Catching the attention of SaaS buyers can feel like an uphill battle. With complicated products, hard-to-see benefits, and a sea of competitors, it’s tough for brands to connect with people or earn the trust that turns interest into real customers.
That’s why more SaaS teams are turning to video – it’s a clear, visual way to explain what you do and spark real interest. As folks watch more video everywhere, the brands that stand out are the ones who communicate in a way that’s visual and unforgettable.
This guide is all about practical moves that make SaaS videos work right now. We’ll untangle what grabs viewers, which video formats fit each stage of the buyer journey, and share over 20 standout examples to learn from or riff on. You’ll also get real-world advice for making videos – from writing scripts to tweaking the visual style, and tailoring clips for each channel. Whether you’re trying your first video or leveling up a growing marketing effort, you’ll come away with tips to make your videos work harder for you.
Curious what video can really do for your SaaS? Let’s get straight to the good stuff, with practical advice and tips built from our decade plus experience making thousands of SaaS videos worldwide.
For SaaS teams, there’s often a gap between what your product really does and what your audience understands. So as a marketer your job is to bridge that gap.
Plain text, screenshots, and static pages just don’t cut it when you’re trying to show how software solves real problems.
That’s where video comes in. At Wyzowl, after working on thousands (more than 4,000 to be precise 😉) of video projects, we know that video lifts engagement on landing pages, keeps people around longer, and gets more signups and and turns prospects into loyal users.
A great video lets you tell your story visually and emotionally – breaking down features, nixing doubts, and creating a real connection. In fact, 99% of video marketers say video has helped to increase user understanding of their product or service – an all-time high (Video Marketing Statistics 2025). It’s like having a sales rep on duty 24/7, answering questions and demonstrating value so your leads stay interested instead of leaving.
In a sales process that often happens entirely online, video makes your team’s job easier. It helps with repetitive demos, onboarding at scale, and even lets people see the value of your product before ever talking to someone. When done well, video brings in a spark – trust, excitement, or simply relief – that a landing page can’t match.
Putting a human touch into your videos is a must. When people see real faces, hear real voices, and get honest results, tough or technical products start to make sense. From friendly onboarding to personal support clips, video can keep your brand front and center and take the stress out of learning your tools – even in the trickiest markets.
We’ve observed that SaaS companies who proactively invest in video production see stronger engagement, more educated prospects, and higher conversion rates. The numbers tell the story: 70% of SaaS buyers watch videos before making purchasing decisions (Gitnux). With 91% of businesses using video marketing and 89% of them reporting a positive ROI (Citrusbug), it’s clear that SaaS is joining a broader movement toward video-first marketing.
Explainer videos get right to the heart of your product, boiling down complicated ideas into just a minute or two. They’re all about making your story clear, solving real pain points, and helping folks see the lightbulb moment with both visuals and voice. The best ones take unfamiliar tech and make it easy and memorable.
In fact, 73% of video marketers have created explainer videos, making this the most popular singular use case for video marketing in 2025 (Video Marketing Statistics 2025). It’s no wonder considering that 98% of people have watched an explainer video to learn more about a product or service (Video Marketing Statistics 2025). And since 94% of marketers say video has helped increase user understanding of their product (Wyzowl), it’s a no-brainer for SaaS companies looking to communicate value quickly.
A good script is everything here – stick to one main point, skip the jargon, and use visuals to underline your message instead of crowding it. One common mistake? Packing in too many bells and whistles or going on too long. When developing a product video, script clarity and brevity is crucial: 37% of viewers were put off by videos not explaining a product or service clearly, and 21% by videos being too long (How Much Does An Explainer Video Cost?). Keep it straightforward so anyone gets it. We suggest putting your explainer right on your homepage or landing page, so it welcomes everyone from the start.
Demo videos show what your product actually looks like and how it works. Rather than talking about benefits, demos give people a hands-on look – watching a report run or seeing a workflow come together, often before they ever sign up.
These should ease worries, build confidence, and help viewers picture themselves using your product successfully. It’s not just a trend – 87% of B2B marketers now use video marketing as part of their strategy (Column Five Media), highlighting how widespread adoption of video is in the SaaS industry.
Keep your demos on point: highlight the most important features and workflows, and skip any rambling. Use calls-to-action and smooth transitions to keep things moving – if things drag, viewers will drift away. It helps to tell a shorter story, using interface highlights or animations, so every moment stays interesting. Demos shine in end-of-funnel campaigns or as a follow-up sales tool.
