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How to transform Sales with SaaS Explainer Videos

June 21, 2024

SaaS Explainer Videos

A new study has found that elephants call each other by names!

That’s right, the low rumblings and trumpeting we hear, are specific vocalizations the pachyderms use to call others. 

There’s a major learning from this. It’s time for you to become an elephant. 

With new startups emerging daily, capturing and maintaining the attention of your target audience can seem like an uphill battle. The crowded market makes it difficult for even the most innovative solutions to stand out.

This is where proper communication can be crucial. 

Elephants communicate to survive in the wild. You should communicate to stay relevant in the market.

The Need for Innovative B2B SaaS Marketing Strategies

Traditional marketing and sales methods often fall short in this competitive environment. 

Long-winded sales pitches, complex product descriptions, and generic marketing messages fail to engage potential customers effectively. 

Enter explainer videos and digital storytelling. These tools have emerged as game-changers in the SaaS marketing landscape. 

The Shift to SaaS Explainer Videos as Virtual Sales Superheroes

Explainer videos leverage a mix of visuals, voiceovers, and concise scripts to break down intricate SaaS solutions into easy-to-understand concepts. 

Their unique strengths lie in their ability to… 

  • Captivate viewers quickly 
  • Hold their attention 
  • Deliver key messages effectively 

These videos often feature animations, whiteboard illustrations, or real-life scenarios that make the content relatable and memorable for marketing SaaS products.

Traditional Sales and Marketing Approaches vs. Explainer Videos

Traditional Sales and MarketingExplainer Videos
Struggle to engage modern audiences.Convey the same information in a fraction of the time.
Require significant time and effort from potential customers to understand the value proposition.Can be easily shared across various platforms, reaching a wider audience for a more immediate impact.
Written content may not effectively convey the value of a complex SaaS product.Combine visual storytelling with clear, concise messaging.
Static presentations and brochures lack the dynamism needed to engage today’s digitally savvy audience.Engage viewers emotionally, making the content more memorable and impactful.

Why Explainer Videos Matter in the SaaS Industry

One of the biggest challenges in the SaaS industry is explaining complex products in a way that’s easy to understand. 

Explainer videos excel at this. 

  • Break down intricate concepts into simple, digestible content
  • Use animations and clear narratives for easy understanding

This simplification helps potential customers quickly grasp what the product does and why it’s valuable. It also reduces the cognitive load and makes the decision-making process easier.

You can also download our free guide on making the most of explainer videos .

How Explainer Videos Engage Audiences and Drive Action

Explainer videos are inherently engaging due to their visual and auditory elements. 

They combine storytelling, visuals, and voiceovers to create a captivating experience that keeps viewers interested from start to finish. The high level of engagement leads to better retention of information and a greater likelihood of driving action. 

This includes signing up for a demo, subscribing to a newsletter, or making a purchase.

Interactive elements, such as clickable links and calls to action (CTAs) embedded within the video, further encourage viewers to take the next step. 

Are Explainer Videos Effective?

Are Explainer Videos Effective?
Explainer Videos as Virtual Sales Superheroes

Frameworks for Implementing Explainer Videos as Virtual Sales Superheroes

Product Launch Cycle Framework

  • Pre-Launch: Create teaser videos to build anticipation and excitement. These short, intriguing videos can hint at the upcoming product’s features and benefits without revealing too much. 

  • Launch: On launch day, release a comprehensive explainer video that dives into the product’s functionalities, key features, and unique value propositions. The video should be prominently featured on your landing page, social media channels, and in email campaigns to maximize reach and impact.

  • Post-Launch: After the initial launch, use explainer videos to showcase customer testimonials, use cases, and tutorials. These videos help reinforce the product’s value and encourage ongoing engagement. 

Buyer’s Journey Framework

  • Awareness Stage: At this stage, potential customers are just becoming aware of their problems and your product. Create videos that highlight common pain points and introduce your SaaS solution as a potential answer. 

  • Consideration Stage: Here, potential customers are evaluating different solutions. Explainer videos at this stage should compare your product with competitors, highlight unique features, and provide detailed demonstrations.

  • Decision Stage: When prospects are ready to make a decision, use explainer videos to offer in-depth tutorials, case studies, and testimonials. These videos provide the final push needed to convert prospects into customers.

