Marketing strategy for any SaaS includes a wide array of videos that focus on making the product stand out in the fast-growing market, attracting new customers to sign up, to convert them, and create a loyal community for the SaaS.
One type of video amongst this is the promotional video or promo video, which is used to give a teaser of the product and grab the potential lead’s attention, especially by offering incentives, time-bound discount initiatives, and events.
Usually 30-60 seconds in length, promo videos are used to promote new features of a SaaS, launch a new product, advertise the brand, and create curiosity.
Primary reasons for a SaaS company to invest in a promo video –
Promo videos help in explaining the UI of the SaaS product in a less complex manner making it easier for the audience to understand.
Promo videos end with powerful CTAs that encourage potential customers to get in touch, book a demo, or start a free trial.
The color scheme, logo, style, and branding in a promo video help in quickly placing the SaaS in the customer’s memory and reinforcing the brand.
Promo videos help in putting the brand on the map, in between an ocean of competitors by clearly marking the USP of the product.
They can be used in multiple formats depending on the needs of the company- whether it is a launch video, a short SaaS explainer video, a company story, a UI explanation, customer success, or an offered video.
The storytelling format quickly links the audience to the pain point and helps in underlining the benefits that the SaaS will provide.
Promo videos can be repurposed and put up on websites, circulated through social media platforms, promoted with paid ads on YouTube, and pumped through email networking in newsletters for various marketing strategies.
Why it works: This is an exceptional video as it promotes the benefits of the SaaS without even mentioning or showing it on the screen once. The video is full of anticipation as we see quick live-action footage clips of people in various businesses working and building things.
The background of the people and their businesses are completely different ranging from a farmer, an entrepreneur in making speakers, a sculptor to bee catchers, Russian doll websites, and vehicle repair shops. It is so well made that it almost looks like watching a movie.
The story is gripping as we watch each person hustle hard to better their product and then proceed to work on their website, adding images, text, and branding elements. The anticipation builds as each of these entrepreneurs publishes their website, and as we watch every product starts to shake up, with rocket fumes coming out of it, as it prepares to launch.
The story is compelling as we see an ear speaker, horse sculpture, a huge vegetable, even a yoga instructor, a bike – all getting launched into space, with the most engaging one being the Russian dolls opening one by one in space.
The video goes on to show the happiness and satisfaction of being able to launch your product and put it out in the world. The viewer starts to resonate with that feeling and associates Squarespace with it.
Why it works: The video does a great job of explaining how jotform can help take any business to the next level. We see Chad Reid, VP of Marketing and Communications at JotForm, narrate the story of Luke who has just opened a gym, and demonstrate how without an app he could not spread awareness and get people to sign up for a trial.
Chad then goes on to show how Jotform helps in creating apps easily even for people who don’t know the first thing about coding. He then goes on to demonstrate quickly through the UI how the app can be personalized for the need of that business by putting in text, images, forms, and links all on the same interface.
The ending shows the customer, that Luke had missed out on, has joined the gym by finding his app on Jotform which goes on to show that If your business doesn’t have an app it’s going to miss out on customers, and jotform can help with that.
Why it works: The first thing that a viewer notice is consistency in the color scheme, style, and branding which are all associated with Slack. With 2D animation, this video started by addressing the problems in the communication space of the modern-day work environment.
The animation shows how everything gets piled on, gets messed up, and ultimately crashes- with no trail indicating which message or attachment came from whom or when. And that is when the video introduces Slack which proposes to make life simpler.
The logo appears and starts pulling everything towards itself, showing that Slack is the one platform that can hold up all the information and enable all kinds of communication.
The video goes on to demonstrate how the best features of this SaaS will bring the entire team communication in one place and will integrate the tools and services that the employees use every day. The end engages with a logo animation and a powerful call to action, asking the user to sign up for free.
Why it works: The video is a visual treat for the eyes as we watch breathtaking 3D animations forming on the screen in seamless transitions. The beginning of the video shows a logo animation.
We then see the logo get converted into a circle being hit by an envelope which symbolizes messages as it takes you to the location of different teams and projects happening simultaneously. We see a desk and its items getting animated and the change in light shows the change in the time to demonstrate how the work seems to be continuing effortlessly.
The overall look and feel of the animation are endearing, with cute emoji characters conveying the story throughout, while the UI explains the features of Microsoft Loop. The video also links up clippings of different colleagues and professionals, collaborating and working on different projects effortlessly thereby adding a human touch to the video.
The video ends with another eye-grabbing animation of the word loop to emphasize the launch of the new product. The video is so hypnotizing that it is impossible to stop watching it. The branding of Microsoft, in the end, is clear, creating high customer recall value.
