The 5 Types of SaaS Video Content That Drives Growth

No time to read this article? Watch it on YouTube! 

In the B2B world, everyone has a blog and ebooks and case studies but 👏 video 👏 is 👏 untapped.

Video is a godsend for SaaS marketers, yet a lot of marketers are sleeping on Saas video content. 

If you don’t believe me, look at your top three competitors and check out their YouTube channel or if they have any video content hosted on their website. 

b2b video marketing on youtube

Even if they do, they probably haven’t posted in years, and the content is outdated and we believe that’s a fantastic opportunity for you. 

SaaS video marketing statistics 📈

And I don’t get it, here are the numbers 

36% of consumers would like more educational or explainer-style content

41% higher likelihood of closing a Saas sale for a sales pitch that includes video

And most importantly, YouTube is the second largest search engine, so not producing content there is a huge missed opportunity. 

Okay, you might say, these are just some numbers from random articles. 

Well, we’ve produced hundreds of explainer videos, product demos, and more videos just like this one for some of the leading Saas companies, and we’ve seen amazing results. 

The good news is that there is so much opportunity for you as a marketer and for your Saas company to untap this high-performance content medium which can bring you millions of views and tons of signups with limited effort.

I want to give you 5 video content ideas that performed well for the companies we’ve worked with and an actionable plan for how to get started. 

Grab your popcorn and maybe some tea cause we're about to really get into it.

Who's your audience? 🤔

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.

So, 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.

5 types of SaaS video content that drive growth 🚀

Educational how-to videos

Let’s start the list with education videos. We can call these tutorials and how-to videos. 

Another way of looking at them is just like having your blog content on YouTube. 

Ahrefs' YouTube presence packed with how-to videos

Instructional videos can teach your audience something new but these marketing videos can also build the foundational knowledge they'll need to better understand your business and solutions. 

These videos are a fantastic way to get in front of a new audience and diversify your content marketing efforts and platforms. 

The beautiful thing about these educational videos is that you probably have the script 80% done. And what I mean by that is the tons of written content you are already producing like blogs and ebooks. 

Check out our video script templates if you don't want to start writing your script from scratch!

These written resources that took weeks to research and write can be brought to life on YouTube with minimal effort. 

Just like we've done for this article. Well in our case, we created the video first and then just adapted the video script to fit this article you are reading now.

The results also speak for themselves. 

Take one of our latest clients, TeleportHQ for example. They turned their written tutorials into a video which brought them 50.000 views and over 800 likes in a relatively short amount of time. 

explainer video produced by videodeck for teleport
How-to video produced by turning article into video

If this sounds good to you, send us a message and we can help craft a content plan for your Saas company and also help you produce them. 

Explainer videos or Product demos

The type of video I’m going to talk about next might not get crazy amounts of organic views but it will directly impact how your users interact with your product and also help leads push the trigger on buying your product.

I’m talking of course about product demos slash explainer videos. 

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 pitching new leads, introducing them in outreach emails, and even in investor meetings.

Here's an example of explainer video produced by Videodeck.

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.

If you don’t know where where to start from when creating product demos, we’ve put together a library of video script templates and a large database of copy ideas so you can write your script easier. 

We actually have a video script template for almost all types of videos we list here so check it out in the description box below. 

User onboarding videos

Let’s go to the next type of video which is the user onboarding video.

Here’s what we mean by that. 

Over the past few years, we've seen an awesome trend in how software companies interact with their website visitors. 

More and more companies are embedding conversational videos on their website using tools like Tolstoy and VideoAsk.


These no-code tools allow them to make every website visit a face-to-face conversation.

Tools like Tolstoy and VideoAsk make it super easy to create branching video journeys, so every viewer gets only the information they want and feels more invested and engaged.

These can help you explain complex products and features in a fraction of the time and cost.

The beautiful thing about these tools is that it allows your users to also respond through videos or maybe ask a quick question to your support through video. 

Check out both Tolstoy and Videoask and hit us up if you need help creating these types of videos.

Video Shorts

Now let’s move on to another emerging format which is the shorts format. 

And of course, I’m talking about producing content on short-form video platforms like TikTok, Instagram reels, YouTube shorts, and whatever other platforms allow this video format. 

TikTok is one of the fastest-growing social media platforms right now.

The rise of TikTok

By the end of 2021, TikTok had reached over 3 billion downloads globally. YouTube shorts reached 1.5 billion monthly logged-in users as of June 2022.

If you do decide to give shorts a trey, remember that TikTok content is entertaining, clever, and personal, so you will have to match that. 

Also, the biggest backlash against B2B brands joining the platform has been that users want TikTok to stay a creative, authentic channel for human-to-human interaction. 

TikTok users want to see real humans, creating entertaining, informational, and personal content so take that in consideration when building your content strategy. 

If you need help, we have some creative gen Z-ers in our team, including myself, that can help you create cringe-free shorts. 

Video testimonials

Alright we are almost done, let’s just in the fifth and final type of video content that can help your Saas drive growth. Video testimonials. 

Customer testimonial videos are a way to let your customers do the talking for you.

Customer testimonials provide an overwhelming sense of trust when attracting new business, and have been proven to close deals exponentially faster.

Creating customer testimonial videos show the world your capabilities and your satisfied customer base.

The most valuable part of a testimonial video is getting your clients to vocalize the problem they were faced with and how your company provided a solution.

If you need help with your testimonial videos we recommend the folks from testimonial hero. They can help you by asking the customer the questions that matter and also with the production side with both remote and on-site testimonials. 


And that’s it! 

If this video convinced you to give one of these video types a try, let me know in the comments bellow and I can create more in-depth videos on how to create videos that drive results. 

If you plan on getting into video marketing and you need help on the production side, check out We are a better way to outsource video production. 

We help software companies produce videos just like this one at scale.


We've also put together two lists of video production agencies that can help you fulfil video production. One is for Saas video production and the second one is just for explainer videos. Check it out.

Y’all are the best, I’ll see you in the next one. 

Created by Videodeck.

We are your team of video content creators.

You bring the script, we bring the actors, cameras, lights, videographers and the studio production.
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