If you’re a SaaS company aiming to boost user acquisition, increase conversions, and reduce churn, there’s one tool you absolutely need: video.
But not just any video; you need the right video at the right stage of your customer journey.
At 10 Studio, we’ve worked with over 1,000 clients to create more than 1,500 videos across SaaS, e-learning, and digital product categories. Based on our experience, here’s the definitive list of video types every SaaS company should consider — plus real-world examples from top-performing brands.
1. Promo Video
Use for: Homepage hero, product launches, paid campaigns
Goal: Grab attention, spark interest, and make your first impression count.
Promo videos are your SaaS brand’s elevator pitch in motion. They’re high-energy, visually compelling, and emotionally engaging — designed to turn heads in under 60 seconds.
Reference Example:
“🎬Slack—“So Yeah, We Tried Slack…”
Why it works: A fast-paced and relatable promo that highlights the pain points of email and the simplicity of Slack using humor and storytelling.
2. Explainer Video
Use for: Homepage, pitch decks, product overview
Goal: Break down what your SaaS does and why it matters.
Explainer videos are powerful for distilling complex ideas into simple, digestible stories. They introduce your product, walk through how it works, and communicate its core benefits.
Reference Example:
🎬 Monday.com – Work Without Limits
Why it works: Bright visuals and clear messaging that explain the platform’s core value proposition in under 90 seconds.
3. Product Demo Video
Use for: Sales enablement, email campaigns, product pages
Goal: Show exactly how the product works and what it can do.
These videos are practical and precise. They dive into your SaaS UI, showing potential users how to navigate the platform, complete tasks, and achieve results.
Reference Example:
🎬 What is Slack? | Your Work OS | Slack
Why it works: Crisp UI visuals combined with narration that walks through key features without overwhelming the viewer.
4. Features Explainer Video
Use for: Product launches, feature announcements, upgrade prompts
Goal: Explain specific features within your SaaS and how they benefit the user.
Feature explainers highlight one capability in detail, explaining why it matters and how to use it. Perfect for release emails or encouraging adoption of underused features.
Reference Example
Slack lists | Project management in Slack
Why it works: Focuses on a single feature, uses real product footage, and highlights use cases clearly.
💡 Pro Tip: Use a feature explainer when you’re launching new modules, want to drive upgrades, or improve adoption of underused tools.
5. Onboarding Video
Use for: In-app tutorials, welcome emails
Goal: Help new users get started quickly and feel confident using your product.
Onboarding videos act as your user’s first guided tour. They shorten the time-to-value by walking them through setup, key features, and best practices.
Reference Example:
🎬 Grammarly—Getting Started
Why it works: A friendly tone and step-by-step onboarding guide that helps users start editing within minutes.
6. Tutorial/Walkthrough Video
Use for: Help centers, YouTube channels, customer support
Goal: Educate users and reduce friction in using your product.
Tutorials dig into real use cases and advanced functionalities. They help existing users master your software and troubleshoot without needing live support.
Reference Example:
🎬 Notion – Getting Started for New Users
Why it works: Clear UI walkthroughs paired with a calm voiceover that makes a complex tool feel approachable.
7. Website Placeholder/Background Video
Use for: Homepage banners, landing page hero sections
Goal: Add energy and modern visual appeal without distraction.
These videos are all about aesthetics. A looped animation or dynamic background adds movement and polish to your site without overpowering your CTA.
Reference Example:
🎬 Webflow – Hero Animation (Loop)
Why it works: Minimal, looping animation that adds motion to the page without taking focus away from the CTA.
8. Customer Testimonial Video
Use for: Pricing page, social proof, sales enablement
Goal: Build trust by letting happy users share their real experiences.
Testimonials are your digital word-of-mouth. A strong testimonial video validates your product through customer stories, giving your claims a human face.
Reference Example:
🎬 Zendesk – Shopify Customer Story
Why it works: A real customer explaining how Zendesk helped their business scale — relatable, authentic, and credible.
9. Comparison Video
Use for: Paid ads, comparison landing pages, competitor SEO
Goal: Highlight why your solution is better, faster, or simpler.
Comparison videos make your differentiation clear. They show why a user should switch from their current tool without needing a sales call.
Reference Example:
🎬 ClickUp – Why We Switched from Asana to ClickUp
Why it works: Targets existing users of competitors and shows the differences clearly without being overly aggressive.
10. Company Culture / “About Us” Video
Use for: Careers page, investor presentations, branding
Goal: Humanize your company and share your story, values, and mission.
Culture videos make your company feel personal. Great for attracting talent, inspiring trust in investors, and connecting with users beyond the product.
Reference Example:
🎬 HubSpot – Culture Code
Why it works: Inspires trust and builds connection by focusing on people, purpose, and company values.
11. Seasonal or Campaign Video
Use for: Limited-time offers, new feature announcements, event promos
Goal: Drive urgency, buzz, or awareness during key moments.
These are high-tempo, visually-rich videos created for product drops, sales, or holidays. Their job is to generate clicks, shares, and conversions fast.
Reference Example:
🎬 Canva – New Features Launch
Why it works: Snappy and vibrant, this video builds excitement for a new release with clean visuals and upbeat pacing.
12. Employee Onboarding/New Hire Orientation Video
Use for: Internal onboarding, HR processes, new hire welcome kits
Goal: Train new employees quickly and consistently, reduce manual onboarding, and introduce company culture.
Internal training videos save hours of repeated explanations and give every new hire a consistent, welcoming first-day experience.
Reference Example:
🎬 Google – Noogler Onboarding
Why it works: Blends culture, expectations, and practical first-week advice into a fun and welcoming video, scalable for thousands of new hires.
Use Case Tip: These videos are especially powerful for remote/hybrid teams where face-to-face onboarding isn’t always feasible. Create separate videos for:
- Company overview
- Code of conduct
- Tools & systems intro
- Department-specific training
- HR policies & benefits
Pro Tip: Use animation to simplify compliance-heavy or policy-driven topics in an engaging way.
Quick Reference Table
| Video Type | Main Use | Key Objective |
| Promo Video | Homepage / Ads | Grab attention |
| Explainer Video | Home / Landing Pages | Explain value |
| Product Demo | Sales Collateral | Show how it works |
| Features Explainer | Feature Launch / Email | Drive adoption |
| Onboarding Video | Post-signup / App walkthrough | Shorten the time to value |
| Tutorial / Walkthrough | Help Center / Support | Educate and retain |
| Placeholder Video | Homepage / App | Enhance visual appeal |
| Customer Testimonial | Pricing / Case Studies | Build trust |
| Comparison Video | Competitor pages / Ads | Win switchers |
| Culture Video | About / Careers | Humanize your brand |
| Seasonal Campaign | Launches / Sales Events | Drive timely engagement |
Final Thoughts
There’s no one-size-fits-all when it comes to SaaS marketing, but video is hands down one of the most flexible, powerful, and ROI-friendly tools in your toolkit.
The trick? Pick the right format for the right message, and tailor it to where your user is in their journey.
🚀 Let’s Create Something Amazing
At 10 Studio, we specialize in creating high-performing SaaS videos that are both creative and strategic.
We’ll guide you through choosing the best video type, style, and messaging to match your goals.
🎥 Schedule a free video strategy call
Or check out our portfolio to see how we’ve helped other SaaS brands grow through animation.
