A SaaS funnel without video is like a sales call with the camera off: people hear the pitch, but they never really feel it. The right SaaS videos make an abstract product clear, visual, and easy to say yes to.
Most teams already know they need video. The real blocker is a different question: with so many SaaS video types, where do you start?
Do you invest in an explainer, a demo, customer stories, onboarding content, or short clips for social feeds? Pick the wrong order and budgets disappear without much movement in signups, sales, or retention.
At What a Story, we see this every week. Because we focus only on SaaS, we have watched a simple shift in video strategy lead to results like three times MRR growth in three months and conversion jumps of fifty percent or more. Not from random content, but from a clear set of videos every SaaS company needs, lined up against the customer path.
In this guide, we walk through the essential types of SaaS videos, when to use each, and how to connect them into a system that keeps working long after launch. Key Takeaways
What Makes SaaS Video Marketing Different
SaaS products do not work like consumer gadgets or simple retail offers, so a generic video approach rarely works. Buyers cannot hold a subscription in their hands, and screenshots alone do not show how a platform changes workflow or helps teams hit targets. That is why the right videos every SaaS company needs must teach and sell at the same time.
Most B2B deals also have long cycles with several people involved. A single champion might watch the first explainer, but later a CFO, security lead, or operations head will want hard proof. That calls for a mix of SaaS video types that cover:
- Emotional hooks for first impressions
- Technical depth for expert buyers
- Business outcomes that speak to leadership
From our work at What a Story with SaaS teams of all sizes, winning strategies balance two things: they keep technical details accurate for expert buyers, while using simple, human stories that non‑technical stakeholders can follow.
Different Types of SaaS Marketing Videos
1. Explainer Videos
Explainer videos are the anchor of most SaaS video marketing strategies. Think of them as a 90‑second elevator pitch that works on the homepage, in outbound emails, and in investor decks. Among all types of SaaS videos, this one usually delivers the fastest impact on conversions.
A strong explainer follows a clear structure:
- State the problem in the customer’s own words
- Introduce the product as the answer
- Show, at a high level, how it works
- Close with a direct next step (start a trial, book a demo, etc.)
The focus stays on one core pain, not a long feature tour.
Why Animation Works For SaaS Explainer Videos
Animation is a natural fit for SaaS explainers because so many products deal with data flows, APIs, and background processes that are hard to film. Icons, diagrams, and smooth transitions make invisible actions feel concrete, even for people who are not technical.
Another advantage is shelf life. User interfaces change often, but animated sequences that show high‑level steps and benefits can stay accurate for years. That makes animated explainers one of the most efficient types of SaaS videos, especially for products that ship new releases every few weeks.
At What a Story, our team spends a lot of time turning technical details into clear animated stories, so a buyer understands the value without reading a spec sheet.
2. Product Demo Videos
If explainers answer what and why, product demos answer how. These SaaS product video types focus on real clicks, real workflows, and practical steps. They work best for prospects who already see the value and now want proof that the platform fits into their day.
Good demo videos avoid buzzwords and stick to the screen. A narrator explains what they do and why it helps, while viewers watch the product fix very specific pains such as messy reporting, missed handoffs, or manual work. Clear pacing, zooms, and callouts keep attention without turning the video into a full training course.
These demos serve two groups at once:
- New prospects, who gain the confidence to start a trial or request pricing
- Existing customers, who discover features they are not using yet
We have a guide on Product Demo Videos Read This Also: Ultimate Product Demo Videos Guide
General Product Overviews Vs. Feature Deep-Dives
Not every SaaS demo serves the same purpose.
Product overviews give a broad tour of the platform, highlight key use cases, and connect features to benefits. They work best for homepages, sales decks, onboarding, and early discovery—Slack’s main demo is a classic example.
Feature deep-dives focus on one capability or use case in a short video. These are easy to share in sales, marketing, and support, ensuring the right message reaches the right audience.
A smart strategy starts with a full demo and repurposes it into feature-specific clips, turning one shot into a complete video library.
3. Social Proof Videos
When buyers compare tools, social proof often decides who wins. For SaaS, where deals can be large and long term, watching a real customer talk about results feels far more believable than any brochure. That is why social proof sits among the most powerful types of SaaS videos.
