If you are in the SaaS industry, you know videos aren’t just nice to have; they are crucial to grab attention, explain your product, and build trust at every stage of the funnel. But here’s the catch: not every video works at every stage for your SaaS video.
If you are a quick teaser when your audience needs a clear product demo or sharing a detailed tutorial before they even know what your software does, it will not work.
So, to truly drive sign-ups, conversions, and long-term loyalty, you need the right video at the right time.
If you are confused about choosing the right SAAS product video for you, then this blog is all you need. Below, we’ll be covering different stages of the customer journey & which videos are suitable to ensure the maximum impact. Let’s get to it.
What are SaaS Product Videos?
SaaS product videos are short, targeted videos that help you show your SaaS product in action to your target audience through clean visuals, targeted voiceovers, and smart storytelling. These videos help you clearly explain what your software does, how it works, and educate your audience on why they need your product without the complex tech jargon.
The 4 Stages of SaaS Video Marketing: From Awareness to Retention!
Stage 1: Awareness – Make Them Notice You
At this stage, your potential customers don’t know your SaaS exists yet. They might not even realise they have the problem your software solves. Your goal here is to grab attention and build curiosity.
- Explainer SaaS Videos – Clearly introduce what your SaaS does, who it’s for, and how it solves their problem.
- Promotional SaaS Videos – Short promo video highlighting your key benefits or offers to quickly grab attention.
- Brand Story Videos – Share your mission, vision, and why you exist to build an emotional connection and brand trust.
- Social Media SaaS Videos – Engaging, bite-sized videos for LinkedIn, Instagram Reels, and YouTube Shorts to increase visibility and brand recall.
Where to Use:
- Homepage hero section
- Social media ads (especially YouTube and LinkedIn)
- Top-of-funnel blog posts
- Landing pages targeting cold audiences
Here’s why these videos work in the Awareness Stage:
- Grab attention quickly with strong visuals and messaging to stop scrolling and make people notice your brand.
- Introduce your SaaS clearly, explaining who you are, what you offer, and why it matters in simple terms.
- Build initial trust by showcasing your story, values, and professionalism to help new audiences feel confident about your brand.
- Create curiosity by highlighting key benefits or problems you solve, encouraging viewers to learn more.
- Increase brand recall with repeated exposure through engaging videos makes your SaaS memorable for future consideration.
Tip: Focus more on the problem and solution rather than features at this stage. You’re sparking interest, not selling yet.
Additional Read:
10 Best SaaS Explainer Video Examples To Check Out for Some Inspiration!
Stage 2: Consideration – Make Them Trust You
At this stage, your audience knows about your SaaS but is exploring options. They want to see how your product works, if it fits their needs, and if others trust it. Your goal here is to build credibility, demonstrate value, and move them closer to conversion.
- How-To Videos & Tutorials – Show how your SaaS works, solve specific problems, and educate prospects on practical use cases.
- Demo Videos – Offer a detailed walkthrough of your product’s features to help leads understand its capabilities.
- Case Studies Videos – Share real customer success stories, data, and measurable results to build credibility.
- Customer Testimonials – Showcase happy customers sharing their experiences to build social proof and overcome objections.
- SaaS Webinars – Conduct webinars to educate leads, address questions, and position your SaaS as an expert solution.
Where to Use:
- Product or feature landing pages
- Nurture emails and newsletters
- Retargeting ads for engaged leads
- Mid-funnel blog posts and gated resources
- Webinar registration pages
Here’s why these videos work in the Consideration Stage:
- Build trust and credibility by showing real results and satisfied customers.
- Demonstrate value clearly through demos, tutorials, and how-to videos that address pain points.
- Help leads evaluate your SaaS confidently by providing in-depth insights into how it works.
- Position your brand as an expert through educational webinars and case studies.
Tip: Focus on educating your audience and building trust. Show them exactly how your SaaS works, how it solves their problems, and why others trust it. The goal is to help them visualise themselves using your product confidently before making a purchase decision.
Stage 3: Conversion – Make Them Take Action
At this stage, your leads are ready to decide. They know your SaaS, understand its value, and now need that final push to sign up or buy. Your goal here is to build strong trust and reduce any last-minute hesitations.
- Customer Testimonials – Share real user experiences to build strong trust and overcome final objections.
- Case Studies Videos – Showcase measurable results and success stories to prove your SaaS delivers what it promises.
