Resources
Writing on making product video that survives contact with a real user, and files you can hand to someone who was not in the meeting.
Loom for Marketing: Where a Quick Screen Recording Stops, and Where a Verified Walkthrough Starts
Loom is excellent at the thing it was built for and quietly wrong for the page a prospect evaluates you from. The four differences that decide which one a given video needs to be.
Does Video Marketing Work for Software Companies? What Can Be Measured, What Can't, and What to Ignore
A straight answer with the caveats attached: one thing is cleanly measurable, two are measurable with effort, and the industry statistics everyone quotes are mostly unusable. Including what we can and cannot claim ourselves.
How to Make a Business Video That Shows the Product Instead of Talking About It
For a small software company with no budget and no crew: skip the office tour and the founder monologue. Record the question your customers ask most. It costs an afternoon and it is the only business video that keeps working.
How to Start Video Marketing at a Software Company: One Product, One Task, One Verified Video
Most video programmes die in the planning phase. Here is the smallest possible start: one task, one afternoon, one number to measure. Everything else can wait until that number exists.
Social Media Video Strategy for B2B Software: Cutting Verified Walkthroughs Into Shorts That Still Prove Something
The rule that makes B2B social video sustainable: never record for social. Cut for social. Where the cuts come from, which moments travel, and what to stop making.
Video Marketing Strategy Examples: Three Software Companies, Three Different Plans, One Method
The same scoring method produces very different plans depending on where your cost sits. Three worked examples — an infrastructure vendor, a SaaS on a monthly release train, and a hardware company selling through partners — each with a ninety-day plan.
What Makes a Good Marketing Video for Software? Nine Things We Check Before a Walkthrough Is Published
Not production values. Nine checks, each with the failure it prevents, run on every walkthrough before it goes out. Steal the list; it works whoever records the video.
The Best Marketing Videos for Software Products Are the Ones That Show a Task Finishing: 9 Worth Copying
Not a listicle of award winners. Nine video patterns that consistently outperform for software companies, what makes each work, and roughly what it costs to copy.
Video Marketing for SaaS and Tech Companies: A Practical Guide That Starts From the Product, Not the Campaign
Generic video marketing advice was written for businesses selling to consumers. Software is different in four specific ways, and each one changes what you should make. A guide for teams whose product lives on a screen.
Video Content Marketing Strategy for SaaS: Coverage, Cadence, and What to Record First
Three decisions make up a SaaS video strategy: how much of the product you cover, how often you publish, and which task goes first. Get the third one right and the other two mostly settle themselves.
How to Run a Video Marketing Campaign Around a Product Release: Changelog In, Verified Videos Out, Same Day
The only video campaign a software company runs a dozen times a year, and the one most teams improvise every time. A repeatable process from changelog to published, plus the step that keeps your older videos from going stale behind you.
AI Video Marketing for Software Products: What an AI Operator Can Record That a Video Generator Cannot
There are two very different things being sold as AI video, and for a software product the difference decides whether the result is evidence or decoration. One imagines your product. The other runs it.
A Video-First Strategy for Software Products: Every Task, Every Release, Every Language
Video-first usually means putting video on the homepage. For a software product it should mean something harder and more useful: that every task a user can perform has a recording, and that the recordings survive your next release.
Video Marketing Tools for Software Companies: What to Use for Recording, Hosting, Captions and Proof
A tool map organised by the job each one does rather than by category, with the one job most stacks have no tool for at all. Written for teams recording their own product, not editing brand films.
Video Marketing Software vs a Video Marketing Service: Which One a SaaS Team Actually Needs, and When
Software gives you the means to make videos. A service gives you videos. For product video the difference is not the editing, it is who spends the afternoon operating your software, and that decides everything.
Marketing Video Production for Software Companies: What a Verified Walkthrough Costs and What Arrives
Production for software is not a shoot. There is no crew, no studio and no talent. There is an environment, an operator and evidence. Here is what that changes about the process, the deliverables and the invoice.
any2.video service datasheet
One page: the three production modes and what each costs per finished minute, the add-ons, the four steps, and everything included in a delivery.
What a verified walkthrough proves that a demo video does not
A demo shows that a task can be done. A verified walkthrough shows that it was done, on a stated version, with the attempts that failed still in the log.
Product Video for Software Companies: How to Show What Your Product Actually Does, Task by Task
A product video is not a brand video. It has one job: let someone watch your software finish a real task, on a stated version, with the attempts that failed still visible. Here is how that changes what you make.
Video Content Strategy for Software Companies: From 200 Tasks to a Plan You Can Actually Ship
Most video strategies start with channels and a content calendar. For a software product, start with an inventory of tasks ranked by two numbers you already have, and the plan falls out of it.
How to Make a Marketing Video for a Software Product, Step by Step, Recorded From a Real Run
Five steps, one task, no studio. How to record a marketing video that shows your software finishing a real job, what to keep when it goes wrong, and what the whole thing actually costs.
Types of Product Videos: A One-Page Cheat Sheet for Software Teams (PDF Download)
The twelve types of product video worth making and the four that waste budget, on one printable page: length, owner, the evidence each needs, and the trigger that means it is time to re-record.
The 12 Types of Marketing Videos Software Companies Actually Need, and the 4 That Waste the Budget
A working taxonomy for software and SaaS teams: what each type is for, how long it should run, who owns it, what evidence it needs, and when to re-record it. Plus the four types that look important and rarely earn their cost.
Video Marketing Examples From Software and SaaS Companies, Annotated: What Each One Proves and What It Skips
A rubric for judging any product video in about a minute, then five annotated examples run through it, including our own. Most software video fails on the same two criteria.
Video Content Marketing Plan Template for Software Teams: Spreadsheet and PDF, Built Around Tasks Not Campaigns
A task inventory sheet you can open in any spreadsheet, plus a one-page guide to filling it in. One row per task, two columns you already have the data for, and a priority that falls out of them.
How to brief a walkthrough in one sentence
The briefs that turn around fastest name one product, one task, and the result that would prove the task finished. Here is the pattern, with examples that worked.
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