Ah, software! It’s the silent hero that keeps businesses running smoothly. It goes unnoticed by the people who rely on it daily even though it is the backbone of so many industries
In comes video - the knight in shining armor of the marketing world. B2B SaaS companies have really embraced video as their go-to tool for educating, engaging, and converting potential clients.
So, let’s dive into why software videos are so hot right now, the different kinds of videos every SaaS brand should know about, some stellar video examples from our own stable and beyond, as well as a few tips on how to make your own SaaS videos stand out.
Now, let’s start with a question that’s probably burning in your mind: why are software videos more popular than hardware ones?
The answer is simple: software is intangible. Unlike a shiny new laptop or a sleek piece of machinery, software lives in the cloud (or on your hard drive, depending on your tech vibes). And because it's not something you can touch or physically interact with, it can be harder to explain.
Enter video.
Videos have this magical ability to take complex technical concepts and turn them into something easily digestible.
Software, with its myriad of workflows, integrations, and interactive features, is tough to explain with just words or images. But throw in a cool animation style, some background music, creative video editing, a compelling story, and boom - you've got yourself a compelling visual narrative.
Using video effectively communicates not only your software's key benefits and technical details, but also allows SaaS companies to engage their audiences in a fun, informative way. SaaS brands are using content marketing strategies that make video central to their approach because, honestly, people want to learn and engage - and they prefer doing it through visual content.
This is why software videos are a powerful tool, especially in the B2B SaaS space, where buyers need more than just a description; they need to see it in action.
Now that we know why video is such a powerful tool in SaaS, let’s talk about the different types of videos you’ll see in the B2B SaaS world. These videos not only help businesses showcase their products but also build relationships with potential clients.
So, let’s break it down:
The crowd favorite! These videos are the best at simplifying complex ideas, showing how a software solution works through engaging animations or narrations. If your product involves technical or abstract processes (we’re looking at you, API integrations or cybersecurity protocols), an explainer video is a lifesaver that allows you to package them into a clear and concise message.
Example: Imagine a video that breaks down how a software company’s API integrations allow users to seamlessly connect their CRM with their email marketing platform.
Sounds complex, right? But visualized with an explainer video and combined with a compelling story - suddenly it’s a breeze!
When it comes to creating your explainers, you have a wide choice of directions you can go in, like creating animated videos (the most popular type out there), live-action explainers (i.e., with actors) or videos combining the two techniques.
Here are a couple of the SaaS explainer video examples we've made over the years for our SaaS clients:
Want to know more? You're in luck - check out our older but still golden blog post where we prove there is such a thing as an engaging explainer video and share some of the best explainer video examples.
This is where you get to show off! Product demo videos are all about showcasing the interface, features, and usability of the software. These videos give potential customers a walkthrough of what they can expect when they start using your product.
Example: Salesforce does an epic job here. Their CRM product demos are a tour de force in showing how the system works in real-life scenarios.
Think of it as a virtual handshake - you want to make a good first impression!
Nothing builds trust like seeing other customers succeed with your software. Customer success videos are all about featuring real clients who share how the software helped them achieve their goals, solve a pain point, or make their business run more smoothly.
Example: A retail company explaining how a supply chain management software helped them optimize deliveries and reduce costs - that's the magic sauce that builds credibility.
So, a customer just bought your software - now what? Onboarding and training videos are designed to guide new users through the learning process, showing them how to navigate your software like a pro. It’s like a digital welcome mat!
Example: Think of a video that breaks down how to use a software’s dashboard, or how to migrate data from one platform to another.
These videos make users feel at ease and confident about using your product.
These videos go beyond the "what" of your software - they dive into the "why."
Brand and vision videos are perfect for sharing your company’s mission, values, brand identity and the big picture of what your software is all about. These videos focus on the bigger impact your company is trying to make in solving real world problems.
Example: Think about a video showcasing how an AI-driven SaaS product is helping to revolutionize healthcare or education. So it's not just about features but about what kind of future you wish to build. Pretty cool, don't you think?
SaaS brands love a good campaign, and event videos are all about teasing or promoting something special. Whether it’s a new product launch, a feature update, or an upcoming webinar, event videos are your chance to create some buzz.
Example: A teaser video for a new feature release or a SaaS industry conference could get your audience hyped and ready to engage.
To really drive home what we’re talking about, let’s have a look at some of our favorite examples of B2B SaaS videos that totally nailed it. These brands are making waves with their video content, and they serve as perfect case studies for what you can do with a bit of creativity.
This classic Slack video uses humor to show how a messy, disorganized workplace can be transformed with Slack’s collaboration tools. It’s relatable, funny, and super effective.
Adobe’s video shows the ease and creativity that its software brings, and it’s funny to boot. It’s a perfect blend of brand humor and showcasing the product’s value.