Testimonials are all about trust. When real customers share their stories – the ups, the surprises, and the wins – it makes a huge difference. People want to hear from others like them, not just from your team, especially if they’re thinking about a big change. Video testimonials are a proven method: 60% of video marketers create them as part of their campaigns (Video Marketing Statistics 2025).
To keep it real, get your interviewees talking naturally instead of reading a script. Ask about the challenges they faced, what stood out once they started using your product, and any specific gains – even as simple as time saved or a percentage improved. Steer clear of forced or vague answers. Get stories from a mix of roles and industries, and keep things relaxed – that’s where honesty shines through.
Tutorials and onboarders help new users get comfy, guiding them step by step from signup to their first real win. These are key for stopping early drop-offs and making sure people actually use your features quickly. While onboarding videos aren’t the most common, their impact is real: 26% of marketers use video specifically to onboard customers (Video Marketing Statistics 2025). With 73% of consumers preferring to watch short videos when looking for products (Tella), it’s clear that bite-sized, well-structured tutorials resonate most with today’s audience.
It works best if you break content up by user role or main use case, so everyone gets help that matters. Don’t try to pack too much into one video – short, focused videos for each topic work best. Most people (73%) believe videos between 30 seconds and 2 minutes are most effective (Video Marketing Statistics 2025). Make sure cues are clear, the pace is friendly, and offer a nudge toward the next step. Try not to assume viewers already know the basics or skip over the simple stuff.
Our experience: Over the years, we’ve seen first-hand how different types of videos can move prospects through the SaaS sales funnel. Explainer videos excel at grabbing attention, demos answer detailed questions, testimonials build trust, and onboarding keeps customers engaged. Across hundreds of campaigns, it’s the mix of these formats – and the way they’re tailored to objectives – that delivers the best results for SaaS companies large and small.
Nothing teaches better than a real example. Here are 20+ SaaS videos we’re big fans of – each with a quick tip you can borrow:
Monday.com Explainer – Sharp animation and a clear story help break down complex workflows quickly. Tip: Use lively visuals to make tough-to-understand products more welcoming.
Slack Product Demo – Everyday collaboration scenes and a fun vibe keep it interesting. Tip: Let your brand’s personality shine – it helps people connect and enjoy the message.
Intercom Onboarding Series – Short, easy-to-digest clips smooth out the learning curve for new users. Tip: Split onboarding into small, focused videos for better results.
Gong Testimonial – Honest interviews paired with strong visuals build belief. Tip: Use behind-the-scenes clips and open-ended questions for more real stories.
Zendesk Animated Explainer – Simple visuals with clear language make the value obvious. Tip: Icons and plain words can make even tricky topics click.
HubSpot Breeze Demo – Screen captures, smart highlights, and a clear pace keep viewers engaged. Tip: Draw attention with graphic overlays and go step by step.
Dropbox Dash Video – A warm greeting helps users feel at home right away. Tip: Welcome customers personally to build early trust.
Trello Board Walkthrough – The way it visually lays out tasks and uses simple narration makes features easy to pick up. Tip: Put cues on screen so new features are simple to try.
Typeform Customer Story – Blends animation and real interviews to show real results. Tip: Mixing visuals and honest words makes for memorable stories.
FreshBooks Tutorial Series – Focused, bite-sized lessons help people get stuff done quickly. Tip: Target tutorials to different jobs and needs.
Asana Client Testimonial – Customer data brings product benefits to life. Tip: Let your results do the talking, not just opinions.
Mailchimp Explainer – A clear and personable style locks in the main message. Tip: Clarity plus visuals help make technical stuff less intimidating.
Canva Quick Demo – Live screen actions welcome viewers to play along. Tip: Show how it’s done so people can jump right in.
Salesforce Animated Value Video – Simple icons and focused narration keep it quick and clear. Tip: Stick to the main points so people don’t get overwhelmed.
Notion Feature Spotlight – Zooms in on one tool, using bright visuals. Tip: Highlight specific features to encourage users to explore.
Grammarly Customer Story – Highlights a range of users and results, showing the product works for different people. Tip: Show variety to appeal to more viewers.
Shopify Launch Video – High-energy graphics and tempo match new sellers’ excitement. Tip: Match the pace and feeling of your audience.
Airtable Case Study – Uses visuals to simplify complex workflows in a B2B setting. Tip: Walk viewers through tricky processes step by step.
SurveyMonkey AI Builder – Thoughtful narration and graphics put users at the heart of the story. Tip: Let your audience imagine themselves using the product.
