Should B2B founders post product demo videos on LinkedIn?

61%

of B2B buyers said they prefer a buying experience without a sales rep, in a Gartner survey of 632 buyers

Why would a buyer want to see a demo on LinkedIn?

Because buyers like to do their own research. In a Gartner survey of 632 B2B buyers, run in August and September 2024, 61 percent said they prefer an overall buying experience without a sales rep, and most prefer to research independently through digital channels.

The same survey found buyers still want a seller's judgement on questions such as whether a product fits their company. A short demo from the founder sits neatly between those two. It lets someone take a first look on their own time, and it shows enough of how you think that they know what a conversation with you would be like.

LinkedIn itself suggests it. Its help page on sharing video gives showing off a new product your startup just launched as one example of a video worth posting, alongside your view on the news and an insider look at an event.

What makes a demo post work on a founder's profile?

Lead with the problem, not the product. Open on camera with the situation your buyer is in and why it hurts, in the words customers use, then show the one part of the product that fixes it. A walkthrough of every feature belongs on your website, not in a feed.

Keep it to one job and a short running time, and say why you built it that way. The reasoning behind a product decision is something only the founder can give, and it is what makes a demo on a personal profile different from an ad. Add subtitles too, which LinkedIn can generate automatically and which it says help a video reach a broader audience.

Relevance matters as much as polish. A demo aimed at a problem your readers recognise feels useful, while the same video pushed at everyone feels like a pitch, so pick the problem first and the feature second.

How often should demos appear in your feed?

Now and then, not every week. Most of your posts should be about ideas, customers and lessons from building the company, the kind of thing people follow a founder for. A demo fits best when you have something genuinely new to show, such as a feature customers asked for or a problem you finally solved.

If you post two videos a week, a demo might be one of them occasionally, with the rest of your video given to opinions and stories. Our page on how often to post covers the wider rhythm, and whether posting brings in customers covers where demos fit in selling.

Should you script a demo or talk it through?

Either works, so choose the one that suits you. If you like to prepare, write it out and read it from a teleprompter. If you'd rather not, a rough outline of the problem, the moment of change and the result is enough. Both get you a video that sounds like you rather than a product announcement.

If being on camera still feels awkward, record a few practice takes you never post. Our guides on scripting versus speaking off the cuff and getting comfortable on camera go into both.