A Programmatic SEO Experiment by Tom Granot ↗
Syntax GTM
API Platforms 1 week per video

Use Case Video for API Platforms

A video that shows how your product solves a specific problem for a specific audience. Use case videos are more targeted than general demos and help prospects see themselves in the solution.

Why API Platforms Companies Need This

For api platforms products, a well-crafted use case 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 use case 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 use case video for api platforms should include:

  1. 1
    Specific persona/problem focus
  2. 2
    Real workflow demonstration
  3. 3
    Before/after comparison
  4. 4
    Results or benefits shown
  5. 5
    Clear next step

Step 1: The Brief

Before creating your use case 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 use case video following this structure:

Use Case Video Outline

  1. 1. Specific persona/problem focus
  2. 2. Real workflow demonstration
  3. 3. Before/after comparison
  4. 4. Results or benefits shown
  5. 5. Clear next step

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 use case video for api platforms, watch out for these pitfalls:

X Too broad, trying to cover everything
X Not showing the actual product
X No clear persona targeting
X Missing context about the problem
X Poor production quality

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

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

Use Case Video for Other Categories

Use Case Video for Data Infrastructure Use Case Video for Developer Tools Use Case Video for Cloud Security

Other Guides for API Platforms

Messaging Framework for API Platforms Demo Video for API Platforms Sales Deck for API Platforms
← Back to API Platforms Marketing

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