How To Make High-Converting B2B SaaS Product Demo Videos

Rishabh leads the content strategy at Content Beta, a creative video and design agency for Tech & SaaS companies.

Last updated on July 7, 2023

It is just as critical to demonstrate the value of your product or service for a successful B2B SaaS business as it is to develop an excellent product.

According to ‘Think With Google’, 55% of consumers use videos before making purchase decisions.

Even though a well-crafted and engaging demo video can be a powerful tool in your marketing arsenal, creating a compelling video can be a challenging task.

So it’s in the best interests of your B2B SaaS business that you learn more about how to use this exciting medium to increase sales and trial conversions and get ahead of the competition.

In this guide, we share 5 tips on how to create high-converting demo videos:

Why Should B2B SaaS Companies Use Product Demo Videos?

Demo videos are one of the most important tools that B2B SaaS companies can use to increase sales and conversion rates.

A well-made product demo video can help a potential customer understand exactly what your software or service can do for them, and how it can benefit their business.

In addition to increasing sales and conversion rates, a product demo video can also establish your company as an expert in its field.

By creating high-quality demos, you can build trust with potential customers and make it easier for them to come back for more information or buy your products.

Here is an example of a product demo video created by Content Beta for Twixor:

How To Create The Perfect Product Demo Video?

Creating a good product demo video requires careful planning and execution. To begin with, it should be tailored to the specific needs of your target market. It should include clear visuals and quality sound effects to engage viewers.

Let us consider other factors that matter:

A. General Tips

There is more to product demo videos than just products; they are also about people. They should engage with the viewers to be of any help to your business. So, always pay attention to the people factor:

1. Who is your audience?

Take your time answering these questions; You will thank us later!

Who is your target market? What are their needs and wants? What do they understand and appreciate about your product?

Prepare your demo to fit the specific needs of the audience once you know who you are selling to.

The next step is to think about how to keep your audience engaged. This means that the demo video should keep the viewer’s attention throughout. A great way to do this is to use humor or to tell a story that is relatable to the viewer.

Your B2B SaaS product demo video must look professional, be clear, and concise for your audience to respond positively. They expect it will provide enough information to help them easily understand the product in the shortest possible time.

Here is an infographic that helps you define your target audience:

2. Real people, real action

Always use real people for product demos. This added layer of credibility will help sell your idea to skeptical viewers. (By the way, most users are unless you convince them otherwise.)

Actions speak louder than words. Product demos should be action-oriented rather than ones that list product features without demonstrating their usefulness to potential customers. Often product demos are used in conjunction with customer video testimonials to serve two purposes:

Testimonials show customers who have already used the product and are happy with it. Potential customers can take their word for it.
They could go a step further and click on a call to action button (CTA) strategically placed at the end of the video.

Therefore, customer testimonials should include a CTA to direct prospects to a video demo of the product. As a result, leads can also watch product demo videos and form their own opinions.

A point to note here is that videos should be free of any fluff or filler. They should get to the point quickly. The last thing you want is for your potential customers to lose interest in the video.

This customer testimonial video is created by Content Beta for Galley, the restaurant management app. Moreover, it serves as a product demo that promotes the product as well as explains its features and how restaurants can benefit.

3. One size doesn’t fit all

Product demo videos are not a homogenous entity; they come in various flavors. That being the case, how does one choose the right format for maximum impact?

Choosing the right format depends on your specific needs. Some popular formats include:

Overview: Product overview videos give a high-level overview of the main features and benefits of the software. For B2B SaaS companies, they can be extremely helpful because they communicate the value of the product quickly and effectively.
Use cases: B2B SaaS customer service videos are a great way to demonstrate to potential customers how your product can be used to how your product solves a specific problem or how it can be used to improve a process. Use case videos can be a valuable addition to your sales and marketing efforts.
Demo: Show how the product works in practice with live users. These types of videos allow potential customers to see your product in action, and they can be a great way to highlight its features and benefits. Include a voice-over that explains what your product does, as well as showing how it can be used.
Time-lapse: Show how a task or process would be completed in minutes or hours, with real-time updates.

Depending on your product, audience, and goals, you can choose from a variety of B2B SaaS product demo video formats.

