Short answer: a good short product demo shows one outcome, not the whole product. Open on the result, show the two or three clicks that got there, and end with what to search or where to go. Keep it vertical, readable on a phone, and well under a minute unless the task really needs longer.
Six formats that fit in a minute
| Format | Length (assumed) | Structure |
|---|---|---|
| Result first | 15–25 s | Finished output, then rewind to how |
| Before / after | 10–20 s | Messy state, one action, clean state |
| "Watch me do X in Y" | 30–45 s | Timer on screen, real task |
| One hidden feature | 15–30 s | "Most people miss this" plus the click path |
| Comparison with the manual way | 30–50 s | Split screen or back-to-back |
| Customer question answered | 20–40 s | Comment on screen, answer in product |
The lengths are working assumptions. Platforms allow longer: YouTube counts square or vertical uploads up to three minutes as Shorts for uploads from 15 October 2024 (YouTube Help, checked 17 September 2026), and Instagram raised Reels to three minutes in January 2025 (Social Media Today).
A shot-by-shot template
- 0–2 s: the end result, full screen, with a text line saying what it is.
- 2–5 s: the problem in one sentence ("This used to take an afternoon").
- 5–30 s: the clicks, zoomed so the cursor and text are readable.
- Last 3 s: one call to action: a search term, the profile link, or a spoken URL.
Cut every pause. Zoom rather than showing a full desktop; a 1440-pixel-wide app shrunk onto a phone is unreadable. See the Mac screen recording setup.
Export specs
| Setting | Value |
|---|---|
| Aspect ratio | 9:16 vertical |
| Resolution | 1080 x 1920 |
| Text | Inside the middle area, clear of captions and buttons |
| Captions | Burned in or added in-app; many people watch muted |
| Audio | Voice-over or on-screen text; use only music you have rights to |
TikTok's ad specs list 9:16 as the recommended vertical ratio, at 540 x 960 or more (TikTok Ads Help, checked 17 September 2026); 1080 x 1920 is a common choice above that minimum.
Common demo mistakes
| Mistake | Fix |
|---|---|
| Opening on the logo | Open on the result |
| Showing the whole dashboard | Zoom to the part that matters |
| Real-time loading spinners | Cut them; say if something takes time |
| Three features in one clip | Split into three clips |
| Tiny cursor | Enlarge or highlight it |
| No spoken or written context | Say the task in the first seconds |
Watch every export on a phone before posting. If you have to squint, so will the viewer.
Making the demo honest
Use the real product, with real speeds, on a demo workspace with made-up data (for example "Acme Test Co"). Do not show customer data. If the feature is not shipped yet, say so on screen.
Posting demos across accounts with Farmero
Once one demo exists in three variants, Farmero can fan it out: drop the clip once, pick the accounts, and each post becomes its own editable card, with a warning if the same clip is going to the same platform twice. Posting happens from your own iPhones through the real apps. For caption and timing differences, see cross-posting best practices and posting.
FAQ
Should demos have a voice-over?
Voice-over usually explains faster than text alone, but add captions as well, since many viewers watch without sound.
How many features per video?
One. A second feature is a second video.
Can we reuse our webinar recording?
Yes, if the screen is readable once cropped. See repurposing long video into shorts.
Should we show pricing in a demo?
Only if it is simple and current. Prices change and old videos keep circulating.