a shout. 

The video can be the make or break of a crowdfunding campaign. Needing to showcase the passion behind the project, the story of how you got there, plus the challenges your product solves –  a Kickstarter video has to create a big impact to raise that all-important investment.

As experts in crowdfunding video production, here at Small Films, we’ve picked out the top 10 best Kickstarter videos. From awesome crowdfunding video scripts to stand-out motion graphics, these films are excellent examples of what raises the big bucks.  So if you’re looking for a video production company in London then do give us a shout

1. Analog

Moving away from technology, Analog is a productivity tool that takes users back to pen and paper. Raising almost $500,000, this crowdfunding video uses shots that really highlight the beautiful craftsmanship behind the product. As any crowdfunding campaign should, the video delves into the story behind the idea, the challenges it solves and why it’s a step above online project management tools. Viewers aren’t left in the dark about how it works – this crowdfunding video is so effective because it gives a step-by-step view of how to use the product.

Crowdfunding target: $6,000
Money raised: $451, 577 (as of 28.09.21)
No. of backers: 5,039
Crowdfunding platform:

2. Mous

Phone case brand Mous created this kickstarter video to raise funds for their indestructible phone case, Limitless. This crowdfunding video has you hooked from the start as the camera sweeps towards an iPhone about to be dropped from a 40ft crane. Packed full of stunts, this Kickstarter film does a great job of showcasing the strength of the case whilst also featuring close-ups of the awesome engineering of the product.

Crowdfunding target: $15,000
Money raised: £1,810,185
No. of backers: 54,653
Crowdfunding platform:

3. Misen Non-stick Essentials Range

This crowdfunding video from Misen really leverages the success of their previous well-funded product. And with a clear and snappy video showcasing how good their new range is, it’s no wonder they’ve smashed their original target of £18k. This is a great example of a crowdfunding script done well. It’s clear, engaging from the start and shows the passion behind the brand. Viewers won’t doubt that the pan does what it says on the tin, with numerous shots of different recipes being created oil-free and without a sticky pan in sight.  

Crowdfunding target: £18,000
Money raised: £855,377 (as of 28.09.21)
No. of backers: 5,026
Crowdfunding platform:

4. Hitch

Bringing sharp humour to their video, it’s no surprise that Hitch’s crowdfunding campaign raised over $1.2 million in funding. The super slick script adds a light-hearted edge to the importance of eradicating single-use cups. They highlight the ‘why’ behind the brand and clearly show the product in action, so viewers can easily imagine this nifty design as part of their own lives.  

Crowdfunding target: $10,000
Money raised: £1,208,069
No. of backers: 14,992
Crowdfunding platform:


5. Emily Crisps

This vegetable crisp brand created a fun and engaging video to help with a new Seedrs investment raise. Featuring their founder, Emily Wong, this crowdfunding video does a great job of capturing the cheery personality of the company whilst also highlighting the story behind the flavours. With a mix of video and motion graphics, this kickstarter video helped to raise a whopping £1.1 million during its crowdfunding campaign.

Learn  how our crowdfunding video company can help you

6. The Coffee Watch

Showing excellent product shots, slow motion coffee clips and behind the scenes videos, this video is a great example of a Kickstarter video that takes the viewer through the story of the product. The video has been scripted to really put the watches sustainability front and centre – appealing to investors who want to look after the planet. 

Crowdfunding target: $20,000
Money raised: £63,133 (as of 28.09.21)
No. of backers: 472
Crowdfunding platform:

7. Infabode

In this crowdfunding video, Infabode has turned what could be a dry subject into something that is engaging and easy to understand. The video really taps into the problem that Infabode solves and by choosing motion graphics they haven’t restricted themselves to just showing their website. This B2B video raised an amazing £750,000 in investment.  

Crowdfunding target: $750,000
Money raised: £763,043
No. of backers: 177
Crowdfunding platform:

Check out our blog on Creating a Crowdfunding Video for your Company

8. Momentix

This super-smart kit is designed to turn anything into a chain reaction machine. The toy isn’t just designed to help problem-solving, it’s designed to bring resilience, collaboration and creativity to how kids learn. And this is cleverly shown throughout this crowdfunding video.  Momentix cleverly captures the range of home products that can be used alongside the kit – helping viewers to imagine using it in their own homes. 

Crowdfunding target: £4,738
Money raised: £17,271 (as of 28.09.21)
No. of backers: 258
Crowdfunding platform:

9. Kaelo

Kaelo has created one of those awesome products you didn’t know you need.  A wine cooler that’s integrated into the worktop, Kaelo keeps the wine chilled (and within arms reach).  This video captures brilliantly the lengths the founder went through to bring Kaelo to market (an amazing 7 years in creation) and also highlights the great team behind it – so you know from the offset this is a great product to invest in. 

Crowdfunding target: £575,000
Money raised: £815,178
No. of backers: 425
Crowdfunding platform:

10. Foldeat

Another nifty design, Foldeat’s crowdfunding video gets your attention immediately by playing into healthier eating patterns. The script is light-hearted whilst also giving the hard-hitting facts. Is it washable? Can it cope with liquids? No questions have been left unanswered with this video, taking the viewer through the journey of how Foldeat can be used to create a better away-from-home dining experience.  

Crowdfunding target: $10,000
Money raised: $1,802,512
No. of backers: 21,154
Crowdfunding platform:


If you’re looking for a crowdfunding video production company, then Small Films are well versed in creating films that raise the big bucks. We’ve helped numerous companies raise millions of pounds across the years and we’d love to chat about how we can help you reach your crowdfunding goals. 

If you sell your product online via your own e-commerce store, through Amazon or a third party retailer then product videos can dramatically help to increase your sales. These are videos for point of purchase that help people to make a quicker purchase decision. They are designed to both sell the product and provide shoppers with the right information to ease their minds and handle any objections they may have about buying your product.  This all helps to build trust in your brand and increase the likelihood of a sale.  Below we’ve chosen our top 8 tips for creating an awesome product video that converts more customers.


Put your products into a real world scenario that feels relevant for your audience.


Don’t just brain dump information. Take your viewer on a journey, exploring the problems your product solves and what life will look like after buying your product.


Put yourself in their shoes. Consider what message will resonate best.


People buy products based on gut and instinct as much as their research. Try to communicate the “feeling” they will get by buying your product.


In a world of fake reviews and cheap knock-off products, brand has become hyper-important to shoppers. Tell your brand story and add value to your products.


Product videos aren’t just an informational video. They should focus on the real world benefits to the end user.


Make sure it’s in the right colours, right fonts and reflects your brand in the right way.


Customer’s want to be told what to do. Give them a next step whether that’s buy now, find out more or visit our store.

Why work with a specialist product video company?

Creating a product video that is so effective that it drives increased sales involves development of messaging, possible animation, storytelling techniques and expert camera kit designed to capture all the highlights of the product. At Small Films we’ve filmed hundreds of product videos, and we’ve been lucky enough to work with many of the top brands too, including Aldi, Charlie Bigham’s, Nextbase and The Sock Shop. Therefore our team, who have 30+ years’ experience between them, know how to make product videos that will capture every highlight and benefit of your product.

If you are looking for a video production company with expertise in product videos then do drop us a line, as we’d love to help.