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Why are Videos Essential for Tech Marketing? 

February 9, 2024

Videos for Tech Marketing

How many businesses do you think use video marketing? Take a guess while we tell you something interesting.

In recent years, we’ve witnessed an exponential increase in digital storytelling, fundamentally altering consumer behaviour and expectations. In fact, as of 2022, an average person is predicted to spend 100 minutes per day watching online videos.

Do you have an answer? We bet you didn’t guess a staggering 91%, a fact supported by Hubspot’s research in 2023.

So, if you were brainstorming strategies for marketing your SaaS product to a wide audience, this blog is your wake-up call. 

Drop whatever you’re doing. We’re about to share the undeniable power of visual communication and explainer video services for brand storytelling.

I Don’t Need Videos. I have A Great Product

A rookie mistake because a recent study done in 2024 reveals that 78% of people watch online videos every week, and 55% view online videos every day.

So, you can’t ignore the obvious.

There’s no better way to convey complex solutions in a digestible and engaging manner than through explainer video services. Think of things that seemed complicated at school – all the trouble memorising or trying to understand complex science concepts.

When you see the same things in a video, you can even explain the event horizon in a black hole to your neighbour. So, as Heads of Sales and CEO/Founders, you can surely leverage your tech products. 

All you need are corporate video services for effective ways to communicate. Like we remember great songs without even trying, videos help your consumers remember complicated SaaS tech. 

You Don’t Even Know My Problem

But we do. You need innovative ways to communicate complex tech solutions that’s why you’ve read so far. We also know that you’ll keep reading because your traditional marketing efforts aren’t working.

That’s because they are saturated. A common problem and you’re certainly not the first person to face this issue.

So, what’s the drawback of your current marketing efforts for brand storytelling?  

With every company vying for attention, achieving market visibility means not just being seen but being remembered. 

While digital platforms offer numerous opportunities for exposure, audiences are also bombarded with information. It’s increasingly difficult for any single brand to capture and retain their interest. 

For B2B SaaS companies, this challenge is compounded by the need to reach a highly specific audience. Your audience has precise needs and pain points, and only standout messaging acts as one of the effective ways to communicate, cutting through the digital noise.

Strategic communication involves conveying the right message, to the right audience, at the right time, using the right channels. 

In the tech sector, products and services can be complex and highly technical. So, simplifying the message without losing the essence of the solution is a formidable challenge. 

It’s crucial to find effective ways to communicate the value proposition and differentiation of tech offerings in a way that is both comprehensible and compelling to the target audience. Additionally, strategic communication must align with the overall business strategy. 

Only with a nuanced understanding of both marketing and tech landscapes can you support lead generation, customer acquisition, and brand storytelling.

Customers expect personalised, relevant interactions across all touchpoints, from social media to customer support. 

In the B2B SaaS space, the buying cycle can be long and involves multiple stakeholders. Hence, building and maintaining engagement throughout the customer journey is critical for brand storytelling. 

However, doing so requires a deep understanding of customer needs, preferences, and behaviours. Along with that, you need the ability to adapt messaging and channels to suit evolving expectations. 

The tech sector’s fast pace means that what worked yesterday may not work today, making ongoing engagement a moving target. So, you must keep adapting and finding effective ways to communicate.  

Companies must continually explore new tools, technologies, and tactics to stay ahead. 

  • Leveraging data analytics for insights 
  • Adopting the latest digital marketing technologies 
  • Experimenting with new content formats like augmented reality

However, innovation must be strategically aligned with marketing objectives. Finding the balance between trying new approaches, like digital storytelling, and ensuring they deliver tangible results is a constant challenge for tech marketers.

Can I Even Tackle So Many Issues?

tech product videos

3 words – SaaS video marketing. 

It offers you the best chance to deliver clean, clear, and concise tech information in seconds.

According to recent research by Hubspot, 54% of consumers want to see more video content from a brand or business they support. This is simply because, and you’ll agree, video content is easier to retain and more engaging compared to text. 

It’s like Michael Jordan playing for the Chicago Bulls. You have a winner on your hands.

Now, you might be thinking you’ve stumbled on a hidden treasure. But who doesn’t know about Michael Jordan even if they don’t follow basketball? 

Similarly, the B2B SaaS industry is already acknowledging SaaS video marketing’s unparalleled potency in capturing audience attention amidst the digital cacophony. 

The reasons for SaaS video marketing’s meteoric rise in significance are multifaceted. They are rooted deeply in their inherent qualities that align perfectly with the current demands of tech marketing.

With every scroll bringing a barrage of advertisements and content, explainer video services have the unique ability to stop users in their tracks. 

This visual and auditory engagement is far more compelling than static images or text, leading to higher retention rates. The stark contrast highlights SaaS video marketing’s superiority in ensuring brand messages that reach and resonate with the target audience.

