Want to elevate your SaaS brand with video marketing that actually works? In this no-nonsense guide, you’ll discover seven saas video marketing strategies that deliver growth and drive conversions. Uncover the secrets of engrossing explainer videos, impactful promotional content, and more as we steer you through best practices that fuse your product’s strengths with the power of visual storytelling. Get ready to harness these insights for a video approach that gets results.

Key Takeaways

  • SaaS explainer videos are a powerful tool for simplifying complex products and driving user engagement, leading to increased revenue and sign-ups.
  • Strategic video marketing with SaaS promo videos and social proof enhances credibility and conversion rates, while aligning videos with sales funnel stages maximizes impact.
  • Interactive product demos and personalized onboarding videos promote user adoption and engagement, contributing to lower support costs and higher user satisfaction.

The Power of SaaS Explainer Videos in Conversion


Imagine being able to:

  • Simplify complex SaaS products into engaging narratives with a single saas product video
  • Extend your reach to millions of potential customers through a captivating saas video
  • Drive significant revenues
  • All with a single video

Sounds like a marketer’s dream, doesn’t it? This is the power of the best SaaS explainer videos. A well-crafted saas product explainer video is designed to break down complex products, enabling potential customers to grasp how they work and the benefits they provide. To see this in action, just take a look at a saas explainer video example.

For instance, companies like Claimwell and Rent Vine leverage explainer videos to focus on solving industry pain points, such as fair and timely payments, or to emphasize key features in an engaging narrative. The impact? Some SaaS businesses report over 25 million views, $48 million in revenue, and over 10 million account sign-ups.

Let’s delve into the process of creating these potent explainer videos, using some explainer video examples as a reference, as the video explains in detail.

Crafting a Compelling Message

Creating a compelling message in explainer videos is akin to art. It starts with focusing on a single idea. This approach increases conversion rates by helping users understand and remember the main statement better. An effective script should grab attention from the beginning, be concise and persuasive throughout, and end with a significant call to action.

It’s about:

  • Defining key messages, objectives, and highlighting features and benefits that resonate with the target audience
  • Keeping animation unobtrusive
  • Using simpler color palettes
  • Minimizing motion to maintain focus on the narrative and prevent distraction from the main message.

Visual Storytelling Techniques

When it comes to SaaS explainer videos, images often speak louder than words. Visual storytelling techniques, such as:

  • avatars
  • animation
  • motion graphics
  • live-action footage

Explainer videos can make complex SaaS products more accessible, especially for a saas business. For example, companies like Route4Gas, Punahou Connect, and Beezer use these techniques to great advantage in their saas product videos. SaaS companies often utilize a mix of animation, motion graphics, and live-action footage to illustrate their value proposition in their saas videos.

Engaging the viewer further requires compelling video editing and captivating visuals, with techniques such as integrating thought-provoking statements, as used in the Tacklebox explainer video. Storyboarding enhances visual storytelling by allowing creators to organize shots, add descriptions, and refine the flow before production begins.

Sound Design Matters

In explainer videos, auditory elements are just as crucial as visuals. A clear, engaging, and relatable voiceover sets the tone and connects with the audience. The voiceover accent and pronunciation should match the intended target audience for clarity and relatability. While AI-generated voices offer savings, they may lack the conversational quality of professional voice actors.

Strategic sound effects, like ambient noise or relevant action sounds, can significantly increase engagement and add a layer of realism to the video. But, remember to balance the use of sound effects to avoid overpowering the story while emphasizing important aspects of the narrative.

Maximizing Impact with SaaS Promo Videos


Promo videos for SaaS products are like magnets that draw attention using clear storytelling, engaging visuals, and compelling text. They can significantly boost conversions and increase sales for businesses. For instance, animated content, when used effectively in promo videos, can demonstrate the product’s value in an easily understandable format, as seen in Dissolve and Proquest case studies.

Innovatively created promo videos, such as ones with automated content from stock footage, illustrate the potential of technology to enhance the impact of SaaS promotional materials, including saas video ads. How might we amplify this impact? Time to investigate.

Leveraging Social Proof

Everyone appreciates a solid endorsement. When it comes to SaaS promo videos, incorporating social proof in the form of:

  • expert recommendations
  • customer testimonials
  • third-party reviews
  • case studies
  • media mentions

enhance credibility and gain the audience’s trust. Video testimonials have a greater impact than written ones, with a survey revealing that 2 out of 3 people are more likely to purchase a product after watching a customer’s video endorsement.

Visual customer success stories demonstrate the value of the SaaS product and establish credibility, allowing potential customers to relate to the experiences of others. Case studies serve as a powerful form of social proof for B2B SaaS companies, offering an in-depth analysis of how real-world problems were solved by the product and providing insights into the partnership experience.

Highlighting Success Stories

The success of one individual can inspire another. Showcasing customer success stories through videos allows potential customers to see the tangible benefits and real-world application of the SaaS product. Real-life scenarios depicted in testimonial videos help potential customers relate to and understand the product’s benefits in a concrete manner.

The integration of success stories into video marketing strategies effectively demonstrates the SaaS solution’s impact, contributing to higher conversion rates.

