SaaS Video Strategy: Why One Video Won’t Convert Your Users
Looking to build a SaaS video strategy that actually converts? A single explainer video won’t get the job done anymore. Today’s best-performing SaaS teams use a combination of short, targeted videos across their funnel; from awareness to activation. Here’s how to build a SaaS video content strategy that meets your prospects where they are.
Why a Single Video Isn’t a SaaS Video Strategy
One video can’t carry your marketing funnel. It might create awareness, but it won’t build trust, answer objections, or nudge users toward activation. Buyers are more skeptical now, and attention spans are tighter than ever. Spreading your message across multiple short videos lets you engage at every touchpoint instead of relying on a one-size-fits-all asset.
Read why SaaS demo videos need to be shorter, smarter, and everywhere.
The Core SaaS Video Funnel: Hero, Onboarding, and Retargeting
Think of your video funnel in stages:
Hero Video: The first impression. Lives on your landing page. It explains what you do and why it matters. Here’s how to decide what to include and what to cut in your explainer video.
Onboarding/Quick-Win Videos: Show new users how to get value fast. This reduces churn and boosts trial-to-paid conversions. See examples of onboarding content that actually converts.
Retargeting Clips: Feature-specific videos for social, email, or ads. Highlight benefits and overcome objections based on user behavior.
This stack gives you multiple opportunities to communicate value at the right time.
Build Videos That Match Your Customer’s Funnel Stage
Instead of guessing which video to create next, look at your bottlenecks:
Low trial-to-paid conversions? Improve onboarding.
Lots of traffic but low engagement? Strengthen the hero video.
Leads going dark after showing interest? Add evaluation content to retarget and re-engage. Learn how to rethink explainer videos with outcome-focused messaging.
Each video should solve a problem in the customer journey.
Plan Video Content That Moves Prospects Forward
You’re not just making assets. You’re guiding behavior. Good video strategy creates momentum:
One video sparks interest.
Another builds trust.
A third helps them decide.
SaaS buyers expect touchpoints. Many assume they’ll be retargeted. Smart video planning takes advantage of that by dripping the right message at the right time.
Final Thought: Strategy > Format
Whether it’s animation, screen capture, or live action, format matters less than clarity. Pick what communicates best for the message and funnel stage.
Frequently Asked Questions
What is a SaaS video strategy?
A SaaS video strategy is a structured plan for using different types of videos (such as explainer, onboarding, and retargeting) to guide prospects through your funnel and improve conversions.
How many videos do I need for my SaaS funnel?
At a minimum, you should have a landing page hero video, onboarding walkthroughs for trial users, and 2–3 feature-specific clips for retargeting or sales enablement.
Do onboarding videos actually reduce churn?
Yes. Onboarding videos help users get value faster. That means more users stick around, explore key features, and convert to paid plans.
What kind of videos work better: screen capture or animation?
It depends on your audience and message. Screen capture is often a lighter lift and works well early. Test with your audience to see what resonates.
Where should I start?
Start with your funnel constraint. If you don’t have a clear, concise hero video yet, start there. If people sign up but don’t stick around, onboarding is the next step.
Book a Strategy Session to find the right video plan for your SaaS.
