10 Kickass Examples of Promo Videos That Boost Your Marketing
A SaaS company video should give potential customers a glimpse into the company and its services, showcase company culture, promote products, highlight vision, and explain why customers should choose them over their competitors.
A well-made video gives viewers a first impression of a SaaS business and effortlessly engages with customers. The idea is to answer their questions before a viewer even logs in.
To create a video that will stand out from the competition, it should inform, educate, and entertain—without being too technical.
In this guide, we will see how to create a SaaS company video that will help your business stand out from the competition.
The latest content consumption trends show that video is the way ahead for SaaS companies.
A SaaS website might see a plethora of visitors, but the number of customers that drop out without buying a service is also increasing. This means using traditional marketing using collateral like brochures and handbooks is no longer working.
Thus, video offers a massive opportunity for SaaS companies to generate traffic and leads and can do wonders for the ROI of marketing your SaaS business.
Let us look at the benefits of SaaS company videos:
Videos offer an incredible amount of SEO benefit because it is video content Google is looking to promote. You can use videos to rank your website because more people are searching for videos than was the case a few years back. And search engines have taken notice.
Search engines will often rank videos higher than text-based content because of the amount of information a video can provide in a short time. This means that if you create a video for your website, you could potentially rank better for a keyword that includes the word “video.”
Oftentimes, people are hesitant to sign up for a SaaS company because they don’t believe that they will get value from it. Video marketing can help SaaS companies to:
Many SaaS companies are struggling to showcase their product to customers and leads. Traditional advertising channels such as TV, radio, and billboards typically cost a lot of money to promote a product and take a long time to get results.
Video marketing is a great way to market your brand or product to an interested audience. Many companies have turned to video marketing to help generate sales, increase customer engagement, and boost conversion rate.
However, it is important to use video marketing in a way that will not be overwhelming to your customers. The best way to do this is to:
“Create videos that are concise, informative, and easy to digest.”
You can also use videos to create a sense of community and to build brand loyalty using social media, community forums, and influencers.
Your company’s brand should be the foundation of everything you do. In order to make a video that will showcase your company, you must consider what your brand stands for.
To help you devise a clear marketing strategy, it is essential to have a clear idea about how you want to portray your brand, what are your company’s goals, and what values does your business stand for.
Start by making a list of your company’s values, strengths, competitors, ideal customer, target demographic, market, and audience.
Your video content should answer the following questions convincingly:
If you have a product that is related to a specific activity, you may want to show some of your customers using it. If your product is more of a general product, however, you might highlight how the product benefits the user.
Videos can create a big impact on your audience. However, it is important to make your videos pop to make them more watchable because people want content that is visually appealing.
With that being said, let’s look at how we can make your SaaS videos pop.
This is a no-brainer; quality is everything. It does not matter how good the content is if the video quality is poor.
Take a look at the YouTube Top 100 list for most popular videos in any category. Apart from their obvious popularity, what do they have in common?
High production values.
“The technical quality of your video will determine its success.”
If you want your video to be watched and shared, it is important to create technically sound videos. If you don’t, people will simply quit watching.
Did you know that there is much more to creating a technically sound video than just making sure your sound isn’t too choppy, or your lighting doesn’t look too dull?
To make a good video, however, you don’t need to have a degree in filmmaking. But it is useful to be familiar with video making techniques and tools.
Then there are loads of technical details you need to be aware of, including :
Next, let us look at the factors you should pay attention to make your video offers distraction-free viewing:
- Balance audio levels for voice-over, music, and any other sounds
- Edit out background noise, echo, and filler words like ‘ums’ and ‘you knows’ using a tool like Descript
- Export audio file as a .WAV file for maximum quality
- Write a peppy script
- Use a good HD camera
- Pay attention to lighting
- Editing is what brings your work together
- Adobe Premiere Pro is pretty much the standard for video editing
- For Apple users, Apple Final Cut Pro is a natural choice
- Introducing a human element in your narration can dramatically improve viewer empathy
- That’s why a hybrid explainer video, featuring an on-screen VO artist along with UI elements, works well
- You can find professional VO artists on Fiverr or Upwork
- Decide if you really need background music? It can be distracting or even annoying for certain type of SaaS videos
- For royalty-free music - Use YouTube Studio Audio Library
- For professional use - Envato elements, AudioJungle, SoundCloud
Your SaaS company video can help you engage with your customers and drive sales. But you must first ensure your video is interesting and stands out from the competition.
The method you want to adopt to create your video plays an important role in its success.
Let’s begin to understand how to initiate the process:
Step 1: The type of video you want to make. Will the video be used to educate your customers or to send out a message to them?
Step 2: Decide how you want to produce the video.
You have 3 choices: You can produce it in-house, hire a freelancer, or outsource to a video production agency.
Step 3: Find a reputable production agency if you decide to outsource your video.
