Almost 90% of B2B brands out there use SaaS in their business.
With 72% planning to give software solutions a shot in the future.
But I want you to think about this from a different perspective.
To drive such high adoption rates means you must be doing something right.
And if you’re a SaaS brand yourself, your next question could be:
How can I make prospective users instantly take notice of my software solutions?
In this blog, I’ll reveal the secrets by exploring the world of SaaS explainer videos.
We’ll look at what they are, why you should use them, and some stellar examples to inspire your video.
SaaS explainer videos are short videos designed to illustrate complex software solutions in a clear and concise manner.
For B2B businesses in the SaaS industry, decision-making processes involve multiple stakeholders and can extend over longer cycles.
SaaS explainer videos serve as an essential tool in SaaS video marketing campaigns to not only explain the product but also highlight its relevance and value to B2B clients.
Here are six compelling reasons why explainer videos should be a big deal for B2B SaaS brands:
According to DemandJump, the SaaS industry has one of the highest Customer Acquisition Costs (CAC) among several notable industries.
Software has one of the highest CACs among many industries (Source: DemandJump)
This poses a challenge of scalability for B2Bs, slowing down or eliminating business growth in the long term.
Which is where affordable animated explainer videos for SaaS come to the rescue.
By presenting complex information in an accessible and engaging format, explainer videos increase the likelihood of conversion at earlier stages of the sales funnel.
This efficiency not only reduces the resources spent on direct sales efforts but also accelerates the lead qualification process, leading to more cost-effective customer acquisition.
Explainer videos are great mediums to improve comprehension.
The latest numbers from Wave.video found that more than 97% of marketers who used explainer videos reported enhanced user understanding, among several other benefits.
Several statistics that show the benefits of explainer videos (Source: Wave Video)
SaaS products often involve complex functionalities that can be difficult to communicate in a tangible manner.
Explainer videos use visual and auditory elements to make it easier for potential clients to understand how the software works and its potential impact on their operations.
This clarity can be pivotal in the decision-making process of potential buyers.
Videos are more engaging than traditional forms of content like text or static images.
Explainer videos hold the viewer's attention better and for longer periods, which helps in better retention of product information.
This increased engagement leads to higher brand recall and a stronger connection with the potential customer, which are crucial for nurturing leads for B2B SaaS brands.
The average SaaS conversion rates, as reported by MADX Digital, fall somewhere between 25% and 60%.
With explainer videos, it can reach almost 89% as the latest numbers from Kapwing point out
Explainer videos increase the likelihood of purchase (Source: Kapwing)
For B2Bs, explainer videos are one of the best contenders as an effective pre-sales tool.
It can provide prospective clients with a thorough understanding of the product before they engage in direct conversations with sales teams.
This prior exposure can make sales discussions more focused and productive, as potential clients are already informed about the basics and can delve into more specific inquiries or negotiations like software demos or purchasing a license.
Once produced, SaaS explainer videos are scalable assets that can be used across various platforms and at different stages of the marketing and sales funnel.
It can also be used as the single forerunner that grabs attention across all your marketing channels.
Something we call the Video-First Approach.
We have a dedicated video on this approach which you can check out here:
Whether it's on:
These videos can be deployed repeatedly without additional costs, enhancing their return on investment over time.
Salesforce’s 35-second animated SaaS explainer video wastes no time in bringing up pain points and the exact solutions for them while explaining their Help Center product.
They know how important 24/7 support and accessibility are to their customers.
Using geometric designs and fluid animations, this animated explainer video shows exactly how clear and simple your UI can look.
Despite such a minimal and simple art style, the story and information are communicated effortlessly and naturally.
Slack has consistently been at the top of the game when it comes to making explainer videos, and this is no exception.
Using nothing but the colors in their brand logo, Slack provides solutions for the overwhelming scale of information we navigate.
In this 105-second video, Slack brings up the issues of overcrowded email chains and information storage, where new and existing employees can have a difficult time remembering where a crucial document or file could be.
