SaaS Video Marketing | In This Article
- What Video Formats Drive the Most Engagement?
- How is AI changing SaaS video marketing in 2025?
- 5 Best Video Types for SaaS Companies in 2025
- Pro Video Tips From The Experts at Levitate Media
- TLDR | The Bottom Line on SaaS Video Marketing
- FAQs
Video marketing has become a staple for SaaS companies, from new startup launches to the big names everyone knows. It’s not a trend, it’s smart marketing based on real data.
Here’s just a tiny bit of that data:
- Visitors spend 260% more time on web pages with videos
- The average person watches 3.5 hours of video daily
- 73% of consumers prefer to learn about products and services with short videos
- 96% of marketers say videos improve user understanding of their products
But SaaS is a unique vertical, and typical video marketing rules don’t always apply. Driving real business growth means knowing your audience, their pain points, and where/when to serve them the perfect video.
If you nail it, video can check a lot of “goal” boxes, like generating interest, motivating action, and even inspiring loyalty and advocacy. If you don’t, it can be a lot of time and money spent with little return.
Let’s break down the video marketing tactics that actually work for SaaS companies in 2025.
We'll dig into which formats work for your audience, how AI is changing content creation, and some best practices to ensure video marketing success!
What Video Formats Drive the Most Engagement?
Video marketing can be a tricky (and expensive) endeavor. More often than not, poor results are just a good video in the wrong place. Knowing the right format to use for your audience and the channel you’re reaching them on is the key factor that can make (or break) success.
How Long Should An SaaS Video Be?
First, let’s review what each video format means. If you Google “long-form video vs. short-form video”, the general consensus is that short-form is under 10 minutes, and long-form is 10 minutes. But in the world of marketing, it’s not that simple.
Short-form marketing videos are attention magnets in our infinitely scrolling digital world. They have a punchy, to-the-point message, designed to grab attention quickly, and either encourage next steps (like seeking more info) or create interest (like anticipating a release). In marketing, they are great for social posts and platform ads (like YouTube, LinkedIn, Spotify, etc.), and should really be 15-45 seconds.
Long-form marketing videos are ideal for people further down the funnel. Formats like recorded webinars, in-depth tutorials, or full product demos (great for websites, email lists, and campaign landing pages) can drive traffic, educate, and ultimately convert. These videos are generally in the 10-30 minute range.
So how long should your SaaS video be? For business marketing, the answer is actually somewhere in between. Business videos are ideally 90 seconds to 5 minutes. You’ll find most explainer videos, UI overviews, promotional campaign videos, and product testimonials within that range. This is the sweet spot for SaaS.
Why?
- They simplify complex concepts, making them easy to understand (and remember)
- They are multi-channel assets, good for websites, paid campaigns, and sales enablement
- They can be easily cut for social media
- They are long enough to address pain points, but short enough to hold attention
- They statistically create the most backlinks and social shares
- They are perfect to push prospects from awareness to desire in your marketing funnel
Bottom Line: The most successful SaaS video marketing campaigns combine multiple video formats, strategically mapped to each stage of the funnel to accelerate the buyer's journey and fuel pipelines.
But if you’re only going to make one video in 2025, a mid-range video (90 seconds - 5 minutes) is the most versatile and will get the most bang for your buck.
Here is a quick marketing breakdown for each format:
Use short-form for:
- Initial engagement
- Teasers
- Social campaigns
- To encourage interest in more info
Use long-form for:
- Educational content & support libraries
- Complex product demonstrations
- Building trust with prospects
- To encourage decision-making
Use mid-range for:
- Explaining your offering succinctly
- Showcasing user experience and results
- Highlighting your brand and differentiators
- Short product walkthroughs or UI overviews
- To address pain points and build credibility
☝️ These are the most versatile for campaigns, marketing promos, and sales enablement!
Best Practices for Video Marketing
- For short-form and mid-range videos, bake in captions and graphics to emphasize your main points. Most videos are viewed in public settings or shared spaces where audio isn’t practical. (Which is why over 90% of videos are watched on mute.) Prepare for that in advance and make it an intentional part of your visual experience (not just an afterthought)
- For long-form videos, upload a full transcript so auto-captioning can be enabled (and you can rest assured the text is actually correct)
- Optimize your video for mobile viewing. (Which is vertical, 94% of the time). Any extra step you add to accessing your content (even as small as rotating a phone) is a place where you will invariably see drop-off. So, consider vertical formatting or a vertical cut if you plan to market to mobile users.
How is AI changing video marketing in 2025?
Using AI for Smarter Targeting & Engagement
AI is redefining how SaaS marketers reach the right audience at the right time. AI can make quick work of analyzing buyer behavior, tracking browsing habits, evaluating and updating CRM data, and identifying all previous interactions.
By leveraging the power of AI, smart SaaS marketers are strategically delivering curated, relevant video content to varying segments of their target market.
More importantly, by quickly identifying high-intent prospects, AI ensures that marketing focus and investment are spent on those most likely to convert.
Personalization & Customization with AI
AI makes it easy to scale video marketing that's personalized. Want to customize intros depending on the industry? Need the call-to-action to change with user behavior? Trying to create localized content for global audiences? AI tools help facilitate all of the above with speed and precision.
- AI translated/localized captions and voiceovers adapt a video for global viewers in seconds
- AI personalized video intros and outros tailor videos to specific target segments, industries, or even individuals.
- AI dynamic CTAs adjust based on funnel stage, campaign source, or buyer profile.
