We’ve all been there. A product you love finally gets an update. You’re excited—and a little confused. You’re wondering: “What changed? Where is that button? Do I need to relearn everything?” This is where product update videos come in and save the day.
In today’s digital world, nobody wants to read a 10-page document about new features. A short, clear, and engaging video? Now that’s something we want to click on. The key is making product update videos that drive adoption. Let’s talk about how to do that, and have some fun along the way!
Why Video Works
People absorb information better when they see it in action. Video blends sound, visuals, and motion to explain things faster than any manual ever could. Plus, videos can show real-life use cases, not just what buttons to press.
- Visual learners love seeing new features in action
- Busy users can skim through and get the gist
- Support teams get fewer “how do I do this?” emails
It’s a win-win-win.
What Makes a Product Update Video Great?
Not all videos are created equal. Some hit play and immediately lose your attention. Others make you want to try the new feature right away. What’s the secret formula? It’s not magic. It’s just good strategy.
1. Keep It Short
Your video should be like a strong espresso. Small, but powerful. Aim for under 2 minutes for single feature updates. If it’s a major release, go up to 5. But never more than that unless you’re doing a full walkthrough.
2. Show, Don’t Just Tell
No one wants a host talking at them the whole time. Show the interface. Highlight changes with annotations. Use zoom effects. Make it interactive if possible. Visual storytelling improves memory retention.
3. Highlight Value First
Don’t start with technical stuff. Begin by showing problems users face without the update, then introduce the new feature as the hero.
Here’s a quick formula:
Problem ➜ Frustration ➜ Solution ➜ How it works ➜ Call to action
4. Show Real Use Cases
It’s not enough to say, “Now you can filter by tags.” Show someone actually using the filter to save time or organize a task list. Make users go “Oh! I could use that!”
5. Use A Friendly Voice
Drop the corporate tone. Be human. Use simple language. Humor is a bonus. Remember, you’re trying to get users excited—not put them to sleep.
Create a Hook from the Start
The first 5 seconds of your video are the most important. If your opener is weak, users will bounce. Fast. Start with a question or bold statement that grabs attention.
Bad: “Welcome to our version 4.8 update.”
Better: “Tired of losing track of customer emails? We fixed that.”
The Perfect Script
Let’s say you’re releasing a new feature: in-app mentions. Here’s how a script could flow:
- Open with the problem: “Need a faster way to get your team’s attention?”
- Introduce the feature: “Now you can use @mentions inside tasks!”
- Show the feature: User types ‘@Jake’ and Jake gets notified
- Explain value: “Team members see updates instantly. No more lost messages.”
- End with CTA: “Try it now and keep your projects moving.”
Don’t Forget Branding
Keep your brand personality consistent in your videos. Fonts, colors, logo usage—carry it through. That builds trust and recognition.
Consider adding a quick outro with your slogan or support link. Simple touches go a long way.
Where to Share Your Videos
Making a great product update video is Step 1. Getting people to actually see it? That’s Step 2. Here’s where to drop your epic creation:
- In-app notifications: Right where users are
- Emails: Include with product release notes
- Help center: Link or embed in relevant articles
- Social media: Turn clips into teasers
- Sales demos: Use to explain new capabilities
Keep each channel in mind when scripting. Your Instagram clip won’t include detailed walkthroughs. Just the “wow” moment.
Make It Accessible
Always, always add subtitles. Many people watch videos on mute. Plus, it helps with accessibility across the board. Also, make sure your video player is mobile-friendly.
Bonus points if you add a transcript below the video. That helps with SEO and gives readers an alternative way to learn.
Measure and Improve
You launched the video. Yay! Now check how it did. Watch metrics like:
- Play rate
- Average watch time
- Drop-off point
- Click-throughs
If people are dropping off at the 45-second mark, find out why. Trim that section or rework your pacing. Videos are only useful if people watch them all the way through.
Real-World Example: A Success Story
Let’s look at a fictional app, TaskGenius. They dropped a new feature: voice notes for tasks. Alongside the release, they published a 1-minute video showing how a user could record a voice note while driving between meetings—and the task auto-updated with her comment. Smart, right?
The video lived in a pop-up on the dashboard and was also emailed to users. Result? A 43% increase in feature use within two weeks. Just from being shown how and why to use it.
Tool Time: Apps That Help You Make Magic
You don’t need Hollywood tools to create magic. Plenty of easy, drag-and-drop platforms can help you build amazing videos.
- Loom: For quick screen recordings with voiceovers
- Animoto: Great for slideshow-style videos
- Camtasia: More advanced edits and effects
- Canva: Create intro/outro animations
- Descript: Edit video by editing the script
Start with the tool that matches your skill level. Most offer templates to get going fast.
Wrap It Up
Product update videos aren’t just announcements. They’re tools that drive user adoption, slash support tickets, and keep your users engaged. They’re your best friend when it comes to rolling out change—if they’re done right.
So keep it simple. Keep it short. Connect with your users. And most of all, make it fun!
Your product deserves the spotlight. A great video makes sure it gets center stage.
Now go hit record!
