Top 5 SaaS Video Strategies for Onboarding, Retention, and High Conversions
Creating a single video and throwing it up on YouTube isn’t a strategy—it’s wishful thinking. In today’s competitive SaaS landscape, your customers expect personalized, relevant content that guides them through every stage of their journey. A well-rounded video strategy isn’t optional; it’s essential.
To drive onboarding, conversions, and retention, your brand needs five key types of videos tailored to each stage of the customer journey. Let’s break them down.
1. Onboarding Videos: Start Your Customers Off Right
Purpose: Help new users get up and running quickly to reduce churn and improve activation rates.
Why They Matter:
The first few days after sign-up are critical. If users don’t see value quickly, they’ll abandon your platform. Onboarding videos provide a guided experience that shows users how to achieve quick wins.
Deployment:
Embed in onboarding email campaigns to improve SaaS user retention.
Host on your SaaS knowledge base for easy access.
Use in customer success outreach during onboarding calls.
For a deeper dive into creating effective onboarding videos, check out this guide on avoiding common pitfalls.
2. Feature Tutorials: Highlight the Value of Your Platform
Purpose: Simplify complex features to improve user adoption and engagement.
Why They Matter:
Your platform’s standout features can’t drive value unless users understand them. Feature tutorials make it easier for customers to get the most out of your product, showcasing how it solves their pain points.
Deployment:
Include in product update emails to re-engage existing users.
Use in retargeting campaigns to convert trial users into paid subscribers.
Share on social media to highlight innovation and ease of use.
3. Customer Success Stories: Build Trust With Real Results
Purpose: Build credibility with prospects by showing real results from real customers.
Why They Matter:
Social proof is essential in the SaaS space. Testimonials and case studies showcase your platform’s success, helping build trust and confidence among potential customers.
Deployment:
Feature on your SaaS landing pages to increase conversions.
Include in middle-of-funnel email sequences to nurture leads.
Use in LinkedIn paid ads targeting similar industries or personas.
4. Retention Campaign Videos: Keep Your Users Engaged
Purpose: Re-engage inactive users and remind them of your platform’s value.
Why They Matter:
Customer retention is more cost-effective than acquisition. Retention videos highlight updates, new features, and tailored recommendations to keep users loyal and engaged.
Deployment:
Integrate into retargeting campaigns for inactive users.
Send via email to customers nearing the end of their subscription period.
Use in loyalty campaigns across social media platforms.
Need proof that video boosts conversions? Learn how explainer video ROI works in real SaaS funnels.
5. Awareness Videos: Bring New Leads Into the Funnel
Purpose: Attract top-of-funnel leads by addressing industry challenges and trends.
Why They Matter:
Your audience needs to know who you are before considering your solution. Awareness videos position your brand as an authority in the SaaS space, sparking interest and starting conversations.
Deployment:
Post on LinkedIn and YouTube to build organic reach.
Use in paid campaigns targeting industry-specific audiences.
Collaborate with influencers or blogs to amplify your message.
Explainer Video ROI: What SaaS Teams Should Know
Not every video needs to be an explainer—but when used in the right context, they can deliver outsized returns. The key is understanding whether an explainer video addresses your current conversion bottleneck.
Explainers tend to work best at the top or middle of the funnel, helping visitors understand what your product does and why it matters. But if your actual constraint is on the decision side—getting qualified leads to take action—then a landing page video or BOFU testimonial may have a stronger ROI.
Still, when used to prompt visits to a high-converting landing page, a short explainer video can be the unlock for more traffic and better results. The goal isn't just clarity—it's to move the right people forward.
Want to dig deeper into when explainers drive results (and when they don’t)?
Read our breakdown of explainer video ROI for SaaS teams »
Why These Videos Work Together
No single video can do all the heavy lifting. Together, these five types of videos form a seamless strategy that engages your audience at every stage of their journey:
Awareness videos bring in new leads.
Feature tutorials and customer success stories move them closer to conversion.
Retention and onboarding videos ensure they stay engaged long-term.
This full-funnel approach ensures your SaaS brand delivers value at every touchpoint, maximizing ROI and building customer loyalty.