Integrating Video into Your SaaS Marketing Strategy

Having understood the potency of explainer and promo videos, let’s discuss how to incorporate them into your SaaS marketing strategy. Developing a smart video marketing strategy is essential, as randomly publishing videos is less likely to yield desired outcomes. Incorporating video content throughout the buyer’s journey aids in building rapport, trust, and a post-purchase relationship with prospects.

To incorporate videos into your SaaS marketing strategy, follow these steps:

  1. Determine how prospects find and interact with video content.
  2. Create effective CTAs (Call to Actions) based on this information.
  3. Understand the contribution of video content to your overall marketing success.

By following these steps, you can effectively integrate videos into your SaaS marketing strategy and achieve better results.

Social proof featured in video content enhances brand credibility and can lead to increased sign-ups and customer satisfaction. How might we synchronize these videos with different sales funnel stages and spread them across multiple platforms? Let’s discover.

Aligning Videos with Sales Funnel Stages

Understanding the buyer’s journey is critical for creating content that assists them in their decision-making process while positioning your brand as an authority. At the top of the funnel, video content should attract potential customers and introduce them to the problems the SaaS product solves. Middle of the funnel video content should educate and inform prospects by addressing common issues and comparing solutions that the SaaS product offers.

During the consideration stage, videos need to provide in-depth information, showcasing features and benefits of the SaaS product, helping prospects compare it with other solutions. To facilitate a decision, video content should be readily available on the website and through email marketing, addressing final objections and demonstrating value.

Distribution Across Various Platforms

With our videos now in sync with the sales funnel stages, it’s time to discuss distribution. The audience’s video consumption habits are essential in selecting a distribution platform that aligns with their preferences and behaviors. Choosing the right platform involves considering the available features and functions as well as the platform’s ability to reach user bases within the industry. The ability to analyze video performance data provided by distribution platforms is key to optimizing strategies and achieving better engagement.

Utilizing various channels, such as social media, email marketing, and paid ads, allows for a tailored and widespread approach to video marketing, increasing visibility and engagement across multiple platforms.

Enhancing Brand Identity with SaaS Company Videos

Videos are not just about promoting products or services; they can also showcase company culture and values, attracting customers and talent while enhancing brand identity. Personalizing the company through employee testimonials and interviews in videos can make the SaaS brand’s values more relatable, fostering a stronger connection with advocates and prospective customers. Featuring company events and social initiatives in videos allows customers to see the brand’s values in action, bolstering a sense of shared purpose and reinforcing brand identity.

How can we provide a behind-the-scenes perspective and cultivate an emotional bond with our audience? Let’s probe further.

Behind-the-Scenes Insights

Behind-the-scenes videos allow viewers globally to delve deeper into the SaaS company, creating a firm connection with the brand. Unique behind-the-scenes content that portrays the company’s culture helps in drawing potential employees by providing an authentic glimpse into the day-to-day work environment.

Showing the detailed processes behind a SaaS product or service through behind-the-scenes videos can generate a sensation of exclusivity and intimacy with the target audience. Some benefits of creating behind-the-scenes content include:

  • Generating a sense of exclusivity and intimacy with the audience
  • Embedding the true stories, emotions, and values of the company into a memorable experience
  • Creating a genuine and humorous connection with the audience

By incorporating behind-the-scenes videos into your marketing strategy, you can create a stronger connection with your audience and leave a lasting impression.

Building an Emotional Connection

Building an emotional connection with your audience is the key to winning their hearts. Emotional storytelling in videos can form a memorable impact and cultivate a strong connection with viewers. Here are some ways to do it:

  • Illustrate how a SaaS product enriches lives or resolves challenges
  • Focus the story on a major pain point
  • Make the audience feel understood
  • Present the SaaS offering as the remedy to their issues

By following these strategies, you can reinforce the emotional bond with your audience.

Sharing the inception story of the SaaS company through video can captivate viewers by showcasing the company’s beginnings and resonating on a personal level. Silent moments can be strategically used in explainer videos to build suspense and emphasize crucial points, adding to the storytelling experience.

Harnessing the Power of SaaS Product Demos

Product demos are like a magic show where you reveal the secret behind the magic, wowing your audience in the process. SaaS product demos effectively communicate the practical benefits to potential customers, enhancing the likelihood of conversion. For example, AlphaMap’s product demo highlights the ability to access property information, assisting real estate professionals in making informed investment decisions. Usherpa’s demo video illustrates how it aids real estate agents in managing their data and generating new leads, demonstrating its value in real-world applications.

How can we ensure our product demos are interactive, and effectively illustrate key use cases? Let’s examine.

Interactive Features

Interactive product demos are like a playground where users can actively participate in the demonstration, exploring key functionalities at their own pace. These personalized interactive demos enable users to choose which features to explore, providing real-time feedback and a tailored experience that is most relevant to them.

Best practices for creating interactive demos include focusing on the customer’s Jobs-To-Be-Done for a personalized experience without overwhelming users with every functionality. Various tools, such as Userpilot, Tolstoy, Walnut, and Storylane, offer functionalities ranging from in-app guidance to no-code demo automation for interactive product demos.

