How to make an intangible product visible, which creators explain well, and the formats that lower acquisition cost.
What really converts
Five sequences, in decreasing effectiveness.
The concrete problem, shown in a real situation, before any mention of the product.
The first action inside the tool, filmed in real time, with no speeding up.
The result obtained on screen, with real data and an account already in use.
Support, dealt with above.
And the price, said clearly, without pushing it to the end.
One technical point: film the phone screen with the hand in frame. A bare screen recording is noticed and loses the credibility specific to this format.
What is never filmed here
Four elements to exclude from the frame, without exception.
A customer's real data: name, address, number, amount.
Notifications appearing during the recording, which often reveal personal information.
Credentials, even partly masked.
And internal documents or screens not meant to leave the company.
One simple precaution: record the screen in flight mode, with a demonstration account prepared in advance and filled with fictional but realistic data.
Which creators to hire
Three profiles, in decreasing effectiveness.
Somebody genuinely using the tool in their work: the most convincing and the hardest to obtain.
A creator from the same sector as the target, who understands the problem without being an expert on the product.
And somebody from the team, only for technical explanations, never for the testimonial.
One decisive criterion: the ability to explain without reading. Somebody reciting a technical script loses credibility in three seconds.
One point specific to this market: a version in a co-official language opens up a professional audience that is rarely addressed, and the marginal cost is limited to a second voice.
The brief producing good material
Five instructions are enough.
The precise problem to deal with, in one sentence.
The demonstration account, prepared and filled by the brand before shipping.
The permitted sentences about performance and savings, supplied and documented.
What is forbidden on screen: data, credentials, notifications, comparisons with a competitor.
And the formats delivered, vertical and square, with burned-in subtitles and a version with no text.
One useful clarification: figure-based claims are checked with a lawyer, and comparisons with a competitor follow precise rules.
What can honestly be compared on camera
| What you compare | How to show it | What to avoid |
|---|---|---|
| Battery life | The percentage filmed at two moments | A duration claimed with no proof |
| Speed | The same task on both devices | An edit that cuts out the wait |
| Sound | A raw recording, untreated | A track added in the edit |
What makes a comparison usable
The same settings on both devices, the same room, the same hour, and a mention of what could not be made identical.
What is always disclosed
The partnership, the loaned device and the real testing period. A three-hour test is not announced as a month of use.
How many pieces to buy and for when
Three volume benchmarks.
Three videos for a first test: three creators, one problem, three different angles.
A batch of five per quarter once advertising is in place, to renew before wear.
And one support video a year, which stays usable for a long time because it depends neither on a feature nor on a price.
Three moments in the year: the September return, when companies equip themselves; the start of the year, the moment of budgets; and summer, when advertising costs fall and tests are cheaper.
One last marker, valid for the whole category: the video that lowers acquisition cost is almost never the one showing the most complete product. It is the one showing a person solving a precise problem in under a minute, with a tool that looks already settled into their life and support that answers.
Sources
- Agencia Tributaria, Spanish tax authority
- Spanish Social Security, self-employed registration (RETA)
Checked on 4 September 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