- SaaS Webinars (Live Q&A or Demo Webinars) – Host interactive webinars to address last-minute questions, give live demos, and encourage quick decision-making.
- Free Trial Introduction Videos – Short videos explaining what to expect during a free trial, encouraging leads to sign up confidently.
- Limited-Time Offer or Promo Videos – Create urgency by highlighting special discounts or offers available for a limited time.
Where to Use:
- Pricing pages and sign-up pages
- Bottom-of-funnel nurture emails
- Retargeting ads for warm leads
- Final decision blog posts or case study pages
- Webinar follow-up emails
Here’s why these videos work in the Conversion Stage:
- Build final trust by showing proof through testimonials and real success stories.
- Reduce last-minute doubts with live demos and Q&A sessions that answer specific concerns.
- Showcase measurable results to assure prospects of your SaaS’s effectiveness.
- Encourage immediate action by creating urgency during webinars or sharing limited-time offers.
- Make the decision easy by removing uncertainties and highlighting clear next steps.
Tip: At this stage, focus on proof and clarity. Use videos that answer “Why should I buy now?” and make the sign-up process feel like the obvious next move.
Stage 4: Onboarding & Retention – Make Them Stay
At this stage, your users have signed up. Now your goal is to ensure they adopt your SaaS smoothly, use it effectively, and stay for the long run. Great onboarding and continuous value are key to reducing churn.
- Customer Onboarding Videos – Step-by-step guides to help new users set up and start using your SaaS with confidence.
- How-To Videos & Tutorials – Teach users how to use specific features to get maximum value and improve satisfaction.
- Feature Update Videos – Keep users informed and excited about new updates, features, and improvements.
- SaaS Webinars (Training & Upsell Webinars) – Offer regular training to deepen usage and webinars showcasing advanced features for upsells.
- Customer Testimonials & Case Studies (for Upsells) – Share success stories of existing users upgrading to higher plans to encourage others to do the same.
Where to Use:
- Welcome emails and onboarding sequences
- In-app video tutorials and help centres
- Customer success or product update emails
- Retention-focused blog posts
- Upsell landing pages and emails
Here’s why these videos work in the Onboarding & Retention Stage:
- Improve user adoption by making it easy to understand and use your SaaS from day one.
- Reduce churn with educational videos that help users see ongoing value.
- Increase feature usage by showing how to use advanced tools or hidden gems within your SaaS.
- Drive upsells by highlighting the success of customers who upgraded.
- Keep users engaged with regular updates and training that build loyalty.
Tip: Focus on helping users achieve quick wins and consistently showing them new value. Happy, confident users stay longer and buy more.
Wrapping Up!
At the end of the day, it’s not just about creating videos for the sake of it; it’s about creating the right videos that speak to your audience at every stage of their journey.
Imagine someone discovering your SaaS through a powerful explainer, building trust with your testimonials, getting clarity from your demos, and feeling supported through onboarding videos.
That’s how you turn viewers into loyal customers.
If you’re feeling stuck on where to start or which type of video will make the biggest impact for your SaaS right now, you don’t have to figure it out alone. At Krisha Studio, we specialise in explainer video production, helping SaaS brands choose the perfect video strategy for their goals and then bring those videos to life with clarity, creativity, and purpose.
Ready to create videos that move the needle for your SaaS? Book a free consultation with us & let’s get started.
Frequently Asked Questions(FAQs)
Q1. How much does it typically cost to produce a SaaS explainer video?
Production costs vary by style and length, but expect $500–$2,000 for a 60‑second animated explainer, including scripting, design, voice‑over, and revisions. To get an accurate estimate, connect with us.
Q2. How do I measure the ROI of my SaaS video marketing?
Track metrics like view-to-click, click-to-signup, and engagement rate, then correlate video-driven signups or revenue lift against production and ad spend.
Q3. Which platforms work best for distributing different SaaS video types?
- LinkedIn & YouTube Ads: Explainers, promos, and webinars for B2B reach
- Instagram Reels & TikTok: Bite‑sized social videos and micro‑tutorials
- Email & In‑app: Onboarding walkthroughs and feature updates.
Q4. How do I optimize video SEO for my SaaS product?
Use keyword‑rich titles, descriptions, and tags, include transcripts, add structured data (VideoObject schema), and embed videos on relevant blog posts and landing pages to boost organic visibility.
