Learn how you should share product update announcements with your customers, along with step-by-step tips to create product update videos using Trupeer.
Your team works hard to develop and ship a feature, only for it to be barely noticed. Most likely, three out of four users never engage with features you’ve built.
However, it doesn’t have to be that way. With a well-thought-out product announcement strategy, product updates go beyond being a technical changelog. You can use them to re-engage with your existing users and show them the product’s evolution. Let’s see how to announce a SaaS product update the right way and how Trupeer helps you do that.
When to Announce Product Updates?
There's no single ‘best’ time to announce SaaS product updates. It all comes down to what you’re announcing and who needs to hear it.
1. Major updates: Announce significant updates such as new features, redesigns, and functionality changes right when you release them. Some ways to build anticipation include emails, in-app notifications, blogs, social media announcements, and even live demos.
Let’s take the example of Airtable’s product announcement strategy for its AI assistant. The announcement highlighted what users could achieve: building and modifying apps, analyzing data, and even conducting web research through plain language prompts.
2. Minor updates: Bundle small changes like bug fixes and incremental improvements into a “What’s New” section or release notes section, so you’re not overwhelming users with constant notifications.
Airtable has support docs where minor product updates are announced. This section doubles as a living changelog: each article includes a prominent “Updated on” timestamp, helping users spot fresh content at a glance (e.g., "Updated on Jun 25, 2025").
3. Feature deprecation: Inform your users about feature deprecation in advance. Explain why the change is happening, what it means for them, and suggest alternatives for a smooth transition.
Airtable's API deprecation guidelines offer a model path: they promise a 12-month notice for Web API changes and 6 months for SDK or scripting changes.
💡 Pro Tip: Whether it’s a big launch or a minor tweak, explain the purpose behind the change. Users connect better with updates framed as solving a problem or improving an experience.
Read More: Best Video Editing Software for Beginners
Things to Consider Before Announcing Your SaaS Product Updates
Before announcing the SaaS product updates, remember, not everyone needs to hear everything. Here are a few important pointers that you must keep in mind.
1. Who needs to know?
Before you hit “send” on any product update, figure out who this update is for. Not every feature is relevant to every user. Announcing it to the wrong audience only dilutes the impact.
Questions to answer:
Is this designed for new users who haven’t explored your advanced features yet?
Is it for advanced users who already know the product inside out?
Does it address pain points for free users, paid customers, or enterprise accounts?
This helps you adjust the message and CTA as per the audience segment. For example, the CTA for free users would be: “Like what you see? Unlock this by upgrading anytime.” Whereas for enterprise admins, “Enable this in your dashboard to give your team early access” would be more impactful.
2. When should you announce for maximum impact?
To decide when to announce the product update, check your analytics dashboard, i.e., track your email open rates and in-app activity to know when users are most active.
Some considerations for your product announcement strategy:
User activity patterns: Peak login times, days, or weeks for your target segments. If your SMB customers log in most on Monday mornings, drop collaborative or planning features then. If enterprise users are active midweek, aim for Tuesday/Wednesday announcements.
Feature readiness and adoption curve: For complex features, a beta launch will help refine onboarding materials before the big reveal.
Pair the launch with a marketing campaign: Announce an analytics dashboard alongside a case study showing results it helped achieve.
The right cadence: A major update will have real-time announcements over multiple marketing channels, whereas a minor update will be bundled in the support doc or quarterly update.
💡 Pro Tip: Users might resist new features because status quo bias makes them prefer the tools and workflows they already know. To overcome this, frame your announcement around continuity rather than disruption. Show how the update fits naturally into existing workflows, offer side-by-side comparisons, and migration guides to reduce resistance.
Where to Announce Product Updates?
Let’s see the channels that are ideal candidates for the feature release communication. We also share examples of brands that’ve used these channels to announce their SaaS product updates.
1. Product Hunt
If you’ve launched on Product Hunt before, the platform’s “Upcoming” and “Ship” tools give you a direct line to your original followers. Chances are, many of them were early users of your product. Why announce your product updates here? To re-engage the early adopter base and increase the chances of organic shares.
For example, Trupeer launched Trupeer Faces on Product Hunt, a feature that helps you create studio-quality screen recordings with AI-powered avatars.
👀 Did You Know? Product Hunt began as a simple daily email list in November 2013, when founder Ryan Hoover curated and shared new product finds with friends. In December 2016, AngelList acquired Product Hunt for approximately $20 million.
2. AppSumo
AppSumo’s audience is highly engaged. But on the flip side, they’re also price-conscious. There are high chances they’re looking for a good long-term deal.
If your update changes the value equation for lifetime deal buyers or makes your tool more appealing to small business owners, consider AppSumo in your product announcement strategy.
For example, if your update offers advanced automation in your project management tool, you could announce it through your AppSumo listing or via an AppSumo Select campaign. Here’s an update from Announcefly listing on AppSumo.
