So it is important to keep the demo up for as long as possible.
Most importantly, streamers continued to find Mob Factory organically even after the end of the Steam Next Fest. The chart, shared by its developer Lukas VanTilburg, shows huge spikes in wishlist additions, especially compared to a months-long lull when he tried to market the game without a demo. When it comes to Steam festivals, Zukowski cited the tower defense game Mob Factory as an example. Zukowski also mentioned his article about the success of ZERO Sievert, saying that the highest wishlist-to-sales conversion rate occurred during the month that popular YouTuber Splattercat released a video about it. This doesn’t mean that all these people will end up buying the game, but getting the attention of a big streamer before launch greatly increases wishlists and potential sales. Demos are basically a hack to get Streamers to play your game before your full release. 
If you don’t have a demo, you have to wait until your full release before you have something that Streamers can play.
Your demo is providing content for Streamers so they can share your game for you.
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