Creating an Effective Explainer Video for SaaS: The Ultimate Guide to Generating Quality Leads [Examples + Pro Tips]
by Mira Jha
12 Min Read
Published On : 3rd August, 2024
- Introduction
- Subtopic-1
- Subtopic-2
- Subtopic-3
- Subtopic-3
- Conclusion
Warning: This is an ind-depth guide which might take more than half an hour to complete and even more to incoroporate, so keep a coffee handy!
As the tech market is cluttering with new product launches every few days, SaaS companies have this big challenge: how to get their message across quickly and clearly to potential customers. Well, that's where explainer videos come in - they're a game-changer! But, just throwing together any video won't cut it. You need one that actually works to get quality leads. Let's chat about why these videos are such a big deal and how they can seriously boost your lead generation game.
First off, why are these videos so important? Well! If you want people to understand your product in seconds, a good explainer video is the way to go. Think about it - would you rather read a long page of text or watch a quick, engaging video? Exactly!
And here's the thing, creating a killer explainer video isn't rocket science, but it does need some thought. You gotta make it clear, engaging, and straight to the point. Also, a bit of humor never hurts - it keeps people watching. Have you ever clicked away from a boring video? We all have!
So, talking of boosting your leads, a well-made explainer video can make a huge difference. It's all about making that first impression count and getting people interested enough to learn more. Plus, it's a lot more fun to watch than to read endless paragraphs, right?
In a nutshell, if you're in the SaaS game and not using explainer videos, you're missing out. They’re like your secret weapon for attracting and converting quality leads. So, why wait? Dive in and start creating videos that truly resonate with your audience!
Understanding SaaS Explainer Videos
What is a SaaS Explainer Video?
A SaaS explainer video is your digital elevator pitch on steroids. It is a concise and visual video that simplifies your elaborate software solution into tiny swallowable bits. While general marketing videos are created just to spread the word, SaaS explainer videos are made to simply show how your software could solve real-world issues for its targeted audience. They are usually 60-90 seconds long and combine imagery with a high-quality voiceover - sometimes accompanied by music. They are built to deliver fast answers to the main questions your prospects have when they come: "What does this software do?" and "How does it resolve my issue?"
So now, Why SaaS Companies Need Explainer Videos?
You might be like "Neh, It is not that important for me." The short answer is yes, a resounding one. Why It Works:
- Simplifying Complex Products: SaaS products aren't absurdly simple. Through an explainer video, you have the ability to SHOW your feature and benefit of what it is that your software does - so that prospects can easily understand how they'll specifically get better/happier from using (or buying) with a much shorter learning curve.
- Increases Engagement and Conversions: Videos are engagement engines. Research by Wyzowl found that 84% of people were convinced to buy a product after watching a video from brands. That is not a stat to overlook!
- Earn trust and credibility: A professional animator should know how to automatically earn your viewers' appreciation through a quality explainer video. It gives potential customers an insight into what the brand is about and it causes a sense of confidence before they even purchase from you.
- SEO Boost: Video is one of Google's favourite things in the world. You are actually 53 times more likely to show up first on Google if you have a video embedded somewhere on your website. How An Explainer Video Can Increase Your Search Engine Rankings With fewer people watching TV, videos are gaining popularity to get the message across.
- Video Content is Shared More: Studies have repeatedly shown that people share video content at a higher rate than text alone. An easily shareable, explainer video can go a long way in spreading your message organically through social media and other channels.
Why SaaS Companies Need Explainer Videos
You might be thinking, "Do I really need an explainer video?" The short answer is a resounding yes. Here's why:
- Simplifying Complex Products: Let's face it, SaaS products can be complex. An explainer video allows you to visually demonstrate your software's features and benefits, making it easier for potential customers to understand and appreciate your offering.
- Boosting Engagement and Conversion Rates: Videos are engagement magnets. According to a study, 84% of people say they've been convinced to buy a product or service by watching a brand's video. That's a statistic you can't ignore!
- Building Trust and Credibility: A well-crafted explainer video showcases your professionalism and attention to detail. It gives potential customers a glimpse into your brand personality and can help establish trust before they even try your product.
- Improving SEO: Google loves video content. In fact, Moovly reports that you're 53 times more likely to show up first on Google if you have a video embedded on your website. An explainer video can significantly boost your search engine rankings.