💡 Pro Tip: Pair your product launch with a limited-time incentive on AppSumo, such as stacking codes for higher limits or unlocking bonus features for existing deal holders.
3. Website
Sure, external platforms like AppSumo and Product Hunt give you an audience to amplify your reach, but your website is more of your “owned” marketing channel.
This is where you get to control the narrative, design, timing, and call-to-action without competing
with other products for attention. Moreover, the updates are not time-sensitive. You can optimize them for SEO to attract organic traffic. You can also reference them in your emails, onboarding flows, user guides, and in-app toolkits.
And you own the data. Track how users engage with the update page, test different headlines or visuals, and retarget visitors based on their behavior.
💡 Pro Tip: Trupeer’s AI Screen Recorder helps you create a feature-rich SaaS product release update. Embed the demo video on the update page or changelog. Visitors can see the feature in action without clicking away. Pair it with supporting assets like a quick-start guide or FAQ.
📌 Case study: nSpire, an AI-driven career coaching platform, faced challenges in producing enterprise client content. Jeff Miller recalled, “To create a 5-minute video, you have to speak perfectly for five minutes. It’s tough. And then all you can do is just do retakes. It was like banging my head against a wall.”
With Trupeer, he could create videos effortlessly. With features like auto-transcriptions and AI-generated voiceovers, he created over 20+ videos, saving 400+ hours and cutting costs by over $20,000. In his words: “Trupeer simplified video creation for me, allowing me to create a knowledge library of 20+ videos in just a few days.”
Create Your Product Update Video With Trupeer
Best Practices When Announcing SaaS Product Updates
From eye-catching visuals to step-by-step how-to videos, these best practices will help you create product update announcements that get noticed by your customers.
1. Keep it visually appealing
People remember visuals better than words due to the picture superiority effect. It means visuals are encoded in the memory twice, as an image and a label. Whereas text is encoded once.
In other words, your visuals must make the feature’s value obvious at a glance. Use images, GIFs, or short videos to show the update in action. A screenshot is good; a quick animated product walkthrough is even better.
💡 Pro Tip: When announcing your SaaS update, add annotations, highlight areas with brand-colored outlines, and use animations to show movement or interaction. Make it easy for your users to visualize what changed without scanning release notes.
2. Create how-to videos
How-to videos outperform every other video format because they solve one specific problem the viewer faces, in a step-wise manner.
When users see a new feature, their first question is “How do I use it?” Your how-to video is the answer to that question. It shows the feature in action and answers “what’s in it for me?” Some best practices for your SaaS product update how-to video:
Lead with the problem so that the user understands why this feature exists
Show the feature in real-time using clicks, drags, and screen recordings instead of static images
Use callouts, highlights, or zoom effects so they don’t miss the “new” part
💡 Pro Tip: Right below the how-to video, add a detailed step-wise guide for users who want to refer back when they don’t have time to watch the video. Using Trupeer’s Guide feature, you can automatically convert the how-to video into a step-by-step document.
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👀 Did You Know? Videos between 5-30 minutes in length had a 10% conversion rate. While the engagement dropped after the 5-minute mark, viewers who stick around are more invested and likely to take action. That said, regardless of the length, make sure your video delivers value.
3. Use AI Avatars
AI avatars are digital presenters that look and act like real people. They speak like humans, with realistic lip sync, expressions, and gestures, all without needing you to get on camera. They ensure brand consistency across every touchpoint, making them ideal for:
Training videos
Announcement videos
Marketing videos
Help center documentation
The best part is that they save you the cost of studio rentals. Add them to any video or presentation you want. With Trupeer, creating an AI avatar is simple. Start by choosing your avatar from 100+ realistic AI avatars powered by HeyGen or upload your face for a personalized avatar.
💡 Pro Tip: When you launch a SaaS feature update, consider pairing your AI avatar presentation with real-time translation for maximum reach and clarity. Record your video once in your native language and Trupeer’s Translation feature instantly translates the video into 30+ languages, complete with synced avatars and voiceovers.
👀 Did You Know? Dr. Lars Buttler, CEO of AI Foundation, introduced the concept of personal AI avatars in 2019. He unveiled the "Personal AI" technology at the One Young World conference in London, envisioning a future where everyone could have their own AI avatar for personalized communication and interaction.
If you want to learn how to record your screen with AI avatars on Trupeer, check the video below.
📌 Case study: How Zetwerk scaled training with rich videos
Zetwerk runs operations across 20+ countries, making knowledge transfer a major challenge during onboarding. Trupeer helped them to automate and scale training content with rich training videos, replacing repetitive one-off demos. The company also rolled out product videos to keep customers informed about new releases.
