A demo that opens by showing the product is an instruction manual. A demo that opens by showing the problem is a sale. The difference is ten seconds of script and almost no creator applies it.

The structure that works

Visible problem, failed attempt, product, result, closing line. Five blocks, each a few seconds long. The failed attempt is the one nearly everybody skips and the one that makes the viewer recognise themselves: the jar that will not close, the stain that will not go, the shelf that wobbles.

Show, do not describe

If you say "it is very sturdy", the viewer has to believe you. If you bend it in front of the camera, belief is no longer required. Every claim in the video should have its visual proof attached, and if it does not, cut it.

Fixed shot and hands

Demos film better with the phone propped up and both hands free. Nobody needs to see your face throughout, they need to see the product working. A cheap tripod or two books is enough, and the result goes up a whole level.

The detail brands appreciate

Also film the take that does not come out perfect, and the shot afterwards: the product used, not fresh out of the box. It adds credibility and works in the post purchase email, so brands end up buying that extra shot.

Length and rhythm

Fifteen to thirty seconds for social, plus a sixty second version if the product is technical. No intro, no personal presentation, no "today I am bringing you". The first second should be the problem, already underway.

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Frequently asked questions

Where do I start?

With the problem, not the product.

Do I have to appear on camera?

Not always, hands are usually enough.

How long should it be?

Fifteen to thirty seconds.

Which extra shot should I film?

The product already used, not brand new.