The ultimate product video marketing guide

So, you've built a fantastic product, and now you're pumped up to design a great product video marketing strategy to get it on the market and start winning customers.

While in theory, this sounds like a solid plan, product marketing isn't all sweets and candy. Many companies spend a lot of their time creating product videos and come up significantly short, while others miss out on the very crucial elements of what's needed to create effective video content, causing their campaigns to flop.

So, if you're struggling with your product video marketing strategy, this is the article for you.

We’ll be covering:

What is product video marketing?

Video marketing is a rather simple concept. It’s using video to promote and sell your product or service. It’s a great way of increasing engagement on digital platforms like social media and blog sites, as well as reaching a different audience with a new and interesting piece of content.

It’s also a great way to educate people about your product or service quickly and efficiently - often people nowadays prefer video over an article to learn something new.

What are the types of video marketing?

There are countless different types of video marketing that you can use to help you promote your brand and your product or service. Here are some to get you started:

Demo videos: Demo videos are a great way to improve a customer’s experience with both the sales process and also the onboarding process. Having them follow videos is significantly simpler for them to understand - plus, having one overall video customers can follow can be more time and cost-effective.

Brand videos: Introducing your company, team members, and work ethos through a video can add a personalized touch to your brand. Showing there are humans behind the face of the brand can bring more connection with the consumer and potentially increase the possibility that they’ll purchase from you.

Event videos: Event videos are videos such as webinars, on demand presentations, roundtable discussions, and so on, that are held by experts in the area which brings credibility to your brand, while also garnering more engagement and attention for your organization.

Expert interviews: As above, bringing experts from the industry can bring credibility, engagement, and attention to your brand that other pieces of content made by your company otherwise cannot.

Educational videos: These can come in many different forms, for example, how-to videos, tutorials, and so on. They don’t have to be directly related to how your product or service works - instead, you can find a topic closely related that’ll interest your potential customers enough that they’d like to learn more and either schedule a demo or purchase your product outright.

Customer testimonials: Having case studies or customer testimonials in the form of video content can show what data cannot. Having a human explain to another human through video how great your product is can have a very positive impact on your brand image.

Why is video content important?

We spoke to Sonduren Fanarredha, Director of Product Marketing at Airbase, and asked different questions about why video content is so important, what good video content looks like, and how to keep your audience engaged. This is what he had to say:

Q: Despite the undoubted benefits video content can bring to the table, many organizations aren't using it to its full potential.How can product marketers fully incorporate video within their content plans to enhance the customer journey and convert more prospects into customers?

A: “I think every product marketer needs to think about this because lots of people are consuming video content right now.

“Two billion people view videos on YouTube every single month; it’s the second most visited site on the internet besides Google, so lots of people get their information and they consume that information through video content.

“We've been consuming content via text in the format of articles and blog posts for a long time, but a lot of people find video much more engaging. And it's a great way for your company to connect with your customer.

“When I think about incorporating video in a strategy related to a product launch - or anything else - I think about how we can bring video to all those different channels and how we connect to our customers.

“If it's on a landing page for a certain product, we're gonna have our text, we're gonna have an engaging video to describe the feature functionality and the value proposition to benefit our prospect.

“Alternatively, we may be doing a workshop; maybe it’s a series for our customer base where we bring them in on pre-recorded webinars, to go ahead and engage to make sure we drive adoption and consumption of our products.

“The great thing about video content is you can create a video and splice it up and repackage it in different form factors and use that video to go ahead and drive demand, enable the sales team for outbound activities, enable your customer success team. So I think video is very malleable, it can be used for lots of different purposes.

“Just like anything, you need to have different mediums of content to stay relevant and engage your audience. If you're only creating written content, i.e. blog posts every day, you're not engaging with a broad list or a broad scope of audience members that like to consume content in different ways.

“Personally, my favorite way to consume content is video. A lot of people like the video for an assortment of reasons to consume content - especially B2B buyers.”

