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Why Should I Include Explainer Videos in My SaaS Marketing Strategy?

vector illustration of a stream of software data turning into an explainer video

Navigating the SaaS market can be challenging, especially when it comes to conveying the value of complex software in a crowded digital space. You've developed a groundbreaking product, but the crucial question remains: how do you ensure your target audience grasps its full potential? Often, the key lies in an element that's simple yet impactful—explainer videos. But here's the catch: not all videos are created equal. Traditional screen recordings can be unwieldy, suffer from poor resolution, and risk privacy with inadvertent data exposure. This blog delves into how polished, animated explainer videos can be the game-changer you need, transforming your product's presentation from mundane to remarkable. Join us as we uncover the strategies that will make your SaaS solution not just seen, but understood and remembered.

What is a SaaS explainer video?

A SaaS explainer video is a short, engaging video used to tell the story of a software-as-a-service (SaaS) product in a simple and compelling way. Imagine you have a product that lives online, like an app for scheduling social media posts or a tool that helps businesses manage their customer relationships. Instead of having potential customers and investors read through pages of text or navigate complex software on their own, a SaaS explainer video breaks it all down into bite-sized, easy-to-understand pieces.

In these videos, viewers are typically introduced to the problems they might be facing, and then the video shows how the SaaS product can solve these problems. It's like having a friendly guide walk you through the benefits and features of the software without using jargon or technical terms. This approach helps potential customers understand the value of the product quickly and can make them more likely to sign up or purchase.

Why are videos important in a SaaS content marketing strategy?

Videos have become an indispensable tool in a SaaS content marketing strategy, especially when businesses are trying to convey complex software functionalities in a digestible format. In the B2B (business-to-business) realm, decision-makers often have limited time to evaluate new tools. An explainer video condenses the essential information about how a SaaS product can resolve specific business issues or streamline processes into a format that's not only quick to watch but also easy to understand. It translates technical features into tangible benefits, showing rather than telling how the software can enhance a business's operations, save time, or increase revenue.

For B2C (business-to-consumer) SaaS marketing, explainer videos serve a slightly different purpose. They are crucial for demonstrating the software's use and benefits to everyday users. A well-crafted video can guide potential customers through the user experience, showcasing ease of use and how the software fits into their daily routine. It's about creating a narrative that resonates with the consumer's needs and lifestyle, often leading to a stronger emotional connection with the product. This connection is key in a crowded marketplace, as it can be the difference between someone signing up for your service or going with a competitor. Whether it's B2B or B2C, videos bring a SaaS product to life, making them an essential element in any content marketing strategy.

Why should you not use a screen recording in sales presentations?

Using a screen recording in sales demos for SaaS products might seem like a straightforward way to explain your software, but it has significant drawbacks. First and foremost, screen recordings often suffer from low quality and resolution. They may not scale well on different devices or screens that your clients may use to view your presentation, leading to a subpar viewing experience. The visual impression is crucial in demonstrating the professionalism and sophistication of your product, and a grainy or pixelated screen recording can undermine that.

Additionally, screen recordings can be full of filler content and unintended rambling. Unlike a finely edited video, live screen captures include every click and pause, which can make the presentation feel tedious and unfocused. This can result in a loss of interest among potential clients, especially if they are time-poor professionals who value conciseness and clarity. The pacing of your sales presentation is key, and it’s much harder to control when relying on a screen recording.

There are also privacy and security concerns. Screen recordings can inadvertently reveal sensitive information such as passwords, emails, or confidential data that's visible on the screen. This not only poses a risk to your security protocols but also to your client's trust, as it may make them question your company's commitment to privacy and data protection. In contrast, a well-crafted explainer video or demo is designed with attention to detail, ensuring that only the relevant parts of your software are showcased, free from any sensitive or irrelevant distractions.

How long does it take to make a 1-minute explainer video?

Creating a 1-minute explainer video is a detailed process that typically spans several weeks to a couple of months. The journey from the initial kickoff meeting to the final product involves multiple steps, each requiring careful attention to detail and time to execute properly. Initially, there's the phase of concept development, where ideas are brainstormed and the core message of the video is crafted. This stage sets the foundation for what will be communicated and how, which is crucial for aligning the video with the business’s goals.

