Video is a godsend for SaaS marketers, but if you’re not convinced about the medium’s effectiveness and think it’s just a temporary fad, then here are some facts you should consider:
- Viewers watch one billion hours of videos on YouTube daily. (YouTube Press)
- Video will account for 82% of all internet traffic by 2021, up from 73% in 2016. (Cisco)
- 76% of marketers say that video has shown positive ROI in their marketing efforts. (MotionCue)
- 83% of senior executives said they are watching more online video today than they were a year ago. (Forbes Insights)
So, no matter how you look at it, video marketing gets results in both the B2B and B2C spheres. Do we have you so far?
Great! Let’s keep going.
How to get started with SaaS video marketing
Before you dive into the world of video, you need to sort a few things out first. Though there are plenty of options to explore, make sure your video content aligns with your goals.
- Segment your audience
- Identify what you want to achieve with your SaaS video marketing campaign
- Pick a video type for a specific goal and target audience
If you want to know how to design a solid video-backed marketing strategy for your business, then download our free e-book.
It’ll walk you through the process in three simple steps.
How to build a video marketing campaign for startups
Now, let’s get down to it. Below, we’ll take a look at some videos SaaS companies can invest in.
Six types of SaaS videos your company could create
Take the leap with video and use it to target prospects at every stage of the buyer’s journey. Here are some video content options SaaS companies should explore:
- Product demo/explainer video
- Promo video
- Company video
- Testimonial videos
- How-to videos
- Social videos
1. Product demo/explainer video
Our survey revealed that 83% of people agree that a product/service explainer video helps them in making a buying decision.
If you’re going to launch a cutting-edge software service, you can communicate its value in a succinct and engaging way using a product demo video or an explainer.
These types of videos are perfect for pitch meetings, too.
So, whether you’re targeting C-suite executives or your average Joe, demos and explainers can help you break through that short attention span barrier and help with lead generation.
Check out this SaaS explainer video we made for one of our clients. For this video, we wanted to walk through the viewer with a specific scenario and how the app can make life easier for the user.
Here’s another recent one we made about a SaaS platform.
The video starts off with the “why”. It’s important for a company to have a clear purpose and here that is defined from the get-go.
Like what you’ve seen so far? Check out more of our work and get in touch with us if you want a video for your SaaS offering, too.
Want a video for your business?
2. Promo video
If you want to leave an impression on your viewers, then create an eye-catching promo video.
Take a look at this animated video Buck made for the Microsoft Office app. It’s so well done and mesmerizing to watch. The video has received tons of positive feedback on YouTube.
This is how you show the world you’ve arrived!
3. Company video
People tend to perceive tech companies as emotionless money-making machines.
If you want to change this perception, you can create a company video to show people the heart and soul of your business. Highlight your company’s why and share your passion.
Take a look at this great video featuring Duolingo’s CEO.
It’s content like this that helps brands build a strong connection with their audiences.
4. Testimonial videos
If you want to convince your prospects about your SaaS, then a testimonial video could help nudge them into taking the final step in their buyer’s journey.
Video testimonials work because they give people the social proof they need to make a confident decision.
You can use this content as an opportunity to touch base with previous customers and build a stronger relationship with them. Take a look at our article on 10 questions for a winning video testimonial and make the best out of it.
This video by Slack is one of our favorites. It’s a great example of how testimonial videos don’t need to be boring and generic.
5. How-to videos
Mankind’s insatiable appetite for learning rages on and the internet has opened the doors to boundless knowledge.
How-to videos are some of the most popular on YouTube and as a company offering SaaS, you could use this type of content to help your customers/users gain a better understanding of your offering.
It’s an efficient way to tackle frequently asked questions, too. With this type of content, you’ll be able to provide outstanding support to your customers.
Adobe’s YouTube channel has plenty of how-to videos that people can learn from.
6. Social videos
Social media is all the rage these days. Just take a look at these stats:
- Over 2.7 billion users on Facebook.
- Two billion logged-in monthly users on YouTube.
- Almost 1 billion active users on Instagram.
- Over 690 million users on Linkedin.
With massive audiences active on these platforms, you could boost your SaaS marketing with social videos. Interact with the relevant people on the right platform and grow your brand.
Each platform has its own video specifications, so make sure you take all of that into account and upload natively to give your content the best chance at success.
Here’s a social video we made for our friends at iParkit.
Pro tip: Choose the right platform for your SaaS social video distribution. Not every social media may be right for you. Check out our article on the best video distribution platforms for more info.
If you’re hesitant about investing in video because you think they are expensive, then keep in mind that expensive is relative. If you have a good strategy, you can extract lots of value from your video—resulting in high ROI.
Repurposing SaaS videos is a good way to make the best out of a single piece of macro content. For more on how to do this effectively, check out our previous article here.
Interested in brainstorming SaaS video ideas for your company? Feel free to reach out to us.
Want a video for your business?