This video wins trust by covering every demographic that would use Slack.
This video also holds the viewer’s attention with extremely creative animation that makes full use of the abstract shapes it has chosen.
It’s simple and minimal, but the symbols and colors all have meaning. And it all helps the video tell its story.
I bet you weren’t thinking of IBM when trying to visualize a fun explainer video, but they are here to prove you wrong.
To market their Maximo SaaS, they barely use any dialogue or mention any features.
All they do is mention what a maintenance management system should be like.
The video incorporates stop-motion animation and 3D models that mimic toys to simplify how management systems work.
Showing these concepts in a humorous way grabs the attention of both existing and potential customers.
(Psst, stick around for at least 5 seconds if you like cats in unexpected places)
Claara knows that you want nothing short of perfection when it comes to advertising your product.
Instead of making vague promises, Claara stands out by giving accurate and realistic data, the same way this SaaS would do for you.
Sticking to a color scheme of yellow, black, and white, this SaaS explainer video shows the viewer the tools every advertiser in the Baltics would need.
By visualizing their UI with line art, they help make their product stay memorable with both art and factual information.
You have seen brands incorporate their logos and colors, but how often do you see brands use their own SaaS to make a short animated movie?
G-suite uses a 2D animation SaaS video to bring up how difficult it is to work when not everyone is on the same page.
Incorporating elements from their own SaaS like the color-coded pointers, this video uses animation to show how people can interact with each other online in the blink of an eye.
They show how organized an online workspace can be by using a host of applications included in G Suite.
Interactive elements from Google Docs make it look like a well-shot screen capture video, showing you exactly how you would use them.
In 90-seconds, this video manages to educate and also tell a story of a small brand finding its place in the current market.
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Sometimes a prospect doesn’t need to know everything about your software.
Most users look for ways to achieve one thing from your SaaS that’s the most important to them.
And if your explainer video gives them the clarity they’re looking for, you’ve established yourself as a reliable source of information they can always turn to.
Atlassian does this really well in this SaaS explainer video.
It goes over the automation features in one of their SaaS products, Jira.
Notice how they animate each step with motion graphics elements that feel like the real deal.
They not only solve a problem for existing users of their software but also attract new users looking to try out their product.
Quite a great way to attract, nurture, and convert users, using just a single video.
Most software offerings are not known for their advanced features.
They most certainly earn the limelight because of their user experience.
But giving users a taste of that virtually can feel hard to achieve.
Notion decided to give this challenge a shot by using this explainer video.
Instead of talking about what their SaaS is capable of, they take a more customer-centric approach.
Showing users what they can achieve using Notion.
As a result, they make the presentation feel more personal and coherent.
This next example comes from the good folks at Fosfor.
Taking help from What a Story, they craft an entire mini-movie around their HR SaaS solution called Refract.
Using motion graphic elements make the video come alive.
And before you could comprehend the immersive nature of their presentation, they throw in software demos when you least expect it.
That’s how they grab your attention.
And keep it long enough that by the time you know it,
You’re already curious to learn more about what else Fosfor has to offer.
Every SaaS product has one main USP that users need to grab onto.
It’s the defining characteristic that makes a software product worth using.
While your videos are talking about features and benefits, the USP can get lost in translation.
Klaviyo took up this challenge by crafting this SaaS explainer video with the good folks at Vidico.
It talks about their email marketing app and its various salient features.
But notice how they focus on presenting one thing at a time instead of everything, all at once.
It embraces the power of one:
Which not only makes this video specific to their target audience but also relevant.
Since we’re on the subject of email marketing,
Let's look at another SaaS explainer video example from Mailchimp here.
This video takes you on a tour of their new AI features and how it takes their email marketing software to the next level.
Using solid color illustrations also gives the user an inclusive feel for this new development that generates excitement.
The colors are punchy and vibrant and the visual design is smooth.
The video CTA does a great job of not only grabbing attention but also inspiring action from interested users.