Competitor Analysis Framework

  • Identify Competitor Strategies: Start by analyzing your competitors’ video content. Understanding their approach helps you craft videos that address gaps and counter their claims.

  • Highlight Unique Value Propositions: Use explainer videos to emphasize what sets your product apart. Focus on features and benefits that your competitors lack or do not highlight effectively. 

  • Capitalize on Market Dynamics: Create timely videos that respond to industry trends and customer feedback. For instance, if a competitor faces criticism for a specific issue, an explainer video showcasing how your product solves that problem can be highly effective. 

Practical Ideas of Implementing Explainer Videos

Teaser Videos 

  • What Are They: Short, captivating teaser videos that build anticipation for upcoming product launches. These videos should be intriguing and give viewers a glimpse of what’s to come without revealing too much. 

  • What Are They Good For: Teasers are perfect for social media and email campaigns to generate buzz.

Behind-the-Scenes Content

  • What Are They: Show the human side of your brand by creating behind-the-scenes videos. These can include footage of the development process, team introductions, or sneak peeks into the company’s culture. 

  • What Are They Good For: Such content helps build trust and a personal connection with your audience.

Product Demos 

  • What Are They: Detailed product demo videos are essential for showcasing the features and benefits of your SaaS solution. These videos should walk potential customers through the product’s functionalities, highlighting how it solves specific problems. 

  • What Are They Good For: Demos are particularly useful for landing pages and sales presentations.

Customer Testimonials 

  • What Are They: Leverage the power of social proof by featuring customer testimonials in your company corporate videos. Real customers sharing their positive experiences can significantly boost credibility and influence potential buyers’ decisions. 

  • What Are They Good For: Testimonials can be shared across multiple channels, including your website, social media, and email.

Whiteboard Animations 

  • What Are They: whiteboard animation explainer videos are excellent for breaking down complex concepts into simple, visual explanations. They are engaging, educational, and easy to follow, making them ideal for explaining intricate SaaS products and processes. 

  • What Are They Good For: These corporate promotional videos can be used in blog posts, tutorials, and educational content.

The Role of Technology and Video Marketing Platforms in These Tactics

Best ToolsTheir Purpose
Creation ToolsAdvanced video creation tools like Adobe After Effects, Final Cut Pro
Animation software like Animaker and Powtoon
Produce high-quality explainer videos.
These tools offer a range of features to enhance your videos with animations, effects, and professional-grade editing.
Hosting PlatformsWistia, Vidyard, or VimeoVideos are easily accessible and can be integrated into your marketing channels.
Offer robust analytics to track video performance, viewer engagement, and conversion rates.
Distribution ChannelsSocial media platforms (LinkedIn, Twitter, Facebook)
Email marketing software (Mailchimp, HubSpot)
Website to distribute your explainer videos
Each channel has unique features that can help tailor your video content to the audience.
Increases the video’s reach.
Analytics and OptimizationAnalytics tools provided by video hosting platforms
Metrics such as view count, engagement rate, and conversion rate
Gain insights into how your videos are performing.
Can help you understand what works and what doesn’t.
Use A/B testing to experiment with different video styles and content to find the most effective approach.

Ready To Harness The Power Of Explainer Videos For Your Saas Business?


At Pangolin, our creative excellence and data-driven strategies ensure that your videos will stand out in the crowded SaaS market. 

Contact us today to elevate your marketing strategy.

You can also download our free guide here.


Q: When is the best time to release explainer videos?

A: The best times to release videos are early mornings (7-9 AM) and late afternoons (4-6 PM). These times align with peak engagement hours when people are most active online.

Q: How often should we update or release new explainer videos?

A: Update or release new videos quarterly or in sync with major product updates. Regular content refreshes keep your audience engaged and informed about the latest features.

Q: What types of explainer videos should we prioritize at different lifecycle stages?


  • Pre-Launch: Teaser videos to build anticipation.
  • Launch: Comprehensive product demos.
  • Post-Launch: Customer testimonials and tutorials.

Q: How do we balance video timing with our internal resources?

A: Plan your video production schedule well in advance. Allocate resources efficiently by setting clear timelines and responsibilities. Use project management tools to track progress and ensure timely delivery.

Q: How do we measure the success of our explainer video timing?

Track key metrics such as view count, engagement rate, conversion rate, and feedback. Use these insights to refine your video strategy and optimize future releases for better performance.