In today’s competitive Software as a Service (SaaS) market, being able to clearly show potential customers what your product does is crucial. You want to explain your product in a way that’s easy to grasp but still shows its full value. That’s where SaaS explainer videos come in. They’ve become one of the most powerful ways to showcase complex software in an engaging and simple way. Think of it as a digital handshake—a first impression that can either win over a customer or send them straight to your competitor.
But what makes a SaaS explainer video stand out? In this article, we’re going to take a look at some of the best examples out there, break down what works, and give you some tips on how you can make an explainer video that really resonates with your audience.
So, What Exactly is a SaaS Explainer Video?
Before we dive into examples, let’s make sure we’re on the same page about what a SaaS explainer video is. In the world of SaaS marketing, these videos are all about telling a story. They’re designed to explain a product or service in a way that’s not only easy to follow but also engaging.
Rather than just listing features, these videos should connect with viewers by showing how the product solves real problems. The best explainer videos have a solid script at their core, which guides both the visuals and the audio, ensuring that everything works together to deliver a clear, attractive message.
Why SaaS Companies Should Use Explainer Videos
Selling a software solution is different from selling a physical product. Software is intangible and often complicated, making it tough to explain using traditional marketing tactics. Here’s why explainer videos can be a game-changer:
- They simplify the complex: SaaS features can be hard to explain. Explainer videos make them easy to understand in just a few minutes.
- They engage better: Videos are much more engaging than text, grabbing attention and keeping people interested.
- They build your brand: A good explainer video helps define your brand’s visual style and tone, making your company more memorable.
- They boost conversions: Studies show that landing pages with videos convert up to 80% more visitors.
- They’re versatile: You can use explainer videos on your website, in emails, or across social media to increase reach and engagement.
Top SaaS Explainer Video Examples
Now, let’s take a look at some of the most successful SaaS explainer videos and break down what makes them effective.
Dropbox
Dropbox’s explainer video is often considered one of the best in the business. With simple 2D animation, this one-minute video explains exactly how Dropbox works. It uses visual storytelling and a voiceover without any text on screen, making it both easy to follow and memorable. The animation also sticks to Dropbox’s brand colors, creating consistency and reinforcing its identity.
Why it works: Simple, clear problem-solution narrative, and a strong brand presence.
Slack
Slack’s explainer videos focus on the frustrations that people have with workplace communication. They show how Slack brings everything together—messages, files, tasks, and more—in one place. By using real-world scenarios, Slack’s video highlights how it solves common pain points.
Why it works: It speaks to real workplace problems, shows practical solutions, and uses relatable scenarios.
Asana
Asana keeps it straightforward, showing off its user interface and key features. The friendly voiceover explains how Asana helps teams manage projects. The simplicity of these videos makes it easy for anyone to understand how to use the software.
Why it works: Clear focus on product features, professional tone, and practical benefits.
GitHub
GitHub’s videos highlight the platform’s essential benefits, but what really stands out is how they make the content relatable. These videos emphasize that GitHub isn’t just for developers—it’s for everyone involved in software projects. They even show how GitHub plays a role in global software development.
Why it works: Universal appeal, relatable examples, and creative storytelling.
Zendesk
Zendesk does a great job of explaining its customer service platform. In just over two minutes, they show how Zendesk integrates various tools, articles, and apps, offering a comprehensive solution for managing customer service.
Why it works: It provides a complete picture of the product and focuses on how everything works together.
Grammarly
Grammarly’s explainer videos typically show actors using the tool, emphasizing its real-world applications. Though they don’t use a lot of voiceovers, the videos still convey the product’s value by highlighting the interface and helping viewers connect with the brand’s mission of helping users write better.
Why it works: Shows real-world use, highlights the interface, and makes an emotional connection.
Adobe Marketing Cloud
Adobe takes a more cinematic approach with its explainer videos. These videos incorporate cultural references and high production values to engage their audience—marketing professionals. They’re entertaining while also clearly showing how Adobe’s tools can solve real marketing challenges.
Why it works: High production quality, relatable to the target audience, and a fun, engaging style.
Key Elements That Make SaaS Explainer Videos Successful
When looking at these successful examples, there are a few key elements that stand out:
- Mouse Click Effects: Many videos use mouse click effects to guide the viewer’s attention to specific features or actions in the software.
- User Interface Effects: Showcasing the software’s interface helps viewers visualize how they’ll interact with it, which makes the learning process feel less intimidating.
- Impactful Text Messages: Strategic use of text reinforces the video’s key messages without overwhelming the viewer.
- Character Animation: Animated characters often represent typical users, making the video feel more relatable and engaging.
- Consistent Visual Style: Using a consistent visual style that matches your brand helps reinforce brand recognition and professionalism.
- Clear Problem-Solution Structure: The best videos follow a clear narrative—identify the problem, explain why it matters, introduce the solution, and show how it works.
- Professional Voiceover: A professional voiceover that matches your brand’s tone can elevate the video’s overall feel and message.
Best Practices for Creating SaaS Explainer Videos
- Keep It Short: Aim for a video that’s between 60 and 90 seconds. Keep your message clear and focused to avoid losing the viewer’s attention.
- Start with a Solid Script: Your script should clearly explain the problem your product solves, how it does so, and the benefits it offers. Keep the language simple and jargon-free.
- Know Your Audience: Tailor your video to speak directly to your audience’s needs and pain points.
- Highlight Benefits, Not Features: Instead of listing technical features, show how your product makes life easier for the user.
- Include a Clear Call to Action: End with a clear next step—whether it’s signing up for a free trial, scheduling a demo, or visiting your website.
- Invest in Quality: Even if you don’t have a Hollywood budget, investing in professional production values will help your brand look more polished and credible.
- Test and Optimize: Once your video is ready, test it with a small group from your target audience to gather feedback. Use this to improve future videos.
Where to Place Your SaaS Explainer Video
Creating a great explainer video is just half the battle—you also need to make sure it’s easy for your target audience to find. Here are some good places to post your video:
- Homepage: Your homepage is often the first thing people see. Put your explainer video here to immediately communicate your product’s value.
- Landing Pages: Explainer videos can increase conversion rates on landing pages by providing a quick, clear overview of your offer.
- Product Pages: If someone’s already interested in your product, showing them an explainer video can help them understand how it works.
- Email Campaigns: Including explainer videos in emails can boost engagement and click-through rates.
- Social Media: Share your video across social platforms to increase its reach and drive more traffic to your website.
- Sales Presentations: Give your sales team an explainer video to help them present your product in a more engaging way.
Conclusion
The best SaaS explainer videos are all about telling a compelling story in a simple, engaging way. By using the right mix of clear messaging, relatable examples, and engaging visuals, you can communicate your product’s value and connect with your audience. Whether you’re showcasing a product like Dropbox, Slack, or Grammarly, the key is to keep things simple and focus on how your software solves real-world problems.
A great explainer video can go a long way in building brand awareness and converting viewers into customers. So, take some time to craft a solid script, focus on your audience, and invest in high-quality production. With the right approach, an explainer video can be one of your most powerful marketing tools.