Guide
How to announce a new feature with a short video
Announce one feature, show the result it gives the user, and say where to try it, in 15 to 30 seconds. Open on the problem or the finished outcome, not the feature's name. Show your real interface, add captions, and end with a single link or action.
Most products ship features all the time and announce almost none of them well. A short video can change that, because it shows the change instead of describing it. The trick is to announce one thing.
The rule: one feature, one result
A feature release video has a single job. Tell people what changed and what it lets them do. Everything else, such as the full list of settings, belongs in your docs.
Ask yourself: what can a user do now that they could not do yesterday, and how long does it take? That sentence is your video.
A 20 to 30 second structure
- The problem or the result (0 to 4 seconds). "Reports used to take two hours" or "Build a report in two clicks." Start with what the user feels, not the feature's name.
- The new feature (4 to 8 seconds). Your real interface appears with a short line naming it.
- It working (8 to 22 seconds). Two moments: where the user starts, and the result. Cut the waiting and the clicking around.
- Where to try it (22 to 30 seconds). One link or action, and the name of the feature.
For the thinking behind the words, see how to write a product launch video script.
A script template
Hook: [What users could not do before, or the result they get now.] The feature: [Name] lets you [do the thing]. Show it: [Start.] [Do the key action.] [See the result.] Close: Available now in [place]. [Link or instruction.]
What to cut
Keep it to 30 seconds by removing:
- the tour of the settings page
- every secondary option
- long waits for things to load
- background about the company
- any claim you cannot show on screen
If you want to say more, make a second, longer video for people who ask.
Choose the moment to show
Features have many states. Show only the one that proves the result:
- Pick the shortest path. Use the quickest route from start to result, not the full set of options.
- Use believable data. A clean demo account with realistic names and numbers looks real. Placeholder text such as "test test" makes the feature look unfinished.
- Zoom in. Interface text is tiny on a phone. Crop to the part of the screen where the change happens, and enlarge it.
- End on the result. The last frame of the demo should be the finished outcome, held for a second so people can read it.
Reuse the video
One announcement can become several pieces. Cut a 6-second teaser from the hook and the result for the first social post. Use the 15 to 30 second version on your changelog and in your email. Pull a still frame of the finished result for a screenshot post. Each reuses the same footage and message, so it costs little extra and keeps your announcement consistent.
Make it work everywhere
You will post the same announcement in several places. Make versions for each:
- Square or portrait for social feeds.
- Vertical for Stories and Reels.
- Landscape for your changelog and email.
Add captions to all of them, since feeds usually start videos muted. The shapes and when to use them are in video aspect ratios for product launches.
A pre-publish checklist
- The video announces one feature.
- The first three seconds are about the user, not the feature name.
- The real product is on screen, with text large enough to read on a phone.
- Waiting and extra clicks are cut.
- There are captions, and the film makes sense with the sound off.
- It ends with one place to try the feature.
If you ship every week
Teams that release often benefit from a repeatable format: the same structure, the same look, a new feature each time. It makes each video faster to produce and easier for your audience to recognise. We offer this as a monthly plan, described in the pricing section.
If you ship often, a video per release is easier on a plan than one at a time. Our Every Release plan covers four short videos a month.
Frequently asked questions
How long should a feature announcement video be?
Fifteen to thirty seconds. A release video has one job: show what changed and why it matters. If the feature needs a long explanation, make a 15-second announcement and link to a longer demo or documentation for people who want the detail.
Should I announce every small update with a video?
No. Make videos for changes users will notice or care about, such as a new workflow or a major time saver. For small fixes, a changelog entry or a short screenshot is enough. Saving video for meaningful releases keeps people watching.
Where should I post a feature release video?
Wherever your users already are: your changelog or release page, an in-app announcement, an email to your list, and your social channels. Make a vertical and a square or landscape version so it fits each place.
What should I show first in a feature video?
Show the result or the problem it removes, not the settings page. People care what they can now do. Start with the before and after, then show the quickest path to it in your real interface.
Try it free
Release notes to video script
Paste your release notes and get a short feature-video script.
Will my product video go out of date?
Plan which screens to show so the film lasts.
Keep reading
How to write a product launch video script
Write a launch video script in four beats: hook, product, proof, close. Includes word counts for 15, 30 and 60 seconds and a template you can fill in.
Video aspect ratios for a product launch
You usually need 16:9, 9:16, 1:1 and 4:5. Here is where each fits, how to lay them out instead of cropping, and why to check platform specs before exporting.
Want it made for you? Every Release, $699 / month
For teams that ship every week or month: four videos a month, each with a 15 second cut and the post to go with it. You see a storyboard and a private preview first, and pay only once you are happy.
See what's in Every Release or get a free storyboard →