9 SaaS Video Marketing Examples to Improve User Activation Fast

Your audience loves looking… but not buying? Video marketing content could be the shift you need. 

It isn’t a “nice-to-have” anymore. Video helps 90% of users decide on purchases and moves 64% closer to hitting that “Subscribe” button after watching a product video. And if your SaaS is going for a big-league B2B client, the stakes rise even further, as 59% of senior execs would rather watch a video than read.

But what exactly makes video so irresistibly attractive even to the pickiest customer? It’s simple, it’s easy, and it’s fun. We’re wired to respond to it: 

• it combines sound, visuals, and story, which means it’s naturally more engaging than plain text;

• video feels like entertainment, even when it’s delivering complex info, making it a perfect fit for explaining software or any technical concept without overwhelming the viewer;

• a video with a real person or a real story builds trust faster than pages of copy ever could, especially for SaaS products that people may find intimidating.

Now, let’s ditch the stuffy explanations and get into the approaches, formats, and strategies that actually work for SaaS video marketing campaigns.

Start here: The 3 basics for SaaS video marketing success

Before you start recording, know this: a scattershot approach to video marketing campaigns is a waste of resources. Your video strategy should be as targeted as your product.

1. Know your product like the back of your hand

Don’t treat your SaaS product like it’s one-size-fits-all. The trick is knowing how to match video style to what your product and your users need.

Are you…?

• offering something highly technical or innovative? Then focus on explainers and step-by-step tutorials to simplify things for new users;

• competing in a crowded market with many similar offers? High-quality promo marketing videos can help you stand out;

• a little-known brand that is just starting out? Case studies and testimonials show you’re trustworthy.

2. Get into your audience’s head

I mean, beyond the pain points. Picture the actual people using your SaaS, their habits, preferences, and values: 

• are they young and curious or pressed-for-time execs?;

• would they trust a straightforward speaker or prefer a lighter, more casual tone?;

• are they here to learn or just want a quick look at what you offer?

• are they binge-watchers or “get-to-the-point” types?;

• are they the “how-to” type or “why-should-I-care” crowd?

Even details like video length matter – no one wants a 10-minute SaaS explainer video if they’re looking for a quick overview.

3. Invest in quality (even on the budget)

Today’s smartphones can capture video that’s pretty close to pro quality, but don’t rely on that alone. Spend time working on your video content strategy, writing a relevant scenario, and setting up good lighting, audio, and framing. 

Or if you have the budget, hire a professional video marketing agency that’ll take care of your storyboard, smooth edits, 2D graphics, sound design, quality voice-over, and motion elements to keep things interesting. After all, tech giants like Amazon or Apple would not spend billions of dollars on video marketing campaigns without a good reason. 

SaaS video marketing examples that work

When it comes to SaaS, there's a format for every touchpoint; the only limit is your imagination. New approaches and strategies pop up all the time, and who knows — you might just come up with the next best video marketing trend.

Here’s a quick guide to the key video formats for SaaS, starting with one of the most powerful types: the landing page video.

I. Landing page video (30-90 seconds)

• hooks visitors in 3-8 seconds (or else they’re gone!), stretching that to a full minute;

• builds an emotional connection and makes users feel something right from the start;

• gives new visitors just enough info to feel confident moving to the next step;

• boosts your chances of conversion by showing value upfront.

1. Choose a video style that fits your brand

A landing page video doesn’t have to fit a specific mold. It could be a product demo, a quick explainer, a testimonial, or something in between. It all depends on what fits your brand and what your audience needs to see first. If your SaaS is complex, start with an explainer. If you have a killer customer story, feature that instead.

2. Give just enough info

For first-timers, give them a quick rundown: what your SaaS solves and why they should care. Keep it simple. They don’t need the full feature tour yet; just a taste that leaves them curious.

3. Start with a warm welcome and clear value statement 

Show off what your product can do in a way that’s easy to get. Show why it’s useful, toss in a quick customer quote or stat for credibility, and make it friendly. You want viewers to feel like they’ve found the perfect solution without getting overwhelmed.

Take Zendesk, for example. The video they use on their landing page does exactly that. It doesn’t overload you with features; instead, it shows how Zendesk works for real-life customer service scenarios, like handling emails, phone calls, and chat in one place.

II. Demo video (30 seconds-3 minutes)

• shows how your product works in action — just the essentials that solve real problems;

• makes it obvious why your product is the best choice out there, without sounding pushy;

• highlights top features that matter most to your audience;

• leaves viewers with a clear next step, like starting a free trial or scheduling a demo.

1. Show the real fix

Go straight to what people struggle with and show exactly how your product solves that problem. Don’t use the jargon and unnecessary details — they don’t need that right now. Just give them a glimpse of why this is the tool that gets it done, fast and simply.

2. Make it about the benefits

Subtly highlight what makes your product stand out, but in a “Did you notice that?” kind of way. Don’t oversell. Talk efficiency, exclusive benefits, and convenience they won’t find elsewhere. Viewers should walk away feeling like they discovered something, not like you’ve hammered it into their heads.

