Video Craft
Practical direction for making product stories clearer, faster, and easier to watch.
10 topics
Use a prompt templateHow to write a strong opening hook
Open with a relevant tension, outcome, or surprise instead of a generic introduction.
How to write a strong opening hook
Open with a relevant tension, outcome, or surprise instead of a generic introduction.
Key takeaways & checklist:
- Earn attention immediately
- Make the topic obvious
- Create a reason to keep watching
Product demo script structure
Move from problem to action to evidence without narrating every click.
Product demo script structure
Move from problem to action to evidence without narrating every click.
Key takeaways & checklist:
- Set the task
- Show the decisive action
- Land on the result
Problem-Agitation-Solution explained
Use PAS when the cost of the current workflow needs to be felt before the product appears.
Problem-Agitation-Solution explained
Use PAS when the cost of the current workflow needs to be felt before the product appears.
Key takeaways & checklist:
- Name the problem
- Make the consequence concrete
- Resolve with credible proof
How much text to put on screen
Keep each frame readable at the speed and size where it will actually be watched.
How much text to put on screen
Keep each frame readable at the speed and size where it will actually be watched.
Key takeaways & checklist:
- One thought per beat
- Prefer concrete language
- Read it aloud at final timing
How to show software UI clearly
Direct attention to the important action without shrinking the product into a screenshot wall.
How to show software UI clearly
Direct attention to the important action without shrinking the product into a screenshot wall.
Key takeaways & checklist:
- Crop around the task
- Use motion to guide focus
- Keep labels legible
Product video pacing
Balance momentum with enough time for the viewer to understand each proof point.
Product video pacing
Balance momentum with enough time for the viewer to understand each proof point.
Key takeaways & checklist:
- Change on meaning
- Hold on evidence
- Use rhythm to signal importance
Voiceover best practices
Write for the ear, leave room for visuals, and avoid saying what the screen already proves.
Voiceover best practices
Write for the ear, leave room for visuals, and avoid saying what the screen already proves.
Key takeaways & checklist:
- Use spoken language
- Keep sentences short
- Let visuals carry detail
Choosing 16:9, 1:1, or 9:16
Choose the frame from the destination and the product material you need to show.
Choosing 16:9, 1:1, or 9:16
Choose the frame from the destination and the product material you need to show.
Key takeaways & checklist:
- 16:9 for demos and presentations
- 1:1 for flexible feeds
- 9:16 for mobile-first stories
How to create a strong CTA
Ask for one action that naturally follows the promise and proof in the video.
How to create a strong CTA
Ask for one action that naturally follows the promise and proof in the video.
Key takeaways & checklist:
- Use one verb
- Make the next step specific
- Match the CTA to audience readiness
ChecklistCommon mistakes in SaaS product videos
Avoid feature lists, unreadable UI, vague claims, slow openings, and crowded endings.
Common mistakes in SaaS product videos
Avoid feature lists, unreadable UI, vague claims, slow openings, and crowded endings.
Key takeaways & checklist:
- Choose a story over a tour
- Show proof at readable scale
- Finish on one message