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The startup demo video has been the source of buzz lately — some have even gone viral, like the recent one from Dollar Shave Club. For Metaweb, its demo helped it with more than YouTube hits. Soon after the visuals and narration in a video whittled down its product explanation from 45 minutes to under four, Metaweb was acquired by Google. The stakes are high, but with all the variables in launching a product, from engaging users, to finding partners and securing funding, it would be silly to not make a video.

There is no need to aspire for an Emmy — just make a clear case for what pain point your product meets, and be engaging at the same time. Include the key features that make your product different. Also demonstrate functions and show proven benefits.

These things assist in users’ decision-making. You’ll find that a solid product video that achieves these two things will increase the number and quality of prospects who follow through on your calls to action, and increase conversion rates by up to 400 percent.

Most startups will scoff at the idea of making a video on their own, in their “free time,” but new tools enable you to do just that. The budget needed to hire an agency runs around $50k, a lot to ask when you’re still looking for product-market fit. That’s where GoAnimate steps in — professional results with drag-and-drop tools at a very low cost. Here are some steps to follow when making your product demo video:

You’ll start with a script. Be sure to focus on the pain point that you are solving, then reveal the features and unique benefits of your product. What’s the next step for the viewer? End with a clear call to action, whether it’s a link to your sign-up page or a way to subscribe to updates.

Next, create a storyboard. This will sort of mirror your script. What do viewers need to see as they hear each statement? Try to match the animation to the vocal cues, and introduce a concept visually only as you begin to talk about it. Be sure the movement of the storyboard is consistent — don’t put a lot of action in parts, then leave it stagnant for a long time. Even things out.

Once you are happy with your storyboard and script, you can record your narration. You might hire voice talent for this, or do it yourself, depending on how comfortable you are with recording. Getting the tone and timing right is important, so be sure the narration flows and is easy to understand.

When you use GoAnimate’s Full Video Maker, you can build a custom animated video from the ground up. Choose characters, set scenes with the variety of backgrounds and even control the movements of objects and people. This is where your storyboard will come in handy. The timeline allows you do manipulate the dialogue and sounds to match what’s happening on the screen.

Which leads us to the last component of an awesome startup video — music. Sometimes, this is the magic your viewers notice but don’t know why. Music has the power to create a mood. Be sure the audio levels are low enough that narration is still clear.

Finally, mix in a bit of humor and be sure your brand name is clear, either visually or stated. With this, your hard work is done, and you’ve created an entry point for all types of customers to discover the wonders of your product.