In today’s fast-paced digital world, explaining complex software concepts in a simple and engaging way is crucial. One of the most effective tools in a SaaS (Software as a Service) company’s marketing toolkit is the explainer video. These videos are designed to break down intricate software functionalities and demonstrate how the product solves customer problems. But what exactly makes a great SaaS explainer video?
Let’s dive into the key features that differentiate a stellar SaaS explainer video from a mediocre one.
Understanding SaaS Explainer Video
What is a SaaS Explainer Video?
A SaaS explainer video is a short, animated video that describes the value and functionality of a software service. It showcases how a specific SaaS product can solve problems or improve workflows for its target audience.
Why are SaaS Explainer Videos Important for Businesses?
Explainer videos help businesses simplify their software offering. Many SaaS products deal with complex functionalities and technical jargon. With an explainer video, companies can present these features in a simple, digestible way, making it easier for potential customers to understand what they’re buying.
The Role of SaaS Explainer Videos in Customer Conversion
A well-crafted SaaS explainer video can be a powerful sales tool. Studies show that videos on landing pages can increase conversions by up to 80%. By explaining the product clearly and concisely, explainer videos drive engagement, build trust, and ultimately push viewers toward making a purchase decision.
Benefits of a Great SaaS Explainer Video
- Boosts Customer Engagement and Retention: Engaging explainer videos keep viewers interested in your product, leading to higher customer retention.
- Increases Conversions and Sales: An effective explainer video can significantly boost conversions by simplifying the decision-making process for potential customers.
- Builds Brand Trust and Credibility: A well-produced video instills trust in your audience, showing that your company is professional and invested in delivering quality.
Best Practices for Creating SaaS Explainer Video
1. Clear and Concise Messaging
At the heart of every great explainer video is a clear and concise message. You only have a few seconds to grab your viewer’s attention, so the video must deliver a simple, compelling message from the start.
SaaS products often come with a learning curve. The challenge is to simplify these complex concepts so that potential customers immediately see the value. Using analogies, step-by-step demonstrations, or relatable examples can help.
2. Keep It Short and Engaging
Attention spans are short, so keep the video under 2 minutes. In fact, the ideal length for most SaaS explainer videos is 60-90 seconds. Within that timeframe, you should be able to introduce the problem, present the solution, and deliver your CTA without overwhelming the viewer.
” The ideal length for most SaaS explainer videos is 60-90 seconds “
3. High-Quality Animation and Visuals
The quality of the animation and visuals can make or break the video. Professional visuals make the content more engaging and ensure that the message resonates with the audience.
Animation is more than just eye candy; it’s an essential tool for storytelling. A well-designed animation helps viewers visualize the software in action, making it easier for them to understand how it will solve their problems.
4. Target Audience Focus
A good SaaS explainer video speaks directly to its target audience. It addresses their specific pain points and shows how the software will make their lives easier or their businesses more efficient.
Knowing your audience’s challenges allows you to create a narrative that connects with them emotionally. Whether it’s a B2B or B2C audience, tailoring the video’s tone and messaging to your target market is key.
5. Use a Conversational and Relatable Tone
Your video should sound like a conversation, not a technical manual. Using a relatable tone helps viewers connect with your brand on a personal level. A conversational tone makes the video more approachable. Instead of being bombarded with jargon, viewers feel like they’re being walked through the software by a helpful friend.
6. Engaging Storytelling Techniques
Storytelling is an effective way to engage your audience. A narrative-driven explainer video can create an emotional connection with the viewer. People connect with stories, not just products. By framing the SaaS offering in a relatable scenario, companies can humanize their brand and create a memorable experience for viewers.
7. Focus on Problem-Solution Approach
A great SaaS explainer video starts with a problem that the target audience faces and ends with how the product provides the solution. By focusing on the problem-solution framework, viewers can immediately relate to the content and see how the software meets their needs.
8. Incorporate Branding Consistently
Your SaaS explainer video should be an extension of your brand. Incorporating consistent branding reinforces your company’s identity and builds recognition. Make sure the visuals, tone, and style of the video align with your overall brand identity. This creates a cohesive experience for viewers across all marketing channels.
9. Strong Call to Action (CTA)
Every SaaS explainer video should end with a strong call to action. Whether it’s signing up for a free trial, requesting a demo, or simply learning more, the CTA guides viewers on what to do next. The CTA should be clear and action-oriented. Make it as easy as possible for the viewer to take the next step toward becoming a customer.
Common Mistakes to Avoid in SaaS Explainer Videos
- Overloading the Video with Information: Too much information can overwhelm viewers. Keep the content focused on the core value proposition.
- Neglecting the Importance of a Clear CTA: Without a clear CTA, viewers are left unsure about what to do next. Always guide them toward the next step in the conversion funnel.
- Poor Animation and Design Choices: Low-quality visuals can reflect poorly on your brand and turn viewers away. Investing in high-quality animation is key to maintaining credibility.
Hire Professional to Create Saas Explainer Video
If you want to ensure your Saas explainer video is of the highest quality, consider hiring professional animators. Experienced professionals can bring your vision to life, helping you achieve the perfect balance between creativity and clarity.
When deciding whether to outsource video creation or handle it in-house, consider your resources. Outsourcing can give you access to skilled animators and save time, while creating videos in-house allows for more control and potentially lower costs if you have the right talent on hand.
Eggplain is team of experienced animators with nearly a decade of expertise in collage animations, animated explainer videos, 2D, 3D, and motion graphics. Since 2015, we have positioned ourselves as one of the world’s top animation production companies, consistently delivering outstanding results.
With a portfolio comprising 400+ videos, we have had the privilege of collaborating with well-known brands you you see every day, such as Canva, InBody, Ridgid, Delta Electronics, and United Overseas Bank (UOB).
FAQs when Creating Saas Explainer Video
What is the ideal length for a SaaS explainer video?
The ideal length is between 60-90 seconds, ensuring enough time to explain the key points without losing viewer attention.
Should SaaS explainer videos include pricing details?
It depends on your strategy. If pricing is a key selling point, it might be helpful, but many companies prefer to focus on product benefits first.
How often should SaaS companies update their explainer videos?
Update your video every 1-2 years or when there are significant product updates to keep it relevant.
Can I create an effective SaaS explainer video without a big budget?
Yes, with clear messaging and smart storytelling, even a modest budget can produce a highly effective explainer video.
What role does voiceover play in a SaaS explainer video?
A professional voiceover can enhance the viewer’s experience, making the video more engaging and easier to follow.
Conclusion
Creating SaaS explainer video requires careful attention to messaging, visuals, and audience engagement. By keeping the video concise, focusing on storytelling, and including a strong CTA, businesses can boost conversions and create lasting impressions. Avoid common mistakes like information overload and low-quality design, and always keep your target audience in mind.
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