Product demo video script template (with examples)

Most demo videos fail before the first frame: the script is a feature tour. Use this template to write a demo around one job your customer needs done.

The template

HOOK (3s)      "[Painful situation] every [time period]?"
PROMISE (3s)   "[Product] [does the job] in [time]."
STEP 1 (6s)    Show: [first action]  → Label: "[benefit, ≤5 words]"
STEP 2 (6s)    Show: [key moment]    → Label: "[benefit, ≤5 words]"
STEP 3 (6s)    Show: [result]        → Label: "[benefit, ≤5 words]"
PROOF (4s)     "[Number] [outcome] for [customer type]"
CTA (4s)       "[Action] · [url]"

Example: B2B analytics

• Hook: “Still building reports by hand every Monday?”
• Promise: “Northstar builds them for you in 30 seconds.”
• Steps: Connect your data → Ask in plain English → Share a live dashboard.
• Proof: “3.4× faster reporting for 2,000 teams.”
• CTA: “Start free, northstar.app”

Example: developer tool

• Hook: “Your deploys shouldn’t need a meeting.”
• Promise: “Ship previews for every PR, automatically.”
• Steps: Push → Preview URL in 20s → Merge with confidence.
• Proof: “12 million deploys last month.”
• CTA: “npx shipit init”

Example: AI assistant

• Hook: “Inbox at 200 unread?”
• Promise: “Ask Relay. It already read them.”
• Steps: Ask a question → Get the answer with sources → Reply in one click.
• Proof: “11 hours saved per week.”
• CTA: “Try Relay free”

Turn the script into a video

Paste your filled-in template as the brief in Claude Video. The director maps each line to the right scene (hook, product tour steps, stats and CTA) and animates it with your brand.