A survey by Wyzowl found that 89% of businesses used video as a marketing tool in 2024, and 68% of marketers who didn’t use video plan to do so in 2025. Meanwhile, a survey of health system CIOs found that 75% of respondents prefer getting information from tech vendors via video.
Videos have become an essential SaaS marketing component because they help explain complicated concepts, showcase complex software functionalities, and engage prospects throughout lengthy sales cycles.
Dynamic visuals and animations illustrate an application’s value and features or explain the technology behind a solution. Additionally, SaaS video marketing helps humanize your brand, enhance SaaS customer support, and improve customer loyalty.
So, what does it take to build a SaaS video marketing strategy that works? Let’s review a plan to help you capture your audience's attention and drive conversions.
Before you jump into creating video content, you must first define an effective video marketing strategy to guide your effort. Follow these steps:
Your videos should support your content marketing strategy to maximize impact. First, align your SaaS video marketing goals with your content marketing objectives. Then, define the key performance indicators (KPIs) to track your tactics’ effectiveness.
Clarifying your objectives allows you to set the right tone, craft the right message, and use the most appropriate calls to action (CTAs) to drive conversions. These questions will help you align video content with your objectives:
Brevity is paramount in SaaS video marketing. Keep your video under two minutes and lead with the main idea. Cater to fleeting attention spans — viewers decide to continue watching or click away within the first 15 seconds, so you must capture your audience from the get-go.
An impactful video starts with a compelling script that resonates with your audience’s emotions while highlighting how your SaaS product solves their pressing challenges. Leverage storytelling techniques to draw the audience in and keep them watching.
Use high-quality visuals, well-crafted animations, and cohesive branding to reinforce a polished and professional image. Every detail, down to the audio elements like background music or voiceovers, should reflect your brand’s persona and value.
Optimizing video content for SEO helps increase visibility and discoverability to drive traffic to your website, boost engagement, and improve brand awareness.
Like any SEO effort, start with thorough keyword research to identify relevant terms for your content. Craft a keyword-rich title and description while ensuring they accurately represent the video’s content. Incorporate target keywords into metadata like filenames and tags to help search engines understand the information.
Also, enhance accessibility and indexability with transcripts and closed captions. Submit a video sitemap to search engines for efficient indexing to boost your search engine results page (SERP) ranking.
Choosing the appropriate SaaS video marketing platform is essential for reaching the right audience. Evaluate channels based on features, functionality, audience reach, analytics capabilities, integration options, and viewer preferences. Your platforms should align with your video marketing strategy to maximize ROI.
Most B2B companies find LinkedIn the most effective SaaS video marketing channel because it allows them to reach decision-makers directly, build relationships, and generate qualified leads. Meanwhile, YouTube works well for longer-form content and helps increase discoverability through SEO.
AI technologies are impacting every aspect of SaaS marketing, including video. However, there are some nuances. The Wyzowl survey found that 75% of video marketers used AI in 2023, but only 51% did so in 2024, as many realized the limitations of AI-generated videos and the importance of the human touch in their content.
While marketers shouldn’t replace human creativity with AI, these technologies can help streamline video production and data analytics. For example, you may automate time-consuming tasks like video editing, captioning, and thumbnail creation or generate variations for different buyer personas to support personalization.
AI technologies can also help generate dynamic and interactive videos that adapt to viewer behaviors in real time, enabling you to enhance user engagement and deliver an immersive viewing experience. Additionally, you can analyze user data with AI algorithms to identify patterns, learn about trends, and optimize your SaaS video marketing strategy.
The subscription-based nature of the SaaS business model means your content must emphasize the long-term value of using your solution and help customers maximize the benefits they gain from your product to improve customer retention.
Use videos to demonstrate how viewers can leverage your solution to achieve scalability, cost efficiency, streamlined workflows, and enhanced productivity. Produce case studies and customer testimonials to inspire users to try different features.
Additionally, use videos for SaaS customer support by offering troubleshooting tips and providing step-by-step tutorials. Incorporate these videos into your onboarding materials and knowledge base to maximize their impact.
Analyzing performance helps you understand the effectiveness of your video marketing strategy and ensure it aligns with your overall marketing objectives. By tracking metrics such as views, engagement, click-through rates, and conversion rates, you can gauge your videos’ impact and identify areas for improvement.
Insights into audience behavior can help you tailor future video content for better outcomes. You may also see which types of videos perform best and which topics or formats drive the most engagement to align with audience preferences.
