Online shopping has a fundamental problem. Static images and text descriptions make customers squint at their screens, trying to imagine how things actually work in real life.

Since customers can't pick up and inspect your products, a **product demonstration video** bridges that gap by showing exactly how things work—the next best thing to putting the product in their hands.

Also known as promo videos, these videos show what static content can't: they highlight features, solve problems visually, showcase life with the product, and remind viewers of the frustrations they face without it.

There's no one-size-fits-all formula for creating effective product demos. Here are 15 real-world examples worth studying, plus practical tips for creating your own—no film school degree required.

How to create effective product demo videos

Before we get to the examples, let's quickly go over the steps to create a product demo video. A product demo video is a short video that demonstrates how a product works, highlighting its key features and benefits to potential customers.

1. Define your audience. Think about your target audience's frustrations, motivations, and favorite video platforms. For example, if you're selling running shoes to a Gen Z audience, a short-form TikTok video might be the best format for a product demonstration.
2. Set clear objectives. Every product demo aims to drive sales, but it can also meet other objectives like educating customers or creating brand awareness.
3. Create a script and storyboard. Storyboarding is a key part of any video production process because it keeps your video focused. Plan out each scene and write an accompanying script to talk viewers through how your product solves their problem. If you use Descript, you can script and storyboard in the same place you record and edit your video.
4. Choose a format and length. Consider how your target audience consumes content. If they prefer short-form videos, create sub-60 second vertical videos for Instagram Reels or TikTok. If they have time to invest in lengthier content, create longer landscape videos for YouTube and your website.
5. Create a shooting setup. You don't need a fancy studio to record a product demo video. You can film professional videos at home with your smartphone camera, its built-in microphone, and natural light. Video editing can do a lot of the heavy lifting.
6. Record your product demo. Hit the record button and start filming your product demonstration. Give a 360-view of your product and show off its best features. Either record yourself throughout the video or add a voiceover after.
7. Edit your video. Make your product demo video more professional with an editing tool like Descript. It lets you edit videos like a text doc, and you can also remove filler words in one click, enhance speaker audio with AI, record your screen, and more in one video editing platform.

Product demo videos are essential marketing tools that help potential customers understand your product's value. They're particularly effective because they show rather than tell, making complex features easy to grasp in just a few minutes.

15 inspiring product demo video examples to help you drive results

1. Slack
2. WHOOP
3. Nespresso
4. Apple
5. Rhode Skin
6. YETI
7. Sierra Design
8. HelloFresh
9. Mixpanel
10. IKEA Place
11. Duolingo
12. HOKA
13. Headspace
14. Pipedrive
15. Descript

1. Slack promotes Canvas as a product, not a feature

When creating your product demonstration video, focus on showcasing how your product solves a specific problem for your target audience. The most effective demos are clear, concise, and highlight the features that matter most to potential customers.

If you're creating a product demonstration video for a software company, you can focus on a single key feature instead of covering everything your app does in one video. This targeted approach makes your demo more digestible and helps viewers remember the specific benefit you're highlighting.

Communications platform Slack takes this approach by marketing each feature like a product. Instead of telling users everything they can do with its software, Slack singles out Canvas and the main problem it solves: sharing and organizing knowledge in a crowded workplace messaging app.

2. WHOOP partners with creators to demo its watches

Sometimes the best product demonstration videos don't feel like ads. WHOOP, for example, uses a TikTok-style video produced by a creator to showcase its stress-monitoring watch in action. This authentic approach feels more relatable to viewers than traditional promotional content.

The watch isn't the protagonist of the video. The story centers on the creator who uses her watch to monitor her stress as she watches the Women's World Cup. The video subtly shows how WHOOP watches work, the different color bands available, and what its reported stress levels actually mean.

3. Nespresso gives a visual tour of the Aeroccino Plus

Nespresso creates product demos for each of its coffee machines. But instead of diving right in with feature explanations, there's a five-second introduction that uses video editing techniques—like slow motion and zoom—to build up to the demo you're about to watch. This approach creates anticipation and sets a premium tone for the product demonstration.