Watch this example of a product demo video created by Content Beta for LyneAI, the AI-enabled sales personalization tool. The product demo explains how cold emails are not as effective as they once were and how Lyne.AI can help. A potential customers facing this problem is sure to warm up to the idea of becoming their customer:

B. Technical tips

1. Script your way to success

To create high-converting product demo videos for your B2B SaaS business, you must develop a video script that is accurate, consistent, and tailored specifically to the needs and interests of your target audience.

Engaging scripts make for a great narrative. In addition to keeping the viewer’s attention, they will help them understand the product and how to use it.

How to create an accurate and consistent script for B2B SaaS product demo videos?

Here are some guidelines:

Use clear, concise language: You want the viewer to be able to understand everything that’s being said without having to read between the lines.
Keep the pace brisk: not too fast nor too slow: Too much information presented at once can be overwhelming, so try to keep the video moving at a comfortable speed without sacrificing clarity or detail.
Keep them succinct: Just keep them long enough for people to have enough time to learn about your product without feeling overwhelmed or bored.

Here is a product demo video from Trello that checks all the right boxes. By the way, it has a view count of 1.74 million on YouTube:

2. Tailor your visuals

A great B2B SaaS product demo video is visually appealing and easy to follow. Remember, you want your potential customers to remember your video, so make sure it is something they will want to watch again.

What visuals can you add?

Clear visuals, rich colors, and engaging graphics.
Screenshots, video clips, or even drawings/diagrams.
Sound effects, music, and transitions.

Why should you use them?

Use visuals to keep viewers engaged, illustrate your points, and create impact. You could also keep your footage fresh and interesting by using new or innovative camera angles.

How should you use them?

Use imagery relevant to the product: Stock footage just does not work in most cases. The problem is that there are few quality stock image sites and their assets tend to get overused. Instead, incorporate it into the script and use on-screen text.
Make sure the video looks good on all devices including phones and tablets.

Finally, visuals help describe how your product can be used in real-world scenarios. Use them sparingly so that they supplement the verbal explanation but do not overshadow the narration.

Here is a product demo video created by Content Beta for Arrowstream that gets the combination tight and makes for pleasant viewing experience:

3. Use right format

When creating B2B SaaS product demo videos, it’s important to choose the right video format. But why?

First, different file formats are compatible with different devices. To watch your video on your phone, you’ll need to ensure the file format is compatible.
Second, the file format can affect the quality of your video. Some file formats are better than others at preserving quality, so if you want your video to look its best, you’ll need to choose a file format that supports high-quality video.
Finally, the file format can affect the size of your video file. Some file formats are more efficient than others.

Some of the most popular audio formats for B2B SaaS product demos are:

MP3: MP3 files are easy to download and share, and they work with most devices. They’re also relatively compact, which can help with mobile viewing.
AVI: AVI videos are larger than MP3 files, but they play well on most devices. They also support soundtracks and effects, which can make them more engaging for viewers.
MOV: MOV is an MPEG-4 video container file, which can be played using Apple’s QuickTime software. Multiple video formats and multimedia can be included in the same MOV file, including audio, video, and text.

Watch this short video from Envato Tuts+ to learn how to choose video recording formats using Adobe After Effects:

C. Distribution Tips

1. Edit and edit some more

No matter how well you plan, there’s always a chance that something will go wrong during filming – and that means you need to be prepared to make quick changes. Be prepared to tweak your videos as needed.

A well-edited video is entertaining and engaging, drawing in viewers so they don’t want to leave after just 30 seconds. It helps you keep the overall message friendly. As with any marketing effort, it’s important to create a positive emotional connection with viewers. This means being genuine and friendly – even when you’re trying to sell them your product!

Editing videos helps you to:

Capture the product’s key features concisely by eliminating extraneous details.
Ensure the pace is moving because slower-paced videos can be more difficult to follow, and viewers may lose interest
Ensure each segment is well paced so that viewers don’t get bored or distracted.
Keep things fresh by adding or deleting scenes as necessary.
Test each video thoroughly before uploading it online.

Watch this example of a product demo video created by Content Beta for Xactly, the Intelligent Revenue Platform. The product demo is well edited, and its each segment manages to hold the viewers’ attention throughout its 2:08 minutes running time:

2. Optimize for more eyeballs

When it comes to marketing your B2B SaaS product, video is one of the most powerful tools in your arsenal. But simply creating a product explainer video isn’t enough – you need to make sure it’s optimized for search engines and people.

