SaaS products are difficult to explain, as, unlike a physical product, they’re intangible. Prospects often don’t understand the value in the first few seconds, how it would fit into their day-to-day work, or even what problem it solves.
Many SaaS platforms also have multiple feature integrations, combinations and packages – which is great for the consumer in terms of choice, but is often tricky to get across easily.
There is often the challenge of new terminology or different stakeholders looking at different aspects of the platform. For example, a finance director looking at a new platform has different needs than the IT department or HR.
With website visitors, you just have a few seconds to catch their attention – it needs to be simple, relevant and solve their problems
Common issues are:
- Websites jump straight into features instead of the customer’s problem.
- Screenshots can be overwhelming without explanation – complex to look at and not instantly recognisable.
- Visitors don’t instantly see that the software solves their particular challenge.
- Technical jargon creates friction; a word that is common in your industry may not be common in theirs.
- Attention spans are short, so if the benefit isn’t obvious, people leave.
Explainer videos can help bridge these gaps in many ways. They show the software in action instead of expecting people to imagine it – we can also take bigger, complex ideas and break them down into smaller, easy-to-understand steps. These kinds of videos also focus on the benefits, for example, reducing errors, saving time, or increasing productivity, rather than a list of features. We can also speak quite directly to the target audience.
These videos are also short, so viewers understand the true value within about 60 seconds, which builds trust quickly.
What is a SaaS explainer video?
There is not 1 set way to create a SaaS explainer video, but typically they’re animated and can include screen recordings or animated UIs, live action or mixed media. There is no set style; they often look modern, but some organisations may opt for a retro feel to stand out from the crowd, or use lots of 3D animation for that wow factor. The common video length is between 60 seconds and 2 mins. We always say the shorter the runtime, the better, to hold attention and keep it exciting without dragging on.
SaaS explainer videos can be used on the website, on the home page and product pages; shortened versions created in a vertical format can be used on socials, and then they can be used in meetings and conferences.
Why SaaS companies need explainer videos
An explainer video eases the sales process by explaining technical features more simply. It can help to improve landing page conversions and means the enquiries are more likely to be better informed and more keen to know more. This shortens sales cycles and supports sales teams. Research from EyeView and Wyzowl shows that landing pages featuring an embedded explainer video can see conversion rate increases of up to 86%, while revenue grows 49% faster for companies using video marketing.
Types of SaaS explainer videos
- Product overview videos
- Feature walkthroughs
- Customer onboarding videos
- Release announcement videos
- Sales enablement videos
- Investor videos
Promotional video for finance platform, combining stock video and bespoke graphics
Animated UI video highlighting the main features in a dynamic way for sales forecasting
Animation vs screen capture
A video that is solely screen capture is helpful for someone already pursuing with a great interest in buying, or as support for those who have purchased. But as a marketing tool, it’s limited. They usually show too much detail, too slowly, and it’s hard to see what the benefit is. So these kinds of videos work for deeper product pages, lower down or as a training video for after-sales.
Pure illustrated animation can be exciting but sometimes too abstract or even cartoony in feel, so they’re not grounded in reality. For some companies, this is perfect, and we create plenty of these kinds of explainer videos, but for others it doesn’t match their corporate ID and brand feel. They want something more concrete that shows off just how advanced the platform is.
Instead of solely using screen recordings, a professional animation studio can recreate the most important parts of the UI and animate them, so we see exactly what is relevant, and the motion is more dynamic than a simple flat screen recording.
As it’s designed, we can make good use of 3D popping-out sections, etc., to draw the exact right focus and set the pace. For example, smoothly skipping sections of the platform that are less important for a 1-minute video and focusing on ease of use and quick results.
Often, we find a great combination for a video is some of both aspects: pure illustration with UI elements. Animation can explain the conceptual parts that are less tangible, and then animated UI screens can showcase a platform’s ease of use and ground the video.
High concept expainer video
What makes a great SaaS explainer?
Not all SaaS explainers follow the same format, but often starting with the customer’s problem is a fantastic way to catch their attention. Combined with clear scripting and showcasing the benefits before features, it gets a strong message across and tells a story. Clever visuals that are bespoke-created for the client will clearly represent the brand and platform, tie it together, and seamlessly explain technical concepts. With experienced art direction and concise scripting, you can explain something that may need a few sentences with just a few words and the right visual concept.
Another factor is runtime; keeping the video short is ideal. Sometimes we’re asked for a video 2-3 mins long, and we know from experience that will be less effective. Data from Vidyard also shows that videos under 60–90 seconds retain over 65% of viewers through to the end, while completion rates plummet for longer videos
And in our studio, we always use a professional (and real) voiceover to add credibility and emphasis, and finally we end with a clear call to action.
Examples of SaaS businesses that can benefit
Examples such as:
- CRM software
- HR platforms
- Finance software
- Manufacturing software
- AI tools
- Healthcare software
- Project management tools
How Digital Finch creates SaaS explainer videos
Our process is a rigorous methodology with client collaboration at each stage. This ensures it’s what everyone expects and aligns with the organisational goals – it makes for a smooth process with less surprises and a reliable outcome.
- Discovery and Concept
First, we have an open dialogue where we review the product, the target audience, competitors, and surrounding marketing materials and corporate messaging. Then we develop concepts and art direction. - Scriptwriting
Once we have all of the background information, context, and goals, we create a script. Not another AI script that sounds exactly the same. - Storyboard
From the approved script, we create a text storyboard, usually called a written treatment, where we describe exactly what we’d like to see for each scene. It describes the exact flow and visual ideas, allowing us to start imagining how it will take shape. - Design
After the text storyboard and conceptual ideas are approved, our professional designers create a few style frames to confirm the style, colours, and tone are correct. Then we go on to design the entire video storyboard – completely bespoke to the client, using the written treatment as a guide. - Animation
Once the design is approved, we animate the video, as per the illustrated storyboard, tying everything together seamlessly with voiceover, music and sound effects. - Feedback
As we include feedback and approval stages throughout the video production process, we usually catch any amendments earlier on. However, we do allow for some at the end. - Final delivery
Final delivery of the video file, including an SRT and a hardcoded version, which is helpful for playing at conferences or anywhere without sound.
Ready to explain your SaaS product?
Stop letting complex features get in the way of your sales. Contact Digital Finch today to discuss your bespoke SaaS explainer video.
