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SaaS buyers decide by watching, not reading. The ten video types below cover the whole software journey, from the explainer that earns a first click to the demo, onboarding, and testimonial videos that close and keep customers. Use this as a menu for building a small, focused video library.
By
Larry Mutenda
What is a SaaS video? It is any video a software company uses to explain, sell, onboard, or support its product. Because buyers now research on their own, these videos often do the work a sales rep used to do.
Each type below includes what it is, when to use it, and the funnel stage it fits. The first is the explainer, the most-made SaaS video of all.
No SaaS team needs all ten types at once. The goal is a small library that covers awareness, consideration, and retention, then grows as the product does.
The explainer sells the idea and the demo shows the product. Together they answer the two questions every software buyer asks: why should I care, and what is it like to use?
Awareness: explainer and brand. Consideration: demo, feature, and comparison. Decision: testimonial and case study. Retention: onboarding and update videos.
A quick side by side of every type, with the stage and job it does best. Click a type in the list below to jump to it.
| # | Type | Best for |
|---|---|---|
| 1 | Explainer video | Awareness & homepage |
| 2 | Product demo video | Consideration & product pages |
| 3 | Feature and update video | Activation & retention |
| 4 | Onboarding and tutorial video | Onboarding & support |
| 5 | Customer testimonial & case study | Decision & proof |
| 6 | Announcement and launch video | Launches & PR |
| 7 | Comparison video | Competitive deals |
| 8 | Sales and outreach video | Sales & pipeline |
| 9 | Webinar and on-demand demo | Lead gen & nurture |
| 10 | Culture and brand video | Brand & hiring |
Jump to a type: 1. Explainer video · 2. Product demo video · 3. Feature and update video · 4. Onboarding and tutorial video · 5. Customer testimonial & case study · 6. Announcement and launch video · 7. Comparison video · 8. Sales and outreach video · 9. Webinar and on-demand demo · 10. Culture and brand video
An explainer video introduces your product and the problem it solves in 60 to 90 seconds. It is the most-made SaaS video and usually lives on the homepage or a paid landing page. The example here is our explainer for AssistIQ. Best for: awareness and first impressions.
A demo shows the product in action, walking through the interface or animating the core workflow. It answers the main question a buyer has: what is it like to use this? Best for: consideration and product pages.
A short video that spotlights one feature or a new release. It keeps existing users informed and gives sales something fresh to send. Best for: activation and retention.
A step-by-step video that helps new users reach their first win. It reduces support tickets and improves activation. Best for: onboarding and support.
A real customer explains the outcome they got. It is the most persuasive video near a purchase decision. Best for: decision and proof.
A launch video builds momentum around a new product or major release. It works across the site, email, and social. Best for: launches and PR.
A comparison or versus video positions your product against alternatives or the status quo. It helps buyers who are actively evaluating. Best for: consideration and competitive deals.
A short, sometimes personalized video used in outbound and follow-up. It lifts reply and close rates by adding a human touch. Best for: sales and pipeline.
A longer educational session, often gated and reused on demand. It captures leads and nurtures buying committees. Best for: lead generation and nurture.
A video about who you are and how you work, used for brand and recruiting. It matters more as software buying gets more brand-driven. Best for: brand and hiring.
Match the video to where the buyer is: awareness, consideration, or decision. An explainer works early, while a demo and testimonials work later.
Whatever the type, open with the problem your product solves. Buyers stay when they see themselves in the first few seconds.
One video, one job. A focused 60 to 90 second video beats a long tour that tries to cover everything.
Most SaaS teams need a few videos across the funnel. Start with an explainer and a demo, then add feature and onboarding videos.
The most common are explainer, product demo, feature and update, onboarding, testimonial and case study, announcement, comparison, sales, webinar, and culture videos.
An explainer introduces the problem and the value of the product, usually with animation. A demo shows the product itself, walking through the interface or workflow. Many SaaS teams use both.
Start with an explainer for the homepage and a product demo for your product pages. Together they cover the awareness and consideration stages where most buyers decide.
Most SaaS explainer and product videos work best around 60 to 90 seconds. Save longer runtimes for webinars and in-depth onboarding, where the viewer has already opted in.
They can. Adding an explainer video to a landing page can lift conversions, and product demos are among the most influential resources software buyers use to decide.
You do not need all ten types. Most teams start with two or three across the funnel and add more as the product and audience grow.
The best SaaS video strategy is not one hero video, it is a small library that meets buyers at each stage. Start with an explainer and a demo, prove value with a testimonial, and keep users with onboarding and update videos.
Related: SaaS video production, best SaaS explainer videos, and SaaS video statistics.
Larry is the founder and Chief Storyteller at Creamy Animation, founded in 2009. He leads a team that creates story-driven videos for businesses and nonprofits. 15+ years in video strategy and production, specializing in SaaS, B2B, and nonprofit storytelling. A marketer, designer, and animator, Larry has overseen the production of more than 1,500 videos for Fujitsu, Logitech, Warner Brothers, NFL, Blockdaemon, Astronomer, Canonical, and 370+ others.
For Larry, God is first, and everything else is a blessing that comes from serving Him. When he’s not working, he’s hanging out with his wife and three kids, playing the piano, or pursuing his filmmaking side hustle.Â