- Increasing Share-ability: People are more likely to share video content than text. A compelling explainer video can help your message spread organically through social media and other channels.
But creating an effective SaaS explainer video isn't as simple as pointing a camera at your software and hitting a record. It requires careful planning, creative storytelling, and strategic execution. In the following sections, we'll delve into the key elements that make a SaaS explainer video truly effective and guide you through the process of creating one that will captivate your audience and convert viewers into quality leads.
Remember, your explainer video is often the first impression potential customers will have of your SaaS product. Make it count!
Key Elements of an Effective SaaS Explainer Video
Creating an explainer video that gets quality leads isn't just about showcasing your software. It's about crafting a compelling narrative that resonates with your target audience. Let's break down the essential components that make a SaaS explainer video truly effective.
Crafting a Compelling Script
Your script is the backbone of your explainer video. It's not just what you say, but how you say it that can make or break your video's success. Here's how to nail it:
Identify Your Target Audience: Before you write a single word, you need to know who you're talking to. Are they tech-savvy startup founders? HR managers in large corporations? Understanding your audience will shape your language, tone, and examples.
- Address Pain Points: Start with the problem. What keeps your potential customers up at night? Articulate their challenges in a way that shows you understand their struggles. For example, "Are you tired of juggling multiple project management tools?" immediately speaks to a common pain point for many businesses.
- Offer Your Solution: Once you've established the problem, introduce your SaaS as the hero. Explain how your software solves their issues in clear, benefit-focused language. Don't just list features; explain how those features improve their work life.
- Keep It Concise: Remember, attention spans are short. Aim for a script that translates to a 60-90 second video. That's about 150-225 words. Every word counts, so make them impactful.
- End with a Clear Call-to-Action (CTA): What do you want viewers to do after watching? Sign up for a free trial? Schedule a demo? Make your CTA clear and compelling.
Here's a basic structure you can follow:
- Hook (5-10 seconds)
- Problem (10-15 seconds)
- Solution (30-40 seconds)
- Benefits (15-20 seconds)
- CTA (5-10 seconds)
Choosing the Right Video Style
The visual style of your video should align with your brand and appeal to your target audience. Here are some popular options:
According to a survey, 66% of consumers prefer watching a short video to learn about a product or service. Choose a style that best communicates your message and resonates with your audience.
- 2D Animation: Clean, versatile, and great for explaining abstract concepts.
- 3D Animation: More complex and realistic, good for showcasing physical products or processes.
- Whiteboard Animation: Engaging and educational, perfect for step-by-step explanations.
- Motion Graphics: Ideal for data visualization and infographic-style presentations.
- Live-Action: Can add a human touch, especially good for B2C products.
Credit: Contagia Projects , Whiteboard Animation: Youtube
Designing Engaging Visuals
Your visuals should do more than just look pretty – they should enhance understanding and retention of your message. Here are some tips:
- Use Color Psychology: Colors evoke emotions. For example, blue often represents trust and stability, while green can signify growth or financial themes. Choose colors that align with your brand and message.
- Create a Consistent Brand Identity: Use your brand colors, fonts, and logo consistently throughout the video to reinforce brand recognition.
- Leverage Icons and Infographics: Complex ideas can often be simplified into icons or infographics. These visual shortcuts can help viewers quickly grasp concepts.
- Show, Don't Tell: Whenever possible, demonstrate your software in action. Visual demonstrations are far more powerful than verbal descriptions.
Selecting the Perfect Voice-over
Your voice-over can make or break your video. It needs to be clear, engaging, and aligned with your brand personality. Consider these factors:
- Match the Voice to Your Audience: A young, energetic voice might work well for a startup audience, while a more authoritative tone might be better for enterprise clients.
- Professional vs. In-house: While professional voice actors can provide high-quality narration, sometimes an authentic in-house voice can add a personal touch. Weigh your options based on your budget and brand image.
- Clarity is Key: No matter who does the voice-over, ensure the speech is clear, well-paced, and easy to understand.
Incorporating Music and Sound Effects
Don't underestimate the power of audio in your explainer video. The right music and sound effects can significantly enhance your message:
Remember, creating an effective explainer video for SaaS that gets quality leads is about harmoniously blending all these elements. Each component should work in concert to deliver a clear, compelling message that resonates with your target audience and motivates them to take action.
