5 Videos You Need to Include in Your SaaS Content Marketing Strategy



(Updated 07-05-2024)

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5 Videos You Need to Include in Your SaaS Content Marketing Strategy

The Video Advantage: Trends & Strategies for Content Marketers 2024

Whether you’re a seasoned marketer or just starting out, staying ahead of the curve is crucial. This ebook is designed to help you take advantage of the biggest content and video trends this year.

Discover now

Let’s face it, marketing SaaS products can be tricky. It requires helping people understand your offer easily, which can sometimes be easier said than done.

The best way to reach out to your SaaS audience and convert them into high-quality leads?


According to SalesLoft, sales teams that use video see a 16% bump in email open rates and a 26% increase in replies.

What’s more, Proposify’s research shows that SaaS companies’ proposals that had video enjoyed a 41% higher close rate!

SaaS businesses are quickly catching on to the sheer power of videos and incorporating them in their content marketing and digital marketing strategy.

An effective online marketing plan requires SaaS businesses to intricately weave together videos with other traditional content marketing formats, such as blog posts, infographic or email marketing.

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Why does your SaaS content marketing strategy need to include videos?

Why is video content marketing so effective in helping B2B SaaS companies boost brand awareness, improve customer experience, and drive a profitable growth? Why is it so beneficial for lead generation?

  • Not only is video easier to watch than lets say a physical demonstration, but it’s also far more interactive than a mere text email marketing campaign. Afterall, 59% of executives say they would rather watch a video than other marketing activities like reading text emails.
5 Videos You Need to Include in Your SaaS Content Marketing Strategy
  • Video can be used for different levels of the customer journey; from content that addresses the audience’s pain points, to decision-making content such as customer testimonials and case studies.

  • Videos have the power to go viral and reach industry influencers. Afterall, social media posts with video have 48% more views. You want to get to know some content marketing influencers that you could reach with a successful campaign?

  • There are no budget constraints; you can easily create relevant and effective videos according to your budget for your existing audience and new customers. Especially with the advent of snackable video content for social media, it’s super easy to create amazing videos on a shoestring budget.


Content Marketing for different industries

You're working in an other industry and need to prepare content? No worries, we've got you covered!
Get inspiration for pharma content marketing or learn more about content marketing for manufacturers.

5 video ideas your SaaS company can tap into

While video reaps great results, it is not always easy to come up with good ideas for SaaS content marketing videos.

Here are 5 fail-proof ones that your company should be making and why.

Product demo

Whether you’re selling a SaaS product or a service, creating a product demo video is critical. In fact, adding a video on your website can improve conversion rates by roughly 80%! It’s that powerful.

So what exactly is a product demo video?

A product demo video is a type of content that basically explains how the product or service works. Whether you’re presenting in a pitch meeting to C-executives or convincing your social media audience to buy your product, product demo videos reap great rewards.

Such as this video by Survey Monkey.

It aptly explains what the new Survey Monkey is all about and how to use it, and how Survey Monkey can integrate into their audience’s daily workflow.

Another excellent example of a product demo video is HeadSpace’s demo video.

This is an animated product demo video that explains in layman terms how the app works.

How-to videos

Google research found that the most popular queries on YouTube are “how-to” searches, and this video format is hugely popular.

How-to videos are an excellent way to demonstrate your expertise and establish thought-leadership in front of your audience.

From how to perfectly fold a bedsheet to how to cook the perfect pasta, the Internet world is full of how-to videos. In the SaaS content marketing world, businesses are scrambling to create viral-worthy how-to videos to engage their audience and boost leads.

One example is Moz. They’ve dedicated a whole playlist to how-to videos known as Whiteboard Fridays.

They’ve tied together whiteboard videos with how-to videos and the result is a clean looking, super easy to understand, and fun to watch how-to video.

Social and storytelling videos to help humanize your brand

From showing behind the scenes of an office party to sharing employee stories, storytelling videos are an excellent way to humanize your brand and give an inside glimpse to your target audience. They do especially well in a social media content strategy.

With over…

  • 2.7 billion users on Facebook.
  • 2 billion users on YouTube.
  • 1 billion users on Instagram.
  • 690 million users on Linkedin.

… social media is where everyone’s at. And that is where you need to have a strong digital presence, as well. Social media marketing and storytelling videos are an essential part of every SaaS business’s content marketing strategy and is also for 2022 one of the confirmed content marketing trends.

Like this Instagram video shared by Buffer.

Short and sweet, it racked a lot of views, likes and comments.

Expert interviews & customer testimonial videos

Want to build brand trust? Create videos featuring experts and customers.

By collaborating with industry experts and influencers on trending topics, you’re showing your audience that you care about them.

Buffer routinely collaborates with experts in the social media world to come and give tips on their Instagram feed.

You can also conduct Live sessions with experts. They’re a lot more beneficial for your ideal customers since viewers have an option to ask questions in real time and get their questions answered in real time as well. As a business, you also end up getting a massive amount of engagement and a lot of customer data for future content.

Customer testimonial videos and case study videos are another way to establish brand trust and generate leads.

Zoom's video is an excellent example, not that many of us now need to be convinced of Zoom's utility!

FAQs in video format

All SaaS businesses should have a dedicated page to answering FAQs in video format. Why video format? Because users spend 2.6x more time on pages that have videos than without.

While it’s a great idea to create how-to videos based on your data of what your customer wants to learn more about, it’s an excellent idea to get the questions directly from your customers and answer them in a video.

JotForm’s FAQ page does exactly this.

5 Videos You Need to Include in Your SaaS Content Marketing Strategy


By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.

Video is here to stay and SaaS businesses serious about their business growth need to jump on this bandwagon right away.

However, creating a video can seem like a daunting task for a marketer. The best way to get started is by investing in a video tool, like PlayPlay, that makes it super intuitive for you to create SaaS videos in a jiffy. With a huge collection of templates, music options, images and what not, even a newbie can create a marketing video with very little marketing efforts.

Jaymi Onorato

Jaymi Onorato

Demand Generation Manager, North America

Jaymi is a growth-focused B2B marketing leader driving demand generation for North America at PlayPlay. Jaymi advocates for inclusivity in tech and women in leadership.

Table of contents

The Video Advantage: Trends & Strategies for Content Marketers 2024

Whether you’re a seasoned marketer or just starting out, staying ahead of the curve is crucial. This ebook is designed to help you take advantage of the biggest content and video trends this year.

Discover now

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