For this example from Amplitude, “immersive” doesn’t even begin to describe it.
It’s a mixed-media animation spectacle that can make you think:
“All this just to explain a SaaS product?”
Most B2Bs only do the bare minimum with their explainer videos,
Hoping somehow they get users to their SaaS products.
In reality, grabbing attention is a constant game of pushing the envelope and going the extra mile.
And if that means making a SaaS explainer video that looks like a big-budget Hollywood movie,
Then Amplitude is the example you should definitely take notes from.
Getting overwhelmed while watching an explainer video is nothing new.
When too much is happening all at once, focusing on the thing that matters can feel difficult.
Some videos can go overboard with the visual design to the point that it feels incoherent.
How do you find a balance between what you’re showing in your video and how you’re showing it?
This example from EncompaaS can give you some pointers.
Using character animation makes this a personal ordeal for prospective users watching the video.
They see themselves in the presentation and that’s what makes this video unique.
Animation presents immersive visuals that might feel incomprehensible on the surface,
But once you start watching the video, it’s hard not to get lost in the moment.
I often iterate this line whenever I talk about SaaS video ads:
"The video’s job is to highlight benefits over features"
This applies to SaaS explainer videos as well.
Case in point: ShareFile.
They could have easily talked about their file management solution and its salient features for 54 seconds and called it a day.
But instead, they chose to talk about the productivity benefits users can get from using their SaaS.
Coupled with 2D vector illustrations over a solid color background,
It demands attention from viewers where it matters the most.
This SaaS explainer video is one of the most innovative I’ve seen.
When WebFlow reached out to The Ordinary Folk for this video,
Their original intention was to explain their No-Code SaaS platform to software developers.
But the visual design and presentation was so versatile that WebFlow also used it as an event video.
Specifically, an intro video for their No-Code Conference in 2019.
Such is the flexibility that SaaS explainer videos bring to the table.
As I was going through WebFlow’s explainer video,
I found another example made by the good folks at The Ordinary Folk.
This one comes from Spline and has a very unique backstory too.
The Ordinary Folk went the extra mile when making this explainer video, reporting:
“We knew we wanted to introduce Spline to the world in a special way, so we decided to learn Spline to create this brand piece and add new dimensions to our own work.”
The 3D animation used in the video justifies their hard work while making Spline’s SaaS offering all the more irresistible.
A feature-packed software offering doesn't guarantee that it will sell itself.
Convincing prospects to adopt your SaaS, however, requires going a step further.
This is what ApparelMagic wanted to do for their garments ERP software when they reached out to us for a video.
We helped them out with this SaaS explainer video.
Pain points in the apparel industry are touched upon and benefits are explained clearly while also making sure the features don't get lost in the noise.
The immersive visual design puts the viewer in the front seat, where they witness ApparelMagic's offering unfolding right in front of their eyes.
Making their SaaS solution hard to miss and even harder to forget!
Your SaaS explainer videos need not reinvent the wheel every time.
Focusing on the basics and making them better is the way to go.
This example from Zapier demonstrates this perfectly.
It starts with a simple greeting: Welcome to Zapier.
Simple and concise yet profoundly effective.
It follows this simplicity with several demo clips of their software and live-action clips of the narrator from time to time.
As a B2B looking to make their SaaS explainer videos effective, my advice is to keep things simple.
Let the visuals, voiceover, and animation do the talking.
According to the description of this YouTube video from Workshop,
“Workshop is an internal communications email platform designed to streamline the way you connect and engage with your team.”
Quite a stacked offering if you ask me. But specific nonetheless.
And that’s the entire premise of their SaaS explainer video here.
It explains their email platform and how it simplifies internal communication on a corporate level.
What I like about this video is how they know who they made this video for.
Instead of trying to address everyone, they target a specific audience:
Corporate brands looking for a platform to use emails for internal communication.
This is quite valuable for B2Bs as it shows how specificity reigns supreme over vague or generic video content.
