Driving Product Adoption: How Videos Can Make a Difference

Learn how to increase product adoption with cutting-edge videos and other strategies for your SaaS business.

Driving Product Adoption: How Videos Can Make a Difference

Even if you are an established SaaS business, launching a new product can be a challenge. That’s why it’s so important to make sure you have a strategy in place designed to drive product adoption.

One tool that can be used effectively to assist with this process is video marketing. Videos can be used to increase awareness about your product and build trust with potential customers. It helps create a positive emotional connection with the product. This helps businesses in the short term as well as the long term.

This blog discusses how video can be incorporated into your product launch strategy to drive product adoption. It also provides valuable tips on creating great product marketing videos. So, read on to learn how you can use video to launch your new product.

What is Product Adoption?

You may ask - how to drive product adoption? But first, we need to understand what is product adoption.

Product adoption means the entire procedure involved in users becoming more aware of any product. It also covers understanding the value that it generates and also when they begin to use the product. The procedure is usually categorized into four stages. These include awareness, interest, evaluation, and conversion.

The awareness phase is when the user becomes familiar with the product. The interest phase is when users find out more about your product and see its usefulness to them. Evaluation is when they review the product and compare it to others. Conversion occurs when users make a purchase or sign up for a service.

Each phase of the product adoption process must be carefully designed and executed in order to ensure that users will move through them successfully. And one way to do this is by incorporating video into your product launch strategy. By measuring product adoption at every level, one can easily drive product adoption.

How to Increase Product Adoption with Videos?

Increasing product adoption is possible when you create videos that align with your product adoption strategies. It is about helping the user find the aha moment and in continuing to keep the user engaged. Here are a few ways that you can consider in this regard:

Product introduction videos

These videos help demonstrate the key attributes of the product to audiences. They can also help customers solve problems while using products. This is just like a demo video, and you should also take the initiative to answer common questions in advance.

Announcements of new features

You can drive higher product adoption through videos that announce new features and other additions/upgrades. These videos will help you tap into innovative scripting templates. You can use them to highlight every new addition and how it will help your customer. This will help drive up the adoption rate.

How-to’s and guides

These videos also help enhance product adoption, especially at the time of onboarding. They contribute towards improving customer experiences and building brand loyalty with early adopters. You can empower your customers strongly.

Do this by providing them with easy-to-understand videos about the product and innovative guides. Infact adding videos of your product helps enhance the customer experience at the onboarding process itself.

These encompass the best ways to use the product, potential issues, etc. Other aspects include troubleshooting, features, and more.

It should be a part of your user onboarding experience and video creation strategy. These are also a pivotal part of your user adoption strategy. This can also boost the onboarding experience if used right.

Demonstrating the company ethos

Your video creation blueprint can also cover the company culture and core values. Show customers product teams. Show them how the office functions and your basic philosophies. This brings that personal angle, increasing adoption and helping customers connect better.

You can also demonstrate behind-the-scenes action as part of your product adoption strategies. Also, showcase any other philanthropic or social initiatives and stellar performers at the company.

Stories of customers

A great way to enhance product adoption is to showcase actual customer reviews and stories on video. Customers will trust these authentic reviews and will be drawn to your credibility. This will also help drive purchase decisions while converting potential leads into actual customers. This is how your early majority of subscribers would help grow your community.

It is an approach that should drive product adoption strategies and video creation. Focusing on your existing customers and SaaS companies will help you increase your word of mouth and get more recommendations/referrals.

Tips on Creating Great Product Marketing Videos

You should keep your product adoption strategies in mind while planning your videos. Here are a few tips to help you with the video creation process.

  • Before starting the video production process, clearly define your objectives and identify your target audience. Understanding your goals will help you shape the content and messaging. Knowing your audience will enable you to tailor the video to their needs and preferences.
  • A well-crafted script is the backbone of a great product marketing video. Develop a clear and concise script that highlights the unique features and benefits of your product. Use persuasive language to engage the viewers and create a compelling narrative that keeps them interested throughout the video.
  • Visualize the flow of your video by creating a storyboard or shot list. This will help you plan the sequence of shots, transitions, and visual elements, ensuring a cohesive and well-structured video. Consider the desired shots, camera angles, and any necessary props or locations that will enhance the visual appeal of your video.
  • Invest in professional equipment or hire a videographer to ensure high-quality footage. Good lighting and clear audio are essential for a professional-looking video. Choose appropriate locations that align with your brand and product, and pay attention to details such as framing and composition to create visually appealing shots.
  • For product videos use a platform like Trainn which enhances a simple screen recording to a professional quality product video.
  • The first few seconds of your video are critical in capturing viewers' attention. Start with a compelling hook or an intriguing question to immediately engage your audience and make them want to keep watching. Create a sense of curiosity or excitement to draw them in from the very beginning.
  • Use the video to highlight the unique features and benefits of your product. Demonstrate how your product solves a problem or fulfills a need, and emphasize its advantages over competitors. Show the product in action and illustrate real-life scenarios to help viewers understand its value and potential. This will help with customer success.
  • Attention spans are short, so aim to keep your video concise and focused. Avoid overwhelming viewers with excessive information. Stick to the key messages and benefits, conveying them in a clear and succinct manner. If necessary, break down complex information into digestible chunks or consider creating a series of shorter videos.
  • Visual elements play a significant role in keeping viewers engaged. Utilize high-quality visuals, including graphics, animations, and relevant imagery, to enhance the visual appeal of your video. With Trainn you can use your own logos and color theme staying true to your brand identity. This would help with cohesive viewing experience.
  • Guide viewers on the next steps they should take after watching the video. Whether it's visiting a website, signing up for a trial, or making a purchase, provide a clear call to action that directs them towards the desired action. Use on-screen text or voiceover to reinforce the call to action and create a sense of urgency or incentive.
  • Once your video is created, don't forget to test its effectiveness and gather feedback. Analyze viewer engagement metrics, such as view counts, click-through rates, and conversions, to assess the impact of your video. Collect feedback from your target audience and make necessary adjustments to improve future videos.


We hope this blog has provided you with helpful tips on how to create an effective video for your business. An impactful video can help you build brand awareness, generate leads, and drive conversions. Follow the steps outlined above to ensure your video stands out from the crowd and results in tangible success.

You can also check out Trainn - a customer education platform that enables you to create engaging, interactive videos that help your customers better understand your product and achieve success. You can also look up other available blogs and resources for more information. Sign up for a free trial today! Or schedule a demo to learn more.

Happy videoing!

Sinduja Krishnakumar

PUBLISHED ON: 6/14/2023