A Founder's Guide on How to Make a Product Video

Your team just shipped a new feature, but sign-ups are flat. You know the product solves a real problem, but prospects drop off your landing page without understanding its core value. This is a common scenario for SaaS founders, where explaining a complex solution quickly is the difference between growth and stagnation.

A product video is one of the most effective tools to solve this. It translates your product's value into a visual story that answers a customer's biggest questions in under 90 seconds. This guide breaks down how to make one, focusing on a practical, founder-led approach.

Table of Contents

• Why This Type of Video Matters
• Common Approaches to Making a Product Video
• Cost & Time Reality Check
• Scripting and Storyboarding (PAS Framework)
• Recording Your Screen and Voice
• Editing and Polishing for Impact
• A Distribution-First Mindset

Key Takeaways

Point	Strategy
The Goal	Translate product value into a visual story that answers key questions in under 90 seconds.
Script Strategy	Use the Problem-Agitate-Solution (PAS) framework to hook the viewer emotionally.
Audio Quality	Invest in clear voice-overs; audio quality is often more critical than visuals for trust.
Distribution	Plan for multiple aspect ratios (16:9, 1:1, 9:16) before you start production.

Why This Type of Video Matters

For a SaaS business, a product video is not just another piece of marketing content. It is a hard-working sales tool that operates 24/7. It is often the first real interaction a potential customer has with your solution, and its job is to build trust and cut through the complexity of your features.

A well-crafted video does more than just show your UI. It communicates the why behind the what, connecting a user's real pain point directly to your solution. This clarity is critical in a crowded market where people make snap judgments. Your video is your chance to frame the problem and control the narrative from the first second.

A strong product demo video can shorten your sales cycle by qualifying leads before they book a call. It handles repetitive initial questions, freeing up your team to focus on high-intent conversations. This is why effective videos are proven to lift conversions on key pages. They give visitors a low-friction way to understand your value proposition. You can see some examples of landing pages with videos to get a feel for their impact.

Common Approaches to Making a Product Video

Founders typically consider three paths when creating a product video: working with an agency, hiring a freelancer, or using an in-house or DIY approach. Each has its place, and the right choice depends on your stage, budget, and timeline.

• Agencies often deliver very high production quality. They handle the entire process from strategy to final cut, which is ideal for well-funded companies with established brands. This comprehensive service comes at a premium price and usually involves longer timelines.
• Freelancers offer a more flexible option. You can hire specialists for scripting, animation, or editing. This can be more cost-effective than an agency but requires more hands-on management from your team to coordinate the different pieces.
• DIY / In-House production gives you maximum control and speed. Modern tools have made it possible for founders to create solid videos without a large budget. The primary tradeoff is the time and skill required from your team, which could be spent on other growth activities.

There is no single "best" option. The goal is to choose the path that aligns with your current resources and business objectives.

Cost & Time Reality Check

Understanding the real costs of video production is crucial. A custom video from a reputable agency can range from $5,000 to over $25,000, depending on complexity. Freelancers might bring the cost down, but a quality project will still require a significant budget for scripting, voice-over, animation, and editing.

Beyond the direct cost, there is a significant opportunity cost. The time your team spends managing a production process, providing feedback, and waiting for revisions is time not spent talking to customers or improving the product. For an early-stage company, speed and iteration are everything. Waiting weeks or months for a video to launch a new feature can be a major bottleneck.

Finding a way to get high-quality video produced quickly and cost-effectively allows you to allocate more budget and energy toward distribution, which is what ultimately drives results.

How Forgeclips Solves This

For founders who need professional quality without the agency price tag or the DIY time sink, a productized service can be an effective alternative. A solution like Forgeclips is built for this specific need. It focuses on turning your raw screen recordings into a polished, studio-quality video in a short timeframe.

This model prioritizes speed, consistency, and cost-efficiency. It gives you a high-quality, reusable asset without the steep learning curve of editing software or the high overhead of a custom project. By systematizing the production, you can achieve a result that is nearly indistinguishable from a custom build for a fraction of the cost, freeing up resources for what comes next.

Scripting and Storyboarding Without the Overwhelm

The success of a product video depends on its script and structure. A solid plan is what turns a confusing demo into a compelling story. Before you record anything, you need to map out your message.

Instead of starting with a blank page, use a proven narrative framework. For SaaS, one of the most effective is Problem-Agitate-Solution (PAS). It works because it mirrors the thought process of your ideal customer.

This structure hooks the viewer emotionally before you show a single feature. When writing the script, use short sentences and direct language. A good rule is that 150 words of script equals about one minute of video. For a 90-second explainer, aim for around 225 words. You can find more practical guidance in this guide on how to make a script.

Once the script is ready, create a simple storyboard. This does not require artistic skill. A simple two-column table in a document is enough. One column is for the voice-over text, and the other describes the corresponding visual on screen. This ensures your visuals directly support your narrative.

Recording Your Screen and Voice

With your plan in place, it is time to capture your assets. The goal is simple: record clean screen footage and a clear voice-over. Quality source material will save a significant amount of time during editing.

For screen recording, use tools like Loom or Descript. Before you start, close all unnecessary tabs and notifications, and use a clean test account with realistic dummy data. Record in 1920x1080 (1080p) resolution for a crisp image.

Audio quality is even more important than video quality. A good USB microphone, such as a Blue Yeti or Audio-Technica AT2020, is a worthwhile investment. Record in a quiet room with soft surfaces to reduce echo. Your goal is not to sound like a corporate narrator but like a confident founder explaining your solution. For those looking for alternatives, modern AI voice-over software for SaaS product videos can also produce excellent results.

Editing and Polishing for Impact

Editing is where you shape your raw assets into a persuasive story. Good editing is about clarity and pacing, not flashy effects. Your primary job is to guide the viewer’s eye and ensure the message is easy to follow.

Start by sequencing your clips according to your storyboard and syncing them with the voice-over. Trim awkward pauses and clumsy mouse movements to create a smooth flow. Use purposeful zooms and highlights to draw attention to key features as they are mentioned in the script.

Subtle background music can add energy and professionalism. Choose a royalty-free track that matches your brand's tone and mix it low enough so it never competes with the voice-over. The narrator's voice should always be clear and central. For founders, the editing stage is often the biggest bottleneck. This is another area where a service designed to handle the post-production lift can provide significant value, delivering a polished video without requiring you to learn complex software.

A Distribution-First Mindset

A great video that no one sees has no business value. The final and most critical step is getting your video in front of your target audience. Adopting a distribution-first mindset means planning where your video will live before you even start production.

Different platforms require different formats. A one-size-fits-all approach is no longer effective.

• Website Hero Video (16:9): This is your main explainer for your homepage or landing pages.
• Social Feeds (1:1 or 4:5): For platforms like LinkedIn, use a square or vertical format with burned-in captions.
• Paid Ads (9:16): For channels like YouTube Shorts or Instagram Stories, vertical videos that hook the viewer in the first three seconds are essential.

When you save time and budget on production, you free up those resources to invest in distribution. This is the engine that drives sign-ups and revenue. A versatile product marketing video can be used across your entire funnel, from top-of-funnel social campaigns to email onboarding sequences that help new users find that "aha!" moment faster.

This multi-channel approach turns a single production effort into a powerful messaging machine that works for your business 24/7.

Takeaway

Creating an effective product video does not have to be a complex or expensive process. By focusing on a clear message, following a structured plan, and prioritizing distribution, founders can produce a powerful sales asset that drives real business growth. Whether you choose a DIY path, hire help, or use a streamlined service, the key is to get a quality video in front of your customers quickly and efficiently.

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