“While the other two options have their merits, a fully-fledged video production house ticks all the boxes for SaaS videos.”
But make sure you hire an agency that:
Content Beta has created SaaS videos for over 70 top companies in the world. Have a look at the video for servicenow that effortlessly explains fairly complex information in easily digestible chunks in about 3 minutes. Truly belongs to the videos-that-pop category:
One size does not fit all.
“As a SaaS company, you should identify the business need and create content accordingly.”
Here are the type of videos you can create:
1. Create a video trailer: This is a short video that summarizes the main idea of the product or service that you are promoting. It usually lasts between 30 seconds and 2 minutes, and it is used to build anticipation for what the viewer will experience in the main video.
2. Create customer testimonials: These videos are designed to give potential customers insights into how your product or service has helped other people solve their problems or achieve their goals.
3. Create an explainer video: This type of video explains what your product does and why it will help your audience solve their problems.
4. Use animated graphics, charts, or illustrations: This type of video conveys information through visuals, such as graphs or charts.
5. Use a demo video: This type of video shows your product in action and typically ends with customers using your product.
6. Create an instructional video: This type of video teaches viewers how to use a tool or skill.
7. Create an animation explainer video: This type of video is an animated story that explains a topic succinctly.
8. Create a how-to video: Similar to an instructional video, this type of video is a video that shows how to accomplish a task.
9. Create an overview: This type of video is the first part of a longer-form tutorial or walkthrough in which you present your product, tool, or skill.
10. Create an opinion piece: This type of video is a personal video in which you share your thoughts, ideas, or opinions.
11. Create a review: This type of video is a review of your product, tool, or skill. You test it out and show the process.
12. Create an interview: This type of video is an informal conversation with two people discussing a topic.
13. Create an informative video: This type of video is about a topic you are very knowledgeable about and you are explaining something to your audience.
14. Create an entertaining video: This type of video is funny, silly, or with a character that people will enjoy.
Video length is a significant factor in the success of a video because it will decide how many times the video will be watched.
A shorter video encourages people to share them, send it as an attachment in an email, or download it without having to worry about their bandwidth.
Ideally, a video should be no longer than 10 minutes.
“The trick is to create a video that is short enough to hold viewers’ attention but long enough to provide useful information.”
How does one do it?
By having a good storyline: A video should have a clear beginning, middle, and end to help the viewer to follow the action with minimal effort.
Here is an SaaS video example from Content Beta, created for Decile. The video has a runtime of about 1 minute, but using a combination of lucid explanations and simple UI elements, it explains how to use the customer data and eCommerce analytics platform:
They have become extremely popular as most social networks support live-streaming, which presents a perfect opportunity for you to get on the bandwagon.
The rise of videos has resulted in social media platforms offering live video streaming. You can now create a social media ad and host it live for your followers to watch.
This is especially useful when you are promoting an event or show and helps you connect with the audience in real time, and engage better with them.
Watch Steve Jobs introducing the iPhone back in 2007. The device changed the way we communicate forever. The appreciative audience at the event were witness to a masterclass in how to hold a product launch. The presentation has since become a gold standard for explainer videos and product launches.
The video literally pops. It is storytelling at its very best and has since been watched by over 37 million people.
Get your business noticed with a video podcast. They are a great way to market your company, gain credibility, and showcase your talents. They are kind of like mini TV shows, but you get to control the content.
You can invite SaaS marketing and CX leaders for the podcasts. The best part is you can repurpose them to create blogs, social media posts, or even Instagram reels.
Here is an example of a repurposed webcast ‘How to scale customer education’, featuring Ruth Frantz, Sr. Director of Customer Success at Esper.
Video marketing is a powerful tool to promote SaaS videos. It can be used in various ways to increase the video’s reach and engagement.
However, video marketing is not for everyone as it requires a lot of time and effort to create videos and market them. Therefore,
“A good video marketing strategy is absolutely essential to give your SaaS video a fair chance to shine. “
This means getting the tone, frequency, platform, voice, message, and demographics right.
Moreover, a bad strategy might turn out to be a burden on your time, money, and resources.
Before we wrap up, let us remind ourselves to keep things simple.
Remember, a video is supposed to make things simpler, not harder.
Get your basics right and you should be alright.
“Make everything as simple as possible, but not simpler – Albert Einstein”
To make them stand out, organize your video content, Add titles, description, tags, and keywords, make the video easy to share, optimize your YouTube channel, and use Google Analytics.
SaaS company videos come in various flavors: Customer testimonials | Demo video | Instructional video | Animation explainer video | Create a how-to video | Overview video
In fact, you can even convert an old brochure or a whitepaper into a video.
Depending on the complexity, quality of production, and method of production, the price may vary from a few hundred to a few thousand dollars. Refer to this resource to learn what options are available to you if you want to hire a professional video production agency.