Feature Announcement Video: A Shot-by-Shot Template
A feature announcement video is about a change to a product people may already know. Show the new action and its result clearly enough that a viewer can decide whether to try it. The goal is narrower than a full product launch: one feature, one reason it matters, and one next step.
From our reel: Oya is a product launch film. The article focuses on shorter feature announcements.
Write the feature message first
Finish this sentence: People can now do this action and get this result. If the result is abstract, find a screen or piece of output that makes it visible. An illustrative analytics feature might let someone save a filter and return to the same view later. The video needs to show the saved filter being used, not just a menu opening.
Use a four-shot announcement structure
- 1. Context: show the product screen just before the new action, with only the information needed to understand it.
- 2. Trigger: show the click, gesture, or command clearly enough to follow.
- 3. Payoff: hold the changed view or resulting output; this is the evidence for the announcement.
- 4. Next step: name the feature and tell the viewer where to try it or read more.
For the saved-filter example, the trigger is saving a filtered view. The payoff is reopening that view with the same criteria still applied. A list of other dashboard features would distract from the release.
Make the action readable
Give the pointer or touch gesture enough room to be seen, and let the new state settle before cutting away. Use a short label if the UI is unfamiliar. Check the sequence without sound, especially if the announcement will appear in a feed or inside release notes.
Check the release before posting
Confirm that the feature is available to the audience you are addressing. Check the displayed UI, feature name, permissions, and any promised outcome against the shipped product. If the feature is still gated or rolling out, say so in the announcement rather than letting the video imply universal access.
Give your feature a film.
Show one interaction and its payoff in a focused announcement.
Start in the app