The Do's And Don'ts Of Creating B2B SaaS Customer Service Videos

The Do's And Don'ts Of Creating B2B SaaS Customer Service Videos

Customer service videos are an easy way to make your customers trust you and do business with you for a long time.

For example, look at this HubSpot statistics which says 68% of consumers will pay more for products and services from brands in return for good customer service.

That means in order to impress them you should create high quality customer success videos. If you could get a few testimonials from some of your satisfied customers that’d be a bonus.

In this article, we list the best practices for creating B2B SaaS customer service videos.

What do we cover? Everything from video content creation to using them on the right channels.

Table of Contents

A. Introduction to customer service videos

What are B2B SaaS customer service videos? Broadly speaking, any video content that helps customers in their interactions such as troubleshooting or product support is categorized as a customer service/customer support/customer success video.

These videos give customers the option to simply refer to the customer service videos to get answers to their queries, which makes for a far better user experience than having to chase customer service reps to resolve an issue.

We all are only too familiar with the indefinite holds they put you on and being asked to Press ‘1’ to do this and Press ‘2’ to do that routine when you try to call them.

However, creating such an important piece of content that can help create a pleasant customer experience comes with its own set of challenges. In this section, we’ll look at some guidelines that can help you create exceptional customer success videos.

Watch this example customer service video created by Content Beta for tapcart, a mobile app builder for Shopify merchants.


B. A Summary of the best practices for creating effective Customer Service Videos

We’ve summarized the article for you in this table, which we’ll be discussing in detail using video examples and infographic:

Sr. No. DO DON’T
1 Keep the video simple and concise Overcomplicate the message
2 Focus on problem-solving Create misleading content
3 Highlight features & showcase benefits Focus solely on product features
4 Personalize your content Use impersonal/ robotic language
5 Provide human touch Rely solely on visuals
6 Share in the right channels Overstate features
7 Use engaging visuals Forget the ultimate goal

C. The Do’s of Customer Service Videos

In this section, we discuss what guidelines your customer support video should follow. This is particularly important for B2B SaaS companies that operate in a fiercely competitive space.

1. Do keep your Customer Service Videos simple and concise

There are 3 rules that can help keep the length of the video optimum.

Rule 1: Did you figure out what you are going to say to your viewers? Whatever it is, don’t try to say too many things at once or include unnecessary details.

According to, 93% of people consulted videos to learn how to use the product. Therefore, you need to send out the core message with conviction to maximize their impact on potential customers.

Rule 2: Viewers will not watch long-winded explanations or tutorials – they need relevant, direct, and easy-to-understand answers quickly.

  • Longer videos may not hold people’s attention as effectively as shorter ones do – particularly when they’re watching on mobile devices where screen size matters even more than usual.
  • Shorter videos allow viewers to quickly get the info they need before moving on to other tasks.

Rule 3: Don’t use visuals that are distracting, as this could cause people to lose focus on what you’re saying. Visuals should not simply dazzle viewers but help them understand your point visually. They should complement other elements such as music and voiceover.

Watch this simple B2B product demo video created by Content Beta for Restaurant Brand International (RBI). This example ticks all the rule boxes mentioned earlier.


2. Do focus on problem-solving in your Customer Service Videos

Good customer service is about anticipating questions and providing customers with solutions before they even have time to ask for help.

If your business doesn’t proactively solve customer’s issues, then it won’t be long until those customers are looking elsewhere for assistance.

Using a customer support video that focuses on problem-solving, B2B SaaS businesses can get the following advantages:

  • Save both themselves and the customer time and frustration. Providing these videos early in the process can help customers avoid becoming overwhelmed with technical details or complicated processes.
  • By addressing potential issues quickly and accurately, a company shows its clients that it cares about their needs and is dedicated to meeting them effectively. Address any problems right away before they have time to become bigger headaches down the line.
  • When customer service videos focus on problem-solving, everyone benefits from a successful resolution. This encourages loyalty among existing customers while also making it more likely that new ones will come onboard.

