When SaaS founders invest heavily in the development of their products and features but still find user acquisition and retention difficult due to severe competition, product videos become vital pieces to support and enhance the community around these products by communicating how complicated a product is and building trust for its use as a solution.
The following guide will cover the 7 types of must-have video content for the SaaS product-related industry, with supporting benchmark statistics, such as a report showing that video content has 80% higher customer engagement compared to non-video content, and that many articles do not provide ROI metrics and steps on creating videos when discussing product service areas.
Why Videos Fuel SaaS Growth
Landing page videos increase conversion rates by 86 percent, and SaaS leaders (e.g., Slack, Dropbox) credited 10x growth to their earlier explainer videos. Additionally, they reduced support tickets by 30 percent through self-service onboarding and utilized testimonials as social proof.
Videos on the landing pages also engage users for five times the length of traditional static content and quantify their impact throughout the entire funnel, providing deeper content coverage compared to competitors.
1. Explainer Videos: Hook New Visitors
These animations (60-90 seconds) explain “how your SaaS works and why it is important,” while providing upfront awareness of the issues your customers face. The famous Dropbox explainer resulted in over 75,000 users signing up in one day. Use them on your home page to help your customers quickly realise what value you bring to them.
Tip: Emphasise the problems solved rather than the features offered through storytelling; this approach has been shown to increase retention by 3x.
2. Product Demo Videos: Prove the Value
Use screencasts to demonstrate how your users can use your product in a real-world environment by showing how they will accomplish their tasks in two to three minutes by demonstrating how they will work with core features of your a product in a hands-on manner to potential customers.
For example, the Nutrislice demo was created by Vidico and helped them shorten their sales cycle by providing potential customers with valuable information about the daily challenges they would face using their product. Screencast videos like this would be useful for potential customers who are in the consideration stage (i.e., those who are trying to determine if they are a good fit for your product).
| Demo Type | Length | Best Use | Conversion Lift |
|---|---|---|---|
| Interactive | 60-120s | Feature trials | 3-5x engagement |
| Screencast | 2-5 min | Sales handoffs | 40% faster closes |
3. Onboarding Videos: Reduce Churn
Demonstrate real-life workflows by creating 2-3 minute screencasts showcasing core features of the product through interactivity. The Nutrislice demo from Vidico decreased the amount of time spent on the sales cycle by addressing the daily pain points of a customer. This type of content is ideal for use when the prospect is in the consideration stage of the buying process and is trying to determine whether or not this solution fits their needs.
Guide the prospective new users through their initial steps to improve their activation rate by 25%. The Superspace task-specific video series has reduced the amount of time a customer has fallen off due to drop-off from the video series. Using the task-specific videos embedded within your applications improves the feature adoption rate by 50%.
Additional Read:
Cost vs Value: Why Cheap Explainer Videos Often Fail to Convert
Developing Step-by-Step Videos:
- Divide video by user role (e.g., administrator vs end user).
- Each video segment should be limited to 1-2 minutes long.
- End each video segment with “Next Steps” as a Call to Action.
4. Testimonial Videos: Build Trust
ROI Stories from Real Customers Provide Social Proof to Help Gain Credibility with Executive Buy-in from B2B Buyers. Snowflake’s Video Clips Demonstrate Actual Measurable Success Behind Their Solutions. Each “Customer” Page on Snowflake Should Have Multiple 30+ Second Stand-Alone Video Clips.
The Logic Behind the Conversions: 92% of B2B Buyers are Influenced by Social Proof.
5. Feature Spotlight Videos: Upsell Power
Single features (such as AI integrations) help allow you to do a deep-dive into these features via 90-second bursts, leading to upgrades. Slack also does a great job showcasing collaboration wins through demo videos. Video demos can be used for email nurture campaigns or changelog notifications.
6. Product Tour Videos: Self-Serve Exploration
Interactive walkthroughs give prospects the ability to “try before they buy,” allowing them to simulate the in-app experience when engaging with your feature brochure. While they may have some limitations vs Static Tours, Interactive Walkthroughs tend to produce 4x more engagement than static tours. Interactive Walkthroughs are ideal for freemium model applications.
7. Launch/Promo Videos: Generate Buzz
New features or pricing tiers can create excitement. It can spark your customer to trial your products through short, hype filled teaser videos. The excitement in Bolt’s launch video gives them an optimal example of creating excitement without overwhelming their audience. These videos can be distributed through social media and advertisements to increase the potential for viral growth.
Conclusion:
Master your SaaS product videos within the 7 core types. Including a product demo to increase conversion rates to 86% and reduce churn rates by 30%.
KrishaStudio has developed a library of custom SaaS videos. Which includes animated explainers, interactive demos, and an onboarding series. It simplifies complex concepts into quick, understandable videos to help technology innovators develop a scalable revenue through video marketing.
Partner with KrishaStudio today to learn effective video marketing techniques to convert your website visitors into loyal subscribers.