Psst. Still not convinced video content has a role to play? Check out this presentation from Vitaly Shter, General Manager at Vimeo, who explained why the company loves video content and why it’s the future of marketing.

What does good video content look like?

Q: In your opinion, what ingredients are needed to create engaging video content?

A: “I think video content at its heart needs to add value to the person who’s watching. A lot of the video content I've had success with is evergreen content, i.e. content that people are searching for all the time.

“My YouTube channel is about a hobby and passion of mine: cars and motorcycles. I've built an audience and a following that takes value in DIY guides, all that kind of stuff; I show people how things are done. For example, how to properly wash or polish their car, change the spark plugs, or do an oil change on their vehicles.

“The great thing about video is it allows you to see everything with your own eyes; you can’t do this with a blog article. And that's the same thing with software as well. So, just the same way people are searching for ‘how-to videos’ on YouTube, I look for videos on YouTube, but I'm looking for a solution to a problem. The same people are looking for the same kind of experience with video for B2B software.

“What I tell people all the time is when you're looking and creating a product launch strategy around your software feature, you should be incorporating video.

“This is because people love to see the product in action; a video makes your marketing very transparent, shows the cards, and provides a much better experience for the B2B buyer's journey.”

How to keep your audience engaged

Q: Blog content and articles are viewed as pivotal elements for an SEO strategy, but what role does video have to play? How can companies use video content more strategically to refine their search engine optimization?

A: “I think video and other types of dynamic content can integrate into our core structures of SEO blog content landing pages - that’s where I see it adding value.

“I know lots of people are writing blog posts and including GIFs, and they're adding video snippets inside of the blog post as well, to provide additional context - I think you're going to see a lot of that in the future.

“The same thing applies if you think about how you're keeping the audience engaged. One thing that I've personally learned through YouTube is you have to use all these different variables and change the dynamic of what the consumer is looking at and engaging with.

“For example, YouTube videos have a bunch of overlays that highlight different terms and the camera angle switches. The same thing happens in these blog posts; in some places, there’s text, then there’s a GIF, and then there's a video before some more text is added. This breaks the piece up and makes it more dynamic.

“I think video is the best way to add another layer into your product strategy to make sure that the content is dynamic, and that the content is engaging for the customer when they're reading it because it's harder to read an article that's maybe thirteen pages of straight text; I like to see the breakout, visual elements, and elements that explain it. As a buyer, it’s much easier for me to consume content like that.”

How to create a product video marketing strategy by use case

Michael Pirone, Co-Founder at Vidico, shares his invaluable strategies and tactics for how to create a product video marketing strategy by use case - specifically looking at customer acquisition, driving engagement, and customer retention.

How to use product video marketing for customer acquisition

If your goal is to acquire new customers through video marketing, you need to start with a strategy.

Refining your strategy will enable you to consider your ideal customer demographic, market competition, and future trends. You will then need to consider the appropriate distribution channels for this strategy.

For a SaaS company, the strategy could be getting users to increase ARR. Whether this is a B2B or a B2C, the standard distribution for that strategy could be Youtube, Facebook, Instagram, LinkedIn, and TikTok (yes, even for B2Bs).

These channels are ideal to start with, as they allow you to test and track metrics with ease. Then, you'll need to strengthen your distribution strategy by utilizing digital PR; you'd be surprised to see the distribution rate you can get if your PR campaign incorporates video content.

As for the style, a customer acquisition campaign can use video content that’s either live or animated. However, it’s important to note the style should be guided by the campaign and your audience.

If we refer back to some of the things that matter to users in their viewing habits, one particular example from Cascade springs to mind, in which humor is used to capture the viewers’ attention.

The video performed very well – it was 60 seconds long, and most viewers watched it to the end, which is unusually high.

Here’s what you need to keep in mind when it comes to customer acquisition with product video marketing:

For ToFU (top-of-funnel): program a 90 second to 2 minutes long-format ad.

For MoFU (middle-of-funnel): follow with a 30 second MoFU ad to the viewers that watched over 30% of the first video.

