How To Increase Product Adoption Rate Using Videos

Imagine launching a new software product only to discover that just a handful of your target customers are using it. You have a problem on your hands—and it can lead to long-term financial issues. Increasing product adoption is crucial for any new product, especially software. The longer you wait to get more customers using your product, the more money you lose. Thankfully, several ways to boost product adoption include creating informative videos.

This article will explore how educational videos can increase product adoption and reduce educational video production cost with corporate video services.

What is Product Adoption?

Product adoption is the key to a successful and growing SaaS product. Without it, your product will fail.

Product adoption is the process of customers discovering, purchasing, and implementing a new application into their work or lives. Many companies invest a lot of time and money into the first part of the process—the discovery. SaaS companies emphasize the acquisition part of the customer lifecycle, from expensive marketing tactics to free trials.

The Importance of Product Adoption in SaaS

What happens after a new user converts to a paying customer is even more critical and often overlooked. If paying customers aren’t fully utilizing your software, they will cancel or not renew their subscription. If you don’t have a solid adoption strategy, you’ll waste all your time and money on marketing and converting a customer.

According to Harvard Business Review, acquiring a new customer costs 5 to 25 times more than keeping an existing one. Product adoption is essential for any SaaS business serious about gaining returning customers who love what it offers.

Building Loyalty Through Product Adoption

When companies focus on customer adoption, they are not merely increasing conversions; they’re developing a base of customers who know and share the value of their product. Numerous SaaS companies with long-term goals of growth and success tend to focus time and effort on product adoption.

By concentrating on adoption, SaaS companies move their users along the pathway from basic conversion to becoming regular users. This path is essential as it creates a base of regular, loyal customers who believe in the value of what the company produces. They have complete buy-in with the company’s software and use it in daily processes.

Related Reading

• Customer Education
• Customer Education Examples
• How to Improve Customer Onboarding Process
• Customer Education Strategy
  

How to Increase Product Adoption Rate Using Videos

Product introduction videos help demonstrate the key attributes of a product to its target audience. They can also assist early adopters with troubleshooting when they start using the product. This is just like a demo video; you should also take the initiative to answer common questions in advance.

Videos That Boost User Adoption: Announcing New Features

You can drive higher product adoption through videos that announce new features and other additions or upgrades. These videos 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.

Videos That Enhance The User Experience: How-To’s and Guides

How-to videos and guides help enhance product adoption, especially during onboarding. They contribute towards improving customer experiences and building brand loyalty with early adopters. You can empower your customers strongly.

Enhancing User Adoption with Product Videos

Do this by providing them with easy-to-understand videos about the product and innovative guides. Adding videos of your product helps enhance the customer experience during onboarding. These encompass the best ways to use the product, potential issues, etc.

Other aspects include troubleshooting, features, and more. They 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 correctly.

Videos That Build Trust: 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 fundamental 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.

Videos That Provide Social Proof: 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 customers.

This is how your early majority of subscribers would help grow your community. It’s 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 or referrals.

9 Tips on Creating Great Product Marketing Videos

1. Context is King

When creating product videos, don’t merely display your product. Show how it fits into the bigger picture of your customers’ lives. Aim to answer these questions with your product video ad:

• What problem is your product solving?
• How does it enrich your customers’ lives?
• Is it inspiring a customer to do more?
• Will this product increase customers’ overall happiness?

2. Show and Tell

A high-concept promotional video may be artistic and fancy, but if viewers don’t know what you’re selling at the end of it, they probably won’t be inspired to become customers.

Pretend you’re back in first grade doing “Show and Tell”—show off your product and tell your customers about it. Creating excellent product promo videos can be that simple. Your content and script will largely depend on your brand and its offerings, but there are a few product video concepts that seem to work:

Product Video Concepts That Work

• Demo: Simply put, a demo shows the product in action while someone uses it!
• Explainer: Using a combination of audio and text, explainer videos tell customers exactly how a product works and share the story behind your brand. Often, explainer videos are what convince shoppers to purchase.
• Tutorial: Tutorials instruct users with step-by-step guides. They also might be tailored and targeted to consumers who already purchased.

3. Share Your Story

When people watch a product ad video, they don’t just want to know the product's technical specs—they want to meet the people behind it and those who use it.

Of course, specs are helpful, but they’re not everything. Today’s consumers are savvy, preferring companies with a mission rather than those merely pushing a glossy product. 71% of customers trust companies that speak honestly about the social initiatives they’re involved in.