- Choose Appropriate Background Music: Select music that matches the tone of your video. Upbeat for energetic messages, calm for more serious topics.
- Use Sound Effects Sparingly: Sound effects can emphasize key points or transitions, but don't overdo it. They should enhance, not distract.
- Balance Audio Elements: Ensure your voice-over is always clear and prominent. Background music and effects should support, not overshadow, the narration.
Steps to Create an Explainer Video for SaaS Lead Generation
Now that we've covered the key elements, let's dive into the step-by-step process of creating an explainer video that'll turn viewers into quality leads for your SaaS product.
Step 1: Define Your Goals and Target Audience
Before you start scripting or storyboarding, you need to be crystal clear about what you want to achieve and who you're trying to reach.
Setting Clear Objectives:
Creating Buyer Personas: Develop detailed profiles of your ideal customers. Consider factors like:
- Increase sign-ups for free trials
- Boost demo requests
- Improve understanding of your product
- Reduce customer support inquiries
- Job title and responsibilities
- Company size and industry
- Key challenges and pain points
- Decision-making process
- For example, if you're targeting HR managers in mid-sized companies, your persona might look like this:
Meet Sarah, the HR Manager at a 200-employee tech company. She's struggling to streamline the onboarding process for new hires and is looking for a solution that integrates with her existing HR tools. Sarah values ease of use and robust reporting features.
By clearly defining your audience, you can tailor your message to address their specific needs and concerns.
Step 2: Develop a Storyboard and Script
With your goals and audience in mind, it's time to craft your story.
Structuring Your Content:
- Hook: Grab attention in the first 5-10 seconds
- Problem: Clearly state the pain point
- Solution: Introduce your SaaS as the answer
- Benefits: Highlight key features and their impact
- Social Proof: Include a brief testimonial if possible
- Call-to-Action: Tell viewers what to do next
- Writing a Compelling Narrative: Here's a sample script structure (this is a very crude script, used just for the purpose of demonstration):
[Hook] Are you drowning in a sea of spreadsheets trying to manage your team's projects?
[Problem] We get it. Project management can be a nightmare, especially when you're juggling multiple teams and deadlines.
[Solution] That's where ProjectPro comes in. Our intuitive SaaS platform streamlines your entire project workflow.
[Benefits] With ProjectPro, you can:
- Visualize project timelines at a glance
- Collaborate seamlessly across teams
- Automate routine tasks to save time
[Social Proof] Don't just take our word for it. Here's what Sarah, an HR manager, had to say: "ProjectPro cut our project completion time by 30%!"
[CTA] Ready to supercharge your project management? Start your free trial today at projectpro.com.
Incorporating Your Unique Selling Proposition (USP): What makes your SaaS product stand out? Is it your AI-powered features? Your unparalleled customer support? Make sure your USP is front and center in your script.
Step 3: Choose Your Video Production Method
You have several options for producing your video:
Selecting a Video Production Company: If you decide to outsource, consider these factors:
- In-house Production: If you have the skills and equipment, this can be cost-effective but time-consuming and also is not a great practice if the team has less to no use case throughout the year.
- Outsourcing: Professional video production companies can deliver high-quality results but at a higher cost. Talking of us, we, at Contagia use various pricing models to produce the best result in the provided budget.
- DIY Tools: Platforms like Vyond or Animaker offer user-friendly interfaces for creating animated videos which is suitable for small projects and uses
According to a survey, the average cost for a 60-second explainer video ranges from $5,000 to $35,000, depending on the complexity and production quality.
- Portfolio: Do they have experience with SaaS explainer videos?
- Reviews and Testimonials: What do past clients say about their work?
- Price: How do their rates compare to industry standards?
- Timeline: Can they deliver within your required timeframe?
Step 4: Create the Video
Now it's time to bring your vision to life.
Production Timeline:
- Pre-production (1-2 weeks): Finalize script, storyboard, and style frames
- Production (2-4 weeks): Create animations or shoot live-action footage
- Post-production (1-2 weeks): Add voice-over, music, and sound effects
Collaboration and Feedback: Establish clear communication channels with your team or production company. Use project management tools like Asana or Trello to track progress and provide feedback.