For BoFU (bottom-of-funnel): target 6-9 second ads for double site visits or visits to landing pages like a demo, trial, or sign-up pages.

The first 5 seconds are everything: mention your company brand, ideally through your company logo (and specific product name), and also a catchy product one-liner or creative platform tagline.

Cut-downs are a must: use a funnel with multiple cut-downs at different durations (e.g., 90/30/9 seconds).

How to use product video marketing to drive engagement

Your product video marketing strategy shouldn’t just be limited to bringing in new leads and onboarding new customers. You also need to define a robust strategy that’ll help you engage your audience and existing customers.

As part of your engagement strategy, you shouldn’t be going straight to social and sending out a full-scale messaging blast, and trying to make sure the video is on every channel you own.

Instead, create a 3 to 5 step Electronic Direct Mail (EDM) cadence that links to the video target page, ideally on your page or website.

Use the same distribution tactic as in the above case and watch your engagement skyrocket. The video style here can be an explainer or an app video that shows product context through the UI or abstracted UI. Here's an example for Digital Ocean:

It is more of a long-form, two-minute video, but it has product abstraction written throughout it. Even after eight months, the video still has some significant ROI thanks to its story-driven approach. The video was mainly distributed through EDM and posted on YouTube.

“Eight months later, the video still has legs. The ROI we were getting, the cost per acquisition, and the ARPU (average revenue per unit) just for the views have really been effective. The cost has been low per customer when they’re transitioning from our YouTube to our website and purchasing our platform via that video.”

Adam Harder, the Senior Video Operations Manager at Digital Ocean

Here is another example, this time from Square.

In essence, you want the users to watch your video all the way through and understand how they can extend the use of your product and platform.

Here is what you need to keep in mind:

Localize if you’ve got a global presence. For example, in our projects with Square, we localized through translated voiceover and subtitles for Japan, UK, Mexico, and Australia. Localization strategy is a very inexpensive way to scale content production for your international audiences.
You don’t need to spend time talking about the problems. By this time, users have already passed that stage, and you need to focus quickly on the benefits. Engage viewers by highlighting what they can expect.
In the intro, you should introduce the name of your product in the first 5 seconds. For example, this is Digital Ocean Checkout.
Utilize a ratio of 90% benefits and 10% CTA. Lead with the benefits followed by an obvious next action step that relates to a deeper interaction than just viewing the website. For example, start for free today or book a free demo.

How to use product video marketing for customer retention

Your third goal with your product video marketing strategy should be to retain existing customers, decrease your churn rate, and improve your NRR (net revenue retention). So, how should you go about maintaining users, and what type of content can be created from that perspective if NRR is the goal?

Here, your goal is to make a tangible impact with your videos. For instance, taking a beginner to an intermediate level or an intermediate to expert level. This way, users can get more value from your product and understand workflows they didn't previously.

You'll often find these types of videos in the style of how-to videos or walkthrough videos.

Here is what you need to keep in mind for your retention product marketing videos:

Deliver in 2-3 minute chapters: Break long-form workflows into easy-to-digest, shorter-form how-tos. If you need a longer duration, opt to create a playlist or video group instead.
Make sure there is a direct link to Support: The CTA, in this instance, should provide a link to support if the user has any additional questions.
Use a typographic thumbnail: Ensure that users can find the answers they need quickly.

Shooting awesome video content for your startup - with minimal budget

I don’t know about you, but when I think about brand videos, I think of big lights, fancy cameras, extensive editing and music, and lots of money…

But when you’re a start-up, you don’t tend to have all of that to hand. Unfortunately, starting a new business isn’t necessarily all that glamorous, and you need to think about creating video content that captures your audience’s attention, but with a minimal budget.

At our sister community, CMO Alliance, Copywriter Will Whitham spoke to Maury Rogow, CMO of The Video Bot and CEO and Founder of Rip Media. In their conversation, Maury spoke about his experience in the Hollywood film industry, and how you can bring some of the approaches he learned into your video marketing.

