SaaS Explainer Videos: What to Include, What to Cut, and When to Use Them
Not Every Explainer Video Converts
You’ve seen the animated characters. The floating icons. The chipper voiceovers that say things like “Meet Sarah! She’s tired of spreadsheets!”
Explainer videos are everywhere in SaaS, but most of them underperform. Why?
Because they try to do too much. Or worse, they say nothing specific at all.
A good explainer video does not just tell users what your product is. It shows them how it solves a problem they already care about, and it does it quickly, clearly, and with a strong reason to act.
What a Good SaaS Explainer Video Actually Does
The job of your explainer video is to:
Identify a high-friction problem
Show how your product solves it
Communicate the outcome
Invite the viewer to take a next step
That’s it. Anything more is extra. Anything less is unclear.
What to Include in Your Explainer Video
There’s no single format, but most high-performing SaaS explainer videos include these elements:
A Clear Hook (5 to 10 seconds)
Start with a sharp line that calls out your audience’s problem or goal.
Example: “Still spending half your day in spreadsheets trying to prove campaign ROI?”
One Main Value Proposition
Your product probably does a lot, but your explainer should focus on one big result.
Make it tangible.
“Track ROI in real time with no manual reporting.”
Real UI or Specific Use Case
Show your product solving the problem. Don’t just float icons around. Use real product visuals, screen capture, or stylized UI frames to ground it in reality.
A Strong CTA
End by telling the viewer what to do next.
“Try it free” works better than “Learn more.”
Make it direct and frictionless.
What to Cut
SaaS teams often cram in everything they can. Resist that.
Here’s what to cut:
Deep feature lists (use short clips instead)
Company history (That’s a different video)
Multiple personas or use cases in one video (Move these to evaluation and decision phases)
Long intros or logo reveals
Clarity always wins. A single message with a single CTA will outperform a broad overview every time.
Should You Animate or Use Screen Capture
Animation gives you flexibility, but it’s expensive and often feels generic. Screen capture feels real and grounded, but can be harder to make engaging.
Best answer? Test both.
Start with screen capture if you need speed or want to show real UI.
Go animated if your platform is visually complex or you need to abstract the concept.
Where to Use Your Explainer Video
Explainer videos aren’t just for your homepage. Use them strategically throughout the funnel:
Landing pages (especially for paid traffic)
Sales pages
Onboarding sequences
Investor decks
Partner marketing
If you’re running paid ads or email campaigns and still linking to a giant product page with no video, this is your easiest win.
Need Help Creating a Focused Explainer That Converts
We’re offering a free landing page video for SaaS companies right now. If you want help building a clear, fast explainer that fits your funnel, let’s talk.
📩 Book your free strategy session here
We’ll show you exactly what to say and how to say it.
Frequently Asked Questions About SaaS Explainer Videos
How long should a SaaS explainer video be?
Most explainer videos should be between 60 and 90 seconds. If you need more time, break the content into shorter clips focused on specific use cases.
What’s the difference between a demo video and an explainer video?
An explainer video introduces the product and shows how it solves a problem. A demo video usually dives deeper into the UI and shows the user how to perform specific tasks.
Do explainer videos need to be animated?
Not at all. Many SaaS teams use real UI, stylized screen recordings, or simple overlays. The best format depends on your audience, timeline, and goals.
Where should I put my explainer video?
Use it near the top of your landing page, in sales outreach, onboarding emails, and anywhere you need to quickly communicate what your product does and why it matters.
