| name | demo-video |
| description | Plan and capture the demo or launch video for the app you just shipped -- the beat sheet, the clean capture setup, and the narration -- so it shows the product working instead of narrating a tour. Use after shipping, when the app needs a video for a landing page, launch post, or client handoff. |
Demo Video
You shipped it and now something has to show it. The default result is a four-minute screen recording that opens with "so, first I'll log in" and loses everyone before the product does anything interesting.
The fix is a beat sheet before a single frame is captured. This skill plans and captures; rendering and editing belong to whatever video tooling the user already has.
The shape
Length by purpose, and none of these are negotiable upward:
| Purpose | Length | Opens with |
|---|
| Landing page hero loop | 10-20s, silent, looping | The product mid-action, no UI chrome |
| Launch post / social | 30-60s | The result, then how |
| Full demo / client walkthrough | 90-150s | The problem in one sentence |
Silent-by-default for anything embedded on a page: it autoplays muted, so it must work with no audio. Captions if there are words.
Workflow
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Name the one thing. What single capability makes someone want this? The video shows that, well, and skips everything else. A demo covering six features communicates none of them. Everything that is not the one thing is a candidate for deletion, including login, settings, and navigation.
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Write the beat sheet before capturing. Each beat gets one line of what is on screen and one line of what is said or shown. For a 60-second launch video that is roughly six beats:
- Hook (0-5s) -- the result, or the problem stated in a sentence. Never a logo, never "hi, I'm going to show you". The first three seconds decide whether there is a fourth.
- Context (5-12s) -- what this is and who it is for, once, plainly.
- The demo (12-45s) -- the one thing, actually working. Real data, real latency or an honest cut, real output.
- Proof (45-52s) -- the result on screen: the record created, the file produced, the time saved.
- Close (52-60s) -- what to do next and where. One action.
Read the beat sheet aloud against a timer before capturing. Overruns get cut here, where cutting is free.
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Prepare the app for the camera. This is where most demo videos are lost:
- Seed realistic data. Empty states and
test test test make a product look unused; obviously fake names make it look like a mockup.
- Clean browser: no bookmarks bar, no extensions, no other tabs, no notifications. Use a fresh profile.
- Fixed window size at a 16:9 ratio, and set the zoom so text is readable at the size it will actually be watched -- usually 125-150%, because a 100% screenshot is illegible in a social feed.
- Hide anything private: real customer names, emails, keys, account balances, internal URLs. Check the browser autocomplete dropdown, which is a classic leak.
- Decide cursor treatment before starting. A visible click indicator helps; a wandering cursor does not.
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Capture in takes, not one pass. One beat per take. A flubbed beat costs one retake instead of the whole video. Move deliberately -- slightly slower than feels natural, with a beat of stillness before and after each action, which is what gives the edit somewhere to cut. Never capture typing in real time; type short, and speed it up later.
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Handle the waiting honestly. Real latency is the thing videos most often fake. Cut the wait, or speed it up visibly, but do not present a four-second load as instant. Overstating speed is the demo lie that gets noticed on day one of the trial.
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Narrate, or do not. If there is voiceover, write it as speech and record it separately from the capture -- narrating live produces both worse audio and worse pacing. If there is no voiceover, on-screen text carries the beats: short, high contrast, on screen long enough to read twice at a glance.
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Verify where it will actually play. Watch it muted. Watch it on a phone. Watch the first three seconds alone and ask whether they earn the fourth. Check that the poster frame -- the still shown before play -- is a good frame, because for many viewers it is the only frame.
Rules
- Show the product working. A tour of the interface is not a demo; a task completed is.
- Never fake a result. No mocked-up output, no invented metrics, no screens that do not exist in the build. If a feature is not finished, it is not in the video.
- Cut the login. Cut the navigation. Cut the settings. Start where it gets interesting.
- No music bed that fights narration, and nothing that requires audio to make sense.
- If the video is a page hero, it must also work as a still, because that is what slow connections and reduced-motion users get.
- Keep the beat sheet and the source captures. The video will need a re-cut the moment the UI changes, and recapturing from nothing is the expensive path.
Handing off to render
The beat sheet plus takes are the deliverable this skill produces. Rendering, captioning, and editing route to whatever the user runs -- their existing video tooling, an editor, or a hosted service. Do not invent a pipeline here; hand over the plan and the footage.
