# Product Demo — Format

> Functional advertising showing how a product works. Visual proof of value.

## Format basics

- Length: 30s - 90s
- Aspect: 16:9 or 9:16
- Visual demonstration central
- Less narrative, more functional
- Often for tech, software, complex products

## Structure

```
0-3s    HOOK / PROBLEM
        Show pain point
        "Tired of X?"

3-10s   PRODUCT REVEAL
        Brand introduction
        Product visible

10-40s  DEMONSTRATION
        Step-by-step usage
        Features in action
        Visual proof

40-55s  RESULT / BENEFIT
        Outcome shown
        Before/after if relevant
        Key benefit emphasized

55-60s  CTA + BRAND
        Where to buy
        Logo
        Tagline
```

## Sample 60s product demo

```
TITLE: "Karavan Coffee Subscription — Product Demo"

INT. APARTMENT KITCHEN - MORNING (0-3s)

WOMAN (30) opens empty coffee container. Sighs. Looks at the empty bag.

ON SCREEN TEXT: "Tired of running out of coffee?"

CUT TO:

INT. SAME (3-10s)

A KARAVAN BOX appears on her doorstep via doorbell camera. She picks
it up. Smiling.

V.O.
Karavan delivers fresh coffee, every month.

INT. SAME (10-25s)

She opens the box. Three bags of beans, perfectly packaged. Cards
showing each blend's tasting notes.

V.O.
Choose your blend, your roast level, your delivery date.

ON SCREEN GRAPHICS show subscription options (light/medium/dark, frequency).

INT. SAME (25-40s)

She brews. Pours. Tastes. Closes eyes.

V.O.
Roasted within 48 hours of shipping.

ON SCREEN: "Roasted Wednesday. Shipped Thursday. Brewing Friday."

INT. SAME (40-55s)

Wide shot of kitchen counter: Karavan box, mug, beans on display.
Coffee aroma visible (steam).

V.O.
Three bags. From 89 manat per month. Cancel anytime.

INT. SAME (55-60s)

Phone in her hand showing karavan.az subscription page.

V.O.
Start your subscription at karavan.az.

KARAVAN LOGO + URL.
```

## Key principles

### Visual demonstration
Show the product DOING what it claims:
- Software: screen recording of usage
- Physical product: in-hand operation
- Service: process visualization

### Step-by-step clarity
Number or visually order steps:
- "Step 1: Choose your blend"
- "Step 2: Set delivery"
- "Step 3: Enjoy"

### On-screen text
Reinforce visuals with text labels:
- Feature names
- Numbers / metrics
- Benefits
- Pricing

### Pacing
Move quickly through demo:
- Each beat 3-5 seconds
- Cuts tight
- No dwelling

### Result emphasis
Show the END STATE clearly:
- Customer satisfied
- Problem solved
- Result demonstrated

## Sub-types

### Software demo
- Screen recording dominant
- UI walkthrough
- Common workflow
- Feature highlights

### Physical product demo
- Unboxing element
- Setup
- Usage
- Result

### Service demo
- Process visualization
- Touchpoint showcase
- Customer journey
- Outcome

### App demo
- Mobile screen recording
- Tap interactions
- Feature scrolls
- Result screen

## Best practices

### Lead with biggest benefit
Don't bury main value mid-demo.

### Address objections proactively
- "But what if X?" → show it handles X
- Common concerns visualized

### Real-world context
Don't show product in vacuum:
- Show user's environment
- Show real use case
- Show real benefit

### Pricing transparency
Demos benefit from pricing visibility:
- Build trust
- Reduce hesitation
- Set expectation

## Common mistakes

- Too feature-focused (forgets benefit)
- Too long demonstration (lose attention)
- Unrealistic showcase (too perfect)
- Unclear who it's for
- No CTA after demo

## When to use

- Complex products needing explanation
- New product launches
- Software/tech products
- Subscription services
- B2B sales tools
