Have you decided to step up your game and start using videos as a marketing tool?
Great choice!
Videos have many benefits for SaaS businesses and can help you significantly increase your revenue. Indeed, video marketing will allow you to easily show potential customers how your software works and what they can do with it. Video content can also help humanize your company and customer experience. After all, your potential customer will be buying a people-powered service, so it’s only fair to show them who the team behind the service is! Another major benefit of videos is that they are trackable and can provide you with valuable insights when it comes to audience engagement. But most of all, videos have a higher conversion rate than image or text-based advertising. For instance, including a video on your landing page can increase your conversion rate by up to 80%!
Yet, while video marketing can be a powerful way to promote your software as a service company, it can also prove challenging to know what types of videos you should be creating.
So, to make it easier for you, we’ve broken down below the best types of videos to help you take your SaaS business to the next level.
Promotional Videos
Promo videos are a great opportunity to create mesmerizing content with high-quality footage that will quickly capture your audience’s attention and turn them into repeat customers. Indeed, one of the main issues for SaaS companies is the fact that their brand and products can seem impersonal and are often seen as providing a dry customer experience. However, a well-crafted promotional video can breathe character into your brand and help your potential customers get more familiar with your offer, instantly increasing your reach and sales.
Let’s take a look at Microsoft, for instance. The technology giant recently released an amazing promotional video about their new app that generated a lot of engagement. The crisp promotional video uses incredible graphics and sound effects and is so brilliantly executed, it instantly grabs the viewers’ attention and sucks them into the Microsoft universe. Besides, the brief footage seamlessly displays the app’s features and integrations, making the audience want to instantly download the new Microsoft app.
Demo or Explainer Videos
Did you know that almost 50% of consumers look for videos about a product or a service before visiting a store? As a result, using explainer videos across your marketing channels can help you significantly increase your brand awareness, drive traffic to your website and boost your sales.
And the great news is that demo and explainer videos are particularly suited for brands operating in the SaaS sector. Indeed, trying to explain what your digital tool or platform can do with text or images might not be as efficient as using a video when it comes to technical features and functions. In this case, a demo or explainer video is the best way to succinctly convey your message and promote the benefits of your offer in an engaging way. And if it wasn’t enough to convince you, note that a whopping 83% of consumers agree that a product or service explainer video has already helped them make a buying decision.
For instance, Airtable, a cloud-based collaboration software to improve productivity and organize data, released a short demo video clearly highlighting key features about their platform and how to use them. The video starts with a broad description of the platform, and as the seconds tick by and the remaining viewers are more likely to be qualified leads, it gets more into detail about the different features. Overall, this demo video does a great job of explaining the benefits of using Airtable’s collaborative tool for teams and entrepreneurs alike.
Company Videos
Tech companies can sometimes be perceived as emotionless businesses only driven by money and accolades. As a result, using company videos can prove a great investment. They represent an effective tool to communicate your message, show your brand’s human side, share your story and passion, and connect with your potential customers on an emotional level.
In this short company video, Luis von Ahn, CEO of Duolingo, a language app, highlights his app’s mission and his desire to give everyone a chance to learn a new language regardless of their socio-economic background. Indeed, the successful CEO explains that bringing equality into the education world and improving salary prospects for disadvantaged people is a huge mission the brand strives for every day. By releasing this video, Luis von Ahn shares his genuine passion for equality, humanizing his brand, appealing to the viewers’ emotions, and bringing a touch of authenticity to a successful tech company.
Social Videos
Social media is one of the most powerful communication mediums. And with 2.8 billion active users every month on Facebook and 4.4 billion active social media users worldwide, the trend is here to stay! While consistently posting on social media is critical to increasing your brand awareness and can help you connect with consumers, showcase your offer, and build a successful brand, not all content is created equal. These days, video content tends to perform much better than image or text-based posts. In fact, social media posts featuring a video have 48% more views, and social videos generate up to 1200% more shares than content featuring both text and images. As a result, make sure you harness the power of social videos to significantly boost your bottom line, just like Intel does in one of the videos they published on Instagram during Covid-19.
Playing on their core messaging ‘’what’s inside matters’’, they managed to spark emotions and connect with their viewers by focusing on behind-the-scenes workers, such as ventilator manufacturers, healthcare workers, or food delivery drivers working against the clock to assist others during this challenging time.
Time to Get Started
If you’ve landed on this article, you’re probably aware video content is becoming increasingly important for companies. This is especially true for certain tech companies that can often struggle to convey authenticity and spark emotions. Whether you’ve used videos before or are a complete novice to videography, you’ll find plenty of resources on our blog section to help you get started. If you’re new to this, we’d recommend you to begin with our Guide to DIY video for beginners and small business owners. Sure, it might be a bit intimidating at first, but after a few videos, you’ll most likely start to get the hang of it and perhaps even enjoy the whole process 😉
If you’re not too familiar with videography techniques or don’t have any time to dedicate to creating videos and would rather leave it to a professional, don’t hesitate to touch with us here. We’ve worked with tons of SaaS companies before and would love to help you step up your video marketing game!
