B2B software developers still need demo videos more than ever.
But what we're seeing in the market today is a great variance between bad videos and good ones - with all shades in between.
So what does good software demo video really look like?
What's really happening the business world today
Let's start by accepting that new software is a game changer for whoever buys it.
From the Developer's POV, the video is often initially imagined as a series of screenshots that provide a high level overview of:
- how the software works
- plus it's benefits
The traditional "home page winner" as it were.
From the Customer's POV, the picture is often very different, and not so simple.
But why is this?
Customers worldwide are being baffled daily by the pace of change in business software.
They're also scared of the risk.
And they're concerned about how easily the software will be accepted within their organisation
- along with all the other new systems they've been forced to adopt recently.
So while businesses are eager to adopt new packages that save time and money
- they secretly hate it because it brings more bewilderment, insecurity and risk.
And this secret hate results in secret loss for the dev, as lost sales.
What does good look like
Instead of the usual array of informative screenshots & benefits that we see in every software demo video, customers need to see answers to questions like:
- what's it like using the package in real life?
- how easily will it be onboarded, and how long will it really take?
- show examples of how key areas in the package really benefit in a practical way, backed up by numbers, together with real world experiences of other users?
- how does everything run seamlessly?
- how can unenthusiastic staff be brought onside?
- can you be trusted if we experience difficulties?
Collectively this means:
Customers need a vision of what to expect
- a vision that allays their doubts & fears.
Of course if you're app is really simple and local, then no worries.
But if your package means big change for business clients and organisations
- then you need to think twice about what a software demo really means.
The chances are that the old "screenshots & benefits" formula is starting to fail
- especially if your competitors are saying the same thing.
A more holistic view of the client is needed - or at least in video it does.
Here are 7 different ways to make a software demo video more effective:
1 - show customer benefit scenes as drama with a cast of actors
2 - show interviews with happy users
3 - discover better ways to bridge the comprehension gaps in your app, ie, while you think it's easy & obvious, they don't
4 - subtly overcome all the customer misgivings, including their organisational & personal doubts.
5 - show a sample "day in the life" with your software.
6 - show staff actively engaging with the app and preferring it
7 - get video reviews that help customers envision the impact of the package.
Taking the above styles of approach will kill the doubt and develop genuine trust.
And trust is the basis of all business.
The good software demo video has evolved to becoming a matter of showing how easy your package is to adopt
- the broader picture.
The bad demo video is unthinking. It merely tells how goods the software is, and almost glibly assumes that's all that's necessary to generate more sales.
The more costly or wide-reaching your app is, the more you need to think about what your package's impact really is.
The good demo talks directly, realistically to clients.
That's the difference.