3. Keep the value on repeat (quietly)

Slip in reminders of your value proposition, like quick lines from the speaker or a subtle caption or object on-screen. Keep it light and let the product’s value reveal itself within the flow.

4. Engage emotionally, not just intellectually

We don’t buy because of raw logic; we buy when we feel something. Make it visually appealing and relatable with good-looking visuals, real people, and relatable scenarios. When carefully crafted, a demo can make a user buy your product even before they watch the whole thing.

5. Look good, sound good

If it’s animated, make your color palette and motion design impeccable. For live-action, choose great lighting, authentic-looking people, and a pleasant yet unobtrusive soundtrack. 

Slack’s demo keeps it real and fun — Brianna, your buddy from soccer, shows how Slack’s more than just chat. Need files? They’re there. Lost in a sea of messages? Slack keeps it tidy. It subtly highlights Slack’s benefits, like keeping everything in one place, without overselling.

The best video marketing demo is like letting someone test drive a car they didn’t know they wanted. They feel like they know your product before they even get their hands on it. Plus, research backs this up, as we are way more likely to sign up or buy when we’ve watched a demo. It’s the preview that leaves us wanting more.

III. Instructional / educational video (3-15 minutes)

• explains how to use a product in detail (in contrast to the demo);

• helps new users get familiar with features and workflows, cutting down on the learning curve;

• helps with the onboarding process and reduces friction points. 

1. Go step-by-step, no skipping 

Walk through each feature slowly, covering every detail so it all makes sense. You want users to feel like they’ve mastered the tool by the end, not scratching their heads wondering what they missed. 

2. Keep it visual

Use clear visuals, hands-on examples, and simple demos so viewers can follow along. If they’re watching on one screen, they should be able to replicate steps on another, learning as they go.

3. Prioritize for B2B 

For B2B clients, subscribing to a SaaS platform means connecting dozens to thousands of their employees as new users of its services. Make it easy for companies to get their teams up to speed quickly. 

4. Update users with every new release 

Roll out a fresh video whenever you add something new, giving users a quick rundown on what’s changed and why they’ll love it. Make them feel like insiders.

5. Humanize and personalize 

People like learning from people, not machines. If you’re using live-action, pick a friendly face to guide users through. In animations, use relatable characters, playful scenes, or even a few emojis. Keep it warm, approachable, and centered on their experience.

Perhaps one of the brightest video marketing examples of this format for SaaS is Figma. Actually, the lion’s share of content on their Youtube channel is educational and informational. Every tiniest detail of the technology, every tool, feature, or update has a separate video done with care, love, and fun.

IV. Promotional / advertising video (15-90 seconds)

• convinces a potential customer to become an actual one;

• sends a direct message to users why they should buy this product;

• makes it quick, memorable, and direct — grabs attention and leaves them wanting more.

1. Build a powerful script 

Start with a hook, the message of value, and show you get the user’s pain points. Focus on the most compelling details, then end with a strong call to action. 

2. Ensure flawless recording quality

For a promo video, quality is non-negotiable. You need polished visuals and high production value that feels almost hypnotic. Every frame should look like it belongs in a commercial, smooth and magnetic, pulling viewers in without them even realizing it. 

3. Sell the feelings, not the features 

Show them how it’ll make their life better, not just what it does. Highlight the unique perks and competitive advantages, like more time saved, fewer headaches, price privileges, or just plain fun.

4. Make it short but slightly mysterious 

A good promo teases just enough to make them curious. Don’t spill all the details. Instead, create a story that leaves space for the viewer to imagine themselves in the picture and gets them excited to try it out more.

Grammarly’s campaign video example is a fun ride from start to finish! We meet Jules, a VP who’s suddenly questioning ketchup’s cool factor, and watch as Grammarly saves the day. It’s quirky, sharp, and nails the message: with Grammarly, you’ll get the words just right, every time. 

And honestly, I would want a little sparkle in my ketchup, too.

V. Testimonial video (1-2 minutes)

• builds trust with real customer stories, as people want proof from users like them;

• encourages hesitant users to make a purchasing decision;

• shows genuine experiences, not scripted pitches.

1. Find your perfect customer

Find a customer who’s not just happy but gets your product the way your ideal buyer would. Their pain points, interests, needs, and wins should match your potential buyers’.

2. Plan some loose script 

Prepare a list of questions and story points so your customer knows what to highlight, but don’t over-script! If possible, invite a speaker to the shoot, choose the best location, lighting, and angle. Of course, ask them about availability, convenience, and the required help.

3. Go beyond the basics

Help them talk about exactly how your product changed things with no generic “It’s great!,” using examples of specific benefits, real-life scenarios, and how their life got easier or more awesome.

You can see how the Slack’s team turned their video testimonials into the-high caliber art. They produced short stories with characters speaking in their natural environments and visually connecting their positive experience with specific situations and actions.

Demonstration of social proof is an important element of a sales funnel, no questions asked. Around 92% of people say positive reviews seal the deal, but video testimonials are next-level trust. You get a real person, sharing their story, face-to-face. It’s raw, it’s real, and way more convincing than text alone. 