Quality Control: Before finalizing your video, run through this checklist:
- Does the video align with your initial objectives?
- Is the message clear and concise?
- Does the pacing feel right?
- Are all visual elements on-brand?
- Is the audio crisp and well-balanced?
Step 5: Optimize for Lead Generation
Your video is ready, but your work isn't done yet. Now you need to ensure it's set up to capture those quality leads.
Adding Clear Calls-to-Action:
- Include a verbal CTA at the end of your video
- Add clickable annotations or end screens (if hosting on YouTube)
- Place a prominent CTA button below your video on your landing page
Integrating Lead Capture Forms:
Use tools like Wistia or Vidyard to add lead capture forms directly within your video
Create a dedicated landing page for your video with a sign-up form
A/B Testing: Test different elements to optimize performance:
- Video thumbnails
- CTA placement and wording
- Video length (e.g., 60 seconds vs. 90 seconds)
Remember, creating an effective explainer video for SaaS that gets quality leads is an iterative process. Monitor your video's performance and be ready to make adjustments based on viewer feedback and engagement metrics.
Best Practices for SaaS Explainer Videos That Convert
Now that we've walked through the creation process, let's dive into the best practices that will elevate your SaaS explainer video from good to great. These tips will help ensure your video not only attracts viewers but converts them into quality leads.
Keep It Short and Sweet
In the world of SaaS explainer videos, brevity is your best friend. Here's why:
- Attention Spans Are Shrinking: According to a study by Microsoft, the average human attention span has dropped to just 8 seconds. That's less than a goldfish!
- Engagement Drops Over Time: Wistia's research shows that viewer engagement tends to drop significantly after the 2-minute mark.
So, what's the ideal length for a SaaS explainer video? Aim for 60-90 seconds. This gives you enough time to cover your key points without losing your audience's attention.
Pro Tip: If you find yourself struggling to fit everything into 90 seconds, consider creating a series of shorter videos, each focusing on a specific feature or benefit.
Tell a Compelling Story
Humans are hardwired for storytelling. A well-crafted narrative can make your SaaS product memorable and relatable. Here's a tried-and-true structure:
- Problem: Start with a relatable problem your target audience faces.
- Solution: Introduce your SaaS as the hero that solves this problem.
- Benefit: Show how life improves after implementing your solution.
For example:
Meet Sarah, an HR manager drowning in paperwork. (Problem) She discovers HRPro, an all-in-one HR management software. (Solution) Now, Sarah's productivity has skyrocketed, and she's the office hero. (Benefit)- Incorporate Customer Testimonials: If possible, weave in a brief customer success story as consumers trust online reviews as much as personal recommendations.
Highlight Your Unique Value Proposition
In a sea of SaaS options, what makes your product stand out? Your Unique Value Proposition (UVP) should be front and center in your explainer video.
- Be Specific: Instead of saying "We increase productivity," try "Our AI-powered platform reduces task completion time by 37%."
- Show, Don't Tell: Use visual metaphors or actual product demos to illustrate your UVP.
- Address Competitor Weaknesses: Without naming names, highlight how your solution overcomes common industry pain points.
Use Humor and Emotion Wisely
While B2B content often leans towards a serious tone, don't be afraid to inject some personality into your explainer video.
- Humor: A well-placed joke can make your video memorable. Just ensure it's appropriate for your audience and brand.
- Emotional Appeal: According to Harvard Business School professor Gerald Zaltman, 95% of purchasing decisions are subconscious. Tap into emotions like frustration with current solutions or the joy of finding the perfect tool.
- Balance: Strike a balance between professional and personable. You want to come across as competent yet approachable.
Case Study: Slack's explainer videos are a masterclass in balancing humor and professionalism. They use relatable office scenarios with a touch of whimsy to showcase their product's benefits.
Optimize for Different Platforms
Your explainer video shouldn't be a one-size-fits-all solution. Optimize it for various platforms to maximize its reach and effectiveness.
- Website Version: This can be your full-length (60-90 second) video with a clear CTA at the end.
- Social Media Cuts: Create shorter, 15-30 second versions for platforms like LinkedIn, Twitter, and Facebook. These should focus on a single key benefit or feature.
