Feature Release Video Template

When to use this template

Feature videos do a different job from launch videos. Your viewers usually already know the product, so you can skip the "what is this" part and get straight to what changed. The risk is the opposite one: assuming people remember the problem. A single line of context before the reveal fixes that.

Use it whenever you ship something customers will notice: on your changelog, in release emails, in-app announcements and social posts. Because the structure stays the same each time, your team can produce one per release without starting from scratch. The changelog video use case and feature announcement video pages cover the wider workflow.

The structure explained

1. Label (0–2s). "New in [Product]".
2. Context (2–6s). The problem, briefly.
3. Introduce (6–9s). The feature name.
4. Demo (9–20s). The feature working.
5. Second angle (20–26s). Sharing, settings or a related benefit.
6. Availability (26–30s). Who gets it and where.

The two "title" scenes do different jobs. The first is a label that tells existing customers this is news about a product they know; the second gives the feature a name they can search for in your help centre. Keep both short so the demo starts within ten seconds.

Example voiceover script

1. "New in [Product]."
2. "Getting to the same report used to take a dozen clicks."
3. "So we built Saved Views."
4. "Set up your filters once, and save them with one click."
5. "Share views with your team so everyone's looking at the same numbers."
6. "Saved Views is available today on every plan."

Customising tips

• One feature per video. Bundled "ten things we shipped" videos are rarely watched to the end. Make a separate one for each feature worth announcing.
• Reuse your product profile. Your brand colours, fonts and logo carry over, so each new video starts on-brand.
• Cut a vertical version. The same scenes reframed to 9:16 work for Stories and Reels.
• Keep the old screens. Showing the old way briefly makes the improvement obvious.
• Write the changelog entry first. The video should use the same feature name and the same one-line description, so search and support stay consistent.
• Record after the UI is final. Last-minute label changes are the most common reason feature videos need re-recording.

If you announce features regularly, set aside a fixed slot in your release process for the video, such as the day after the code ships, once the UI is stable. A repeatable structure, a saved preset and a stable product profile turn it into a short task rather than a project.

In Spotlight, product profiles and saved presets make repeat videos quick; plans with multiple monthly HD videos are on the pricing page.

Scene-by-scene plan

16:9 · about 30s · Editorial style

1. Title — “New in [Product]”

   Sets expectations immediately: this is an update, not a new product.
2. Text reveal — “Reports used to take a dozen clicks.”

   Context. The problem the feature solves, in one line.
3. Title — “Introducing Saved Views”

   Name the feature exactly as it appears in the product and changelog.
4. UI demo — “Save any filter set in one click”

   The feature in action, with a zoom and highlight on the new UI.
5. Screenshot — “Share views with your whole team”

   A second angle on the feature, often the collaboration or sharing aspect.
6. End card — “Available today on all plans”

   Availability and where to find it. Link to the changelog in the post copy.

Make this video free