VI. Case study video (2-10 minutes)

• shows real success stories that prove your product works;

• walks through the problem, step-by-step, so viewers see the impact from start to finish;

• highlights how a product solved a specific challenge, making it easy for others to relate;

• uses clear outcomes and measurable wins.

1. Start with a solid script 

Outline the full story on paper first, with clear milestones, achievements, and visuals. This helps spot any missing pieces and keeps filming streamlined, so that you get every needed moment on camera.

2. Tell it like a movie, not a manual

Use a narrator, a friendly host, or a compelling voiceover to guide viewers through each stage. Layer in a great soundtrack to keep the energy up and keep viewers locked in.

3. Use appealing colors and motion design 

Show the action with dynamic cuts, bold colors, and motion design to bring each stage of the solution to life. Make the transformation feel as dramatic as it actually was.

4. Feature real voices

Include real people who made it happen — team members, happy customers — who can share their side of the story. Genuine reactions make it relatable and way more compelling. You can also make cuts of some scenes and then use them separately as video testimonials.

5. Work smart with your budget 

A fuel-efficient version of a case study video is quite easy and almost cost-free to produce. You just need to prepare the script for a voiceover and graphical elements to show in sequence, and then process them with editing software. 

But if you have the money, take a cue from Nike’s case study, produced by Nurture Digital, with action scenes and interviews that make the brand come to life.

VII. FAQ video (10 seconds-10 minutes)

• makes FAQs fun and easy to understand;

• breaks down tricky questions with visuals: charts, animations, or quick demos;

• uses a friendly voiceover to guide users through data-heavy answers.

1. Pick what to answer on video

Not every question needs the red-carpet treatment. Mix it up: keep some answers in text for quick scanning and turn complex ones into marketing videos that clarify with visuals, charts, or animations. 

For example, check out how Better does it: they handle straightforward FAQs in text and save the video for bigger, trickier topics.

2. Apply the video format to the entire FAQ section 

Make the whole FAQ section video-based to grab attention and keep users engaged. It’s a win-win. Plus, you also get an opportunity to familiarize the customer with the whole bunch of their potential inquiries at once if you record one video for all questions. 

3. Combine video and text

Sometimes, it’s best to have both — video for those who want the whole thing, and text for skimmers. This way, users can focus on the details they need, whether they’re watching or reading.

VIII. Company video (1-3 minutes)

• creates an attractive, memorable, trustworthy, and relatable image of a company;

• uses colors, symbols, and slogans, so viewers remember your brand at a glance;

• creates an emotional connection by showing why you do what you do.

1. Set high standards 

This video marketing campaign should look and feel polished. Every shot, soundtrack, and setting needs to reflect your brand’s personality. Similar to a promo video, this type of content requires captivating visuals, relatable faces, and a tone that feels just right.

2. Tell your story 

Focus on who you are and why you do what you do. Share the backstory, the rise of your brand, and most importantly, introduce the real people behind the scenes. Viewers love seeing the faces and personalities driving your company’s vision.

3. Get it out there 

Don’t just hide it on your home and “About Us” pages. Share it on YouTube, socials, email, wherever your audience hangs out. A great brand video can live in many places, building trust across platforms.

4. Focus on the company more than on its products 

Focus on your values and your unique culture. People connect with stories and emotions, not corporate talk. Show the heart behind the brand.

A company video builds that real connection. Products change, but a brand people love sticks. Just look at HubSpot as an example of a campaign video. There’s no sales pitch, just the story of the people, values, and culture that make HubSpot feel like more than a name.

IX. Visual narrative / success story video (15 minutes-1 hour)

• creates an appealing and deeply personal visual story;

• uses real-world examples to make your brand’s journey relatable;

• is versatile enough to promote the brand, educate users, or simply showcase your values.

1. Pick your star

The lead doesn’t have to be a household name, but they should have a story that grabs attention. Whether it’s an industry leader, a rising star, or even an “ordinary” person with an inspiring journey, make sure their story reflects your brand’s values.

2. Match the style to your audience 

Here are a few ideas:

• bring in well-loved figures subtly linked to your brand, like wearing branded apparel or casually mentioning the product;

• host interviews or podcasts with business leaders who share their experiences and slip in references to your brand;

• tell the story of the company founders in a way that feels like a plot twist-filled movie.

• tell the story of a “regular” person who’s done amazing things with a little help from your product.

When people watch a story, they connect, especially if they see parts of themselves in the person onscreen. This format builds empathy and trust in a way that’s personal and memorable. But it has quite a price tag since the costs of both inviting the needed V.I.P. and production of such content is relatively high. 

Like Unisport’s chat with Cristiano Ronaldo: fans aren’t just hearing about football gear; they’re hearing from a sports icon they admire. It’s powerful, personal, and way more memorable than an ad.

Lights, сamera, сonversion!

As Google loves to say, skipping video means skipping billions of chances to connect. SaaS leaders are doubling down on video, and the results are real. So why not go for it? Our team’s here if you want to chat more about creating a video strategy that clicks (literally).