The Awareness Assumption and What to Do About It
Most SaaS buyers assume they'll be retargeted. That's not a problem, it’s an opportunity. But it also means your second and third video matter more than the first.
Why Your Second Video Matters More Than Your First
The first video your prospect sees introduces your product. But the second one determines whether they stay interested. By the time they watch it, they already know who you are. Now they’re deciding whether you’re worth remembering.
This is why SaaS teams should focus on sequencing, not just production. Without a follow-up plan, even your best hero video can end up forgotten.
Match Video Format to Channel and Context
The platform matters as much as the message. Here’s what to consider:
Social feeds demand short, visual-first videos that work without sound.
Email allows for slightly longer videos with more context.
Landing pages and product tours can support deeper walkthroughs.
Don't use the same asset across all channels. Instead, build lightweight variations that fit the format, audience, and funnel stage.
Consider the Attention Curve
Early-stage buyers don’t want a full walkthrough. They want proof you get them. Mid-funnel viewers are curious but cautious. They’ll give you 30–60 seconds if it feels relevant. Retargeting buyers who already visited your pricing page? Now’s the time to drop a deeper benefit or a sticky feature.
Time matters. But what you say in that time matters more.
Your Funnel Isn’t Linear. Your Video Strategy Shouldn’t Be Either
Users don’t follow a clean path. They click around. They come back. They ghost you, then resurface. Your video content should be there for each return visit, showing something new and relevant.
A well-sequenced video strategy lets them rediscover your product again and again, with each clip doing one job clearly: explain, prove, overcome, activate.
Final Take: Plan Backward From the Second Video
You don’t just need a good first impression. You need to plan what happens after that first impression.
Map your video content to the behavior you expect:
If they watch your hero video but don’t sign up, what comes next?
If they start onboarding but stall, what benefit video might bring them back?
A one-video funnel isn't a strategy. It's a placeholder.
Get a video that fits your funnel
Frequently Asked Questions
What is the awareness assumption in SaaS marketing?
It's the idea that most users assume they’ll be retargeted, so they don’t fully engage on the first visit. That makes your follow-up content critical.
How should I structure my SaaS video sequence?
Start with a hero video for awareness, then follow with quick-win onboarding clips, feature-specific benefits, and objection-handling content for retargeting.
Can I reuse the same video across all platforms?
You can, but you shouldn't. Tailor video content to each channel’s format, audience expectations, and attention span.
What makes a good second video in the sequence?
A video that deepens understanding, showcases a feature in action, or solves a key objection is ideal. The best second video builds momentum, not repetition.
Book a Strategy Session to plan your next step.
