Video is the undisputed champion of content marketing. If you’re a SaaS company, this can be one of the best ways for you to highlight your services and solutions, or demonstrate your product’s benefits.

Explainers should be kept short and sweet, and include a written component for people who watch their videos muted, or simply prefer to read text instead of listening to their media.

Video has been trending for a while now and it shows no signs of slowing down. But it’s not a one-size-fits-all solution. While B2C videos can get away with being a little more casual and low-fi, B2B videos are often trying to persuade an audience that’s looking to purchase a big-ticket item. Videos for B2B need to be both efficient in their messaging and of high quality in order for them to convert well.

Video marketing statistics

  • 75% of marketers who share video on LinkedIn find it successful
  • 69% of people have bought software after watching a video
  • 70% of B2B buyers watch videos about the product before purchasing
  • 80% increased conversions on landing pages that include video
  • 157% increase in organic traffic from video on search engine results pages
  • 70% of B2B marketers think video is the most effective content to convert qualified leads

These stats are impressive, but there’s no point spending money on making videos for video’s sake. Don’t waste your viewers’ time by pumping out fluffy videos that bring no value. This can do your brand more harm than good. Your video should serve a purpose within your wider marketing strategy, and thought needs to be put into the execution and marketing of each video that you publish.

The main types of marketing video


Brand videos

These are used to showcase your brand and attract new leads that are interesting in exploring your services further. Brand videos need to be promoted well in order to reach a wide network of potential customers, even if it’s just on social media channels.

Explainer videos

As the name suggests, explainer videos help unravel the features and benefits of your products that may not be as easily conveyed in text. Usually running a minute or so in length, explainers are a perfect vehicle to showcase your product. A short, snappy video is easy for customers to digest, and more memorable than reading copy about your product. In turn, explainers can help to bring in valuable leads and close more deals.

Educational videos

These can act as a sort of “TED talk” for your company. They are often longer in format in order to deliver quality information to viewers. These videos should feature a spokesperson that’s naturally engaging and that viewers would want to hear from (e.g. a subject matter expert or prominent name in your industry).


Ultimately, the style and presentation of your video marketing is up to you.  Just keep in mind how your business needs to be perceived by your customers and your wider audience. The only rule of thumb is to make sure that your videos fit seamlessly into your marketing strategy, and that they make sense for your brand.