Showcasing Your Brand’s Purpose Through Product Videos

Gone are the days of consumerism for consumerism’s sake. Use your product videography to explain your company’s reason for existing. Answer the big questions:

• Does your business partner with social justice initiatives?
• Do you donate part of your proceeds to community organizations?
• Do you use social media to educate your followers about social issues?
• Do you have a meaningful sustainability practice, such as eliminating single-use plastics or going carbon neutral?

In other words, caring is extraordinary. Regarding testimonials, use a current customer as your hype person. These testimonials can be:

• Rave reviews take up a single frame of your product video
• Talking head interviews explaining how your product or service changed the game

4. Customize, Customize, Customize

When you create a product video, you aim to use it as a video advertisement—and a first impression—for your product or service, so appearances matter.

This means blurry footage or unclear photography can (and likely will) lead to a nose-dive in product sales. Your online marketing video might live on as a Facebook video or be embedded on Amazon, so you want to be proud of the final cut.

With Vimeo's Video Creator, you can customize your product video entirely to your tastes, whether that’s:

• Uploading your brand’s logo and fonts
• Using our limitless library of not-cheesy stock footage to jazz up your product demo

5. Cater to Your Target Audience

Often, when bands go on tour, they’ll shout out the name of the city they’re playing in. We recommend doing the same in your product video, figuratively (or literally).

Whether it’s a specific demographic or geographic audience you’re targeting, you should customize your product marketing strategy and video to be highly relevant to your potential customers.

6. Don’t Foster FOMO

Nothing screams obsolete marketing practices like attempting to scare people into purchasing your product.

By fear, we mean FOMO (fear of missing out). When businesses try to sell the risks of not buying their product, they use fear to get people to buy. Modern companies should focus their product videos on the benefits of their products and services rather than leaning on scare tactics.

If you’re having trouble identifying your product’s unique selling points (USPs), grab a blank piece of paper (or a Word or Google Doc) and ask these questions:

• Who are your competitors, and what do you love about their products? (It’s okay to admit when your competitors are doing something right! Inspiration is essential.)
• Of the people who have previously bought your product or service, what are the common threads in their reviews, comments, or feedback?
• What’s the most positive thing about your product or service? Lean into that.

Write it down, make a Venn diagram, or organize the information in whatever way unlocks your mind.

7. Inject Some Personality

Don’t be afraid to make a product marketing video that showcases your brand’s identity. Showing personality is a great way to differentiate your product’s online and mobile marketing from the millions of similar product campaigns.

Ways to Showcase Your Brand Personality

• Storytelling: Present a problem up front and use the remaining video to share how your product, solution, or company can and will solve it.
• Archetypes: Determine your brand archetype (Hero, Outlaw, Magician, etc.) and share your product from that persona’s perspective.

• For example, if you want to appeal to the “Everyperson” archetype, keep your language relatable, simple, and to the point.

8. Include a Call to Action

When you make a marketing video, make sure it’s easy for potential customers to purchase my product or service once the video ends. How? Include a call-to-action or a next step for the viewer to take.

If a person makes it to the end of your three-minute blender demonstration, they’re probably at least somewhat interested in buying that blender. If your product video is more of a proof-of-concept, try including an email capture or link to preorder in my video.

9. Create Human Connections

It’s too easy to talk to your audience in a product video instead of to them. Because your goal is to start a conversation with a potential customer, do your best to connect with the human on the other side of the screen.

You can help create genuine connections by sharing the “human” side of my organization. Try creating product videos that showcase the real people behind the business or success stories from genuine customers.

Related Reading

• Educational Video Marketing
• How to Make Educational Videos
• How to Create Training Modules
• Animated Educational Videos
• How to Make Instructional Videos
• How to Create Training Materials

Building Your Product Adoption Content Plan

Outline the key stages of product adoption. While general stages include awareness, onboarding, activation, and mastery, your product may have unique phases specific to its user journey. The goal is to pinpoint where users struggle the most and identify what content will help them move forward.

Example stages:

• Onboarding Stage: Users need to understand the basic functionality of your product.
• Activation Stage: Users should experience the “aha” moment that makes them see the product’s value.
• Advanced Usage Stage: Users begin exploring deeper features and integrations.

Having a clear picture of these stages allows you to create content that aligns with what users need at each point.

List Out Topics for Each Stage

Once you’ve mapped out the key stages, list the most critical topics for each. Consider:

• What questions do new users frequently ask?
• Where do users commonly get stuck?
• What advanced features or workflows do power users need help with?

You don’t want to waste time creating deep-dive videos on advanced features if you haven’t covered the basics. Start with foundational content and build from there.