This example from Storylane is a special one.
A collaboration with Picto Design Studio turned this video into something I can’t take my eyes off of.
And I’m sure this will be the case for you too.
It talks about their interactive demo platform and how businesses can use it in various scenarios.
Notice how it highlights pain points associated with product demonstrations the second you click on the video.
This is intentional as it hits close to home on Storylane’s USP.
Moving swiftly to give viewers a look at their software and how it works.
And everything in between.
Microsoft is a brand that needs no introduction.
They were the pioneers of many SaaS products we use today.
You would think that for such a big brand, grabbing attention would be second nature.
In reality, household names also struggle to turn heads.
But they have a few tricks up their sleeve to become the news of the hour.
One such technique Microsoft employs frequently is the use of 3D explainer videos.
This example is no different.
The video takes viewers on a virtual tour of Microsoft Loop, their note-taking application which feels very much similar to Notion as we saw earlier.
A perfect blend of animation and visual storytelling makes their SaaS offering feel like it’s your own.
And that not only drives curiosity but conversions from a sales perspective as well.
Before we look at this example from Zendesk, let’s establish some context.
They take a unique approach to SaaS video marketing which I think is quite innovative.
They post short software demo videos on YouTube that tackle specific problems in customer experience marketing.
And this example is one of those videos in their “Zendesk Demo” series.
It uses a blend of motion graphics and screencast animation to talk about customer support management using their software.
Quite a subtle way to get people to notice their software but not sell it hard enough that they lose interest.
What can B2Bs learn from this example?
This can help your brand gain trust and authority in the long run, from both existing and potential users.
It’s the age of AI today.
From AI script writing to full on AI-generated video production, everything is now possible.
If you want to explore the future of explainer videos using AI further, do consider downloading our free ebook here.
But I digress.
If your SaaS solution has AI in it, simply talking about it isn’t the way to go.
You need to show its relevance and use case through your software as that is exactly what potential users are looking for.
Here’s an example from Google that shows you how it’s done.
They demonstrate the AI capabilities of their Google Workspace products.
The main emphasis is not to show a revolutionary addition to a flagship SaaS product.
It’s about highlighting the convenience their software already provides and building on it.
Benefits over features. That’s all there is to it in this example.
Since we are on the subject of AI,
In this example from Musho, AI is the main selling point as we saw in the case of Google.
But it plays a much bigger role in getting users excited about Musho’s offering.
Using the power of visual storytelling, they introduce their AI chatbot and give a virtual glimpse into what’s possible with it.
The clever use of yellow and black colors gives the video an elegant look without distracting from the main presentation.
In the few examples we’ve seen so far, did you notice a similarity?
Most examples cover only a few important aspects of a SaaS product.
Some rarely cover the entire software at length.
Mostly because it can stretch out the video to the point that it bores potential users.
But if you were to go the high road, your presentation has to be immaculate.
And do that right, here’s an example from Airtable to give you some pointers.
Together with Vidico, they give you the bigger picture of their SaaS.
Leaving no stones unturned while also maintaining a shroud of mystery to intrigue interested users to try their software out.
This last example was definitely worth the wait.
It comes from a CRM SaaS brand called LeadSquared, made in collaboration with Picto Design Studio.
The thing about CRMs is that they do a lot of things at the same time.
Which makes presenting their USP in one complete package next to impossible.
But animation has helped LeadSquared turn their CRM’s salient features into a story which is much easier to digest and retain.
Not to mention, they also show critical information about their CRM SaaS that’s relevant to prospective users.
At this point, I’m sure SaaS explainer videos feel second nature.
With the 25 amazing examples we saw, one thing is for certain.
It’s a great medium to keep software offerings fresh in the minds of potential users.
So much so that it can turn them from enquiring prospects into loyal customers who never leave your side.
And as your offering evolves, so do the explainer videos for your SaaS solution.
Making them one of the top choices for B2B SaaS brands to make their software products irresistible.