Nespresso is positioned as a luxury brand, and it communicates the same brand values in its video. There's no talking head or voiceover, just a smartly dressed coffee connoisseur showing you how to make coffee with its machine.

4. Apple shows off the AirPods Pro by visualizing sound

Apple's creative team regularly produces incredible product demonstrations for new items. Take this product launch video for the new AirPods Pro. Switching between close-ups of the earbuds and subtitles to highlight its best features, there's an exciting background track and accompanying sound effects to keep the viewer's attention. This technique creates an immersive product demo experience.

To echo Apple's creativity, the product demo video also showcases a dancer using the AirPods. These elements come together to create a short, simple advertisement that makes people want the product even more.

5. Rhode Skin is used in Hailey Bieber's skincare routine

Rhode Skin is a skincare brand founded by celebrity Hailey Bieber. Instead of the traditional product demo format where the product is in the foreground, Hailey published a YouTube video walking potential customers through her skincare routine using her own Rhode Skin products.

This type of explainer video is often more impactful because viewers can connect with the founder—in this case, a celebrity they already know and trust. Plus, when people can see a real-life application of a skincare product, they can answer their own question of whether it'll work on their skin.

6. YETI shows instead of tells with lifestyle videos

YETI is no stranger to video marketing. Its YouTube channel is home to full-length documentary videos to showcase its connection with an outdoor lifestyle. Mixed among those videos are short-form product demonstrations, like the one for its M30 Cooler. This lifestyle-focused approach to product demo videos helps customers envision themselves using the product.

This product demo video example doesn't explicitly tell you about the cooler's features—instead it shows you how the product works through real life moments. Viewers see a 15-second video of a sea diver heading out on their boat and jumping into the sea. When they get back on board, they pull a canned drink from the YETI cooler that has kept their beverages ice cold.

7. Sierra Designs overlays lifestyle footage with feature specs

Like the last product demonstration video example, Sierra Designs sells their products as part of a lifestyle. We see two people heading up a mountain carrying the brand's hiking backpack. That's interrupted by B-roll footage of a close-up of two different bag sizes, with the product's unique selling points appearing at certain points of the video.

Sierra Designs also uses subtitles instead of voiceovers. Viewers can listen to a light, upbeat background track and focus the rest of their attention on the story being told in this product demonstration video.

Tip: Take the same approach with your product demonstration video by leaning on Descript's built-in library of royalty-free music and sound effects.

8. HelloFresh uses animation to explain how its service works

HelloFresh is a meal delivery service that uses an animated product demo video to show how its service works. It addresses the pain points of its ideal customers within the first 15 seconds, promising people they "don't need to worry about meal times" when signing up for a subscription. This approach makes their product demonstration immediately relevant to potential customers' needs.

What's also interesting about this video is that it's optimized to reach people on YouTube who are searching for terms like “food delivery subscription” or “fresh meals.” When a new customer finds HelloFresh through this video, they're primed on exactly how its subscription model works and can address any objections they have about joining.

9. Mixpanel turns a screen recording into an in-depth product tour

Mixpanel is a business analytics tool that uploaded a product demonstration video to YouTube. At over 11 minutes, it's longer than the other examples, but is broken down into sections through YouTube chapters (insights, charts, segmentation, etc.) to help people navigate to the feature they're interested in. This structured approach makes a complex product demo more accessible.

The software demo video also uses screen recording to walk through the dashboard. This helps people visualize their own data inside the software, and can make the interface feel less overwhelming to new customers once they sign up.

10. IKEA Place uses first-person camera to simulate the app

IKEA is a brand known for its experiential retail experiences. In-store shoppers see entire room setups furnished with IKEA products. As a way to give online shoppers the same experience, the brand launched its own augmented reality app to let you see products in your own home using your smartphone camera. This innovative approach to product demonstration solves a key problem for furniture shoppers.