From his response, the secret seems to be about your storytelling and marketing techniques rather than equipment.

He said:

“We don't need to go too far down the Hollywood path, this is all about getting to execute and that kind of thing, and to be able to sell. Let's talk about some of my rules of story, and how we do it.

“You can go pick up any old book and you can find the three-act structure. I've broken that down and made it more useful in marketing terms. What I call it is the EPIC story structure. It's an acronym.

“E would be to engage and have empathy, it's a little bit of a double. You've got to engage people and that means you've got to disrupt their day, that's in the first six seconds. You've got to grab them, you got to have their hook, any of these terms, but if you don't grab people in the first six seconds, think about YouTube, click out, skip, done, you've lost them forever.

“Or until you've come back around again and hit them with even more budget. But the goal is not to spend so much budget getting those eyeballs, you want to engage people. So in the first six seconds, you've got to grab people with empathy, which means I understand where you are, I understand your problem.

“And this little piece that I'm talking about right now, the background of that really comes from when I was in very heavy, high-tech marketing and sales. We had competitors, I was at a company called GeoTel and we ended up being acquired by Cisco Systems for over a billion dollars, it was amazing.

“But we had so much competition, that was either so much bigger or so technology-rich, that we were running around in fear every day that if we don't sell enough, we don't get enough leads, we don't create enough value, and revenue, one of these other companies could get scooped up or purchased and really explode - or they're gonna win our customers.

“It was insanely competitive, what I started finding is, they might have a great product, but they don't have a good story and they can't simplify their story. So they weren't grabbing people.

“In fact, some of their technology was good but they couldn't tell that story so we beat them.

“Now on the other side, I think we had the combination of all three, it was magic, we had amazing technology, but we kept it simple to get in the door, to grab people with what's your problem, let's address your problems right off the bat, and then come up with the solution which of course we add, and do that in an engaging way in exchange for dollars. I mean, there's the basics.

“I feel like other people were celebrating their technology so much that they started talking about themselves more than what they could do for the customer. That's what bounced them out the door and got us our foothold in place. So that all became, how are we doing that?

“I looked back at our presentations, my presentations, literally the decks as well as what we would say and talk about. So all that became the E in EPIC, which is empathy. The P is the big one, which is the pain or the problem the customers go through. I'll go through it real quick, so E is the empathy and engagement and then the P, the pain or the problem.

“I is the impact, as well as the integrity of your solution. And C is the change in their life and or the call to action. What are we going to do?”

Tips for creating video content

Sonduren Fanarredha, Director of Product Marketing at Airbase gave his advice on creating video content. Here’s what he had to say.

Q: What are the most common mistakes people make when introducing video content to their strategy? What advice would you give to prevent product marketers from making the same errors?

A: “Your video content will hopefully have longevity and live on for quite a long time, so plan it; you need to make sure the value proposition and the story that you want to tell is there. Then, make something of value.

“High-quality content, just like any form of content, is the core pillar to make sure that you're going to be successful. On top of that, you need to make sure that you script it out so you capture all those benefits of your product to display to your prospect and differentiate in that way.

“If, for example, you try making a video for a product demo off the top of your head, you're going to miss things, so you want to make sure you plan that out effectively, make good quality content, and understand the needs of your prospect.

“Then, you’ll have a great video asset that you can chunk up into pieces, and distribute to your other teams to make them successful. And I think those are the two things that you need to look out for.”

Video demo recording guidelines

Al Sargent, Head of Product Marketing at Arango DB provided us with some very handy guidelines for recording video demos. He has split them into four categories: clean-up, legibility, audio, and other. Read his insights below.

Clean up

You want viewers to focus on what you’re demonstrating, no distractions, No unnecessary cognitive load.

Dock: On Mac, should be auto-minimized with a minimum set of apps pinned on the bottom. Just pin apps that are used in the demo. Don’t show the date - that just calls attention to a demo being out of date before its time.

