Product marketing

How to make a feature announcement video for a product release

By Tushar Agarwal, Founder, Explaino · Updated October 17, 2026 · 6 min read

Quick answer

To make a feature announcement video, show the problem the feature removes, demo the feature in 30 to 60 seconds of real product footage, and end with where to find it. Record the flow once, let AI editing add zooms, captions and a clean voiceover, and translate the finished video for each market you ship in.

Watch: Announcing a new feature with a 60-second product video

Video walkthrough coming soon

This video is being made with Explaino from a single screen recording. You can make your own version in a few minutes.

Make this video free

Made with Explaino: recorded once, then narrated, zoomed and captioned automatically.

Step by step

1
Lead with the pain, not the feature name
Open on the annoying thing users did before — the manual export, the missing filter. Five seconds of 'you know this pain' earns the next forty.
2
Demo the real product
Record the actual flow in a clean demo account. Real UI builds more trust than motion graphics, and it's ten times faster to produce.
3
Keep it under 90 seconds
One feature, one flow, one outcome. If the release has three features, make three short videos — they're easier to share and to find later.
4
Polish automatically
Smart zoom on the new controls, captions for muted feeds, filler words removed, and an AI voiceover that stays consistent across every release video regardless of who recorded it.
5
Publish everywhere the release lands
Changelog, in-app announcement, help center, LinkedIn, email. Translate the voiceover and captions so each region announces in its own language on the same day.

Why video release notes outperform text

Most users never read a changelog. A 60-second clip in the announcement email or in-app banner shows the feature working, which both drives adoption and cuts the support tickets that follow every release ('where is it?', 'how do I turn it on?').

Consistency is the multiplier. When every release gets the same format — pain, demo, where to find it — users learn to watch them, and your team learns to produce them in under an hour.

A repeatable release-video pipeline

Teams that ship announcement videos every sprint converge on the same pipeline:

PM or engineer records the flow with narration the day the feature hits staging.
AI editing produces the polished cut, captions and article automatically.
The same recording yields the changelog entry text and the help-center tutorial.
Translations are generated for each supported locale — no re-recording.

Record it once. Explaino does the rest.

Turn one screen recording into a narrated video with smart zoom and captions, plus a step-by-step article, in 70+ languages.

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Frequently asked questions

Who should record the announcement?

Whoever knows the feature best — usually the PM. With filler-word removal and AI voiceover, the raw recording doesn't need presenter skills; the final voice is clean either way.

How is this different from a product demo video?

A demo video sells the whole product to prospects; an announcement video shows one new capability to existing users. Announcements are shorter, assume context, and end with 'here's where to find it' rather than a sign-up call to action.

Can I reuse the announcement in the help center?

Yes — the same recording generates a step-by-step article, so the announcement and the permanent how-to documentation ship together.

How to make a feature announcement video for a product release

Watch: Announcing a new feature with a 60-second product video

Step by step

Lead with the pain, not the feature name

Demo the real product

Keep it under 90 seconds

Polish automatically

Publish everywhere the release lands