The tech sector finds a powerful ally in video content. And your customers will find an ally in you.  

Simplifying complex messages into digestible, engaging narratives is a challenge that explainer video services meet with unparalleled finesse. Through digital storytelling and visual communication, concepts that might require lengthy documents to explain can be made clear and compelling within minutes. 

This is not just about convenience. It’s about making innovation accessible and understandable to a broader audience. 

You can show you care, expanding your company’s market reach and improving brand storytelling.

Engaging customers through video creates another layer of connection. 

In a B2B SaaS context, where establishing trust and credibility is paramount, SaaS video marketing allows companies to showcase their solutions in action. You can share customer testimonials, and present thought leadership in a format that is both informative and emotionally engaging. 

The dynamic nature of explainer video services facilitates a two-way interaction. It encourages viewers to explore further, share, and even participate in the brand’s narrative.

But I’m Late to The Party

You’re worried that your peers have already switched strategies, using corporate video services, and you’ve been left behind. Well, it’s not how you start but how you finish. 

They might have a head start, but you have us. Our expertise in the realm of digital storytelling, visual communication, and animation, combined with your tech product will make all the difference. 

We’ll develop a clear understanding of your audience’s needs and preferences. 

This will allow us to tailor content that speaks directly to their challenges and how your solutions can resolve them. Moreover, our corporate video services help target various platforms—from social media to your website—ensuring a cohesive and immersive brand experience. 

And never forget SEO

  • Optimising video titles, descriptions, and tags 
  • Enhancing discoverability and engagement.
  • Using targeted keywords 

Creating video content with our corporate video services resonates with a blend of creativity, clarity, and strategic execution. 

Use storytelling techniques that weave your product or solution into a narrative that addresses the viewer’s pain points, aspirations, or both. There are many forms of this but to give you an idea we can use the Hero’s Journey.

  • Call to adventure
  • Facing challenges
  • Learning new skills
  • Revelation through trials
  • Changing for the better
  • Returning changed to help people

Types of corporate video services such as explainer videos, product showcases, and customer testimonials serve distinct purposes:

Explainer Videos 

  • Simplify complex tech solutions into engaging stories 
  • Ideal for conveying the value proposition of SaaS products.

Product Showcases 

  • Highlighting the features and benefits of your offering. 
  • Demonstrating its real-world application and effectiveness.

Customer Testimonials 

  • Emphasising the tangible impact of your solution.
  • Building credibility and trust by sharing success stories 

Our videos inform and inspire. 

With our expertise in corporate video services and performance marketing insights, each video is optimised for maximum reach and engagement. We employ data-driven strategies to measure effectiveness and ROI. 

For video production, best practices include 

  • Maintaining high-quality visuals and audio 
  • Ensuring the content is accessible and engaging 
  • Incorporating a clear call to action that guides the audience.

Animated Explainer | Unveiling the CarbonMinus Vision: Revolutionising Sustainability in Business

Phew! My Job is Done

Not yet. It’s one thing, crafting an engaging video and putting it out. But you must track the key metrics and ROI of video marketing to stay ahead of the competition.

Greatness isn’t achieved by underestimating the opposition. 

You aren’t a market leader yet, so a retrospective of the content and strategy becomes all the more important. Once you know the ROI of the video content, you can decide whether your strategy was a success.

It’s easier to align your campaign with the marketing goals once you have a benchmark in front of you. More importantly, data-driven teams can create more targeted content. 

professional animated video maker

You can know – 

  • How many people watched
  • Where did the viewers drop off
  • Which parts they watch the most
  • How many times was the video shared

And much, much more…

I Don’t Know What Metrics Count

That’s where we come in. Since you’ve read so far, in the last part we tell you what metrics count and how to analyse them.

The 3 most important metrics for video ROI are…(drum rolls please)

Lead Generation

  • Attract new customers, generate interest, get more targeted leads
  • Align Account Based Marketing with your video marketing strategy
  • Consider the total Click-Through-Rate to see how engaging the video was


  • Conversion Rate = Revenue
  • Total number of views/Total number of converted leads = Money spent
  • Decide if it was worth the investment and what can be changed


  • Did people take the required action?
  • How many people watched the video?
  • What was the total watch time on the video?

To calculate these metrics, you must 

  • Project a campaign cost
  • Track the engagement on the video
  • Decide what numbers are deemed successful
  • Keep optimising the video marketing campaign

How Do I Start?

We can just tell you to sign on the dotted lines but we won’t. We’d like to reflect on your current strategy first and talk about how your numbers can significantly be improved with videos for tech marketing.

Reach out to us for further details and we’ll help you stand out from the crowd!