The problem moment
How the reference made a frustration recognisable before introducing anything that fixes it.
SaaS
Show the software doing something useful.
SaaS ads in short-form video have to make an abstract product visible within seconds. Doomscroll researches how comparable tools are actually demonstrated on TikTok and Instagram, describes the structures that hold attention through an explanation, and writes original scripts built around a moment your product can genuinely show.
Software has no unboxing and no before-and-after. The reference you need is whoever solved that problem on screen, and they are usually not selling software.
Research my brandA feature list is not a video.
Most software video explains what the product is, which is the thing nobody stopped scrolling to hear. The videos that work usually show a problem being felt before showing anything being solved. Finding the version of that which suits your product is a research question, not a writing one.
What Doomscroll looks for
What gets examined in a software video
The reveal
When the product appears, what is on screen, and how much is explained versus shown.
The pacing
How quickly the explanation moves and where it slows down, which is what decides whether anyone finishes it.
How it works
From product brief to a script worth filming
Read the product
Start from the site and confirm which audiences and problems the research should target.
Find the structures
Research public videos that hold attention through an explanation, inside or outside software.
Write it grounded
Produce an original script around a moment your product can actually show, with the source attached.
Answers
Common questions
My product is not visual. Does this still work?
That is the common case. Research looks for how other abstract things are made watchable — a frustration acted out, a result shown before the method, a screen recording with a running commentary — rather than assuming a demo is the only option.
Will it reference competitors directly?
Not necessarily. It looks for transferable structures, which often come from outside software entirely. A format that explains a complicated process in fifteen seconds is useful regardless of what the original was about.
Can it write for a technical audience?
Yes. The audience mapping step identifies the distinct groups you could reach, which for software often separates the person with the problem from the person who signs off. Scripts are written for the audience you confirm, not a generic buyer.
What does it need to understand my product?
A website or a short description. Doomscroll reads the site, proposes the audiences it believes you could reach, and asks you to confirm before research begins, so a wrong assumption gets corrected before anything is spent.
A demo someone would watch voluntarily.
Software teams use Doomscroll to get past the feature walkthrough. Each script is built on a structure that demonstrably held attention somewhere real, and states the creative hypothesis being tested so the result can be read afterwards.
Audience-specific directionObservable creative breakdownOriginal, ready-to-film script
Less searching. More filming.
Give Doomscroll your brand. Get a script you can test.
Start with a website or short description. Doomscroll follows the audiences, finds useful references and turns the strongest patterns into original work.
Find my next script