SaaS Video Marketing: 3 Types of Videos You Must Create

If you work in the SaaS (Software As A Service) industry and haven’t started using video content to promote your product, you’re missing out. SaaS video marketing is one of the most effective ways to communicate your platform’s value, drive conversions, and boost brand awareness. At Hatch Studios, we’ve spent over two decades helping tech companies bring their software to life through compelling animated videos. From explainer animations to customer testimonials, we’ve seen firsthand how the right video can transform a marketing strategy.

In this guide, we’ll break down the three essential types of SaaS marketing videos every software company should create, why they work, and how you can make them shine.

Why SaaS Video Marketing Works

Let’s start with the basics: why does SaaS video marketing matter so much?

First, video simplifies complexity. SaaS products often solve complex problems and involve nuanced features that can be tough to communicate with just text or static images. A great explainer video condenses your value proposition into 60-90 seconds, blending storytelling with visuals to make your pitch memorable and digestible.

Second, video is shareable, especially on social media and email campaigns. According to HubSpot, including a video in an email can boost click-through rates by up to 300%. And in SaaS, where decision-makers are often researching several tools at once, an engaging video gives your product the edge.

Lastly, video builds trust. Whether it’s a polished walkthrough of your dashboard or a real customer talking about how your product helped them hit their goals, video offers transparency. That matters.

Type 1: The Explainer Video

Explainer videos are the bread and butter of SaaS marketing. If you have one video to start with, this is it. These short animated videos are designed to explain what your product is, who it’s for, and how it solves a specific problem.

They’re perfect for your homepage, landing pages, and sales decks. A good explainer follows a simple structure:

• The problem: What pain point is your user experiencing?
• The solution: How does your SaaS solve that problem?
• The product: A walkthrough or visual metaphor for how your product works.
• Call to action: A simple next step.

At Hatch Studios, we’ve produced some of the best explainer videos for SaaS brands across industries. Our team uses high-end animation and storytelling to make even the most technical features feel accessible. Whether it’s a sleek 2D animation explainer video or a more immersive 3D experience, the focus is always on clarity and engagement.

Pro tip: Keep it short. Under 90 seconds is the sweet spot.

Type 2: Product Demo Videos

Once you’ve captured attention with an explainer, your audience will want more detail. That’s where product demos come in. Unlike explainer videos, which are more conceptual, product demos focus on your actual software including its features, interface, and real-world application.

Product demos are incredibly effective for qualified leads who are close to a decision. These are often embedded in onboarding emails, sent to prospects by sales reps, or featured on pricing pages.

Great product demo videos don’t just show features; they show outcomes. It’s not just about what your tool does, but what the user can accomplish with it.

If you’re launching a new feature or module, these videos are essential. Hatch Studios has worked with a variety of SaaS companies to create crisp, professional walkthroughs that show off interfaces while keeping a strong narrative thread.

Type 3: Customer Testimonial Videos

Nothing builds credibility like a happy customer. Testimonial videos put real users on camera to share how your SaaS platform helped them succeed. These videos not only build trust but also demonstrate your impact across different use cases and industries.

Animated testimonial videos (yes, those are a thing!) allow for added polish and visual flair. You can mix recorded audio with animation that visually enhances the story.

Testimonials are perfect for:

• Case studies
• Paid social campaigns
• Sales outreach
• Conference booths

At Hatch Studios, we’ve helped SaaS clients turn dry case studies into engaging animated testimonials that do more than talk about results.

Pro tip: Keep it authentic. Over-produced testimonials can feel scripted. Let your customers speak in their own words.

Putting It All Together: A Cohesive Video Strategy

So, you’ve got your explainer, your product demo, and a couple of testimonials. What next? It’s time to integrate your SaaS video marketing into your broader funnel.

Here’s a basic breakdown:

• Top of funnel (awareness): Explainer videos, brand videos, animated video ads
• Middle of funnel (consideration): Product demo videos, onboarding content
• Bottom of funnel (decision): Testimonial videos, case studies

You can also repurpose longer videos into shorter clips for social media, turning a 90-second video into a series of 15-second highlights. Hatch Studios helps clients maximize ROI by creating modular content tailored for each platform.

Why Work With Hatch Studios

At Hatch Studios, we’re storytellers who know SaaS. With over 25 years of experience in animation and video production, Hatch Studios has become a go-to partner for tech brands that want smart, sleek, and strategic content.

What sets us apart?

• Custom-built animations: We don’t use templates. Every video is handcrafted to match your branding and voice.
• Full-service capabilities: From scriptwriting and voiceover to animation and editing, we handle everything in-house.
• Decades of experience: We’ve seen video marketing evolve, and we continue to push creative boundaries.

Check out our video production process page to learn more about our custom process.

Whether you’re creating your first animated explainer video or looking to scale your video content strategy, Hatch Studios has the experience and talent to bring your vision to life.

Final Thoughts

Video is no longer optional in SaaS. It’s an expectation. From building awareness to closing deals, video can supercharge every stage of your funnel. With the right mix of explainer, product demo, and testimonial content, you can build trust, increase conversions, and stand out in a crowded market.

Need help getting started with SaaS video marketing? Let Hatch Studios help you create content that actually performs. Get in touch with us to learn more.