The SaaS (Software as a Service) industry has seen exponential growth over the past decade. As more businesses and individuals turn to cloud-based solutions for a variety of needs, the demand for SaaS products continues to rise. The question every SaaS company faces, however, is how to stand out in a highly competitive market and attract customers.
In today’s digital-first world, video marketing has become an essential tool for driving awareness, engagement, and conversion in the SaaS space. As marketers adapt to changing customer behaviours, it’s clear that video plays a pivotal role in influencing decisions and building brand loyalty.
To get a clearer understanding of how SaaS marketers are leveraging videos, surveyed in late 2024 to understand the trends and preferences surrounding B2B SaaS video marketing. The following insights shed light on the current state of video marketing in the SaaS industry and help businesses plan their content strategies for 2025.
Why Video Marketing is Essential for SaaS Businesses
Before diving into the survey findings, it’s important to understand why video marketing has become such an effective tool for SaaS businesses.
- Improved Engagement: Video has been shown to increase user engagement more than any other content format. According to studies, viewers are 95% more likely to retain a message when they watch it in a video compared to 10% when reading it in text form. For SaaS businesses, this means that videos are an effective way to communicate complex features and benefits of a product in a way that is easy to understand and remember.
- Building Trust and Credibility: Trust is a major factor in the SaaS buying decision process. Videos, especially explainer videos or customer testimonial videos, can humanize a brand and build credibility. Potential customers are more likely to trust a product they can see in action.
- Improved Conversion Rates: SaaS companies that use video marketing typically see higher conversion rates. Research has shown that product landing pages with videos can increase conversion rates by 80%. Whether it’s an explainer video or an animated demo, video helps to convert visitors into paying customers by providing a clearer, more compelling explanation of a product’s value.
- SEO Benefits: Google loves video. The search engine giant ranks pages with video content higher in its search results. For SaaS companies aiming to increase visibility online, creating high-quality videos can improve their SEO rankings and drive more organic traffic to their websites.
- Increased Social Shares: Video is highly shareable content. Social media platforms favour video content, which leads to more views and engagement. This helps SaaS companies boost brand awareness and extend their reach beyond their immediate audience.
Given these advantages, it’s clear that incorporating video into your SaaS marketing strategy is not just a nice-to-have — it’s a necessity.
2025 SaaS Video Marketing Survey Report: Key Insights
We surveyed a diverse group of SaaS marketers and business owners to gather valuable insights about how video marketing is being used in the industry. The survey results highlight the importance of video content in driving brand awareness, customer acquisition, and product exploration.
Here are some of the most compelling findings:
1. Detailed Video Walkthroughs: The Most Preferred Content for SaaS Product Demos
When asked about the type of video content they find most effective for demonstrating a SaaS product, 60% of the respondents selected detailed video walkthroughs as their top choice.
A walkthrough video is an in-depth video that shows the product’s features in action, step-by-step. These videos allow potential customers to see exactly how a SaaS product works and how it can solve their problems. The interactive and visual nature of video tutorials makes it easier for users to grasp the value of a product in a way that text or static images alone cannot.
For SaaS companies, creating explainer videos or product walkthroughs is a must-have strategy. These videos help demystify complex features and communicate the product’s benefits in a concise, engaging manner.
Why this matters:
- SaaS companies offering complex products can simplify their messaging with detailed video walkthroughs that showcase the product’s capabilities.
- A video walkthrough increases engagement by providing potential customers with an interactive experience that text descriptions cannot offer.
- As customers often face decision fatigue when selecting a SaaS tool, these videos can help set your product apart by offering clarity and value upfront.
2. The Ideal Marketing Budget for SaaS Video Production: $600 – $1000 per Month
One of the most telling survey findings was that SaaS businesses allocate an average of $600 to $1000 per month for their video marketing efforts. This budget typically covers the production of high-quality videos, including brand videos, explainer videos, product demos, and testimonial videos.
For many SaaS companies, this budget range strikes a balance between creating high-quality video content without stretching their financial resources. The ROI from these videos, however, can far exceed the initial cost, especially when compared to the price of traditional advertising campaigns or paid media.
Why this matters:
- SaaS marketers should budget for video production to remain competitive and stay ahead of the curve.
- A modest monthly budget for video marketing can yield long-term benefits such as increased brand awareness, improved SEO, and higher conversion rates.
- With explainer videos and animated videos gaining popularity, allocating resources toward video production can be a key differentiator in a crowded market.
3. 80% of SaaS Marketers Plan to Invest in Explainer Videos
In the competitive world of SaaS marketing, explainer videos have proven to be one of the most effective types of video content for explaining product features and engaging with potential customers. According to our survey, 80% of SaaS marketers plan to invest in explainer videos in 2025.
Explainer videos are short, engaging videos designed to break down complex concepts into digestible, easy-to-understand visuals. For SaaS companies, this means being able to communicate the product’s value in a simple yet effective way.
Why this matters:
- Explainer videos have a proven track record of increasing conversions and customer retention, which makes them an essential part of any SaaS marketing strategy.
- Investing in these videos helps SaaS brands build brand identity and foster trust with their audience.
- With an ever-expanding market, explainer videos help SaaS companies stand out by simplifying their messaging and addressing potential customer pain points.
4. 80% of Respondents Interested in Exploring the Product After Watching an Animated Explainer Video
Another key insight from the survey is that animated explainer videos have a significant impact on user interest and engagement. 80% of respondents indicated that they were more likely to explore a SaaS product after watching an animated explainer video.
Animated videos have become a popular medium for conveying complex messages in an engaging, easy-to-understand format. Whether used to explain a feature, demonstrate a process, or tell a brand story, animated videos provide the perfect blend of creativity and clarity.
Why this matters:
- Animated explainer videos are powerful tools to drive action, as evidenced by the high percentage of viewers interested in further exploring the product.
- Animation appeals to a broad audience, making it easier to communicate with diverse customer segments.
- These videos enhance product visibility and can lead to higher conversion rates and customer acquisition.
SaaS Video Marketing Strategies for 2025 and Beyond
As video continues to dominate the content landscape, SaaS marketers need to stay ahead of the trends and invest in video strategies that resonate with their target audiences. Here are some key video marketing strategies for SaaS companies in 2025:
- Focus on Personalized Video Content: Personalization is key to driving customer engagement. Consider creating personalized video content for SaaS leads based on their behaviour, preferences, or stage in the buyer’s journey.
- Leverage Customer Testimonials and Case Studies: Social proof is a powerful way to build trust with potential customers. Incorporating customer testimonial videos or case study videos can help show real-world examples of how your product has helped others.
- Optimize Video for Mobile: With the increasing use of smartphones, it’s essential to ensure that your video content is optimized for mobile devices. This includes using shorter video formats, ensuring fast load times, and maintaining high-quality visuals on small screens.
- Create Interactive Video Experiences: Interactive videos, such as shoppable videos or interactive product demos, can significantly increase engagement. This immersive experience encourages viewers to take action and explore your product in real-time.
Conclusion: Video’s Central Role in SaaS Marketing
In conclusion, SaaS marketing in 2025 will continue to be driven by the power of video content. As our survey results demonstrate, explainer videos, product demos, and animated videos are crucial tools for increasing brand visibility, engaging potential customers, and ultimately driving conversions.
As SaaS businesses continue to adapt to the digital landscape, integrating video into your marketing strategy is no longer optional — it’s essential. With the right investment in video production, SaaS marketers can ensure that their products stand out, their audiences are engaged, and their customer acquisition goals are achieved.
By staying on top of SaaS video marketing trends and continuously optimizing your video content, your business can thrive in the highly competitive world of SaaS marketing.
