Your product demo video is ready, but how do you make sure the right people see it? Promoting your video doesn’t have to be expensive or complicated. Here are 10 creative and effective ways to maximise its reach and engagement.
Table of Contents
1. Exploit the Algorithm for All It’s Worth
LinkedIn loves video, especially when viewers stick around to watch. A 10-second demo video I posted for a client in the medical sector hit 4,000+ impressions and racked up 34 hours of watch time because it was short, engaging, and rewatchable. Keep your video brief and visually striking to keep viewers hooked and let the algorithm work in your favour.
2. Build a Hype Squad Before Launch
One client reached 20,000–30,000 impressions by planning their campaign before posting the video. They personally messaged their network to let them know when the video was coming and asked for their support in sharing it. This pre-launch strategy secured 46 reposts and built momentum, ensuring the video gained traction as soon as it went live. Building a hype squad before launch can amplify your video’s impact and engagement.
3. Write a Caption That Demands Attention
Your caption is your first chance to stop the scroll, so make it count. Here’s a process for writing a hook that grabs attention and increases engagement:
- Ask a Bold Question: Start with something your audience can’t ignore. For example, “Are you wasting thousands on the wrong solution?”
- Highlight a Surprising Benefit: Show how your product solves a problem in an unexpected way. For example, “This tool cuts your onboarding time in half – without adding cost.”
- Create Curiosity: Tease the viewer with a snippet of information that makes them want to learn more. For example, “What if you could solve [problem] in under 10 seconds? Watch this.”
A boring caption equals a missed opportunity.
4. Post, Then Post Again (Smartly)
If you think one post is enough, think again. Repost your video strategically to reach new audiences without repeating yourself. Change the focus of each repost using a new part of the video. One could highlight the problem your product solves, another could dive into a unique solution, and another could showcase customer testimonials. Adapt the format to suit the platform – turn a YouTube video into an Instagram Reel by reframing it from 16×9 to 9×16. Turn it into a LinkedIn post by adding a more detailed caption. These variations keep your campaign dynamic and maximise your video’s reach.
Turn your demo into bite-sized highlights for Instagram Reels, TikTok, or YouTube Shorts. Short clips create curiosity and drive viewers back to your full demo video. One video becomes a dozen opportunities for engagement.
5. Catch the Wave of Existing Movements or Ideas
5a. The Philosophy – For Closed-System Software
If your software architecture is built around a specific philosophy, teach people about it and connect it to your app. This is exactly what YNAB (You Need a Budget) does consistently. They educate their audience about their budgeting philosophy and show how their app helps apply these principles. This not only attracts users who align with their philosophy but also boosts engagement and customer retention as people dive deeper into the method behind the app.
5b. The Methodology – For Configurable Software
Pipedrive generates substantial traffic by disguising product demos as educational videos. Their tutorials teach viewers how to configure the software to fit specific methodologies, like “The Challenger Sale,” a popular sales framework. These videos appeal to two audiences: existing users looking to optimise their workflows and potential customers interested in implementing this proven methodology. By blending education and product demonstration, Pipedrive links valuable lessons directly to their software, creating a win-win scenario.
Philosophy vs. Tutorial
The choice between a philosophy-focused or tutorial-focused approach depends on your product. If your app is designed to be used in a specific way, lean into the philosophy. If it’s highly customisable, go for tutorials that show users how to adapt it to their unique needs. Both approaches position your demo video as more than just a walkthrough – it becomes a gateway to a deeper understanding of your product’s value.
6. Embed It Everywhere (Even in Emails)
Your demo video should live wherever potential customers interact with your brand. Embed it on your website’s homepage, product pages, and blog posts to ensure it’s impossible to miss. Add it to your email signature with a line like, “See how we’re solving [problem] with [solution].” Every email you send becomes a free opportunity to promote your video, while embedding it across your digital presence maximises its reach.
7. Include Influencers or Partners in Your Demo Video
Take your demo video to the next level by including sound bites or testimonials from influencers, industry leaders, or mentors who believe in your start-up. Imagine featuring a compilation of credible voices praising your product or its potential. Not only does this add credibility to your video, but it also encourages these contributors to share it with their networks. These shares significantly increase your video’s reach. By involving them directly, you’re leveraging their willingness to help you succeed while turning your video into a collaborative, viral campaign.
8. Use Your Demo Video to Answer Questions
Your product demo video is a powerful tool for answering questions and solving problems in real-time. Use it on platforms like Reddit, Quora, LinkedIn, or X to provide value to users looking for solutions in your industry. When you see relevant questions, respond with thoughtful answers and include your video as a visual explanation. This approach positions you as an expert while driving traffic to your video and product. Ensure your responses are helpful and not overly promotional to build trust and engagement.
9. Turn Your Demo Video Into a LinkedIn Article
Transform your demo video into a compelling LinkedIn article that highlights how your product provides a unique solution or mechanism to solve a common problem. Use the article to tell a story that resonates with your target audience, then embed the video within it. Include a call-to-action that directs readers to a high-converting landing page on your website, where the same video is also embedded. This not only drives views but also guides potential customers further down your sales funnel.
10. Bonus: Don’t Commit the Cardinal Sins of Promotion
Want to tank your campaign? Here’s how:
- Post your video once, and forget about it.
- Skip captions or hashtags.
- Upload the wrong format or a dull video.
- Fail to make your video visually engaging.
Do the reverse of these, and your campaign will flourish.
These creative approaches ensure your product demo video gets the views and engagement it deserves.
Need help creating or promoting your demo video? Contact us to learn how Waking Dreams Media can help.
