How to announce a SaaS feature without filming yourself

The short answer

Choose one task your customer recognises, show one product change and give one next step. You can use a screen recording or a sequence of screenshots without appearing on camera. If the announcement depends on how a feature works, show your real interface so viewers can see the evidence.

This guide takes a single feature from a brief to a 20-second shot plan and caption. The timing is a starting point for editing, not a promise about engagement or a HiggsCat generation setting.

1. Prepare one visible change

Finish this sentence before you start: “People who need to ___ can now ___ using ___.” Keep the change small enough to demonstrate in one action. A release containing ten improvements can still have one announcement focused on the most useful change for a particular audience.

Prepare a sample account with invented names and tasks. Close unrelated tabs and notifications; remove customer details, email addresses and private links. Make the part of the interface that proves your point readable on a phone. If a claim needs a full tutorial, give the viewer a feature guide as the next step.

2. Worked example: a fictional task board

Example Task Board is a fictional SaaS product for freelancers. Its fictional new feature filters a list to show tasks due this week. The feature, planned visuals and caption below illustrate how to write an announcement. They are not a customer case study, a recorded product test or a generated HiggsCat demo.

The sample board has three tasks: “Draft proposal”, due Tuesday; “Review homepage”, due Thursday; and “Send invoice”, due next Monday. Selecting “This week” leaves the first two tasks visible. In your own announcement, reproduce the equivalent action in your actual product.

• Audience: freelancers planning this week’s client work.
• Visible change: select a filter; next week’s task leaves the view.
• Supported message for this example: “See tasks due this week in one view.”
• Next step: open the feature guide.

3. Replace a large promise with a claim you can show

Before: “Our new filter saves every freelancer an hour a day.” The sample filter action cannot prove that. You would need separate evidence about actual time saved.

After: “See tasks due this week in one view.” A clear recording of the filter and matching dates can demonstrate that narrower claim. Check the due dates and result before capturing; editing should not hide a task that the product still shows.

4. A five-shot, 20-second plan

Prepare these visuals yourself using an actual feature in your product. The on-screen text below is an edited example; the free builder provides more general prompts. Hold each view long enough to read its labels and follow the change.

• 0–4 seconds — The task. Show the three sample tasks and due dates. Text: “What’s due this week?”
• 4–8 seconds — The product. Keep the list visible and identify the new filter. Text: “New: This week filter”.
• 8–12 seconds — The evidence. Select the filter in the real interface. Text: “Choose This week”.
• 12–16 seconds — The result. Hold on the two remaining tasks and their dates. Text: “This week’s tasks, in one view”.
• 16–20 seconds — The next step. Show one destination where viewers can learn more. Text: “See the feature guide”.

5. A caption you can adapt

Fictional example caption: “New in Example Task Board: filter your task list to show what’s due this week. Choose ‘This week’ to leave this week’s tasks in view. See the feature guide for the steps.”

Replace the product name, feature and next step with your own verified details. Add any plan or access requirement that affects the audience. Use the destination you actually provide; this example has no real feature-guide URL.

Prefer screenshots? Use the same five beats

For a five-slide post, make one still for each beat: the task, the feature label, the selected control, its result and the next step. Keep the original and filtered lists in the same order as the action. Let each slide answer one question.

Use screenshots you are allowed to share. A generated interface is not evidence that software works as shown. If people need to see the interaction, record that action rather than relying on stills. A screenshot sequence prepared this way is separate from HiggsCat’s generated social creative.

Put the brief into the free shotlist

Open the free short-video shotlist linked below and copy these values into the five fields. Choose the 20-second planning target, build the outline and download the text. Edit the generic cues using your own evidence and the worked plan above.

• Product name: Example Task Board (fictional)
• Who is watching? freelancers planning this week’s client work
• What should they understand? See tasks due this week in one view
• What real action or evidence can you show? Select This week in a sample board; show that next week’s tasks disappear
• One next step: Open the feature guide

Review before publishing

Watch the announcement once with the sound off. Can someone identify the task, follow the change and find the next step? Slow down a cursor or extend a shot when the action is hard to follow. If the explanation needs several sentences, consider showing a smaller change.

• Every visible claim matches what the feature actually does.
• The feature is available to the audience you address, with relevant access limits stated.
• Task names, dates and interface labels are readable on a phone.
• No customer data or private links are visible.
• The next-step destination exists and explains the promised action.

Continue from planning to a social creative

For HiggsCat content based on your product facts, review and confirm your Product DNA, choose or edit a proposal, then Save and wait for Ready. The Product DNA to Ready guide explains the existing workflow and downloads. Exact screen walkthroughs require separately captured evidence.

The free shotlist does not record your screen, generate a video or import a project into HiggsCat. It works without signup; moving to the workspace is optional. A downloaded Ready file is separate from publishing a social post.

About this example

Prepared for HiggsCat with AI-assisted drafting and checked against the existing free shotlist’s five-field, five-shot structure. The fictional task board is a worksheet, not a claim of first-hand use or measured customer results. Replace its assumptions with facts and evidence from your own product.

Social media for SaaS: a week of posts from one product feature →

Free product carousel and TikTok slideshow outline builder →

Continue with a useful next step