So you’ve got a killer SaaS product and you’re ready to take the world by storm. But how do you get the word out? You could hire a skywriter to spell out your URL in the clouds, but that might be a bit too old-school. Instead, you need to create videos that kick ass and showcase your product in the best possible light. Here are six types of videos that are proven to be effective in the SaaS industry, along with real-world examples:
1. Demo Video
Demo videos are a great way to showcase your product in action. They give potential customers a taste of what your product can do, and they’re often the first impression people have of your product. But here’s the thing: demo videos need to be engaging, informative, and well-produced. While demo videos can be helpful, they can also be painfully boring if not executed properly. Nobody wants to watch a boring screen capture of your product. You need to show people the goods and get them excited about what you’re offering. One of the best examples of a demo video that kicks ass is Slack’s demo video. It’s short, sweet, and shows off the key features of the product in a way that’s both informative and entertaining.
Real-world Example: Slack's demo video is a great example of how to do a demo video right. The video is visually appealing, easy to understand, and highlights the most important features of the product.
2. Brand Videos
Brand videos are all about telling the story of your company and what makes you unique. They’re a chance for SaaS companies to showcase their company culture and values in a visually stunning and emotionally engaging way. These videos often feature the company's team members, their work environment, and their mission statement. While brand videos can be a great way to build brand awareness and establish a connection with potential customers, they can also come across as pretentious and self-indulgent if not done right. If your brand video is just a boring corporate spiel, nobody’s going to watch it. You need to be real, relatable, and maybe even a little bit funny.
Real-world Example: One of the best examples of a brand video that kicks ass is Codehunter.io's brand video. It’s beautifully shot, emotionally engaging, and shows off the company’s culture and values in a way that’s both inspiring and authentic. Oh yeah, our CEO, Jennifer Cummins produced that. 😉
3. Tutorial Videos
Let's face it, we're all too lazy to read the manual. Most people LOVE to watch video content and tutorials are one of the #1 watched type of video. These videos are designed to provide step-by-step instructions on how to use a product, and are often broken down into bite-sized chunks for easy consumption. They can help reduce churn, increase customer satisfaction, and improve the overall user experience. But if your tutorial videos are confusing or poorly produced, they’re not going to help anybody. You need to be clear, concise, and easy to follow.
Real-world Example: Any of HubSpot's tutorial videos are a fantastic resource for their customers. They cover a wide range of topics related to inbound marketing, sales, and customer service. The videos are clear, concise, and easy to follow, making them an invaluable tool for improving customer success and satisfaction.
4. Testimonial Videos
Testimonial videos or Case Study Videos are an effective way for SaaS companies to showcase their success stories and demonstrate the value of their product from a third party. These videos typically feature real customers talking about how the product has helped them achieve their business goals, and are designed to provide social proof and build trust with potential customers. However, if your testimonial videos are fake or scripted, they’re not going to fool anybody. You need to be authentic, relatable, and highlight specific benefits of your product that resonate with potential customers.
Real-world Example: Zoom's customer testimonial videos are a powerful tool for building trust and social proof. They feature real customers talking about how Zoom has helped them improve communication and collaboration. The videos are authentic, relatable, and highlight specific benefits of the product that resonate with potential customers.
5. Animated Explainer Videos
The animated explainer video - the chance for SaaS companies to spice things up with some fun and engaging animations. These videos typically use simple animations to explain the benefits of a product in an entertaining and visually appealing way. These differ from the Demo Videos as they tend to toe the line between demo and tutorial in a shorter form.
Real-world Example: Dropbox's animated explainer video (from forever ago!) is a fun and engaging way to explain the benefits of their product. The video uses simple animations and a clear narrative to showcase how Dropbox can help users store, share, and collaborate on files in the cloud. The video is both entertaining and informative, making it an effective tool for building brand awareness and driving conversions.
Real-world Example: Here is another example of Videos for SaaS and one Coral House Productions recently did for Allstacks. This explainer video allowed visitors on their website to get a quick glimpse of the features, attributes, and benefits in a short form video without being on a sales call. But it left prospects wanting to learn more! Allstacks reported an increase in web traffic as a result of this video.
6. Product Launch Videos
These types of videos are used to hype up a new product and generate excitement among potential customers. These videos typically showcase the new product's features, attributes, and benefits (otherwise known as F.A.B.), and are designed to create buzz and anticipation for its release. While product launch videos can be a great way to generate excitement and build hype, they can also be incredibly cringy if not executed properly.
Real-world Example: Salesforce's product launch video for their Einstein AI platform is a great example of how to build excitement and generate buzz for a new product. The video highlights the benefits of the platform and its potential to transform the way businesses operate. The video is visually stunning and emotionally engaging, making it an effective tool for driving conversions and increasing brand awareness.
So there you have it - the most popular types of videos that SaaS companies use to market their products, along with some real-world examples. While each type of video has its strengths and weaknesses, the key to success is in the execution. So go forth, SaaS companies, and create videos fo SaaS that kick a$$!
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What our Clients Say
Dave Cross
Realtor, At Home with David
"Simply THE best! Jennifer is a true professional and incredibly talented. Not only does she possess all the technical skill you want in a Videographer and Photographer, but her creative storytelling and her ability to seek to understand the goal of the project and capture the message in images is outstanding and frankly the best I've ever dealt with in 20 years. You will not regret hiring Coral House Productions."
Scott Kelby
CEO, Kelby Media Group
"I was lucky enough to have Jennifer work on my video production team and it literally broke our hearts when she had to relocate to a different state. She had become such an indispensable part of our team that we still haven't been able to find someone to replace her, and I'm not sure we ever will. She's one of those rare individuals who is incredibly talented, amazingly creative, passionate about her work, has great leadership skills, and somehow always has a smile on her face and a wonderful attitude (no matter what the situation). We've all worked with people in our careers that when we look back we know that if we had to do it all again, you'd want that person on your team. Jen would definitely be on my very short list."