Why Tech Buyers Would Rather Watch a Demo Than Read Your Product Page

In the software world, buyers aren’t just browsing—they’re evaluating. Whether it’s a startup founder exploring CRM tools or a CTO comparing cybersecurity platforms, decision-makers want answers fast. And increasingly, they’d rather hit play on a video than scroll through specs and sales copy.

Welcome to the age of video-first research.

📹 Software Buyers Are Tired of Reading PDFs

Let’s face it—no one wants to wade through a 10-page whitepaper or decipher jargon-heavy feature lists when they’re just trying to figure out: Does this do what I need?

A well-crafted product demo or explainer video can answer that question in under 90 seconds.

That’s why video is quickly becoming the preferred format for tech buyers doing early-stage research. According to HubSpot, 96% of people say they’ve watched a product video to learn more about a solution—and in B2B, that trend is only growing.

💡 Why Video Works So Well in Tech

• Visual clarity: Seeing software in action beats reading about it. Buyers want to know what the interface looks like, how the workflow functions, and what onboarding feels like.

• Speed to value: A 2-minute video can highlight core features, integrations, and benefits faster than a 2,000-word spec sheet.

• Trust and transparency: Real voices, real demos, and even light UI walkthroughs build trust far more effectively than buzzwords and static screenshots.

• Stakeholder sharing: A video is easier to forward to a team or decision-making committee than a long email thread with bullet points and links.

🔄 How to Align Your Tech Marketing with This Shift

If your go-to-market strategy still leans heavily on PDFs, pitch decks, and data sheets, it might be time for a refresh. Here’s how video can level up your buyer journey:

• Homepage videos that give a 60-second overview of your product value

• Feature walk-throughs for users comparing specific capabilities

• Customer testimonial clips that build credibility and show real-world use cases

• Short “how it works” videos embedded in product pages or landing pages

And no, you don’t need a full production crew. Tools like Loom, Vidyard, or even a screen-recorded Zoom session can do the trick—so long as they’re clear, concise, and customer-focused.

🚀 TL;DR: Tech Buyers Are Watching, Not Reading

Software decisions are complex. But understanding your product shouldn’t be. Video helps simplify the decision-making process, speeds up evaluations, and builds the trust that’s essential in the B2B tech space.

Your product may be cutting-edge, but if you’re relying only on copy to sell it, you’re missing the mark.

Your buyers want to see it in action. Give them a reason to hit play.