Its live action video uses the holiday season to showcase how the app works. We see four people choosing where to place an IKEA tree in their home. In the final scene, the 3D model becomes a real tree as several more trees pop up to show off the rest of the product collection.

11. Duolingo enlists its mascot to show you around the product

Duolingo is a language-learning app that created an animated video to demonstrate how the app works. Against funky background music, viewers see the brand mascot—a green owl—jumping around the screen and using its most popular features. This playful demonstration aligns perfectly with Duolingo's brand personality while showcasing the app's functionality.

12. HOKA combines different video styles to show off its sneakers

The demonstration effectively shows potential users how the app functions in a way that feels fun rather than instructional, making it an excellent example of how product demos can be entertaining while still educational.

Storytelling is a great video marketing technique for engaging viewers. Sneaker brand HOKA takes this approach with its product demo video. It starts by showing two people racing across a city, interrupted with 360-view footage of its new Mach X sneakers.

Around 17 seconds in, triathlete Sunny Margerum (a credible spokesperson for HOKA's target audience) starts talking about the sneakers. There are several jump cuts to keep the viewer engaged—including a close-up of the sneakers, a breakdown of its materials, and someone tying their shoelaces on a running track.

13. Headspace brings the ambiance of the app to its product video

Headspace is a meditation app that helps people feel more calm and relaxed, so it's no surprise that its animated product demo video has the same ambiance. The voiceover artist has a calm and soothing voice that's overlaid onto relaxing background music. This consistency between the product experience and the demonstration video creates a cohesive brand impression.

Headspace also anticipates any doubts and hesitations by addressing them in the video. If a viewer wants to join but thinks they won't have time to mediate, the product demonstration highlights their “three-minute sessions for when you're short on time.”

14. Pipedrive shows what happens on screen and behind the screen

Pipedrive is a customer relationship management (CRM) platform for businesses. It's packed with features, but this product demo video example prioritizes the most impactful ones. This focused approach prevents overwhelming potential customers with too much information, a common pitfall in software product demonstrations.

Screen recordings make up the bulk of this video to show the software in action while mixing in live footage of the people behind the tech. A salesperson talks over the recording to explain what they're demonstrating, the benefits of using Pipedrive, and how customers can extract more value from their own CRM dashboard.

15. Descript embraces YouTube to demo features made for YouTubers

Sure, this is biased. But at least we put ourselves last. Descript has a large collection of YouTube videos that act as both product tutorials and demos for different features in our video editing software. These demonstration videos showcase how our tools can solve real problems for content creators.

The example here covers Regenerate: a tool that lets you make those awkward speaker audio cuts sound smooth and liven up voices through the magic of AI.

The introduction covers why Regenerate exists. Then our host Ramdy offers screen recorded tutorials on how to use Regenerate in ways that resonate with YouTubers.

Measuring ROI and effectiveness for product demo videos

Analyzing your product demo’s retention rate is crucial so you can refine pacing, ensuring you don’t lose viewers in the first few seconds. Tools like SurveyMonkey highlight the importance of sub-60-second demos for hooking audiences, especially on social media according to HubSpot. Conversions also matter: keep track of how many viewers follow through on your call to action. For instance, Make’s workflow builder demo spurred higher sign-ups by visually simplifying a complex process according to HubSpot. If you target Gen Z, consider that 87% prefer tutorial-based content and trust influencer demos based on research from HubSpot. Paying attention to these metrics helps you iterate and perfect your approach over time.

What makes a great product demo video?

As these product demonstration examples show, there are a lot of ways to show off a product or service. But there are key concepts they all use to capture a viewer's attention and convince them to buy. The best product demo videos address specific pain points, demonstrate clear solutions, and make complex features easy to understand.

