SaaS Video Marketing: 10 Must-Have Video Types for Growth

Looking to skyrocket your SaaS growth? SaaS video marketing is the key to boosting user acquisition, conversions, and retention. At 10 Studio, we’ve created over 1,500 videos for 1,000+ SaaS, e-learning, and digital product clients. Here’s our ultimate guide to the 10 essential video types every SaaS needs to dominate the customer journey, with examples from top brands.

Why SaaS Video Marketing Matters

Videos engage users, simplify complex features, and build trust. Whether it’s a homepage promo or an in-app tutorial, the right video at the right time drives ROI. Let’s dive into the video types that can transform your SaaS marketing strategy.

1. Promo Video

• Use for: Homepage, product launches, paid ads
• Goal: Capture attention and spark interest
• Example: Slack’s “So Yeah, We Tried Slack…” uses humor to showcase its value.
• Why it works: Fast-paced storytelling with a clear call-to-action (CTA).

2. Explainer Video

• Use for: Homepage, pitch decks, product overviews
• Goal: Clarify your SaaS’s value proposition
• Example: Monday.com’s “Work Without Limits” explains its platform in 90 seconds.
• Why it works: Simple messaging with engaging animations.

3. Product Demo Video

• Use for: Sales enablement, product pages, email campaigns
• Goal: Show how your product works
• Example: Slack’s “What is Slack?” video highlights key features with crisp UI visuals.
• Why it works: Focused and concise without overwhelming viewers.

4. Feature Explainer Video

• Use for: Feature launches, upgrade prompts, emails
• Goal: Drive adoption of specific tools
• Example: Slack’s “Slack Lists” video zooms in on one feature with real footage.
• Why it works: Clear use cases and targeted messaging.
• Pro Tip: Perfect for promoting new modules or underused features.

5. Onboarding Video

• Use for: In-app tutorials, welcome emails
• Goal: Shorten time-to-value for new users
• Example: Grammarly’s “Getting Started” video guides users with a friendly tone.
• Why it works: Step-by-step instructions build confidence.

6. Tutorial/Walkthrough Video

• Use for: Help centers, YouTube, customer support
• Goal: Reduce friction and educate users
• Example: Notion’s “Getting Started for New Users” makes a complex tool approachable.
• Why it works: Calm voiceovers and clear UI walkthroughs.

7. Website Placeholder Video

• Use for: Homepage banners, landing pages
• Goal: Add visual appeal without distraction
• Example: Webflow’s hero animation loop enhances its homepage.
• Why it works: Minimal motion keeps the focus on the CTA.

8. Customer Testimonial Video

• Use for: Pricing pages, social proof, sales collateral
• Goal: Build trust with real user stories
• Example: Zendesk’s Shopify customer story highlights business impact.
• Why it works: Authentic and relatable storytelling.

9. Comparison Video

• Use for: Paid ads, competitor landing pages
• Goal: Showcase why your SaaS is better
• Example: ClickUp’s “Why We Switched from Asana” targets competitor users.
• Why it works: Clear comparisons without being aggressive.

10. Company Culture Video

• Use for: Careers page, investor decks, branding
• Goal: Humanize your brand
• Example: HubSpot’s “Culture Code” video emphasizes values and people.
• Why it works: Inspires trust and connection.

Bonus: Employee Onboarding Video

• Use for: Internal HR, new hire kits
• Goal: Streamline onboarding and introduce culture
• Example: Google’s “Noogler Onboarding” blends culture and practical advice.
• Why it works: Scalable and engaging, especially for remote teams.
• Pro Tip: Use animation for compliance or policy topics to keep it lively.

Quick Reference Table

How to Choose the Right Video for SaaS Video Marketing

• Map the customer journey: Use promos for awareness, demos for consideration, and onboarding for retention.
• Know your audience: Tailor messaging to decision-makers, end-users, or internal teams.
• Test and iterate: Analyze video performance to refine CTAs and messaging.

Ready to Elevate Your SaaS with Video Marketing?

Video isn’t just a tool—it’s a growth engine. At 10 Studio, we specialize in creating high-impact SaaS videos that convert. From animated explainers to customer testimonials, we’ll help you pick the perfect format and style for your SaaS video marketing strategy.

• See our work: Check out our portfolio for inspiration.
• Get started: Schedule a free video strategy call to discuss your goals.

Let’s create videos that make your SaaS stand out in a crowded market!