Following the conceptualization, scriptwriting and storyboarding come into play. These require back-and-forth collaboration to refine the narrative and visuals so that they convey the intended message effectively. Once the storyboard is approved, the production phase begins, encompassing voiceover recording, animation or live-action filming, and editing. Professional quality animation and synchronization of audio to visuals are time-intensive processes that can't be rushed without compromising the quality of the final video.

The complexity of the explainer video also influences the timeline. A video featuring basic animations and a straightforward script can be completed faster than one with intricate 3D animations or one that requires the creation of custom illustrations or characters. Additionally, if there are revisions or if the scope of the project expands, this will naturally extend the timeline. Throughout the production, regular reviews and approvals are necessary to ensure the final video meets the expected standards and objectives, adding to the overall time required to complete a high-quality 1-minute explainer video.

How many words is a 1-minute explainer video?

A 1-minute explainer video is a succinct piece of content aimed at capturing and retaining the viewer's attention while delivering a clear message. In our experience, the sweet spot for the script of a 1-minute video is around 150 words. This may not sound like much, but when crafted with precision, it's ample to highlight the key points without overwhelming the audience. The reason for this word limit is twofold: it accounts for the average person's speaking speed and ensures clarity and engagement.

The pacing of the video is important—too fast, and the viewer won't absorb the information; too slow, and you risk losing their interest. At around 150 words, there's enough space to introduce the problem, propose the solution you provide, and call the viewer to action, all without rushing through details or dragging the narrative.

If you find that your script is running long, it's often more effective to divide the content into a series of shorter, topic-specific videos. This approach can help maintain the viewer's focus and allows for more targeted messaging, which can be particularly useful for addressing different aspects of complex SaaS platforms. It also allows you to guide potential customers through a learning journey, presenting information in manageable segments that build on one another.

Tetragram’s explainer video

Looking for inspiration for your next explainer video? Take a cue from our explainer video for Tetragram. This B2C video is tailored to resonate with individual consumers, showcasing how Tetragram's innovative app can seamlessly integrate into their daily lives. We've distilled the essence of Tetragram's service into a crisp, one-minute narrative that highlights the app's ease of use. Our focused approach ensures that every second is utilized to maintain viewer engagement and deliver the core message effectively. Watch and see how a well-crafted explainer video can make a powerful impact.

How can I better visualize specific software features?

To better visualize specific software features, creating short software product demos can be incredibly effective. These are typically 10-30 second clips that focus on a single feature of your software. The key is to showcase this feature in action, rather than simply using still images. By forgoing narration, the feature itself becomes the star, allowing potential users to directly observe the functionality and benefits without distractions. This visual approach is not just engaging; it provides a clear, concise glimpse into the user experience.

These demos are designed to be quick and captivating, highlighting the ease and intuitiveness of the software. They can be strategically embedded onto webpages, often with transparent backgrounds, allowing them to blend seamlessly with the site’s design. This integration captures the interest of visitors as they interact with your site, serving as both an informative and a visual enhancement to the content. It's a direct, show-don’t-tell method that can make complex software features more accessible and easier for potential customers to understand and appreciate.

Picking the best explainer video company

When it comes to selecting the best company for crafting your explainer video, Purely Imagined stands out for its specialized focus on software explainer videos, software product demos, and 3D product renderings. Our expertise lies in translating the complex features of your software into engaging, easily digestible visual stories. We understand the nuances of the SaaS industry and are adept at creating content that speaks directly to your target audience, whether that's in a B2B or B2C context.

Our focus is on delivering high-quality, animated explainer videos and software product demos that highlight your software's features in an intuitive and user-friendly manner. We’re also there for any updates you may need in the future. If you're looking to elevate your software's presentation and captivate your audience, reach out to Purely Imagined to get started.


Explainer videos are not just a trend; they are a strategic communication tool that can significantly enhance your SaaS marketing efforts. They break down complex software features into engaging narratives, helping potential customers visualize the value your product brings to their everyday lives or business operations. Throughout this blog, we've explored the transformative power of explainer videos in capturing attention, simplifying messages, and boosting user engagement. Remember, the right explainer video can mean the difference between a prospect's fleeting interest and their lasting investment. As you look to bring your software's story to life, consider the impact a well-crafted explainer video could have on your audience's understanding and your product's success.

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