Once you’ve identified the best-performing content types, formats, and channels for your SaaS video marketing efforts, allocate resources strategically to those that yield the best outcomes. Also, monitor performance regularly to adjust your video marketing strategy when necessary.
Incorporating different types of videos into your strategy will help ensure you’re meeting audience preferences. Here are the five most popular types of videos for SaaS marketing:
The best way to demonstrate how your software can help your prospects is to let them see it in action. The Wyzowl survey found that 98% of people have watched an explainer video to learn more about a product or service.
Demo/explainer videos help you make abstract concepts tangible. They highlight key features in just a few minutes, saving your audience time. These types of videos are especially effective in highly regulated industries like healthcare and finance.
Your demo videos should be succinct and engaging since videos under two minutes get the most engagement. They should address your audience's challenges and highlight critical benefits most appealing to your target market. Create multiple demo videos, each focusing on one or a cluster of related features, to make the content digestible.
Social proof boosts conversion rates by demonstrating how your solution has helped real-world customers achieve results. Choose case studies most likely to resonate with your target audience.
Tell a compelling story (e.g., "before" and "after") to engage the audience, keep the videos succinct, showcase results with relevant metrics, and add text or graphics to emphasize key points.
As more B2B decision-makers use social media to research products and get peer recommendations, social videos should become part of your SaaS video marketing plans. They help spark conversations, increase engagement, reach new audiences, and boost awareness of your solution.
LinkedIn videos are particularly popular among B2B buyers. They can expand your reach, deliver targeted messages, generate more leads, educate prospects about your products, and drive website traffic.
Use appropriate hashtags to increase visibility, grab viewers' attention within the first few seconds, optimize the videos for mobile (e.g., by using a square format), and ensure the audience can understand the message without the sound on.
Your video marketing strategy should also address customer retention through SaaS customer support. For example, you may post how-to videos on a searchable knowledge base to enhance customer self-service, improve the user experience, and minimize frustration.
Your customer service team can share the video links with users to answer their questions, facilitate troubleshooting, and streamline the support experience to improve customer satisfaction while lowering costs.
Additionally, you may create exclusive video content for your customers to share the latest industry best practices and show them how to use your solution to meet new requirements, stay competitive, and execute their strategies successfully.
B2B customers appreciate content that helps them advance their careers, do their jobs more efficiently, and stay on top of the latest developments in their industry. By sharing educational content and relevant knowledge in your SaaS video marketing, e.g., through expert interviews and analyses of industry trends or news, you can build credibility and establish authority to cultivate trust and stay top of mind.
Webinars or live streams (e.g., LinkedIn Live) are ideal for long-form content. Videos that promote or recap events can drive traffic back to relevant landing pages on your website for lead generation. You can also turn event recordings into evergreen video content to optimize ROI.
In educational videos, show how viewers can use your solution to implement what they have learned and include a CTA to progress them down the marketing funnel. For example, 41% of businesses add annotation links, CTAs, and email capture forms to their videos to increase conversion rates.
Use social media platforms like LinkedIn to share your content and engage the audience. Incorporate video content into your email marketing campaigns and personalized messages for more effective SaaS video marketing. Target specific audience segments with paid advertising and partner with industry influencers, professional associations, and companies offering a complementary product to expand your reach within your target market.
To optimize the user experience, consider the video hosting platform you choose (e.g., Wistia, YouTube), streaming resolution, audio preferences, and SEO metadata optimization, including filenames, tags, video descriptions, and targeted keywords.
While many videos use 2D animation, others incorporate stock footage and photography. You may also include software screen demonstrations in explainer videos to showcase the product's functionalities.
Use a skilled voiceover artist to breathe life into the script. Consider whether the speaker's style and characteristics resonate with your audience. Finalize this aspect before proceeding with animation to ensure seamless synchronization between the script and the voiceover. Voice actors may have varying speeds of speech or enunciation, which can significantly influence the animation’s pacing and timing.
Adding SaaS video marketing to your B2B content marketing mix is crucial to boosting engagement, increasing conversions, and improving campaign outcomes. But crafting videos that resonate with your audience and drive conversions is no simple feat. It requires meticulous attention to detail and a keen understanding of the subtle nuances.
At Spot On, our seasoned creative professionals produce compelling SaaS videos that captivate audiences and seamlessly integrate with your content marketing strategy. We ensure these videos synergize with your business objectives, maximizing their impact and driving optimal results.
Schedule a meeting and see how we can help you create video content that resonates with buyers and increases qualified leads.