Whether your goal is to grab attention or close a deal, AI makes your videos hit harder and perform better. It exponentially increases engagement by serving the right message at key touchpoints - changing the game for SaaS brands.
5 Best Video Types for SaaS Companies in 2025
Animated Explainers to Simplify & Promote
Animated explainers are still the MVP for SaaS marketing. That’s because most software is pretty complex, and distilling the benefits and explaining the value is imperative.
Whether it's a 90-second explainer or a punchy promo, animation helps visualize how your product works and why it matters in a way that is captivating and easy to remember. These are perfect for landing pages, paid ads, and sales enablement.
Expert-Led Videos to Inform & Inspire
Thought leadership videos have become a popular way to share expertise and earn trust. In 2025, SaaS companies are leveraging expert-led content like livestreamed webinars, AMA sessions, and knowledge drops to nurture interest, address objections, and convert.
Founders, key developers, and enthusiastic peer supporters are popular choices to lead these sessions. This format also builds a content engine that can quickly fill calendars with minimal lift, as each session can be sliced into dozens of usable short-form clips.
Brand & Culture Videos to Connect
For many buyers, the product is just part of the equation. Live-action videos that introduce your team, spotlight your values, or share the story behind your brand can build emotional resonance and help you stand out.
These are especially effective for recruiting, founder storytelling, or boosting buyer trust in competitive markets. Putting a face behind your tech creates a relatable connection with your brand and shares your company's “personality”. It’s also a great place to highlight the bigger mission behind what you do.
Onboarding & Support Videos to Educate
Retention is just as critical as acquisition. When it comes to SaaS users, the onboarding process is a critical make-or-break time in the journey. Tech companies are using video to make onboarding smoother, product adoption easier, and support more scalable.
Whether it’s UI walk-throughs, a series of common troubleshooting/FAQ answers, new feature updates, or a general setup guide, these videos improve user experience and reduce support tickets.
Case Studies & Testimonials to Inspire Confidence
Buyers want proof. Featuring real customers in your video strategy through testimonials, success stories, or mini case studies builds credibility and social proof. Highlighting key wins, real ROI, and transformations is key for SaaS marketing.
It’s also a great way to turn existing customers into advocates. Bonus: These can be repurposed for sales enablement, retargeting ads, and email nurturing sequences.
Pro Video Tips From The Experts at Levitate Media:
- The script matters. Solid messaging is truly the secret sauce to a successful video. Address pain points, highlight value, and keep it simple.
- Reuse and repurpose. Almost all videos have hidden gems in them. They can be cut into snippets, used for social graphs and stills, and used beyond their original purpose.
- Mix formats strategically. Use video as a comprehensive means to meet people where they are. Consider length, format, and messaging for each stage of your buyer’s journey.
- Refresh often. Routinely review your content library, and consider updating or editing anything that feels outdated. If videos feel old or don’t match your current brand and messaging, it can hurt credibility.
Bonus Tip: If you’re working with a production company, ask about including alt cuts and assets or a free video update in your project scope!
The Bottom Line on SaaS Video Marketing
We've covered the strategies that actually move the needle - from format selection to AI personalization, from first introduction to customer retention. But here's what it really comes down to: the companies winning in 2025 aren't just making videos. They're making strategic video decisions based on a deep understanding of their audience.
Your format choices matter. Short-form for awareness, long-form for trust. Silent design for the majority watching without sound. Vertical orientation for mobile-first users.
Multiple channels and delivery methods aren't optional - they're essential. Meet your customers where they consume content and deliver the message they need to hear at that exact moment.
Don't just make videos. Make videos that drive results.
Ready to make video work harder for your SaaS company? Contact Levitate Media and start driving results.
Frequently Asked Questions
What types of videos work best for SaaS companies in 2025?
The most effective SaaS video types are animated explainers, expert-led thought leadership videos, brand and culture videos, onboarding/support tutorials, and customer testimonials or case studies. These formats address every stage of the buyer journey, from awareness to retention, and help SaaS companies build trust, educate prospects, and drive conversions.
Should SaaS companies focus on short-form or long-form video?
Both have a role, but context matters:
- Short-form (15–45 seconds) → Ideal for social campaigns, ads, and grabbing attention.
- Long-form (10–30 minutes) → Best for deep education like webinars, demos, and tutorials.
- Mid-range (90 seconds–5 minutes) → The most versatile for SaaS, perfect for explainers, UI overviews, and product promos.
How is AI changing SaaS video marketing in 2025?
AI makes SaaS video marketing more personalized, scalable, and efficient. Key uses include:
- Smart targeting and segmentation based on buyer intent.
- Dynamic customization (personalized intros/outros, CTAs, and messaging).
- Localization with translated captions/voiceovers for global markets.
AI helps SaaS brands deliver the right video to the right audience at the right time.
Why are explainer videos still so effective for SaaS?
Explainer videos work because SaaS products are often complex and abstract. Animation and storytelling simplify technical concepts, highlight value quickly, and make information memorable. They also perform well across channels (websites, ads, sales enablement) and are highly shareable.
What role do onboarding and support videos play in SaaS growth?
Onboarding videos are critical for user adoption and retention. They help new customers set up accounts, understand features, and troubleshoot issues without overwhelming support teams. Strong onboarding videos reduce churn and increase long-term customer loyalty.
How can SaaS companies maximize ROI from video content?
- Map videos to specific funnel stages (awareness, consideration, decision, retention).
- Repurpose and slice longer videos into short-form assets for social campaigns.
- Use AI to personalize content for industries, roles, and funnel stages.
- Refresh video libraries regularly so messaging stays aligned with brand and product updates.
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