Why it works: Asana does an incredible job of storytelling with shapes and UI. The video starts with Asana highlighting the pain point of the user, with one graphic depicting how the user is overwhelmed with work, and then a beam lights up, giving hope with the logo animation of Asana coming on the screen to show the possibility of an organized workspace where teams can collaborate effortlessly.
Building on the brand’s colors and style, the video go on to give a quick briefing on the main features of this SaaS such as tracking a project and having conversations about work. Playing with bright engaging colors, the video uses seamless transitions style of motion graphics to underline how the app will help teams work smarter, faster, give better results, and reach ambitious goals.
Why it works: The promo video of Dropbox starts with highlighting the problems of unorganized data and storage, with the help of graphics, screengrabs, and an engaging voice-over.
The video then goes on to offer a better way to tidy the workflow using engaging motion graphic effects. Through UI animations we see how Dropbox will help in putting all the messy files in a folder and streamlining notifications.
A tornado of icons springs up on the screen as the voiceover explains how Dropbox helps in organizing tools ranging from Excel to Slack. And then with the use of images of satisfied users, the video establishes a human connection with the viewer, hooking them onto the benefits that this platform is clearly providing. The video stays true to the brand colors till the end as the logo pops up on screen again, introducing the new Dropbox.
Why it works: The upbeat background music generates curiosity in the viewer as the video starts to introduce Pipe, underlining its pain-solving benefits for the user. The colors, brand style, and logo are consistent throughput and help in increasing customer recall value.
This hybrid video briefs the potential lead on how to sign up, connect Pipe to your system and start trading- all by using UI animation and screen recordings. The video ends with a logo animation, drawing focus to Pipe’s tagline and website details to nudge the viewers into action.
Why it works: Salesforce ads are perhaps the most unique and fascinating because of their use of expert-made, high-quality 3D animated characters in them with clean, smooth edges, interacting with humans and the real environment.
Salesforce is a customer relationship management service and its ads include 2D animation, kinetic typography, 3D characters, live footage, pop-ups, and transitions that resonate with every kind of potential lead.
The colors are optimistic, with the animated characters taking you into the high-quality visual illusion of a balance between live footage and animation. It aces the art of storytelling, plowing its way into the viewer’s mind with satisfied and happy-looking humans and entrancing 3D characters.
The branding and colors of Salesforce shine through the video that, without using any voiceover instructions, promotes how this SaaS connects companies and customers to each other.
Why it works: This is one killer promotional video. With 30 seconds and John Legend in hand, the video completely charms the viewers and convinces them to try out Headspace.
The video shows John laying down on a warm rug in front of a fireplace, with soothing music playing in the background. The environment is inviting as John Legend calls out to the potential user to treat themself with his Sleepcast which is exclusively available on Headspace, to indulge in some luxurious self-care.
The video ends with the brand logo and colors, and a powerful call to action urging the viewers to start the free trial.
Why it works: The high-energy music along with the kinetic typography pushes the viewer to watch a quick upbeat promotion of Google’s new product. This video does a perfect job of solidly defining the brand, color scheme, and brand style throughout the video.
The live-action shots help in resonating with the viewer and connecting on a human level, while the animation adds a whimsical twist to the video, opening a window of all the possibilities that this product can make possible. As drums start to play in the background, the launch time is announced at the end.
Promo videos can do wonders for a newly launched product and are therefore imperative in a BB company’s sales and marketing strategies. SaaS companies, therefore, need to invest a good amount of time in researching which medium would best suit their brand – whether it is hiring a freelancer, outsourcing to a video agency or producing the video in-house.
According to Google, 6 out of 10 people would rather watch online videos than television. Videos today offer tremendous opportunities to connect with untapped global markets and therefore all SaaS companies need to get behind this trend.
Different B2B companies use different types of videos to promote their product depending on the stage their customer is in or if the brand is in the process of launching or upgrading new products and features. Some of the most popular marketing videos used were our promo videos, explainer videos, product demos, customer testimonials, company culture videos, and customer support videos.
Most B2B Saas companies often go for video production agencies that can create a professional-looking video from start to finish. Some steps on creating a promotion video in house involve finalizing and locking the script, making a thorough storyboard template for the entire video, understanding the video style that would work best for the target audience, working on video production and sound design, introducing the logo, brand colors, and CTA at the end, and finally hosting it on a platform that provides analytic tools.
Remembering that the goal is to engage a new audience is imperative in aligning every aspect of a promotion video in a way that has maximum ROI. Such videos are kept short and used to give a teaser of an upcoming product. The focus is on the story, graphics, and the way the UI is being projected. Promo videos are also used in various optimized formats for marketing on social media platforms and to circulate in newsletters.
Recent trends have shown that most B2B advertisers and marketers have observed the best ROI on videos that were 30 to 60 seconds in length. This length is good enough to give a glimpse of the product and produce an increase in the target audience and is short enough so that people don’t quit watching the video.