How to Make a Feature Announcement Video

Why most feature launches undersell the work

Teams spend weeks on a feature and announce it with a changelog bullet and a static screenshot. Existing users skim past; prospects never see it. The feature that should have reactivated churned users or tipped a trial into a purchase quietly goes unnoticed.

Video fixes the attention problem — but only if it’s focused. A feature announcement isn’t a second launch film; it’s one feature, shown clearly, with a reason to care.

What a great feature announcement video looks like

• Length: 30–45 seconds. One feature, one story.
• Context in one line. The problem users had before this feature existed.
• An “introducing” beat. Name the feature clearly so people can search for it later.
• Focused demo. Zoom tightly on the new UI. Viewers already know your product; they need to see what’s new.
• Where to find it. “Live now for all Pro workspaces — open Settings → Automations.”
• Multi-format. 16:9 for blog posts, docs and email; 1:1 or 4:5 for LinkedIn and X; 9:16 for Reels and Shorts.
• Consistent look. Same style, fonts and end card as previous announcements, so your updates feel like a series.

Scene-by-scene recipe (40 seconds)

1. Context (0–5s) — text reveal. “Exporting reports used to mean five clicks and a spreadsheet.”
2. Introducing (5–9s) — title. “Introducing Scheduled Reports.” Add a “New” badge overlay.
3. Demo (9–24s) — UI demo or video clip. The feature in action with cursor path, clicks and typing animation; zoom to the region that changed.
4. Result (24–31s) — screenshot with highlight. The outcome — the report in an inbox, the automation running.
5. Why it matters (31–36s) — feature grid. Three short benefits.
6. Availability and CTA (36–40s) — end card. Who has it, where to find it, link to the docs or release notes.

This follows our feature release template.

How to make it in Spotlight

1. Pick your saved Product Profile from the selector — no need to re-read your site.
2. Record the new feature in one or two short clips and upload them.
3. Start from the feature release template, 16:9, 40 seconds, using your saved style preset.
4. Generate the first cut and give the AI an instruction: “focus on the new scheduling panel; mention it’s on the Pro plan”.
5. Add badge and arrow overlays to point at what’s new, plus captions.
6. Export 16:9, then 1:1 and 9:16 with the social video resizer.

If you announce features every month, the Creator plan includes 3 HD videos a month and 5 saved profiles; Studio includes 12. See pricing.

Writing the script for an announcement

Feature announcements are short, so every line has to work. A simple formula that fits 40 seconds:

1. Before: one sentence on what was slow, manual or impossible.
2. Name: “Introducing [feature name].”
3. Show: two or three short lines that narrate the demo — what the user does and what happens.
4. So what: the benefit in the user’s words — time saved, errors avoided, a new thing they can do.
5. Where: who has it today and where to find it.

Write it as you’d say it to a customer on a call. If you’d never say “leverage our new automation capabilities” out loud, don’t put it in the voiceover. The launch video script template has more examples.

Where to publish it

• Release notes and docs — embed the 16:9 cut at the top of the entry.
• Email — use a still from the video linked to the full version; video rarely plays inside email clients.
• In-app — a “What’s new” modal or banner reaches the users who benefit most.
• LinkedIn and X — upload the 1:1 or 4:5 cut natively with a one-line summary.
• Sales and success teams — send it to them first so they can share it with customers who asked for the feature.

Mistakes to avoid

• Re-explaining the whole product. Existing users don’t need it; link to your main SaaS launch video for newcomers.
• Vague naming. If the feature has a name, say it and show it on screen.
• Hiding availability. Users want to know if they have it today and where.
• Inconsistent style. A different look every month makes your updates feel unrelated. Save a style preset.
• Only posting in-app. Post on LinkedIn and X too — announcements are useful marketing for prospects.

Scene-by-scene plan

16:9 · about 45s · Brand style

1. Text reveal — “Exporting reports used to take five clicks.”

   Context: the old way.
2. Title — “Introducing Scheduled Reports”

   Name the feature; add a “New” badge overlay.
3. UI demo — “Pick a report, pick a time”

   Focused demo with cursor path and typing.
4. Screenshot — “Delivered every Monday at 9”

   The result, highlighted.
5. Feature grid — “Less busywork”

   Three short benefits.
6. End card — “Live now on Pro — Settings → Reports”

   Availability and where to find it.

Make this video free