There are a few key things you can do to make your videos more effective and help boost traffic and conversion rates.

The following tips can help you optimize your B2B SaaS product explainer videos so they are seen by the right people and have a positive impact on your business:

Make your titles and descriptions keyword-rich.
Make sure your video is optimized for specific keywords.
Use social media to promote your video.
Check to see if your video is mobile-friendly.
Perform performance analysis and make changes where necessary.

Here is a video from HubSpot Marketing that explains how to optimize your YouTube videos for search:

3. Share the love!

As the popularity of social media grows, so does the potential for using it as a platform to showcase business products. Videos are a particularly effective way of doing this, as they can demonstrate the use of a product in a way that is both visually appealing and informative.

When it comes to B2B SaaS products, demo videos can be an invaluable tool for getting the word out about what your business has to offer. As a B2B SaaS company, you know the importance of product demos in the sales process.

But how do you get the word out about your product demos and make sure your videos are seen by the right people? YouTube and Vimeo are perfect video hosting platforms.

With a little planning and effort, you can make sure your B2B SaaS product demo videos are a success on social media. Here are some tips:

Your first step should be to determine which social media platforms are being used by your target audience. LinkedIn is a great platform for B2B companies, and Twitter can also be effective. Facebook and Instagram are great for videos too. Once you’ve identified the right platform, create a plan for how you’ll promote your videos.
Share your high-quality product demos online and via social media channels. Not only will this help promote your business, but it will also generate leads and feedback that can be used to improve future products and videos.
Remember to include a call to action in your posts, and make it easy for people to find your videos. Using paid advertising on social media can also increase your reach.

We at Content Beta gathered data of more than 100 demo videos from the top B2B companies around the globe and broke them down in terms of video styles, video length, voiceover types, sound design, use of humor, video script, types of CTA, end slides, etc. to do a thorough analysis of what works!

Here is the exhaustive research:

What Are The Best Practices For B2B SaaS Product Demo Videos?

Follow this blueprint to create effective product demo videos:

First, focus on providing context for your product. Make sure to explain how it solves a problem or fills a need that your potential customers may have. This will help you connect with them on an emotional level and increase the chance that they will take action after watching your video.
Second, use visual aids and graphics to help explain your product in detail. This can include images, graphs, and tables. These elements can help viewers understand the data and insights you’re presenting in a way that’s easy to understand.
Finally, make sure all of the components of your demo are well-executed. From establishing a clear purpose for the video (and therefore avoiding filler content) to making sure all visuals look professional, these small details can make a big difference in terms of engagement and conversion rates.

Conclusion

Before we wrap up, let’s recap how you can ensure that your B2B SaaS product demo videos are highly effective in attracting potential customers:

Engage your viewers with an interesting and engaging video.
Communicate accurate and relevant information.
Be concise in your explanation of your product’s key features and benefits.
Make them easy to understand and follow. It should be free of technical jargon and explanation and get straight to the point.
Use high-quality visuals and audio and edit them well to look and sound professional.
Finally, create a tone of authority and professionalism.

Frequently Asked Questions (FAQs)

How to test B2B SaaS product demo videos before publishing?

First, make sure your B2B SaaS product demo videos are easy to understand. Second, anticipate what questions about your product or company the viewers are most likely to ask and answer them as best as you can. Finally, edit the video well so that it looks professional.

Why should you update B2B SaaS product demo videos regularly?

The best demo videos are those that are kept up-to-date with the latest product changes and features. This ensures that you’re seeing the most accurate and up-to-date information. Updating videos not only saves you time but it helps you look professional.

What should high-converting B2B SaaS product demo videos be like?

Such a video should use humor when appropriate – it can add an extra layer of appeal and make the video more engaging for viewers. It should be short and to the point – A 60-second demo is enough. Of course, it should meet all the other aspects we discussed in the article.

What are B2B SaaS Live product Demo videos?

B2B SaaS product live demo videos provide potential customers with an in-depth look at how a product works and how it can benefit their business. These types of videos are an excellent way to showcase a product’s features and capabilities, as well as its value proposition. By providing potential customers with a live demo, businesses can increase the likelihood of closing a sale.