Example Topics for Different Stages

• Getting Started: A basic walkthrough of your product’s interface.
• Key Features Explained:  A series of short videos showing how to complete essential tasks.
• Troubleshooting Common Issues: Quick solutions to frequent user challenges.
• Pro Tips & Best Practices: Advanced workflows for experienced users.

Organizing topics this way ensures your video content meets users where they are instead of overwhelming them with too much information at once.

Develop Scripts and Storyboards

Now that you have your topics, it’s time to craft scripts and storyboards to ensure your videos are structured, engaging, and effective.

Key steps:

• Write clear and concise scripts: Keep explanations simple and to the point. Avoid jargon that might confuse new users.
• Plan your visuals: Sketch key scenes or screen recordings to illustrate each step.
  
  • If your product is software-based, use screen-sharing demonstrations to walk users through features in real-time.
• Include real-life use cases: Instead of just explaining a feature, show how it solves a real problem.

This planning phase prevents long-winded, unfocused videos that lose user interest.

Benefits of Using Videos to Improve Product Adoption

To improve product adoption, video is one of the most powerful tools. It makes learning easier, engages users more effectively, and helps businesses drive faster, smoother onboarding. Just look at the stats:

• 62% of consumers watch videos to learn about brands and products
• 45% of companies plan to create more product videos in 2024 to showcase their expertise

Unlike text-based instructions, which can sometimes feel dry or overwhelming, videos bring products to life:

• Demonstrating features
• Answering questions
• Ensuring users feel confident

Boosting Understanding and Engagement with Product Videos

One of the biggest challenges with product adoption is helping users quickly grasp how to use a new tool or platform. Video is a game-changer because it taps into how people naturally learn and retain information.

Visual Learning Makes Concepts Stick

Many users find absorbing and retaining information easier when they see something in action. Instead of reading a long guide about using a software feature, a quick video demonstration makes the process clear and intuitive.

Higher Engagement Than Text-Based Content

Let’s be honest—most people skim long blocks of text, and some might skip documentation altogether. Video, on the other hand, is naturally more engaging. A well-crafted explainer video can capture and hold attention, making users more likely to stay focused and complete the onboarding process.

Video as a Tool for Demonstrations and Tutorials

Videos don’t just explain concepts—they show users exactly what to do. This is especially useful for software, SaaS products, or any tool requiring users to follow specific steps.

Step-by-step Tutorials for Better Comprehension

Instead of expecting users to navigate a dense user manual, businesses can create bite-sized tutorial videos that guide them through each step. Users can:

• Watch, pause, and rewatch at their own pace.
• Ensure they fully understand the process before moving forward.

Live Demonstrations for Real-Time Learning

Webinars and live training sessions with screen sharing allow for real-time instruction. This is especially effective for:

• Enterprise product adoption, where teams may need immediate answers
• On-demand training, as recorded sessions, can be repurposed for future users

Building Confidence and Reducing Support Requests

A smooth onboarding experience is critical for product adoption, and video helps eliminate frustration by showing users exactly how to navigate a product. When users feel confident, they’re more likely to stick with the product instead of giving up due to confusion. 

Businesses can also reduce support tickets by addressing common pain points with video tutorials. Instead of contacting customer service for help with basic tasks, users can find answers in easy-to-follow video guides, freeing up support teams to handle more complex issues.

Why Video is a Must for Product Adoption

Video isn’t just a nice-to-have—it’s a must-have for businesses that want to drive product adoption effectively. It makes learning easier, increases engagement, and helps users get comfortable with a product faster. Whether through short tutorials, live demos, or interactive walkthroughs, video ensures that users can see the value of a product in action. 

If your business isn’t using video for onboarding and training, now is the time to start. A well-executed video strategy can mean the difference between users sticking around and loving your product—or abandoning it out of frustration. Which outcome do you prefer? 

Start a 3-day Free Trial to Take Your Content to the Next Level with Our Product Demo Video Service.

Moonb is a video marketing agency that offers corporate video services. We provide seamless project management integration via Trello, Slack, and MS Teams, weekly strategy calls, and a contract-free, full-service production approach. Moonb is a superior alternative to

• Traditional video agencies
• Freelancers
• In-house production teams

Our flexible, subscription-based model, combined with our expertise in creating compelling video content, positions us as the ideal partner for companies looking to elevate their marketing and educational initiatives through the power of video.

Start a 3-day free trial with our corporate video services to take your content to the next level.

Related Reading

• Tools for Making Educational Videos
• eLearning Video Examples
• eLearning Production Companies
• Instructional Video Examples
• Synthesia Alternatives
• FAQ Videos