Salesforce has an entire series of videos showcasing its AI-driven capabilities through the character of Einstein, adding a playful, engaging twist to the concept of AI in business.
Microsoft Teams brings the emotional connection of teamwork into their video content, highlighting how their platform fosters creativity and collaboration. It’s the perfect blend of logic and heart.
A clever parody that blends high-octane spy action with a humorous twist when the agent encounters a hotel check-in process plagued by poor cross-channel communication. The commercial highlights the critical importance of seamless customer experiences across all touchpoints, using humor to underscore the message that even the most skilled professionals can't overcome inefficiencies in customer service.
Zendesk’s video is a great example of using real customer stories - or pain points - to showcase their software’s impact. It’s simple, direct, and trustworthy - a true example of credibility-building.
Workbooks’ video cuts straight to the chase, highlighting their CRM software’s key features without unnecessary fluff and with unapologetic sense of humor. It's definitely one of our favorite examples of B2B SaaS videos ever.
Alright, now you’ve seen some of the greats. But how do you make sure your video is just as awesome?
Always keep your audience’s pain points in mind. Your video should address those needs and show how your software provides the solution. Think of it as a conversation - you’re here to solve a problem, not just show off your product features.
Example: Slack’s video emphasizes the need to solve the communication chaos in overworked teams. The message is clear: “We get you, and we have the solution.” Adobe's "Secret Agent" video features and addresses common software interfacing frustrations.
Make sure your video is easy to understand. If your software has a lot of features or is slightly complex, break it down. Show workflows, use simple language, and don’t overwhelm your viewers with too much technical jargon.
Example: Asana’s videos are a great example of a clean and intuitive demo that shows exactly how their tool makes project management easier.
People love visuals. If your software involves abstract concepts (like analytics or integrations), animations are your best friend. They make the intangible tangible and add a dash of fun.
Example: Animated SaaS explainer videos are perfect for showing how software works in a way that’s engaging and easy to follow. What's more, impactful videos don't have to be complex or expensive to engage viewers. Sometimes the most cutting-edge technology can be showed using a minimal visual style or a very simple SaaS video animation - and it can be equally visually appealing to flashy 3D simulations.
Let your customers do the talking. Real-world customer testimonials help build trust and show potential clients not only the key benefits and value proposition, but that your product delivers on its promises.
Example: Case study video introducing the impact from using your software on your client's measurable ROI can go a long way in building credibility.
Don’t forget the power of emotions. Even in B2B, there’s room for storytelling that resonates on a deeper level. Your video doesn’t just have to be informative; it also has to be inspiring.
Example: Microsoft Teams’ video ties the theme of teamwork to creativity and innovation, making it emotional and motivating.
Your video is the appetizer - now, make sure you serve up the main course with a clear CTA. Don’t leave your viewers wondering what to do next. Whether it’s scheduling a demo, starting a free trial, or learning more, make the next step obvious.
Example: HubSpot’s videos always end with a clear and compelling CTA, encouraging viewers to take the next step in their journey.
They’re powerful storytellers that can transform your brand’s presence and boost customer engagement. Whether you're explaining complex workflows, showing off features, or sharing success stories, videos are the key to connecting with your target audience in a meaningful way.
So start brainstorming, fill in that brief and let's make your software shine!
You've found one! We’ll turn your software's capabilities and complex technical concepts into compelling video stories that your potential customers will actually care about. And we'll handle the entire process, from first concept to the final cut. So contact us or drop a brief in our mailbox and let’s start in 24 hours!
Start Your B2B Video Project
Because software can be complex, abstract, and invisible. Video turns it into a tangible experience. It explains technical features through stories, showcases real-world usage, builds emotional connections, and earns trust - all in a few minutes. It's engaging, it's digestible, and it’s how your future customers want to learn.
Hardware can be physically shown, touched, demoed. Software? Not so much. That's why software videos matter more—they visualize the invisible. With smart storytelling, motion graphics, and real use cases, video makes intangible features crystal clear. Software lives in the cloud, but video brings it down to earth.
Start with your audience and build backwards. Here’s a quick checklist:
Easy—start by understanding your buyer's journey. Then, match video types to stages:
Don’t go it alone—bring in a partner who gets SaaS and storytelling. (Like us. Just saying.) 😎
https://www.blackrabbit.pl/post/the-best-explainer-videos-for-b2b-tech-ever
https://youtu.be/rV2Isp2JYyA?si=OYmpOml86KzM4GSt
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https://youtu.be/NFxXJOvvyao?si=QfuWmxj5tZjb03hh
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https://www.youtube.com/watch?v=B6zVzWU95Sw
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https://youtu.be/Oco8NddXMY4?si=igu05OWukU9xA_16
https://www.youtube.com/watch?v=73WgVQdgLXA
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