“At Zetwerk, we have distributed teams across geographies and functions. Knowledge transfer across hundreds of tools is a hassle. Trupeer helps us fix that at scale - with rich videos and guides that live forever.” Shubham Sadavat, GM - Product Strategy & Operations, Zetwerk
4. Add voiceovers
Use a voiceover to make your product update video a guided one. AI voice generation tools allow you to match tone, accent, and energy level to your audience. For example, you could use an energetic tone for a marketing video, whereas a calm, neutral voice for a how-to guide.
5. Use zoom effects
Zoom effects allow you to direct your user’s attention to where you want it. In a SaaS update video, a zoom can highlight the new button, menu option, or workflow step that’s changed, ensuring the viewer focuses on what matters most.
📽️ Trupeer Insight: If you want to record your screen to capture a product walkthrough, Trupeer auto-detects click patterns and adds zoom effects to highlight key features.
How to Launch Successful SaaS Product Updates with Trupeer
Here’s how you can use Trupeer to create your SaaS product update announcement video. You don’t need technical expertise or equipment to create professional videos.
Step 1: Record your screen
Log in to Trupeer and click on ‘Create New’. You’ll see two options: ‘Start Recording’ or ‘Upload a Video’.
Clicking ‘Start Recording’ will take you to Trupeer’s Chrome extension, where you can record the video. Alternatively, you can also upload a recorded video.
Once you record/upload a video, you can change the language and configure output options to fit your needs.
📽️ Trupeer Insight: Make sure your video file is 200 MB or smaller when uploading, as it is the maximum file size Trupeer supports for smooth processing.
Step 2: Edit the video script
Behind the scenes, Trupeer’s AI does some cool work. Trupeer automatically transcribes your video into an editable script, mapping each sentence to its exact timestamp. Any change you make to the text also updates the spoken audio and subtitles in sync.
At this stage, you can remove filler words, pauses, or redundant phrases to tighten your messaging. Rewrite any section to make the script more benefit-driven or aligned with your product’s tone of voice. You can prompt Trupeer to “make it more friendly” or “rewrite the script for non-technical users.” This saves you production time that would otherwise be spent on re-recording or manually editing the audio/video.
Next, add an AI voiceover. You can choose from existing ones or create your own voiceover by recording audio. You can change the accent and tone of the voiceover.
Customize your video by changing the background, adding intro and outro slides. To add zoom effects, hover over the timeline to insert a zoom or click an existing one to edit it.
📽️ Trupeer Insight: Trupeer allows you to highlight important details using annotation tools like rectangles and circles, to draw attention to key elements. You can also blur sensitive info like passwords or private links to hide them.
Read More: A Complete Guide to AI Video Editing
Step 3: Add your AI avatars
To add an AI avatar to your SaaS product update video, choose from a wide catalog of 100+ AI Avatars powered by HeyGen or create a custom avatar as per your needs.
💡 Pro Tip: Whether your product update is minor or major, in English or French, it should feel on-brand every time. Using Trupeer’s Brand Kit, upload your logo, brand colors, custom intro/outro slides, and even voice style into your brand kit. Each update video has your branding without repetitive setup.
Step 4: Export your video
To let you export your video, Trupeer lets you choose from multiple resolution and format options. Download the file or get a shareable link to embed across marketing channels in your SaaS product announcement strategy.
Step 5: Create documentation
Trupeer’s Guide feature pulls each step from your video script and matches it with screenshots from the recording. Get a detailed guide that you can then repurpose.
Give Your SaaS Product Update Announcements an Upgrade with Trupeer
Go beyond publishing release notes with Trupeer. It allows you to create how-to videos in minutes, localize them in 30+ languages, add AI avatars for personalization, and keep branding consistent across channels.
Ready to create a professional-grade product update announcement video for your SaaS platform?
Sign up on Trupeer for free to Create Product Update Videos
Frequently Asked Questions (FAQs)
1. How can you measure the impact of a SaaS product update announcement?
You can measure the impact of a product update announcement using these key metrics:
Open rate
Click-through rate
In-app message views
Customer sentiment (comments, surveys)
Retention rate
Churn rate
Upgrade rate
2. Can I use Trupeer to announce my SaaS product updates?
Yep. Start by recording your screen or uploading an existing video to Trupeer. Trupeer will automatically clean up the recording, add an AI voice to explain each step, add Zoom effects, translate it to other languages, and give you an export-ready video.
3. Where can I share the SaaS product update announcement video?
You can embed on your website, include in update emails, post on Product Hunt, or share across social channels.
4. Do I need any technical equipment or video editing experience to use Trupeer?
Nop. Trupeer is built for anyone, whether you’re a product manager, marketer, or founder. You create professional-grade product update videos without cameras, microphones, or editing software. All you need is your browser and with Trupeer’s easy-to-use interface, you’ll be able to create studio-quality videos at 1/10th of the cost and within minutes.