“We view a behavior as more correct in a given situation to the degree that we see others performing it." - Robert Cialdini
Research shows that well over half of buyers watch testimonials before they decide. In B2B SaaS, the stakes are higher, and several people must agree. Social proof videos help champions calm their internal skeptics by sharing real stories, measurable wins, and faces that look like them.
We usually work with three formats here:
- Short testimonial clips that highlight emotion and direct quotes
- Case study videos that dig into numbers and process
- Success stories that blend both, with a fuller arc but still human and personal
Placement matters as much as production. These videos every SaaS company needs belong on pricing pages, comparison pages, proposal decks, and follow‑up emails. Slightly imperfect shots or less scripted answers often help more than a glossy ad because they feel honest and unscripted.
Customer Testimonial Videos
Customer testimonials are short, punchy videos where one person shares their experience in their own words. They often follow a simple pattern: who they are, what problem they had, how the product helped, and whether they would recommend it to others.
For this format, authenticity beats heavy polish. Light editing, natural pauses, and real office backdrops feel more believable than a big studio setup. We focus on open questions that invite stories, such as what changed in their day or what surprised them most, rather than feeding lines to repeat.
Case Study Videos
Case study videos go further than testimonials. They present a clear before‑and‑after story with hard numbers that decision makers respect. In these SaaS video content types, we show what problem the client faced, why they chose this tool, what the rollout looked like, and what the measurable impact was.
Numbers are the star here. Metrics such as percentage gains, hours saved per week, faster close times, or reduced error rates give weight to the story. Short scenes of the team at work or the product in use keep things moving so the video does not feel like a spreadsheet read aloud.
Read Our Client's Success Story - ZELIQ Raises a $15M+ Series A, Using a What a Story Explainer Video
4. Onboarding and How-To Videos
The first days after someone signs up set the tone for their whole relationship with a product. If they feel lost, churn risk rises. If they hit a clear win fast, they stay. Onboarding and how‑to videos are the types of SaaS videos that guide new users from confusion to confidence.
These videos usually look like short, focused tutorials. They walk through setup steps, core workflows, and best practices, always with a clear benefit. The goal is not to show every button, but to help someone reach their first meaningful result, such as sending a campaign, closing a ticket, or launching a report.
This content lifts pressure from support teams because many common questions receive a visual answer right away. At the same time, it gently nudges customers toward deeper features they might ignore on their own. That mix of fewer tickets and higher adoption makes onboarding some of the most essential SaaS marketing videos, even though they sit after the initial sale.
5. Brand Story Videos: Building Emotional Connections
Features matter, but people buy from people they trust. Brand story videos focus less on screens and more on the humans and beliefs behind the product. Among all types of SaaS videos, these are the ones that build long‑term connection rather than quick conversions.
A brand story might follow the founder’s path, share why the company exists, highlight the team, or explain the mission that drives product decisions. Done well, it makes viewers feel that real people stand behind the code, people who understand their world and care about the same outcomes.
These videos work best when they feel honest and a bit vulnerable. Sharing early challenges, mistakes, or lessons often lands better than glossy slogans. It shows buyers that the company has thought deeply about the problem they solve and the kind of partner they aim to be.
“The most powerful person in the world is the storyteller.” - Steve Jobs
Brand story content belongs on the about page, in recruitment efforts, investor decks, and awareness campaigns. Zendesk’s rebrand story is a good example, where they opened up about changing their visual identity and what that meant inside the company.
6. Launch and Event Videos: Capturing Momentum
Big moments like feature launches, product overhauls, or annual conferences create energy that should not fade once the day ends. Launch and event videos help keep that spike of attention alive and signal progress to customers, partners, press, and investors.
Product launch videos focus on one new release and why it matters. They show who the change helps, what is different now, and how to try it.
These are perfect centrepieces for release emails, social posts, and press outreach, and they often reuse elements from the main types of SaaS videos like explainers and demos.
7. Educational Webinars: Establishing Thought Leadership
Educational webinars sit between marketing and training. They teach broader strategies and frameworks, with the product woven in naturally, making them strong lead drivers.