Launch bar: In Windows, similar to the macOS Menu Bar, minimize the number of controls and information shown, don’t show the date.

Menu bar: Minimize the number of controls and information shown, e.g., don’t show battery level, airplay, date/time, and user name. Inconsistencies can lead to continuity glitches when you string separate videos together.

Desktop image: Show a plain colored desktop background, don’t show a default image for the OS version, that will make your demo age quicker.

Desktop: Remove icons on the desktop, you don’t want viewers wondering if these are part of the demo.

Competitors: Don’t show any references to competitors unless there’s a good reason. Your viewers can pause and screengrab any frame in your video, and you don’t want to embarrass yourself. Seems obvious, but I’ve seen this occur in videos.

Notifications: Turn off notifications; turn on Do Not Disturb on macOS.

Users: When using fake user names in your demo, have generic names, don’t have trademarked names (Luke Skywalker) or whimsical names (Some One) or employee names. Put yourself in the shoes of your customer champion showing your demo to their senior executives - would your user names make them cringe a bit?

Profile images: Use images that you have permission to publish, stock photos often look fake. Employee headshots can work well, assuming you’ve gotten written consent (just an email or Slack message works).

Location bar: To avoid browser history, search history, and bookmarks from showing up when you type a URL, clear these out of any browser you’ll use.

Favorites: To avoid favorites from showing up in a blank browser window (which can confuse the viewer into thinking they’re part of our demo), remove all these.

User interface colors: If your product allows for custom color schemes, use the defaults across all videos, so you don’t have continuity errors.

Browser size: Maximize your browsers to use all-screen real estate.

Legibility

Empathy is key here! You’re probably recording on a nice big monitor with good office lighting that’s just a couple of feet from your eyes.

But your video might be viewed on a screen from the back of a large conference hall, or in a customer’s meeting room with a lousy projector, on a mobile device when commuting to work, or on a small viewport on some webinar system, or by a budget holder over the ripe old age of 40 who needs reading glasses due to presbyopia - a condition experienced by one-third of Americans.

So, there are a lot of good reasons to make it easy for viewers to read everything you’re showing.

Quality: Record at 1080p or better, it’s ok if this slows down the computer during capture. You can always drop frames in post-production. 720p is not enough! Often we need to do screen grabs from videos and 720p grabs are often fuzzy.

Aspect ratio: Record all videos at 16:9, not 4:3, and ensure that browser windows are maximized to fit this aspect ratio.

Readability: Record the video on a laptop, not a large monitor. If you’re demonstrating a web app, hit command+ (ctrl+ on Windows) a couple of times so that the font is easier to read from a distance. If you’re demonstrating a non-web app, make your fonts bigger on Mac or Windows.

Visible clicks: Have a single, subtle circle appear on click for all videos, so you are consistent (QuickTime > Dropdown button > Show Mouse Clicks in Recording).

Audio

Video first, then voiceover: First record your video, then later record your audio track. You always pause the video if you need more time to get your spoken points across.

Sound quality: Find the quietest room you can, with the fewest amount of glass (which causes echoes). Get a nice noise-canceling microphone such as this one. Keep it in a foam cover to minimize echoes.

Write it out: Write out, in spoken English (simpler than written English), everything you say in easy-to-read, bullet-point format.

Sound natural: When speaking your talk track, sound conversational; avoid sounding like you’re reading.

Other

Filenames: If you have multiple video files, the video filenames should start with their sequence number so you can assemble them more easily.

List of integrations: show as many supported integrations as possible.

App version: Use the latest version of your app, or even a beta version if available (and close to the final version) so that your video doesn’t age as quickly.

Video content checklist

Next up is a video content checklist created and provided by Michael Pirone, Co-Founder at Vidico. Read on to see what he’s included.

“Keep the following in mind to define a winning strategy that will help you achieve your goals:

Decide on a strategy first

“Always start with a clearly defined strategy. Once you develop the strategy, all the other aspects of your product video will begin to fall into place.