You can create a product demo video that does the same by ensuring it checks the following boxes:

• Clear product presentation. The goal of a product demo is to show your product in the best light. Make that possible by putting it front and center, using different camera angles and shots to replicate the experience someone would have interacting with your product in person.
• Emotional appeal. People buy things they're emotionally connected to. Use your product demo as an opportunity to connect with your viewer and evoke emotion—whether it's happiness, frustration, or motivation. Bonus points if you can position your product as the solution to a negative emotion.
• Professional production quality. From audio improvements to fancy transitions, the right video editor can turn even screen recordings and iPhone footage into an impressive product demo video.
• Call to action. Don't assume people who watch your product demonstration will immediately visit your website and buy on their own. Ask them to do so with a call to action that includes a strong verb like “go,” “try,” or “buy.”

How AI and AR/VR are shaping product demo videos

New technologies like AI are rapidly changing the way product demos are created, allowing for customized user experiences that cater to individual preferences. In particular, AI tools can automatically generate voiceovers or add personalized touches to your video, saving time and boosting viewer engagement as recommended by HubSpot. Brands like Synthesia also offer AI-driven features to quickly produce script variations, making continuous improvement more manageable. Meanwhile, AR/VR technologies are enabling viewers to immerse themselves in realistic product interactions, bridging the gap between digital demos and hands-on testing according to HubSpot. IKEA’s interactive 3D demonstrations are a standout example of how AR helps consumers visualize products in their own space. By incorporating these innovative techniques, you can keep pace with rising customer expectations and stand out from traditional demo formats.

Create and edit product demo videos with Descript

As these product demonstration video examples illustrate, the editing process can turn even simple screen recordings into professional video productions.

Descript is a video and audio editing software anyone can use to create product demo videos with features like:

• Professional voiceovers using Studio Sound to enhance speaker audio with AI
• Voice cloning and a roster of stock AI voices for narrating your videos or making changes to speaker audio without rerecording
• Automatic filler word removal that identifies words like “um” and “like”
• Screen recording functionality to film your screen, camera, and mic

Sign up for free and start creating your product demo video today.

Product demo video examples FAQ

What should be in a product demo video?

A great product demo video showcases your best product features, use cases, pricing, and the challenges it solves for your target audience. The most effective demonstrations focus on benefits rather than just listing features, helping potential customers understand how your product will improve their lives or work.

How do you make a good product demo video?

1. Determine your target audience
2. Set clear objectives
3. Create a script and storyboard
4. Choose a format and length
5. Create a shooting set up
6. Record your product demo
7. Edit your video with Descript

How long should a product demo video be?

This depends on the platform you'll be publishing it on. Social media demo videos should be short-form and grab attention fast (30-90 seconds), whereas product demo videos published on your website or YouTube can be several minutes long. For complex products, demonstrations can be up to 10 minutes, but should be organized with clear sections.

What is the difference between brand video and product demo video?

A brand video talks about a company's values, products, or services. A product video, however, focuses on a single product. It covers the product's best features and use cases, and is designed to demonstrate functionality rather than just build brand awareness. Product demonstration videos are a specific type of product video that show the product in action.

Which industries benefit most from product demo videos?

SaaS, e-commerce, and hardware are some of the top sectors that see a strong ROI from demo content. Companies offering complex software workflows can showcase features in a streamlined way, while physical product brands benefit from in-action demonstrations that encourage higher purchase intent. E-commerce pages with embedded demo videos have been shown to boost buyer confidence by as much as 73% according to HubSpot research. Even workplace technology, such as Owl Labs’ devices, can leverage demo videos to create relatable scenarios based on HubSpot data. Ultimately, any industry seeking to visually convey product value can benefit from these engaging formats.

What makes a product demo video shareable?

Shareability often hinges on hooking viewers within the first five seconds and featuring a clear call to action. Research suggests pairing concise storytelling with compelling visuals to hold viewer attention according to HubSpot. Additionally, including an authentic voice—whether through influencers or behind-the-scenes footage—can encourage social media shares. Keeping your video under 90 seconds and adding captions can also expand viewership across platforms based on HubSpot’s recommendations. Finally, ensure you have a clickable thumbnail that drives curiosity and resonates with your audience.