Watch this B2B training video example created by Content Beta for Raken that explains how to use Raken’s construction management software to create daily reports, time cards, toolbox talks, and insights.


3. Do highlight features and showcase benefits in your Customer Service Videos

Let’s talk about how to highlight features and showcase benefits when creating B2B SaaS customer support videos.

a. Highlight features

A script that highlights features that can solve common customer problems leaves them in no doubt about how useful your product is and how they can benefit from it.

Many worry about how your product can integrate the new product into their workflow. Show them a few success stories you have had with other clients.

By emphasizing the unique features of your product, you can make sure they’re taking positive action as soon as possible.

b. Showcase benefits

Your prospects definitely seem to be interested in your product. Now tell them how much easier their workflow will be and how much money they could save with your solution.

Show them why they should choose your product over competitors. Explain clearly why this is the best option for them so there isn’t any hesitation when deciding whether to buy.

Watch this customer support video example created by Content Beta that discusses the features and benefits of using ‘benefitflow’ for sales teams for finding sales prospects.


4. Do personalize your Customer Service Videos

Personalizing customer support videos allows businesses to create an emotional connection with their viewers and establish trust with them. There are other benefits too:

  • Companies can use different tones and styles to appeal to specific demographics or target markets, helping them stand out among competitors who don’t offer such customization options.
  • Personalized customer service videos help connect with viewers on a deeper level than generic content would allow. The result will be loyal customers who will continue to purchase from you in the future.
  • This action strengthens overall brand presence within the industry while deepening customer loyalty towards the company.
  • Create your unique style by adding humor or catchy one-liners. Adding humor can help engage viewers while still getting across important points. Make sure, however, that jokes don’t detract from the main message of the video.

Watch this Thai-language SaaS training video from Taskworld, a cloud-based collaboration platform. This company understands the importance of personalization.


5. Do provide a human touch to your Customer Service Videos

The graphics and animation you use in your video serve a purpose but it needs human touch to help your customers relate to the characters and feel like someone is there to help them. For this reason, consider using a friendly on screen presenter.

Remember, creating customer support videos for B2B SaaS is only worthwhile if you can connect with your audience.

Establishing an emotional connection with them is far more important than just throwing boring facts at them. Your inability to get them interested could potentially cost you business opportunities.

To guarantee success, use an engaging style and tone while delivering your information. With the perfect balance of entertaining words and vivid imagery, you can increase engagement and create trust between you and your ideal demographic.

Watch this SaaS training video created by TapClicks that features an on-screen presenter (in fact, that’s Brain Childs, Director of Product Education) to talk about TapAnalytics, their marketing operations platform. Now that is Human touch + Authority for you!


6. Do share your Customer Service Videos on the right channels

If your audience is mostly on Instagram, then focus on posting there first before expanding to other platforms like Facebook or YouTube.

If you’re targeting a more professional crowd, LinkedIn may be a better fit for sharing your content.

Don’t forget about SEO and tagging – these will help more people find your videos when they search for them.

Here is what you should know about how to use your customer service videos for the best returns.

7. Do use engaging visuals in your Customer Service Videos

Your customer service videos should not just talk to your viewers – they should engage with them visually. Images can convey complex concepts quickly and efficiently, making the video more memorable and less overwhelming.

Plus, as visuals have proven to be more effective in engaging an audience, why not use them to give your videos a professional look and convey information faster?

The key takeaway here? Don’t underestimate the power of visuals when crafting your B2B SaaS customer service videos. In fact, the quality of visuals you use could make a big difference to the success of your video.

Watch this SaaS training video example created by Content Beta for Xoxoday Plum, a marketplace of rewards that automates rewards, incentives & payouts programs. The video uses eye-pleasing colors and the visual assets, which along with the commentary makes for a pleasant viewing experience.


