Short-form video for SaaS and app brands

The feature list is not the ad

Software marketing defaults to capability — here's what it does, here are the integrations, here's the dashboard. That works on a landing page for someone already evaluating. In a feed it's invisible, because the viewer has no problem in mind yet and a dashboard doesn't give them one.

What performs is the problem, stated in the words your users used when they described it to you. The product shows up as the turn, not the subject. This is the same method as every other category on this site — angles come out of what buyers actually say — it just matters more here, because there's no product shot to fall back on.

What this looks like in practice

• Founder-to-camera on a specific, narrow frustration, with the product cut in as the resolution.
• Screen recording paired with a voice — the most-underused format in software marketing and the cheapest to produce well.
• Before-and-after of a workflow rather than a person: the spreadsheet, the twelve tabs, the manual process.
• Objection handling on price, migration and lock-in, which is where most trials die.
• Comparison against the incumbent, which is legal territory worth being careful in and which we'll write to your constraints.

The metrics are different, and it changes what we make

You're usually optimising toward an install or a trial start, not a purchase, and the gap between click and revenue is much longer than in ecommerce. That means hook rate and install rate tell you something quickly, but whether the angle was any good takes weeks to show up in activation and retention.

It's worth saying plainly: an angle that drives cheap trials from people who never activate is a bad angle that looks like a good one for a month. If you can share activation data on the second batch, we'll read the batch against that rather than against click cost.

We've shipped in this category

Two of the pieces in the work grid are client work for Leadsminer — a problem-agitate cut with burned-in captions, and a founder-to-camera piece with the product demo cut into it. Worth watching before you brief us, since they're the honest answer to whether this format works for software.

Starting

The $50 first batch is the cheap way to find out whether this works for your product — one angle, two finished videos, 3 business days, plus a written read on what we'd do with the account. See the packages, or read what we will and won't do.