Wyzowl Portfolio Showreel – Blends testimonials, product shots, and animation in one reel. Tip: Mix different styles (live action, screen capture, motion graphics) for variety.
What do all these standouts have in common? Each one has a clear goal, tells a strong story, and lines up visuals that strengthen the message. The timing and tone suit the viewer, and everything leads to a call-to-action that nudges people forward.
Use these clips for inspiration: look for tricks you can use, a new way to tell your story, or a format to try. Great SaaS videos line up the story, the visuals, and what you want to achieve, finishing with an invitation so viewers want to know what’s next.
Our expertise: We’ve produced and analyzed hundreds of leading SaaS video examples and have seen up close how a well-executed video – no matter the format – can become a business’s best-performing marketing asset. Real results come from videos that not only look great but are purpose-driven, audience-focused, and offer that key ‘aha’ moment for viewers.
Think of the SaaS customer journey as a series of steps – people discover you, look closer, decide, and if you deliver, become fans. Connecting the right kind of video to each step is a smart way to move folks from strangers to true advocates, one stage at a time.
If you’re not yet leveraging video across the entire buyer journey, you’re missing out – in fact, 43% of SaaS firms plan to adopt more video marketing strategies (ZipDo), signaling rapid growth in the use of video at every stage.
When you match the right video to each step of the journey, viewers always know what happens next. Nudge those discovering your brand toward deeper product videos, gently guide new sign-ups into onboarding, and make it easy for loyal users to tell their stories – all inside a connected, friendly video lineup.
Our team at Wyzowl has helped map out video strategies for SaaS clients across every stage of the funnel. Consistently, we’ve seen that video assets strategically tailored to each stage (awareness, consideration, conversion, onboarding, and advocacy) perform dramatically better than one-size-fits-all campaigns. This approach leads to smoother buyer journeys and higher lifetime value for our clients.
Start by getting a clear picture of who you’re talking to – are these C-suite decision-makers, busy operations folks, tech leads, or hands-on users? Knowing what bothers them, what they want, and how they define success helps you pick the right words and style so your message lands right away.
At Wyzowl, we make sure assumptions match reality by researching, chatting with your team, and understanding the user base for the video before scripting begins.
Try quick surveys or test videos to see if your message hits home – don’t be afraid to update your words or visuals once you know what really connects.
When you know who you’re talking to, adjust your language and approach. Techies might like detailed diagrams, while execs may want to hear about big wins and simple outcomes. Always keep things easy to skim – no one wants to slog through heavy jargon.
Open every script with something familiar – it shows right away that you understand their world. Start with the pain or the goal they have, and then explain your solution in simple terms. Pro tip: read your script out loud to catch any awkward lines.
Before settling on your final script, get real opinions – pass drafts to users or newer team members and ask what pops and what doesn’t. Aim for stories that move naturally, transitions that guide viewers, and a clear call-to-action that points to the next move. Great scripts don’t ramble, repeat just enough to hit the main ideas, and break content into easy stages or lists.
Break your script into clear sections, and ask yourself: does this opening grab attention? Is the call-to-action strong and obvious? Be ready to polish your words again and again – we stick with unlimited revisions at Wyzowl because clear messaging is so important for success.
Not every SaaS video should look or feel the same. Think about whether animation, live action, or a mix of both will speak to your audience. Combined styles – like motion graphics on top of real footage – can make a video feel fresh and human while still showing off your brand.
Make sure your visuals support the feeling you want to create. Animation adds energy and can simplify tough topics, while live action feels personal and real. If it fits, use screen recordings to pull folks right into your product. Whatever you choose, match the pace, the level of detail, and the emotion to what you want to say, always double-checking it looks good on any device or channel.
Through every pre-production phase at Wyzowl, we’ve seen the impact of thorough planning – especially audience research, crisp scripting, and thoughtful style choices. Videos that truly resonate almost always start with a crystal-clear understanding of the target viewer and messaging that speaks directly to their needs. Getting this groundwork right leads to much stronger engagement and greater ROI for our SaaS clients.
A great SaaS video starts with careful planning. Map out a storyboard that captures each key moment – maybe overlays that highlight clicks, animations moving data around, or close-ups that add drama to big steps. Let the visuals help lead the story along with your script.
Try giving your product’s UI some personality – turn buttons and dashboards into the stars, or use playful transitions as you shift from scene to scene. These touches make even detailed workflows stand out, instead of blending into the background.
