Industry
A screen recording shows the software. It never says why you built it.
Every B2B software company owns a demo recording. It shows the product working. It convinces nobody who has not already named the problem out loud. Here is what a cold ad has to do before a screen appears, why the founder is the only person who can do it, where the capture belongs in the cut, and what a quarter of openings costs.
- One finished thirty second ad
- 110 CR
- One take transcribed, cut and covered
- 100 CR
- Longest source take accepted
- 3 min
The recording answers question four. The feed is still on question one.
Your demo recording was built for somebody who has already agreed they have a problem.
It shows the dashboard, the integration and the report at the end of it.
That is question four. A stranger scrolling is on question one, and question one is whether any of this is about them.
Cold B2B traffic does not know your category exists. They know the workaround.
The spreadsheet one person maintains. The Monday where four people reconcile the same number and get three answers.
An ad that opens on an interface has skipped the part where the viewer recognises their own Monday.
Then there is the committee. One person clicks, three others decide.
The one who clicked is not evaluating features yet. They are working out whether they could defend bringing this to a meeting.
That is a job for a sentence, not a screen.
- Cold viewers know the workaround, not the category name
- The person who clicks is rarely the person who signs
- An interface in the first second announces that an ad has started
What a screen recording can and cannot do
Both belong in the funnel. They belong at different ends of it.
| A screen recording | Cutroom | |
|---|---|---|
| Proves the product works | This is what it is for | Your capture, on the words |
| Runs as long as the feature needs | No ceiling on length | Source takes cap at 3 minutes |
| Explains why the problem matters | The viewer has to supply that | The read carries it |
| Holds somebody who was not shopping | Interface first, so they leave | A person names their Monday |
| Works with the sound off | Depends what you narrated | Captions burned into the file |
| Arrives ready for a vertical placement | Widescreen out of the recorder | 9:16 MP4, composed for it |
The founder can say the sentence the product page is not allowed to say
Company copy is written by consensus. Every sharp edge gets sanded off in review.
What survives is accurate, defensible and forgettable.
A founder on camera has a licence the website does not.
We built this because pulling the monthly report out of the incumbent takes a full day and nobody will admit it.
That sentence names a rival's weak spot, an internal embarrassment and a real number.
No brand account will publish it. A person will say it out loud on a phone camera.
It is also the fastest way to make a new category legible.
You are not explaining a feature. You are describing the working day the software deletes.
Product marketing already owns those sentences. They sit in win and loss notes rather than on the site.
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
Film the read, then drop the capture on the phrase that names the feature
Upload one talking-head take of up to three minutes. Cutroom transcribes it and drafts the cut.
It places b-roll against the words and returns a finished 9:16 MP4 with captions burned in.
You direct it on the transcript. Highlight a phrase and a clip lands over exactly those words.
Delete a line legal disliked and the cut rebuilds around what is left. Change the pace and the whole piece re-cuts.
Your interface belongs in the second half. Record the screen with whatever recorder you already use and upload the file to your workspace library.
Then highlight the sentence where you name the feature and the capture lands there. There is no screen recorder inside the tool, and the workflow does not need one.
Coverage caps at 40, 45 or 52 percent depending on pace, so the person holds the rest of the runtime.
Captions do more work in B2B than most teams assume, because a lot of this is watched in an open plan office with the sound off.
Six caption packs plus colour, weight, size and position, with per-word emphasis on the number you want remembered.
A founder read into a cold B2B ad
Name the Monday
One take, up to 3 minutes
Batch
100 CR: transcript, director pass, b-roll
Drop the capture in
Highlight the feature sentence
Export
9:16 MP4, 20 CR per output minute
One positioning, twelve entry problems, twelve ads
B2B teams make one ad per product. The product solves a dozen separate Mondays.
The finance lead has a reconciliation problem. The ops lead has a handover problem.
The founder has a reporting problem and will not describe it in the same words as either of them.
Same software, same capture, twelve different reads.
Roughly 5 to 8 percent of creatives carry spend, per Motion's analysis of 550,000+ Meta ads.
Twelve entries against that rate is a programme. Two is a guess with a budget attached.
A finished thirty second ad is about 110 credits. That is 100 for the batch and 10 to render.
Twelve is roughly 1,320 credits, inside Basic at $39.99 for 2,500 credits a month. Premium is $79.99 for 5,000, about 45 finished ads.
The behaviour that changes is which problem gets an ad at all. The unglamorous one, about a spreadsheet nobody owns, gets filmed because being wrong costs 110 credits.
Finished ads a month, by plan
At roughly 110 credits each: 100 for the batch, 20 per output minute to render.
- Trial, 300 credits2 ads
- Basic, $39.9922 ads
- Premium, $79.9945 ads
- Each $15 top-up9 more
What the library holds, and what lands in the ad account
The free b-roll search covers offices, laptops, meetings and commutes.
That carries the working day the read is describing, which is most of what a cold opening needs.
Anything specific to your product comes from you. A capture, a customer clip, a whiteboard somebody drew the problem on.
Upload it to your workspace library once and every ad afterwards can reach it. Highlight the phrase and the clip lands.
Exports are 9:16 MP4 with captions burned in. That covers Reels, TikTok, Shorts and the vertical placements a B2B account actually buys.
Source takes cap at three minutes. One project makes one finished ad.
In practice that holds each piece to one problem, which is exactly the size this format wants.
Somebody has to be on camera. In B2B that is an advantage rather than a cost.
The person who decided to build the thing is the most convincing voice you have, and no competitor can copy them.
Questions people ask
- Can it record my product screen?
- No. Record it with any screen recorder you already use, upload the file to your workspace library, then highlight the words where you name the feature and the capture lands over them.
- Who should be on camera for a B2B ad?
- The founder, or whoever can say something the website cannot. Sales and support come next, because they hear the objection in the buyer's own words every day.
- How many creatives does a B2B funnel need?
- One per entry problem rather than one per product. Twelve at about 110 credits each is roughly 1,320 credits, inside a single month on Basic at $39.99.
- Does vertical video work for software buyers?
- They use the same feeds as everybody else after six in the evening. Exports are 9:16 MP4 with captions burned in, which is the shape those placements take.
- Who should not buy this?
- Teams whose advertising is entirely animated product motion with nobody speaking. For founder-led cold ads, which is what moves a stranger to question two, this makes twelve a month for about 1,320 credits.
One founder read on a Tuesday becomes twelve entry problems tested by Friday, for about 1,320 credits. The demo recording carries on doing the job it was always good at, further down the funnel.