- Mobile Optimization: With 68% of video being watched on mobile devices (according to Wordstream), ensure your video looks great on smaller screens. Consider creating a vertical version for platforms like Instagram Stories or TikTok.
Here's a quick guide for optimal video specs on different social platforms:
Remember, the key to creating an effective explainer video for SaaS that gets quality leads is to focus on your audience's needs, clearly communicate your value proposition, and make it easy for viewers to take the next step. By following these best practices, you'll be well on your way to creating a video that not only explains your product but also drives conversions.
Measuring the Success of Your SaaS Explainer Video
Creating an effective explainer video for SaaS that gets quality leads is only half the battle. The other half? Measuring its performance and optimizing based on data. Let's dive into how you can gauge the success of your video and make data-driven improvements.
Key Performance Indicators (KPIs) to Track
To truly understand how your explainer video is performing, you need to look beyond just view count. Here are the crucial KPIs you should be monitoring:
Here's a sample dashboard you might use to track these KPIs:- Average view duration
- View Count: While not the be-all and end-all, it's still important. It gives you an idea of your video's reach.
- Play Rate: This is the percentage of page visitors who actually click play on your video. A low play rate might indicate issues with your video's placement or thumbnail.
- Engagement Rate: How much of your video are people watching? Look for:
- Drop-off points (where viewers tend to stop watching)
- Click-Through Rate (CTR): If your video includes a call-to-action (CTA), what percentage of viewers are clicking on it?
- Conversion Rate: The holy grail of metrics. What percentage of video viewers take the desired action (signing up for a trial, requesting a demo, etc.)?
- Social Shares: This indicates how compelling and shareable your content is.
- Lead Quality: Are the leads generated by your video more likely to convert into customers compared to other lead sources?
Download Free Video KPI TrackerTools for Analyzing Video Performance
To gather these metrics, you'll need the right tools in your arsenal. Here are some top picks:
- Google Analytics: Great for tracking overall traffic and conversion data.
- YouTube Analytics: If you're hosting on YouTube, this provides detailed engagement metrics.
- Wistia: Offers advanced analytics for self-hosted videos, including heat maps and viewer trends.
- Vidyard: Provides detailed viewer data and integrates with many CRM systems.
- HubSpot: Offers video hosting with built-in analytics and CRM integration.
Pro Tip: Use UTM parameters in your video links to track which platforms and campaigns are driving the most valuable traffic.
Heat Maps and Viewer Retention Graphs
Heat maps and retention graphs offer valuable insights into viewer behavior. They show you exactly where viewers are engaging most (or least) with your video.
Here's how to interpret this data:
- Peaks: Indicate parts of your video that viewers found particularly interesting or rewatched.
- Valleys: Show where viewers lost interest or skipped ahead.
- Cliffs: Sudden drops suggest a point where many viewers stopped watching entirely.
Use these insights to refine your video. For example, if there's a cliff at the 30-second mark, consider moving key information earlier in the video or making that section more engaging.
A/B Testing for Optimization
Don't settle for your first attempt. A/B testing can help you refine your video for maximum impact. Here are some elements you can test:
Case Study: Dropbox famously increased its conversion rate by 10% by A/B testing their explainer video. They found that a shorter, more focused video outperformed their original longer version.
- Video Length: Test a 60-second version against a 90-second version.
- Thumbnail Images: Try different thumbnails to see which gets the highest play rate.
- CTAs: Test different placements, wording, or designs for your call-to-action.
- Opening Hooks: Try different opening sequences to see which keeps viewers watching longer.
Continuous Improvement
Creating an effective explainer video for SaaS that gets quality leads is an ongoing process. Use these metrics and tools to continuously refine your video:
- Regularly review your KPIs and look for trends.
- Update your video content as your product evolves.
- Stay updated on video marketing trends and best practices.
- Gather feedback from your sales and customer service teams about how the video is impacting their interactions with leads and customers.
By consistently measuring and optimizing your SaaS explainer video, you'll ensure it remains an effective tool for generating quality leads and driving conversions.
Common Mistakes to Avoid When Creating SaaS Explainer Videos
Even with the best intentions, it's easy to fall into common pitfalls when creating an explainer video for your SaaS product. Let's explore some of these mistakes and how to sidestep them, ensuring your video is as effective as possible in generating quality leads.