While making your video, bring others in early – review the planned visuals, the timing, and the metaphors to ensure everything backs up one main idea. Don’t hesitate to try text overlays, animated charts, or split screens to make details pop.
Keeping your brand consistent goes beyond matching colors or logos – it’s about having a style that runs through every video: tone, pacing, fonts, even background music. Whether it’s a short social clip or a longer onboarding guide, repeat your branding touches so viewers always know it’s you.
Put your standards into a shareable guide, and keep it up-to-date for new channels. Consistency matters most when videos differ in format or length – a familiar opening, closer, and call-to-action can pull a mixed batch of videos into a real collection. At Wyzowl, we work with our clients’ brand kits so every new video matches the style that works best.
We’ve seen that the SaaS companies who take video production seriously and invest in creative, clean visuals (especially UI-focused animation) see their features understood and adopted far quicker. Our commitment to brand consistency means every new video reinforces trust and recognition, which makes campaigns exponentially more impactful over time.
Editing is where the raw video turns into something special. Mix fast cuts in high-energy moments with slower scenes for more detailed or emotional points. Start strong – use bold animation or quick text to hook people, then change up the pace to keep it interesting.
Don’t edit in a vacuum – let a range of people watch early cuts. Ask where they lost focus, then adjust speed or visuals based on real feedback. Mix in animated highlights, captions, and sound cues to keep viewers tuned in. Post-production usually takes a few rounds – the best videos get better with each edit, not from trying to get it perfect the first time.
Customize your video for each channel. For YouTube, an intro might include your logo, while a social clip should jump right into the action. Try swapping out ending messages to match the platform – send LinkedIn viewers to your site, or add a quick signup button on your landing page.
Thumbnails and titles make a big difference – test a few to see which one brings in more clicks. Use the best video format for the channel and keep social clips short, usually under a minute. Put videos on landing pages for more conversions, and track analytics to see what’s working. At Wyzowl, we deliver videos in several aspect ratios and formats, already tailored for each platform.
Many of our SaaS clients find that thoughtfully edited content – with varied timing, platform-specific tweaks, and constant feedback-driven improvements – directly doubles or even triples engagement metrics. Time after time, sharp editing and optimization turn good videos into star performers across web, email, and social campaigns.
Metrics only matter if you actually put them to work. Watch for time spent watching, how many people finish your videos, click-throughs on calls to action, and the conversions that follow. Dig into where people drop off – if there’s a point where lots tune out, find out why – and gather feedback through surveys or pop-ups.
Set regular check-ins to go over what’s working. Run A/B tests with different edits or calls to action. Making good videos isn’t a one-time thing – it’s a cycle of creating, measuring, and tweaking. Learning from real data means your videos get sharper and convert better at every stage. It’s no wonder that 93% of marketers say video marketing has given them a good ROI – the highest recorded (Video Marketing Statistics 2025). And it’s not just certain brands or industries: 91% of businesses use video marketing and see positive ROI, with SaaS joining the ranks in a big way (Citrusbug).
At Wyzowl, we help clients go beyond vanity metrics by helping customers track video completion rates, in-video engagement, CTA conversions, and drop-off points. By refining strategy with data in hand, we’ve enabled SaaS clients to maintain a feedback loop that makes each new round of video content smarter and more effective than the last.
The fastest-growing SaaS teams know that great video is ongoing work, not just another task to check off. Try out a new idea, see how it actually performs, and keep making changes as you learn. There’s always room to do better – so experiment, adjust, and look for little wins. This approach is one reason why 43% of SaaS firms plan to adopt more video marketing strategies in 2024 (ZipDo), showing video’s central role in SaaS growth plans.
Time and care spent on video pays back with more engaged users, more signups, happier customers, and real loyalty. In fact, 84% of video marketers say video has directly increased sales, and 88% say it has helped generate leads (Video Marketing Statistics 2025). Ready to make something new? Plan your next explainer or demo, or use these examples as a spark for new ideas. And if you want a hand – from scriptwriting to animation or launching campaigns – the Wyzowl crew is happy to help. Reach out whenever you’re ready for a friendly, no-pressure chat about how video can help your SaaS grow.
We’ve been lucky to watch SaaS teams grow from their very first explainer to sophisticated, fully integrated video strategies – gaining momentum and winning more customers with every iteration. Our most successful clients treat video as an ongoing investment, adjusting and evolving with every project, and consistently see outsized returns in engagement, loyalty, and growth.
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