Product Demo Analysis of

Top 100+ SAAS Companies

Product Demo videos play a pivotal role in making or breaking your SAAS product. Content Beta analyzed Product demo videos of 100+ SAAS companies and comprehended that a lot of them still haven’t mastered the art of onboarding and are in dire need of improvement.

Eventually by understanding where few of the top SAAS companies went wrong, you know the areas of improvement.


Feel free to use these statistics in any commercial or non-commercial capacity. If you use them, we require a link to Content Beta.

What did we do

Analyzed product demos of 100+ varied SAAS to find out some interesting figures that might help you structure your next demo video.

How we did it  

We did a very careful observation of the videos and spent hours watching every minute detail about them.

Here’s what we found!


Character Animation

Character Animation is a specialized component of the animation industry in which the animators bring still character designs or animated characters to life. It is trending to create animated videos these days to introduce your new product but with additional parameters comes a huge cost of making.

If you’re in the SAAS space and looking for a product demo video, you might not need character animation.

We found that more than 80% top SAAS around the world have not included one. Let’s stick to this.

Real UI/Animated UI

We also found that the UI shown in the videos were in two different varieties, real and animated.

ActiveCampaign used an Animated UI in the demo video.

Whereas, Couchbase used a Real UI to showcase the product demo.

More than 40% SAAS use Animated UI whilst 36.2% videos were created using Real UI. Nearly 16% also used both. Animated UI gives a good look and feel of the product and keeps the user engaged till the end.

Live action

More than 70% SAAS did not include Live action in the demo videos. A demo video usually revolves around the UI of the product and including unnecessary live actions costs to it is not actually required.

Average Length

How long should a marketing video be?

It was analyzed that the average length of a Product demo video was 2 minutes and 31 seconds which can be the ideal length for a marketing video.

During the analysis, we observed that when the video reaches more than 2 minutes in duration, the curiosity to watch the complete video drops so the views.

What should you do?

  • The shorter, the better – This technique can help save both time and money in the production process.
  • Get quickly to the point – Try to introduce your company as soon as possible in the first five to ten seconds. So in case a viewer skips some part of the video, they’ll still understand what your video is about.


You can use any voiceover – Male or female in a product demo video. Most SAAS prefer female voice over Male voice whilst 6% also preferred both.

Benefits of including a Voiceover in the Product demo video:

  • A good voice leaves a long lasting impression
  • Helps in brand remembrance
  • Increases user engagement
  • Humanizes the brand
  • Attract users
  • Helps your brand stand out from the competition.


Before creating a script for a demo, most of us start to think of revolving the main point around a story. Product demos of more than 85% SAAS did not use this technique and simply created amazing videos using Animated UI, some good sound effects, background music and CTA.


We analyzed that nearly 68% of demo videos included a Call-to-action either in the form of a free trial, demo or a combination of both.

What should you do?

  • Do not ignore the CTA – it is MUST to add Call-to-action in your videos.
  • Embrace different types of CTAs.
  • Do not be too pushy and use the right CTA at the right moment – ask viewers to subscribe/sign up.
  • Make your CTA easy to click – e.g. use free trial or book a demo.


A few key takeaways from our analysis:

  • Make sure to add the UI of your product/software in your demo video.
  • Animated UI can help create a better look and feel of the demo video; also increases user attention rate.
  • You might not add character animation and go for good motion graphics and other forms of animation.
  • Do not revolve your product demo video around a story, talk to the point with some humor in the script.
  • Make sure you add a CTA that takes the user to the landing page for registration.
  • Keep the video short – ideal length is 2 minutes 30 seconds.

Product demos are simple to create, adding a few appropriate parameters can work wonders !!

Take a look for yourself 

Content Beta