A Programmatic SEO Experiment by Tom Granot ↗
Syntax GTM
API Platforms 1-2 weeks

Demo Video for API Platforms

A video walkthrough showing your product in action, typically 2-5 minutes long. Demo videos help prospects understand what your product does without requiring a sales call or signup.

Why API Platforms Companies Need This

For api platforms products, a well-crafted demo video is essential. Your target buyers—Backend Engineers, Engineering Managers, CTOs—are evaluating multiple solutions and need to quickly understand why your product is the right choice.

The unique challenges of marketing api platforms mean your demo video needs to:

! Address: Explaining performance benefits without benchmarks
! Address: Differentiating from open-source alternatives
! Address: Justifying cost to engineering teams who could build it

Key Components

Every effective demo video for api platforms should include:

  1. 1
    Hook in first 10 seconds
  2. 2
    Problem statement
  3. 3
    Solution walkthrough
  4. 4
    Key feature highlights
  5. 5
    Call to action

Step 1: The Brief

Before creating your demo video, document answers to these questions specific to your api platforms product:

Product Questions

  • → What specific api gateway capabilities does your product offer?
  • → How does your product differ from Postman?
  • → What metrics can you share about performance or results?

Persona Questions

Backend Engineers:

  • → How does your product address: API versioning complexity?
  • → How does your product address: Documentation maintenance?

Engineering Managers:

  • → How does your product address: Developer productivity metrics?
  • → How does your product address: API governance at scale?

Use Case Questions

  • → How does your product support public api launch?
  • → How does your product support internal api governance?

Step 2: The Draft

With your brief complete, create your demo video following this structure:

Demo Video Outline

  1. 1. Hook in first 10 seconds
  2. 2. Problem statement
  3. 3. Solution walkthrough
  4. 4. Key feature highlights
  5. 5. Call to action

Tips for API Platforms

TIP Lead with the problem: API versioning complexity resonates with Backend Engineers
TIP Show, don't tell: Include examples of api gateway and developer portal
TIP Address objections: Explaining performance benefits without benchmarks will be top of mind

Common Mistakes to Avoid

When creating a demo video for api platforms, watch out for these pitfalls:

X Making it too long (over 5 minutes)
X Starting with company history instead of value
X Showing every feature instead of key workflows
X Poor audio quality
X No clear call to action at the end

Step 3: Production

With your draft complete, focus on these production steps:

→ Get feedback from someone who matches your target persona
→ Test messaging claims with real prospects if possible
→ Ensure design supports (not distracts from) the content
→ Set up tracking/analytics to measure effectiveness

Recommended Tools

Loom Tella.tv Screen Studio Camtasia

Learn From These Companies

Study how these api platforms companies approach their marketing:

Postman ↗

Growth

Strong developer community, education-first content, freemium model

Kong ↗

Series D

Open-source led growth, enterprise upsell, strong technical content

Apigee ↗

Acquired by Google

Enterprise-first positioning, comprehensive platform messaging

Related Guides

Demo Video for Other Categories

Demo Video for Data Infrastructure Demo Video for Developer Tools Demo Video for Cloud Security

Other Guides for API Platforms

Messaging Framework for API Platforms Sales Deck for API Platforms Website Copy for API Platforms
← Back to API Platforms Marketing

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