Demonstrating Key Use Cases

Demonstrating key use cases in product demos is like showing your audience how to use a Swiss Army knife for their specific needs. Interactive product demos should focus on distinct use cases relevant to potential users, breaking down demos into use-case centric experiences to help prospects understand the product’s applicability to their specific needs.

Personalization in SaaS demos should take into account the prospect’s industry, intended use case, and pain points to highlight the most relevant features and practical application of the product. Demos that are easily accessible and ungated, combined with the ability to focus on features of interest, help engage users by allowing them to explore the product without barriers.

Driving User Adoption with Onboarding Videos


Onboarding videos are like a friendly guide that helps new users navigate through the complex maze of SaaS platforms. They engage users more effectively and can help build an emotional connection, which is essential for user retention. Users have the flexibility to learn how to use the software at their own pace through onboarding videos, improving overall accessibility. Including onboarding videos in a product’s Resource Center can provide the following benefits:

  • Significantly reduce customer support costs by promoting self-service
  • Improve user engagement and retention
  • Enhance overall accessibility and user experience

How can we offer detailed guidance and tailor these onboarding videos for various user groups? Let’s investigate further.

Step-by-Step Guidance

Step-by-step guidance in onboarding videos is like a GPS system that helps users navigate the application. These videos help users take meaningful actions in their onboarding, which increases engagement and reduces churn rates.

In-app tutorials serve as concise, feature-specific guides that break down the steps users need to follow to utilize specific features of the product effectively. Embedding interactive video tutorials in a resource center can significantly improve the self-service support experience, allowing users to access help at their convenience.

Personalization and User Segmentation

Personalization in onboarding videos is like a customer’s personal guide to a SaaS product. Data collected during signup can be used to target different types of users with onboarding videos that are relevant to their specific roles or expertise. Personalizing onboarding videos for different user segments can effectively address the unique needs and questions of different user groups, which in turn can significantly enhance the overall user experience.

Utilizing analytics to track how different user segments interact with onboarding videos provides valuable insights that can guide improvements and ensure that the content is engaging and effective.

Utilizing Webinars for In-Depth Engagement

Webinars are like a virtual classroom where SaaS companies can provide valuable insights and foster connections with audiences. They are online seminars or presentations where expert hosts share knowledge on a specific topic, goal, or task. For hosting webinars, popular software solutions include Zoom, Livestorm, and Demio. The structure of hosting a webinar is fluid, allowing hosts to create an experience that best fits their content and audience, without a strict template.

How do we effectively plan, promote, and engage with live audiences during these webinars? Let’s uncover the secrets.

Planning and Promotion

Planning and promoting your webinars is like organizing a concert. Start by selecting engaging webinar topics through audience analysis from social media polls, newsletters, and analyzing frequently asked questions to discover interests and knowledge gaps. Coordinate with potential speakers and prepare them for the topic and format.

Promote the webinar by sending emails during prime times and create effective landing pages that detail the webinar’s topic, schedule, and outcomes with a clear and concise registration process. Finally, conduct a critical review of all webinar content and promotional materials to prevent errors and ensure accuracy of information and speaker details.

Engaging with Live Audiences

Engaging with live audiences during a webinar is like having a conversation with your audience. Including polls and surveys during webinars can create a dynamic atmosphere that encourages audience participation and interaction. Breakout rooms offer attendees a chance to engage in smaller group discussions, providing a platform for deeper conversation and engagement.

Visual aids like engaging slide decks with simple visuals help hold the audience’s attention and strengthen the webinar’s content structure. Concluding the webinar with a clear call to action gives direction to attendees, suggesting further engagement options like subscribing, booking a demo, or signing up for a trial.


To summarize, in the dynamically evolving world of SaaS, video marketing strategies have become an indispensable tool for simplifying complex products, engaging audiences, and driving revenues. Whether it’s explainer videos, promo videos, company videos, product demos, onboarding videos, or webinars, each of these videos plays a unique role in the SaaS marketing landscape, attracting potential customers, enhancing brand identity, and fostering connections.

Frequently Asked Questions

What is SaaS in digital marketing?

SaaS in digital marketing refers to the marketing of software products developed and sold to customers via the internet on a subscription basis, requiring a different approach compared to traditional marketing. SaaS marketing teams play a crucial role in building awareness and driving growth for product-led businesses.

What is SaaS video production?

SaaS video production is the process of creating video marketing content for software as a service (SaaS) companies, aimed at promoting their products or services.

How to make a SaaS product video?

You can make a SaaS explainer video by choosing a style (live-action, animated, or screencast), selecting a type of explainer video, writing a compelling script, and using video templates. This will help you create the best SaaS explainer videos quickly and effectively.

What is SaaS content marketing?

SaaS content marketing focuses on building long-term relationships with potential customers rather than hard-selling products. It aims to spotlight the needs and interests of the target audience.

What is SaaS product video?

A SaaS product video is an effective way to introduce and pitch your idea to investors and users, as it can clearly explain the key features, benefits, and value proposition, ultimately helping to boost conversions and sales. So, it’s a great tool for promoting your SaaS product.

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