People have less time and products are getting harder to understand. If you can’t explain your SaaS product clearly, it could hold your business back. That’s why video content has become a must-have tool in B2B SaaS video production and marketing.
And we’re not just talking about fancy animations for the sake of visuals. We’re talking about videos that work—videos that help your audience understand, trust, and act. Story-driven animation helps SaaS brands simplify even the most complex software solutions.
So, if you’re wondering where to start or how to expand your current video library, here are five types of video content every B2B SaaS company should have on their radar.
1. Explainer Videos: Simplify and Clarify
Let’s start with the essential one: the SaaS explainer video.
Explainer videos are short, animated videos that communicate your product’s purpose and benefits in a clear, engaging way. These are often placed on a homepage or landing page and answer the golden question: “What do you do, and why should I care?”
Why it works:
- Helps new visitors instantly understand your product
- Sets the tone for your brand
- Can reduce bounce rates and boost conversion
Real-life example:
Slack used a simple explainer video early on to show how their tool replaced messy email chains with cleaner communication. The video didn’t overcomplicate things. It told a relatable story and left viewers thinking, “I need this.”
2. Product Demos: Show, Don’t Tell
While explainer videos focus on the why, product demo videos zoom in on the how.
This is where you walk your audience through your platform’s interface, features, and workflow. A good product demo doesn’t just display screens. It shows real use cases, clear benefits, and moments of friction being resolved. The best ones feel like a guided tour, not a lecture.
Why it works:
- Offers proof of value
- Helps reduce questions during the sales process
- Builds user confidence
This kind of video is especially valuable during the evaluation stage. A potential buyer already understands what your product does. Now they want to see it in action.
A well-structured demo video shows how the tool fits into their daily work and whether their team will actually use it.
Take Asana, for example. Their product demos use a clean UI walkthrough with narration that mirrors how a real user would move through the tool. They point out the logic behind each feature, not just what it does, but why it’s helpful.
That small shift turns a feature list into a clear benefit story.
Another useful approach is scenario-based demos. Instead of listing five features in isolation, build a short narrative around a specific workflow.
For instance, if your SaaS helps marketing teams launch campaigns, walk through how a marketer creates, approves, and tracks a campaign from start to finish using your platform.
Pro tip: Use screen recordings with motion graphics overlays to highlight key actions or data inputs. Keep it simple and clean. Nobody wants to watch a 15-minute click-through.
Keep in mind, demo videos don’t need to be high-budget productions. What matters more is clarity and flow.
Avoid the temptation to showcase every menu and toggle. Focus on what matters most to your buyer — what they’ll use regularly and what solves their current pain points.
3. Customer Testimonial Videos: Build Trust
In B2B SaaS, social proof is everything. And there’s no better way to earn it than through customer testimonial videos.
These videos showcase your actual users sharing how your product helped them achieve a specific goal. Unlike written case studies, video testimonials feel more personal, authentic, and emotionally engaging.
Why it works:
- Puts your customers’ voices front and center
- Builds credibility and trust
- Can be repurposed across landing pages, social, and email
When prospects hear a real customer speak candidly about how your product solved a problem, it lowers confusions right away.
This is especially true when the customer describes issues your audience already faces — whether it’s onboarding challenges, reporting inefficiencies, or collaboration bottlenecks.
For example, Airtable features short testimonial clips where customers explain how the product fits into their unique workflow, from editorial planning to product development.
These videos focus less on the tool itself and more on the outcomes. That shift makes the benefits more tangible.
Short clips can be especially powerful here. You don’t need a five-minute deep dive.
Even a 30-second snippet with a strong soundbite — “Before this, it took us days to gather that data. Now it’s instant.” — can be highly persuasive.
Example format: Start with the challenge, highlight the solution, then show the result — all through your customer’s lens.
Encouraging customers to speak in specifics (time saved, costs reduced, visibility gained) helps make the story more credible and memorable.
4. Onboarding Videos: Support Customer Success
Once you’ve won the deal, the work isn’t over. Smooth onboarding is critical to SaaS retention, and onboarding videos can do a lot of heavy lifting here.
These videos help new users get familiar with your platform and shorten their time to value. You can create a series of bite-sized videos that walk users through setup, navigation, and core features.
Why it works:
- Reduces support tickets
- Improves product adoption
- Shows you care about customer success.
The reality is, most users don’t want to read through dense documentation when they’re just getting started.
Onboarding videos make that first experience feel more intuitive and less overwhelming, especially when you’re dealing with feature rich platforms.
Think of it like guiding someone through a new kitchen. You’re not just showing them where the fridge is. You’re showing them how to make their first cup of coffee without fumbling around.
That initial confidence can have a big impact on long-term engagement.
Take Notion, for example. Their onboarding video series breaks the product into manageable chunks, each focused on a single function — from creating a page to using templates.
Users can learn at their own pace without feeling like they’re sitting through a lecture. Another effective approach is to anticipate where people get stuck.
Is there a feature that frequently prompts support queries? Create a short video that walks through it, step by step, and pin it within the platform or help centre.
This not only saves your team time but also empowers your users to help themselves.
Structure idea:
Make a short series — 3 to 5 videos, each under two minutes — that walks new users through setup, one key action at a time.
Think “how to invite a teammate” or “how to create your first project.”
5. Thought Leadership & Educational Videos: Establish Authority
Last but definitely not least, educational and thought leadership videos help you build authority in your niche.
These aren’t about pitching your product. They’re about offering value, sharing insights, and solving industry problems.
Whether it’s an animated explainer video about a common pain point, a whiteboard style video, or a mini interview series, the goal is to position your brand as helpful and credible.
Why it works:
- Builds brand awareness and trust
- Gives value before asking for anything in return
- Fuels your content marketing strategy
These types of videos work particularly well on LinkedIn or YouTube. That’s where your audience is already searching for advice, clarity, or peer-led insights.
They’re less about features, more about thinking. They help keep your brand top of mind, even when someone isn’t actively in buying mode.
For instance, Basecamp’s team regularly shares educational content discussing broader topics like remote collaboration, productivity habits, or team dynamics.
These aren’t product tutorials. They’re reflections and practical insights shaped by experience, which help the brand feel more human and trustworthy.
You could also consider collaborating with voices outside your company — customers, industry experts, or partners — to add diversity and depth to your content.
A 5-minute conversation clip about “the most common SaaS onboarding mistakes” might offer more practical value than a 20-slide blog post.
Example content ideas:
- “What is SaaS onboarding, and why does it fails?”
- “3 metrics every SaaS founder should track”
- “How to improve user retention without adding new features”
These videos can also feed other channels — blog posts, email newsletters, social snippets — multiplying the value of a single shoot or script.
By sharing knowledge freely, you build trust slowly. And that’s what sticks when someone’s finally ready to buy.
Video is more than just content. It’s communication.
For SaaS brands, it’s one of the most effective ways to cut through the noise, explain your product, and connect with the people who need it most.
Whether you’re simplifying your message with an explainer video, giving your product a spotlight with demos, or building trust with customer stories, each type of video plays a distinct role in your growth.
Want to see what kind of video would work best for your SaaS brand? Let’s Connect!