Pick 2-3 distribution channels

“You can leverage many distribution channels to get the word out about your videos and your product. Spend time learning about your target audience and share your videos where they will make the most impact.

Create tons of assets with your videos

“It is also helpful to get as many assets from each video effort as possible. For instance, you can create cut-downs, GIFs, stills, etc. By doing so, you will be packed with a wealth of assets from each video you put out, and you will be able to repurpose your videos and distribute them to other channels.”

20 recommended video marketing tools

Video marketing’s on the rise full stop, but in the world of product marketing, the opportunities are endless.

From sales training and product demos to new feature announcements and quick explainer films, there are lots of use cases for videos and with the apps, we’re about to run through, sharp results don’t require expertise or in some cases, even money.

With this in mind, we’ve popped together a collection of video marketing tools that’ll fine-tune budding Tarantinos, coax hidden Kubricks, and expose secret Spielbergs.

Lights, camera, action. 🎬

There are a ton of awesome product marketing tools on the market. The great news? We have 200+ that have been vetted and tested waiting for you in our PMM Tech Stack.

Movie Maker

Movie Maker’s a Windows app that can be used to make videos out of photos, video clips, and music. Outside of the basics, some of its most popular features include text captions and slides, photo enhancement filters, 30+ transition effects, 30+ fonts, and an animated pan-zoom for still photos.

Website: microsoft.com/en-us/p/movie-maker-10-tell-your-story/9mvfq4lmz6c9

Cost:

Avidemux

Avidemux is simple in offering but comes without a price tag.

It supports various file types (like AVI, DVD, MPEG, MP4, and ASF), has cutting, filtering, and encoding functionalities built-in, and is compatible with Linux, BSD, Mac OS X and Windows.

Website: avidemux.sourceforge.net

Cost: free

VSDC Video Editor

VSDC is a non-linear video-editing tool with tonnes of visual and audio effects (colour correction, object transformation, object filters, transition effects and special FX), adjustable color blending parameters, chart-making capabilities (including pyramids, stacked bar, line, scatter, Gantt, etc.), and a built-in DVD burning tool.

And much, much more.

Website: videosoftdev.com

Cost: free

VideoPad

Compatible with both Windows and Mac, VideoPad supports most video formats, comes with more than 50 effects and transitions, markets itself as the fastest streaming processor around, lets you fine-tune your colors, and has a free sound effect library to pick and choose from.

Website: nchsoftware.com/videopad

Cost: there is a free version but it’s for non-commercial use only

Blender

Blender’s an open-source 3D creation suite and supports the entire process - modeling, rigging, animation, simulation, rendering, compositing, and motion tracking, video editing, 2D animation pipeline, the lot.

Website: blender.org

Cost: free

Kdenlive

This is another that’s open-source but this time it’s for video editing.

Kdenlive’s features include configurable interfaces and shortcuts, 2D title functionality, effects (including color correction and audio adjustments), proxy editing, automatic backups, and the ability to host virtually any audio or video file.

Website: kdenlive.org

Cost: free

DaVinci Resolve

DaVinci Resolve’s the industry standard for color correction, but the video editing software does more than just that.

From dual timelines and image stabilization to dedicated trim interfaces and single-click movement between editing, color, effects, and audio, its list of features is long and equips you with everything needed to create a Hollywood-quality finish.

Website: blackmagicdesign.com/products/davinciresolve

Cost:

HitFilm Express

HitFilm Express is a free, professional-quality video editor. It works on Windows and Mac, requires an internet connection, and comes with full 2D and 3D compositing, more than 400 effects and presets, tutorials, and unlimited tracks and transitions.

Website: fxhome.com/hitfilm-express

Cost: free

OpenShot

Yet another free, open-source platform to make the video marketing tools of choice cut.

A lot of people like OpenShot for its fade, slide, and bounce animation frameworks; video, slow motion, and time effects; 70+ languages; easy title editor; 3D animations; and unlimited tracks.

