In this article: episode 4 of Beyond the Lab, in which Janat Soomro unpacks what brand engagement actually looks like in 2024 and where product demos fit in.
Janat Soomro, VP of Demo Development at USP Solutions, opens this episode with a blunt observation: most brand engagement metrics measure attention, not belief. Views, dwell time and likes are easy to count, but none of them tell you whether a consumer trusts the product enough to buy it again. That gap is what demos are designed to close.
Engagement vs. conviction
Janat draws a clear distinction between an engagement moment (a scroll-stopping piece of content) and a conviction moment (a hands-on test that produces a visible result). Both matter, but they have different jobs. Engagement creates the opportunity. Conviction closes the loop.
What modern engagement looks like
The most effective campaigns Janat has worked on layer the two. A short video on TikTok introduces the claim, a QR code on pack invites the consumer to try a small at-home test, and a follow-up retail experience confirms the result with a beauty advisor. Each step reinforces the previous one and builds toward a purchase decision the consumer feels they made themselves.
Demo design implications
Designing for this layered journey changes the brief. Demos need to work as a 5-second hook on social and as a 30-second guided test in store. They need to photograph well, be safe to handle, and produce a result that is identical across markets. That is the discipline our team brings to every engagement.
For a complementary view on how demos drive trust, see our piece on live demos and consumer trust.