Why Most Features Ship Without a Demo Video (and What Actually Helps)

A demo video is a complex, multi-step process that involves crafting a story, writing a script, recording voiceovers, capturing footage, and editing the final product. Developers often see this as a single task, but in reality, it consists of five separate jobs. This leads to features being added to the changelog and documentation, but lacking a corresponding video demonstration.

Consequently, many users never discover the feature. The issue stems from the misconception that writing a demo video is a quick, one-time task, when in fact, it entails five distinct skills: storytelling, scriptwriting, voice recording, footage gathering, and editing. Each of these skills demands a unique set of abilities, and developers frequently struggle to master them all.

As a result, the video frequently becomes outdated and irrelevant within a short period, making it challenging to maintain. To address this challenge, consider the following:

1. Write the story and script before hitting the application: Before embarking on the actual recording, draft a concise narrative explaining who the feature benefits, what problem it solves, and the key moment that showcases its utility. This exercise helps ensure that the resulting video remains relevant even after subsequent updates or changes to the user interface.

2. Keep the video short and focused: Aim for demos that are one to two minutes long, detailing a single feature and its usage. This not only makes the video more engaging but also simplifies the updating process, as modifying a single screen only necessitates revising one video rather than several.

3. Utilize sample data and maintain consistent scripts: Develop a seed script or demo account filled with realistic, non-sensitive data to utilize across various demos, screenshots, and documentation. This approach saves time and effort, avoiding the need to blur or remove sensitive information during post-production. Additionally, writing the script as text before recording enables you to update the script independently of the footage, thereby minimizing the need for extensive rework.

4. Plan for multiple formats from the outset: When creating a demo video, anticipate the need for various formats, such as vertical videos for platforms like YouTube Shorts or Reels, and square videos for LinkedIn. Designing your video with these formats in mind initially will save time and effort in the long run, as last-minute adjustments can lead to unintentional cropping or the loss of critical elements.

5. Treat demos like code and documentation: Adopt the mindset that demos are living assets tied to your product, similar to documentation. When a release alters a screen, mark the corresponding demo for an update, just as you would handle a documentation update. This approach fosters a proactive approach to maintaining your demos, reducing the likelihood of them becoming outdated or irrelevant.