Product demo, campaign sketch or recurring show? Choosing video for SaaS

Start with your customer’s question

Does someone need to see how a feature works, recognise a problem your product solves, or understand a subject your company knows well? Each calls for a different format. Before choosing a running time, define the audience, the main message and where they will watch.

For Macaly, we create scripted campaigns, the Macaly 24 show and product videos. Each format serves a purpose. The right mix depends on what the brand needs to communicate. These examples demonstrate our production work, not guaranteed customer acquisition or commercial results.

Product video: show a specific use

A product demo suits a viewer who needs to understand a workflow or new feature. Choose a clear situation, show what the user does and explain what happens next. Product recordings, typography and motion can make the important details easier to follow.

This is how we approach Macaly’s product videos. Preparation needs current product context and the client’s review of the details. What appears on screen should accurately represent what the product can do.

Campaign sketch: build around a familiar situation

A sketch can introduce a product through a problem the audience recognises. It needs an understandable situation, characters and a clear payoff.

Macaly’s campaigns use situations such as waiting for a new website or dealing with outdated processes. The Fortune Teller, The Digital Pathologist and Even God Keeps Up with the Times tell different stories for the same brand. Our work covers the concept, script, filmed scene and versions for the agreed channels.

Recurring show: give a subject room to develop

A recurring show suits a team with subjects, contributors and capacity to return to them. Consider what future episodes could cover and who will contribute specialist or product knowledge.

Macaly 24 creates space for discussion about AI. We prepare topics and handle filming, picture, sound and editing. A longer conversation can also provide self-contained moments for short videos. Agree the scope of those outputs during planning.

What to include in your brief

Explain who the video is for, what it should clarify, where it will appear and what the viewer should do next. Include product materials, available speakers, languages, the intended release date and the person responsible for approving scripts and final videos. Agree the number of concepts, lengths and versions before production. Also confirm intended usage and licensing for music and other assets; unlimited rights are not automatic.

In the Macaly collaboration, the client supplies product context and approves the direction and details. We develop ideas and scripts, organise production and handle post-production. The client provides feedback and distributes the finished work through its channels.

Frequently asked questions