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8 Types of Videos Every SaaS Company Should Create

Videos every SaaS company should create

Videos are rolling and have become consumers’ favorite type of content. They are visual and actionable, and customers love them.

That makes them the perfect content type to use for your SaaS company.

But what types of videos are the best for your company, and which of them will bring you the best results?

In this article, you’ll discover 8 types of videos every SaaS company should create.

They’ll help you increase brand awareness, convert more leads, and skyrocket your sales.

#1 Video Ads

Getting discovered is important, especially in the beginning.

Video ads can help you breakthrough and get into your customers’ minds, leading to more conversions.

Saas videos - ads

Source: OKO Digital

They are highly effective because you can set your ideal customer profile and target only them, which significantly increases your chances of success.

Here’s the thing, though there are many video ads on the market, and standing out can be tricky.

So, the secret is to be catchy, valuable, and conversational – all at the same time. 

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Prospects don’t want to be sold to. Instead, they want to feel like you’re genuinely helping them, not that you see them only as cash machines.

You should also showcase the benefits to the prospects as soon as possible, not just features like most marketers do…

Saas videos - features vs benefits

Source: Lightstream

Lastly, your video ads should be catchy and high-quality.

The easiest way to make your videos like that is to use video marketing tools. They’ll help you promote your ads on the right platform and reach your target audience.  They will also make your video ads look professional.

So, start producing high-quality video ads today, reach more audiences and increase your chances of converting customers.

#2 How-to Videos

Another great way to generate more leads and be helpful at the same time is to create how-to videos.

Customers are hungry for improvement and are constantly learning new things.

Your SaaS company should leverage that and start creating how-to videos. It’s also a great way to answer frequently asked questions and provide value.

saas videos-faq

Source: Almurshidi Med

To make them perfect, strive to make them detailed yet straightforward and easy-to-understand.

To make a perfect how-to video, strive to make it detailed yet straightforward and easy-to-understand.

They also shouldn’t be very long – don’t go over 20 minutes. You don’t want to bore your customers to death.

Also, they are probably looking for a quick solution and don’t have time to watch 2 hours long videos. So be sure to keep them relatively short.

Making high-quality how-to videos will not only help your customers who are already using your product. It will also target new people that have a problem they are trying to solve.

How-tos are an excellent choice for every SaaS company, and you should definitely start producing some if you aren’t already.

#3 Explainer Videos

Explainer videos are exactly what the name suggests. They explain what your product can do and how it can help your customers.

It’s basically a walkthrough of the software, its features, and functionalities.

If you’re launching a new software solution, you can use screencasting software and showcase its cutting-edge technologies, as in the example below.

It’s funny, easy-going, and engaging with tons of animations and effects.

It talks about the benefits of the product and what it can do exactly. If customers watch the video, they’ll know whether your solution is right for them.

That’s why 83% of people who watch explainer videos agree that they help them make the buying decision.

Create your unique explainer video for your software solution, show the customers that your product is the best on the market, and boost your sales.

#4 Webinars

Webinars can be a nice addition to explainer videos.

Moreover, they can also generate tons of new leads. 73% of B2B marketers and leaders in sales see webinars as an effective strategy for generating high-quality leads. 

saas videos-webinars

Source: Enets

Webinars are great for educating your customers about the problems they might face and guiding them down the sales funnel.

You can either stream them live or schedule pre-recorded webinars at a specific date.

saas videos-webinars

Source: Epsi

Make sure to create an in-depth strategy and use them to cover all the questions your customers might have along the customer journey.

Also, make sure to use the right webinar hosting site to deliver a seamless experience. You can check out some of the solutions here.

#5 Mission Videos

As customers are moving down the funnel, they become more and more invested in your software solution.

They start to consider the price, your company, and what to purchase from you.

In the past, the most important thing customers cared about was the price of the product. However, nowadays, it’s different… Customers don’t care only about the price and the companies they buy from.

They also care about the higher purpose behind their purchase — like a company donating a certain amount of money to charities.

saas videos - mission videos

Source: Score 

That’s precisely why it’s essential to create mission videos.

They are videos that zoom in on your company and why you’re in business. To create such videos, you should answer, “What problems are you trying to solve and what’s unique about you?”

To create a great mission video, you should answer, “What problems are you trying to solve and what’s unique about you?”

Such videos should focus on your values and the mission behind your brand and products.

You can see a great example of a mission video from Nike below.

It shows you exactly why Nike is in business and what its values are.

Try to emulate it and produce something similar. Convey your message by appealing to your customers and letting them get to know your brand a bit more.

#6 Meet the Team Videos

Another great way to help your customers know your brand better is to create a “Meet the Team” video. In essence, you’re giving life to your company.

You’re no longer a giant company your customers are afraid of. Instead, they’ll see you as a team of friendly people they can easily engage with.

In such videos, try to include various types of employees – from IT specialists to top managers.

Be sure to dive deep and let customers see into their personalities, duties, and life.

It will help you separate yourself from other brands, make you perceived as more friendly and open to your customers, and persuade them to choose you over competitors.

“Meet the Team” videos help you separate yourself from other brands, make you perceived as more friendly and open to your customers

You can see a great example of that from the Britelings team below.

It’s showing you all employees, along with their job positions and what they’re passionate about. Everything is presented nicely, in a fun and engaging way.

Be sure to get inspired, craft something similar, and drive better results.

#7 Customer Stories

If customers don’t trust you, they’ll not buy from you no matter how great your product is.

An easy way to add in a bit more credibility is to use social proof. Basically, it’s using reviews and success stories to boost trust and credibility.

If you see a company with tons of negative reviews, you’re not going to buy from it, right?

saas videos - reviews

Source: Trustpulse

The opposite is also true.

Customer stories and testimonial videos can help your customer understand how the product can improve their life.

Moreover, it can even make them say, “That’s exactly what I need.”

For that reason, you need to create a lot of these videos and focus on different types of people with various problems.

You can see a great example of a customer story video from Epic Productions below.

It’s detailed and focuses on the benefits of the product. Do the same for your products, boost your credibility and get more sales.

#8 Case Study Videos

Lastly, your customers are almost there…

They are all the way down at the bottom of the sales funnel – considering the purchase. 

Saas videos - funnel

Source: SFE

They have only one question, “Is it really worth my money?”

An easy way to help them overcome this objection is to show them real results. I am not talking about “boost sales,” “maximize conversions,” “be more effective.”

I am talking about, “By using XY tool, we increased our sales by 332% in 6 months.”

You must be specific and provide your customers with detailed insights into how you did it and what results the product has brought you.

You must be specific and provide your customers with detailed insights into how you did it and what results the product has brought you.

You can see an excellent example of a case study video below.

saas videos - case study

Source: Visonform

It’s specific and talks about the real results customers can achieve.

It helps them realize that your software solution can do the same for their business, too. 

Case study videos are one of the best ways to close deals and increase sales. Be sure to use them in your strategy and drive better results.


9 out of 10 marketers use videos. They are consumers’ favorite type of content and can drive massive results if you can use them properly. 

In this article, I’ve talked about the 8 best video types for SaaS companies.

Follow the advice above, produce high-quality videos, beat your competitors, and get the desired results.

About the author:

Hanson Cheng is the founder of Freedom to Ascend. He empowers online entrepreneurs and business owners to 10x their businesses and become financially independent. You can connect with him here.

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