After creating many B2B product demo videos, I've identified 5 critical elements that are often overlooked.
These tips will help you create more effective videos that actually achieve your business goals, whether you're creating your first video or managing an entire product line.
Tip 1: Create a strategic video framework
Think about it like this: A product demo video without a strategy is like building a house without blueprints. You might end up with a nice-looking house, but nothing will flow together logically.
Your viewers wander from feature to feature without understanding the big picture.
Just as architects draw blueprints before choosing paint colors, start with a strategic framework before adding creative elements. Every scene should serve a specific business purpose - whether it's addressing customer pain points, highlighting key value propositions, or guiding toward conversion.
Having this frame of mind when creating your product demo video ensures it doesn't just look good - it actually drives results.
While this approach is valuable for any team, it becomes essential as your video needs scale across multiple products or departments.
Storytelling structure
(Hook → problem → solution → results → action)
Speak directly to your customer.
Tip 2: Use Figma for crispy UI animations
I have a whole video dedicated to this, which you should watch after this one.
Figma isn't just for design—it's your secret weapon for product videos.
Here's why: it’s an SVG-based application, so you can zoom all the way in without pixelation.
Tools like jitter.video can help those not familiar with SVG animation.
Tip 3: Keep it short and focused
There’s an art in making your product’s or features easier to understand.
A lot of the time, clients will come to me with a ton of information about what makes their product so great.
I can’t emphasize enough how important it is to keep it as concise as possible.
I know how obvious this sounds but it’s so easy to make a video too drawn out.
The TikTokification of content isn't just affecting social media—it's reshaping how we consume all video content.
Under 30 seconds could be feature highlights, 60 second demos & 120+ tutorial videos.
Remember: The first 10 seconds are crucial. If you can't hook your viewer then, the length won't matter—they'll already be gone. If you need to cover more ground, break it into a series of focused micro-videos instead of one lengthy presentation.
Tip 4: Use AI to speed production
Obviously if you’re apart of a larger organizations you have to be careful when dealing with sensitive information, however if you can, you should be thinking about ways to speed up repetitive tasks.
For example, I use Claude to help with scripting or fine tuning video frameworks. I create specific projects with Google Docs. And the outputs are pretty good.
For creating video frameworks / formats I’m using Claude.
AI generated voiceovers and talking head still aren’t there in my opinion.
Can be created using Eleven Labs - although human voiceovers still sound so much better.
For talking head footage, you can use Synthesia, VEED, HeyGen, Descript, etc. Support or training videos.
These tools can help speed up but not replace all of your work, at least now.
Your main goal should be to create an enjoyable video at the end of the day, not solely for it to do all of the work for you.
Tip 5: Templatize for reuse
Something I hear time and time again from my clients is how long it takes to create a video.
Scripting, storyboards, animation, review cycles, there’s a lot of pieces to the puzzle.
In today’s video landscape, everything should be swappable like lego blocks. The days of Don Draper are gone and you need to be able to test different variations fast.
Something I’ve been developing with my enterprise clients is how we can templatize and reuse assets to speed up production times and lower overall costs.
Even small teams benefit from this approach, and as your organization grows, these templates become increasingly valuable for maintaining consistency across larger product portfolios.
In other words, setting up a scalable system that can help you truly harness the power of video.
Instead of starting from scratch each time, you have reusable templates that can speed up your future production.
