Gather the content
Infer from the repository first. Ask only for material gaps. If the user cannot supply something, use a clear replace-me placeholder and never present it as final.
Required:
- Product name and one-line value proposition
- Hook: the viewer's problem or the promised outcome
- Product surface: the real screen, component, screenshot, terminal or device to show
- Two or three concrete feature moments, each written as an action and outcome
Optional:
- Proof: a sourced metric, customer quote or integration result
- CTA: one ask and one destination
- Voiceover or supplied audio
Every proof number needs its source URL, exact source wording and the date checked. Do not invent a plausible number.
Product-demo beats
- Hook: state the problem or outcome in plain language
- Positioning: name what the product does; combine this with the reveal when time is short
- Product reveal: show the real product surface
- Feature moments: show two or three actions and their results, not a list of feature names
- Proof: land one credible result when proof exists
- CTA: make one request and show where to act
The hook and product reveal are the spine. Proof and CTA are optional. Read the scene titles alone; they must tell the argument without the animation.
Duration variants
- Bumper, 4–5 seconds: positioning and logo lockup only
- Short, about 18 seconds: hook, product interaction, payoff and CTA
- Standard, 35–45 seconds: all beats with two or three feature moments
- Long, 60 seconds or more: only when one narrative thread carries the whole film. Split a feature catalogue into separate clips
Give each scene enough time for one read and a still hold. Calculate reading time from the actual copy. Do not force all scenes to equal lengths.
Other archetypes
- Feature announcement: change, before, interaction, outcome, CTA
- Changelog: version, valuable changes, result, upgrade path
- Tutorial: goal, steps, confirmation, next action
- Social clip: hook, one interaction, payoff, CTA
- Data story: question, evidence, change, meaning, source
- Logo bumper: positioning, lockup