Instead of pitching, good webinars focus on real problems - like pipeline management or onboarding - and share practical methods attendees can use immediately. The live format adds value through chat and Q&A, revealing how prospects think and talk about their challenges.
Webinars also build authority. Brands like GitHub use them to position themselves as partners, not just vendors, making webinars a powerful SaaS video format once core assets are in place.
8. Short-Form Social Media Videos
Attention spans on social feeds are short, and algorithms favour quick, native videos. Short‑form clips have become one of the most important SaaS video types for staying visible to prospects, investors, and future hires who scroll on LinkedIn, X, or Instagram.
These videos work best when they do one job in 30–60 seconds. That job might be sharing a quick tip, highlighting a feature, showing a client quote, or giving a behind‑the‑scenes look at the team. The hook in the first few seconds matters most because that is where viewers decide whether to keep watching.
Different platforms reward different tones:
- LinkedIn leans toward professional stories and tactical advice
- X favours fast, conversational takes
- Instagram and similar platforms respond well to visual moments and strong text overlays
All of them, however, often mute audio by default, so clear visuals and captions are key.
Common Mistakes to Avoid in SaaS Video Marketing
Even experienced SaaS teams make video marketing mistakes that limit results - like focusing on features over problems, making videos too long, skipping strategy, or missing clear CTAs.
Instead of repeating those errors, it’s worth learning from real-world breakdowns and fixes. We’ve already covered this in depth on our blog, including why SaaS demo videos fail to generate leads and how to fix them, and the most common SaaS onboarding mistakes that hurt activation and retention.
Exploring these blogs will help you spot gaps faster and avoid costly missteps in your own video strategy.
How What a Story Helps SaaS Companies Create High-Impact Videos
What a Story is a SaaS-focused video agency that helps subscription businesses grow MRR, adoption, and retention through strategic video content. We specialize in turning complex products into clear, conversion-driven stories, producing everything from explainers and demos to onboarding and customer proof - fully in-house and built for long-term impact.
Conclusion
SaaS teams win by using multiple video types, each serving a clear role across the funnel. Explainers attract, demos and proof convert, onboarding retains, and brand content builds trust.
Video is now essential to how buyers evaluate SaaS, but you don’t need everything at once. Start where the pain is highest, create one high-quality video, and build from there. Strategy and focus matter more than volume.
FAQs
How Long Should a SaaS Explainer Video Be?
Most SaaS explainer videos work best between 60 and 90 seconds. This window gives enough time to name the problem, introduce the product, show a simple view of how it works, and make a clear call to action without losing attention.
What's the Difference Between an Explainer Video and a Product Demo?
An explainer video explains what the product is and why it matters, while a demo shows how it works. Explainers target early-stage users and give a quick overview, usually in 60–90 seconds. Demos speak to consideration-stage users and walk through real workflows in more detail. Both support different stages of the same SaaS funnel.
How Much Does It Cost to Produce a Professional SaaS Video?
Video costs vary by format, length, and complexity. Screen-recorded demos are usually cheaper, while high-end animated explainers and live-action testimonials cost more due to design, production, and logistics. Script, animation detail, revisions, and voice talent also impact pricing. The right budget depends on how directly the video supports revenue.
How Do I Measure the ROI of My SaaS Videos?
Measure each video by its role. Explainers focus on views, engagement, clicks, and conversion lift. Demos are judged by watch time, demo requests, and sales cycle impact. Onboarding videos tie to activation, usage, and fewer support tickets. Use tracking links, clear CTAs, and feedback from sales and users to connect video views to real outcomes.
Should I Use Animation or Live-Action for My SaaS Video?
The right format depends on the goal. Animation works best for abstract or complex ideas and stays relevant as products change. Live action fits testimonials and human stories, while screen recordings are ideal for showing the real product. Many SaaS videos combine these formats, and the best mix depends on the audience, goal, and budget.
How Often Should We Create New Video Content?
There’s no perfect schedule, but consistency matters more than volume. Refresh core videos once or twice a year, create new educational or feature videos monthly, and share short clips weekly. Start with essential SaaS videos, then scale based on results. Repurposing and a simple content calendar help keep output steady.