Website: openshot.org

Cost: free

Lightworks

Lightworks is a piece of video software and has been used in the likes of Pulp Fiction and The Wolf of Wall Street - which surely says something in itself!

It’s intuitive to use, comes with 100s of sound and visual effects, and can be exported in any format (DVD, AVC, YouTube, Vimeo, and more).

Website: lwks.com

Cost:

Wistia

Some of Wistia’s most popular features include customization (of things like the play button) to ensure your branding’s reflected; interactive tools (like CTAs, email gates, and annotation links); auto-playing the next video in line on your channel; and leads (from new subscribes, for example) are automatically sent to your CRM.

Website: wistia.com

Cost:

“A new feature called Wistia Channels allows us to create a selection of videos in a very modern clean style and embed them wherever we want on our website. It helped us get more videos posted on our site where our visitors are going and increase nurturing initiatives for long sales cycles.”

Matthew Morookian, Senior Product Marketing Manager at APEX Analytix

Loom

With Loom, you can easily show not tell. It makes video part of your day-to-day communication by recording you and your screen, either simultaneously or standalone, and then sharing it with a simple link. No exports. No uploads. No other apps. Just easy.

Website: loom.com

Cost:

ScreenFlow

Brought to you by Telestream, ScreenFlow’s a piece of video editing, screen recording, and sharing software.

Some of its most highlighted features include access to 500,000+ media clips; iOS recording; transition, text, animation, and freehand annotation tools; GIF-building functionality; and multi-track editing, markers, and color labels.

Website: telestream.net/screenflow

Cost:

Soapbox

With nothing but a Chrome extension and webcam, Soapbox has everything you need to create high-quality videos.

For many product marketers, it’s a must for explainer and training videos, demos, tutorials, and feature updates. As well as easy recording, transition, editing, and distribution tools, it comes with built-in analytics and alerts to measure activity.

Website: wistia.com/soapbox

Camtasia

Camtasia’s a go-to for product demos and works on Windows and Mac. As well as screen recording, its editing features let you add effects, music, audio, titles, annotations, callouts, quizzes, transitions, and PowerPoint slides, and zoom, pan and animate your recordings.

On top of product demos, it’s also popular in the PMM community for things like video tutorials, how-tos, explainer videos, training videos, and webinar recordings.

Website: techsmith.com/video-editor.html

Cost:

Vidyard

Record using your screen and camera, personalize your videos with things like user and company names, get automatic transcripts, A/B test up to 16 thumbnails, add engagement data, and see who’s viewed your video, how long for, off what device, and from where in the world. All with Vidyard.

Website: vidyard.com

Cost: pricing isn’t available for their Support and Corporate Comms packages online

Vimeo

Vimeo is your friend for all things video hosting. They’re embeddable and ad-free, you control who sees them - and when, the whole team can feedback in-app, you can publish videos anywhere - on any device, and with certain plans, unlimited streaming comes as standard.

Website: vimeo.com

Cost: all prices based on annual billing

YouTube

We’re sure this one doesn’t need much explanation, but YouTube’s a video hosting and sharing platform. As well as the basics, you can live stream, dictate privacy settings, set custom thumbnails, add external annotations, create a custom channel URL, and target your market with adverts.

Website: youtube.com

Cost:

TechSmith

Specialising in screen recording and screen capture software, TechSmith’s home to Camtasia, Snagit, Relay, Screencast, Video Review, Relay, Morae and Jing (soon to be replaced).

Website: techsmith.com

Cost:

QuickTime

QuickTime is a free bit of software that lets you play, record (including screen recording), edit and share audio and video files.

Its editing capabilities include trimming, splitting, cutting, copying, pasting, deleting, flipping, and rotating.

Website: apple.com/quicktime

Cost: free.

And there you have it! 20 of the best video marketing tools for PMMs. Head to our product marketing tools directory, where you’ll find even more tools that'll help you refine your practice, iron out imperfections, and enhance your team.