Overloading with Information
One of the biggest temptations when creating a SaaS explainer video is to cram in every feature and benefit of your product. However, this approach often backfires, leaving viewers overwhelmed and confused.
The Problem: Information overload can lead to:
The Solution:
- Decreased viewer retention
- Confusion about your core value proposition
- Lower conversion rates
- Focus on Core Message: Identify the 2-3 most important benefits of your SaaS and make these the stars of your video.
- Use the "Inverted Pyramid" Approach: Start with the most crucial information and gradually add details.
- Create a Series: If you have multiple important features to showcase, consider creating a series of shorter videos, each focusing on a specific aspect of your SaaS.
Pro Tip: Use the "Grandmother Test". If your grandmother can't understand your explanation, it's probably too complex.
Neglecting Mobile Viewers
With mobile devices accounting for over half of global web traffic, overlooking mobile viewers is a costly mistake.
The Problem:
- Poor mobile experience leads to higher bounce rates
- Mobile users may miss crucial information or CTAs
The Solution:
- Design for Mobile-First: Ensure your video is easily viewable on smaller screens.
- Optimize for Various Screen Sizes: Use responsive video players that adjust to different screen dimensions.
- Consider Vertical Video: For platforms like Instagram Stories or TikTok, create vertical versions of your explainer video.
Here's a quick checklist for mobile optimization, check if:
- Text is legible on small screens
- CTAs are easily clickable on touch screens
- Video loads quickly on mobile data connections
- Audio is clear when played through mobile speakers
Forgetting a Clear Call-to-Action
You've created an engaging video that explains your SaaS perfectly. But if you don't tell viewers what to do next, you're missing out on valuable leads.
The Problem:
- Viewers don't know how to take the next step
- Potential leads slip through the cracks
The Solution:
- Include a Verbal CTA: Have your narrator explicitly state what you want viewers to do next.
- Add Visual CTAs: Use on-screen text or buttons to reinforce your call-to-action.
- Create Urgency: Use language that encourages immediate action, like "Start your free trial today!"
Example CTAs:
- "Sign up for a free 30-day trial at [your website]"
- "Download our whitepaper to learn more about [solving specific problem]"
- "Book a demo to see [your SaaS] in action"
Neglecting SEO
Your explainer video isn't just a conversion tool—it's also a powerful SEO asset. Failing to optimize it for search engines means missing out on organic traffic.
The Problem:
- Lower visibility in search results
- Missed opportunities for organic lead generation
The Solution:
- Optimize Video Title and Description: Use relevant keywords in your video title and description.
- Create a Video Transcript: This helps search engines understand your content and improves accessibility.
- Use Schema Markup: Implement video schema to help search engines understand your video content.
Here's a sample video schema markup:
Ignoring Analytics and Feedback
Creating your explainer video is just the beginning. Failing to monitor its performance and gather feedback is a missed opportunity for improvement.
The Problem:
- Unidentified issues in your video strategy
- Missed opportunities for optimization
The Solution:
- Regular Analytics Review: Set up a schedule to review your video metrics regularly.
- Gather User Feedback: Use surveys or interviews to understand how viewers perceive your video.
- Iterate and Improve: Use the insights gained to continually refine your video strategy.
Remember, creating an effective explainer video for SaaS that gets quality leads is an iterative process. By avoiding these common mistakes and continually refining your approach, you'll be well on your way to creating a video that not only explains your product but also drives conversions and generates high-quality leads.
Conclusion: Maximizing the Impact of Your SaaS Explainer Video
We've covered a lot of ground in this guide to creating an effective explainer video for SaaS that gets quality leads. Let's recap the key points:
- Understand your audience and set clear goals
- Craft a compelling script and choose the right visual style
- Focus on your unique value proposition
- Keep it short, engaging, and mobile-friendly
- Include a clear call-to-action
- Optimize for different platforms and search engines
- Continuously measure and improve based on data and feedback
Remember, your explainer video is often the first impression potential customers have of your SaaS product. Make it count by applying these best practices and avoiding common pitfalls.
At Contagia, we keep all these pointers in mind for creating a compelling Explainer video that suits your needs and generates the best outcome.