Explainer videos have become a staple in the SaaS (Software as a Service) industry for good reason—they’re bite-sized, engaging, and crystal-clear in their purpose. Instead of throwing your audience into the deep end with blocks of text or complicated jargon, explainer videos offer a visual shortcut. They tell your story, show how your software solves real problems, and make it all feel digestible and friendly.
For SaaS brands, where offerings are often abstract and non-tangible, explainer videos bring clarity. They translate a complicated UI, a deep feature set, or a niche use case into a compelling, watchable moment. Whether it’s animated graphics, live-action demos, or hybrid approaches, these videos do more than just “explain”—they convert, onboard, retain, and educate.
Let’s dig into how they function in a SaaS context, why they matter, and how to leverage them effectively without overcomplicating the process.
Why Explainer Videos Matter for SaaS Brands
SaaS products aren’t physical; you can’t touch or test them the same way you might with a pair of headphones or a new smartphone. That’s where explainer videos come in—they reduce friction in understanding, and fast-track trust and interest.
- Build clarity from the get-go
SaaS tools can be packed with features, integrations, and workflows. An explainer video simplifies the initial learning curve and gives users an “aha” moment before they even sign up. - Drive conversions and demo sign-ups
People would rather watch a 90-second visual walkthrough than read a wall of text. That viewing behavior leads to more demo requests, signups, or purchases. - Reduce support tickets
A well-made explainer can act as a front-line education tool, cutting down on common user confusion and helping people self-serve. - Aid onboarding and activation
In-product explainers or follow-up walkthroughs keep users engaged during those first critical minutes after signing up. This reduces churn and improves activation rates. - Reinforce branding
Explainer videos can reflect your brand voice, style, and personality. Whether you’re quirky, buttoned-up, or somewhere in between, videos allow you to show rather than tell. - Improve retention and shareability
When people understand how to use your product and why it matters, they’re more likely to stick with it—and more likely to share it with others.
This is why most high-growth SaaS startups prioritize a solid explainer video early on. It’s not just a marketing tool; it’s part of your onboarding, retention, and brand education stack.
Key Elements of an Effective SaaS Explainer Video
Crafting a great explainer video for a SaaS product isn’t about flashy animation or dramatic music. It’s about clear messaging, good storytelling, and smart pacing. Let’s break down what makes one effective.
- Clear messaging and pain-point focus
The video should immediately address a problem your target audience faces and show how your software solves it. - Short and focused duration
The sweet spot is often around 60 to 90 seconds. Enough time to tell a story, but not so long that you lose attention. - Strong script and voiceover
The script should sound natural, not robotic or overly polished. A good voiceover adds warmth and trust. - Visual consistency with your brand
Use your color palette, font style, and logo treatment. Whether it’s animated or live-action, make sure it aligns with your overall brand. - Showcase the interface (UI)
Even in animated explainers, showing the actual software or simulating its use is key. It helps viewers understand exactly how it works. - Call to action
A gentle nudge at the end is essential. Whether it’s “Start your free trial,” “Book a demo,” or “See it in action,” guide them to the next step. - Optimized for multiple platforms
Whether it’s your homepage, email onboarding, social media, or sales deck—your video should work across all formats.
Here’s a quick look at how the elements come together:
| Element | Description |
| Hook | First 5 seconds—problem or question to grab attention |
| Problem Statement | Clarify the core pain point your audience faces |
| Solution Introduction | Introduce your SaaS product as the answer |
| How It Works | Simple walkthrough of key features or user flow |
| Social Proof | Brief mention of users, brands, or results (optional) |
| CTA | Tell the viewer what to do next |
By following this structure, you’ll not only engage your audience—you’ll help them connect the dots and move forward in the user journey.
Where to Use Explainer Videos in Your SaaS Funnel
An explainer video is versatile. You can plant it almost anywhere in your marketing or sales pipeline, and it’ll do some heavy lifting on your behalf. Here’s how smart SaaS teams deploy their explainers:
- Homepage hero section
Many SaaS companies feature their explainer front-and-center. It’s often the first visual encounter a visitor has with your product. - Landing pages for specific features
Want to showcase your reporting engine or automation tools? A focused explainer can help contextualize what that feature does. - Paid ads and social content
Trimmed-down or bite-sized versions of your explainer work well on LinkedIn, Facebook, or YouTube for attracting leads. - Email campaigns
Embed the explainer in your welcome sequence or in product education emails. - Sales presentations
Let your explainer video warm up the lead before a live demo, or use it to follow up with prospects. - In-app onboarding
Videos during setup or within tooltips can reduce confusion and guide users through their first steps. - Investor pitches
Sometimes a video is a faster way to show what you’re building than a long slide deck.
These placements not only increase exposure but also ensure that the same story is being told consistently across every channel. Explainer videos are scalable assets—they keep working for you while you sleep.
FAQs: Explainer Videos for SaaS
What’s the best type of explainer video for a SaaS product?
Animated videos are common because they’re flexible and brandable. But live-action demos or hybrid formats also work well, especially if your product has a slick UI you want to showcase.
How long should a SaaS explainer video be?
Keep it between 60 to 90 seconds. Long enough to tell a story, short enough to hold attention.
Do I need a professional studio to make one?
Not necessarily. Plenty of SaaS teams work with freelancers or agencies. Tools like Loom, Biteable, and Powtoon also offer DIY options. But for homepage explainers, a polished, agency-crafted video can pay off.
Should I include pricing or plans in the video?
Only if it’s critical to the product story. Pricing can change and dating the video with specific dollar amounts may shorten its relevance.
How do I write a script for a SaaS explainer video?
Start by identifying your target audience’s pain point. Then introduce your solution, demonstrate how it works, and wrap with a clear call to action. Keep it natural and conversational.
Can an explainer video help with SEO?
Indirectly, yes. A video can increase time on page, reduce bounce rates, and provide a richer user experience—all of which can benefit SEO performance.
Is voiceover really necessary?
It helps add personality and emotional tone. If you’re targeting global audiences, consider subtitles as well for accessibility and international reach.
How often should I update the video?
Whenever your product changes significantly—new UI, big feature releases, or rebranding—it’s time to refresh. Otherwise, a good explainer can stay relevant for 12–24 months.
Final Thoughts: Let Your SaaS Speak for Itself
Explainer videos don’t just tell your SaaS story—they help people feel your product’s value. In a space where attention is short and options are many, they act as a shortcut to understanding, clarity, and action. You don’t need to overthink it or blow your entire marketing budget. What you do need is a clear message, a tight script, and a video that mirrors the voice and style of your brand.
Whether you’re launching your MVP or optimizing your growth engine, an explainer video is one of the most evergreen tools in your SaaS toolkit. Simple, visual, effective—it lets your product do the talking, and that’s where the magic happens.