Tips for choosing your visuals

Let’s talk about optimizing visuals for different devices and choosing relevant visuals to convey messages – two important elements of creating effective B2B SaaS customer service videos.

  • Choose visuals based on the message and context – a funny cat meme may not be appropriate for a more serious topic, for instance!
  • Outdated images can do more harm than good.
  • Make sure visuals look good no matter what device your customer is watching it on, especially for mobile devices.
  • Your visuals should draw attention rather than distract from the message; choose colors carefully, keep titles concise, and use fonts that are easy to read.
  • And when in doubt, remember that simplicity works best!

D. The Don’ts of Customer Service Videos

In this section, we discuss what not to do with your B2B SaaS customer service videos, which is as important as understanding what needs to be done for the best results.

1. Don't overcomplicate the message in your Customer Service Videos

B2B SaaS companies should stick with simplicity rather than complexity when they create customer service videos. Overcomplicating a message in customer service videos can be detrimental because:

  • This can result in confusion or frustration from customers, who may even stop watching the video before its completion.
  • Customers may not retain information and take away useful tips that help them solve their problems faster.
  • They tend to increase production time as well as budgets as producers must create additional content as well as graphics and animations to explain what is trying to be communicated, driving up costs.
  • It would need more edits forcing the project into overtime and cost extra money (both financially and in terms of opportunity).

Watch this B2B onboarding video created by Content Beta to explain how ‘PERSADO’ can help increase conversions with AI Language generation.


2. Don't use misleading content in your Customer Service Videos

Use accurate and up-to-date information to create video customer service content for B2B SaaS.

Misleading content can result in alienating customers, resulting in lost opportunities.
Any visuals that contradict what is being said can make viewers wary of your product or services.

To avert such issues, double check all information you present to make sure it is truthful and helpful both linguistically and visually.

Doing so will instill trust in potential customers and foster engagement with the brand as this advice from content marketing experts will tell you.

3. Don't use impersonal or robotic language in your Customer Service Videos

Customers want to know that their problem is being taken seriously and treated with respect, which cannot be accomplished simply by using technical jargon in your customer service video.

  • Adopt a conversational tone to give customers an impression of warmth and comfort to make your video come across as personable and friendly yet still professional.
  • Tone-of-voice is important because speaking confidently but without coming off as overly stiff or robotic conveys a sense of reliability and expertise.
  • Avoid using an overly formal tone; instead use natural language and everyday phrases that match the level of formality of your company’s brand voice.

These strategies will convince the customers that they can trust your B2B SaaS customer support team to offer excellent care and attention.

Watch this B2B product video from, an AI-powered sales personalization platform, to see how the friendly on-screen narrator makes people pay attention because he speaks their language.


4. Don't focus solely on product features in your Customer Service Videos

By this statement, we mean your B2B brand’s customer service videos should also highlight other factors like customer experience or competitive advantage.

Let’s look at the reasons why adopting a feature-centric approach to customers service videos could be a mistake:

  • Firstly, it fails to take into account how customers will use the product and what advantages they gain from it. Without understanding user requirements, you may miss the opportunity to help customers by offering them helpful tips and resources that supplement basic product information.
  • Secondly, It may also leave you vulnerable to your competitors identifying voids in the market and coming up with superior solutions at lower costs.
  • Thirdly, customers who don’t feel connected to a business may choose to seek better alternatives.
  • Fourthly, over-emphasis on product features might lead to more queries as clients attempt to tackle hard-to-grasp technical details.
  • Finally, you should provide users with tangible value by tending to both their current and future needs instead of just talking about separate qualities and capacities.

Watch this B2B product video from Kissflow, a Low-Code No-Code work platform, that strikes a good balance between talking about features and how to use them to customers’ advantage.


5. Don't rely solely on visuals in your Customer Service Videos

Though visuals can help draw attention to key points, relying too heavily on them alone may not be the most effective approach because they almost always need to be combined with text and audio for the best results.

  • If you are trying to demonstrate how to use your product, voiceover or on-screen narration explaining each step could prove invaluable to viewers who need additional guidance as they watch.
  • Subtitles that explain concepts further can make sure everyone gets the full message from your video regardless of background noise or hearing impairments.
  • Text-based content like this allows for more complex ideas than would simply be possible with just images or other visual mediums.

A judicious use of both visuals and textual elements in a B2B SaaS customer service video can ensure customers have all the information necessary to understand exactly what it is they need to do and why they should do it within their unique business contexts.

Lastly, use visuals such as images, graphics, and text overlays throughout the video to support what you’re saying so that everyone can follow along easily.

Watch this customer service video example created by Content Beta for Chirotouch, a chiropractic management software, that uses on-screen text to complement the UI.


6. Don't overstate features in your Customer Service Videos

Great customer service is about being transparent about who you are, what your product does, and how it works. Being less than transparent with potential customers will result in them never trusting you again. There are only two rules – honesty and transparency.

When you present a product or service as something it isn’t, people will feel deceived and like they have been taken advantage of.

Customers won’t like it if the product or service doesn’t live up to what was promised. Worse, they may choose to not stick around.

The competition in B2B SaaS being what it is, they might end up patronizing your direct competitor.

ManyChat is a leading Facebook Messenger chatbot that shows its commitment to customers by creating 150+ video course lessons. Watch this example from the series that explains the useful features with the help of screen capture. This strategy is reassuring for customers because they can see every feature being demonstrated.


7. Don't forget the ultimate goal of creating B2B SaaS Customer Service Videos

In the world of B2B SaaS, creating customer service videos is as challenging and rewarding as creating a beautiful painting.

You must understand that the main goal of B2B SaaS customer service videos is to help customers solve their problems while building trust and connection with the brand.

To get the best results, you need to put together every element – from visuals and voiceover to background music and annotations.

Lastly, let’s see how to make your customer service videos more customer-friendly and how to understand customers’ needs.


For B2B SaaS companies, creating informative and entertaining customer service videos such as B2B product videos, SaaS training videos, and B2B Onboarding video is essential to win over customers.

Building relationships with viewers through customer service videos is about making customers feel like your video content is created specifically for them.

Finally, use a personal pronoun to address customers once you have established a connection with them. This action demonstrates your empathy and convinces them that you are there to help them solve their business problems.

Frequently Asked Questions (FAQs)

You can add graphics, animation, illustrations, and charts to simplify complex concepts. You could even use footage from events or interviews with customers for added authenticity. Whatever visuals you choose, make sure they are high-quality and relevant to the message you’re trying to share.

By using visuals that are relevant to a customer service situation, engaging storytelling techniques, and providing clear call-to-actions, B2B SaaS companies can ensure that customers have a satisfactory experience with their video content. In addition, videos should be easy to understand and accessible across devices to get the best results.

Most videos tend to be around 3 – 4 minutes long, which is too long for many businesses. To create great customer experiences, opt for shorter but useful content. Give tips and show how to use your product effectively. By doing this, you can make personalized videos that work well and are still short enough.

Creating customer service videos that are informative and entertaining can be hard, but it’s crucial to personalize them for your audience. Make sure the content is engaging, useful, and addresses the needs of your customers. Find out what topics, messages, and visuals click with your target audiences by conducting surveys or interviews.

Khyati Agrawal
Khyati Agrawal

Khyati is a seasoned writer and a hands-on marketing professional. She specializes in inbound and growth marketing, content marketing, lead generation, public relations, brand amplification, B2B communications and partnerships, and social media marketing.

Khyati Agrawal
Khyati Agrawal

Khyati is a seasoned writer and a hands-on marketing professional. She specializes in inbound and growth marketing, content marketing, lead generation, public relations, brand amplification, B2B communications and partnerships, and social media marketing.

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