Guide
What is a SaaS explainer video? A plain-English guide
A SaaS explainer video shows how a software product works in a few clear steps, usually 20 to 90 seconds long. It starts with the problem, walks through the steps in the product and ends with the result. Software teams use it on the homepage, in sales emails and in onboarding.
A SaaS explainer video shows how a software product works, in a few clear steps, in a short film. Most are between 20 and 90 seconds long. They are used on homepages, in sales emails and in onboarding, because they let a visitor understand the product without reading a page of text or booking a call.
This guide explains what a SaaS explainer contains, where it works best, and how to tell whether you need one. It is our own guidance from making explainers for software teams.
What a SaaS explainer contains
Most explainers follow the same order.
- The problem. A few seconds that show the situation before your product. For software, this is often a task that takes too long, a process that breaks, or information that is hard to find.
- The steps. Two to four steps that show how the product solves it, each shown in the real interface. One step, one action. Keep each step on screen long enough to read.
- The result. The state the viewer ends up in: the invoice sent, the report built, the question answered.
- The next step. One call to action, such as start free or book a demo.
The what makes a good video hook for a SaaS product guide covers how to open the film so people keep watching.
Explainer, demo and launch video
These are often mixed up, so it helps to know which one you need.
- An explainer covers how the product works in a few steps. It is for the homepage and for people who need the basics.
- A demo follows one full workflow in more detail. It is for people who are already interested, often before a sales call.
- A launch video says that something new exists and why it matters. It is short and built for a launch day or an ad.
Our note on product video vs demo video vs explainer explains the differences in more depth.
How long it should be
Short is usually better on the homepage. A 20 to 30 second explainer can show three steps clearly. A 60 to 90 second version has room for more detail and suits sales emails and onboarding. The how long a product demo video should be guide explains the trade-off in more detail.
Where to use one
- The homepage, near the top, as the first thing a visitor can watch.
- The pricing page, for people who are comparing options and want to see the product working.
- Sales emails, as a link at the start of a follow-up, instead of a long explanation.
- Onboarding, in the first email or the welcome screen, to show the first thing a new user should do.
- Your help centre, for a feature that people often ask about.
Making one
You can make a simple explainer yourself with a screen recorder and a voice, following how to make a product demo video. A made explainer is worth it when many prospects will see it and you need it to look clean in every format. We make SaaS explainers from your real product: you approve a free storyboard first, and you watch a private preview before you pay. See the SaaS explainer video page for our prices and examples.
Frequently asked questions
What is the difference between an explainer and a product demo?
An explainer covers how the product works in a few steps, for someone who needs the basics. A demo follows one full workflow in more detail, for someone who is already interested. Explainers are shorter and suit the homepage, demos suit sales.
How long should a SaaS explainer be?
Between 20 and 30 seconds for the homepage, where people decide quickly. Up to 90 seconds for sales emails and onboarding, where the viewer has already chosen to learn. A short version of a longer film often works better than a long one.
Should a SaaS explainer use the real product?
It usually should. Viewers trust what they can see in the actual interface, and it stays accurate as long as the product does not change much. Use illustrations only where the product itself cannot show the idea, such as a background process.
Where should I put a SaaS explainer video?
Near the top of your homepage, on the pricing page for people who are comparing, in the first onboarding email and in your sales follow-ups. Give each place the same short version, so the message stays the same across the journey.
Keep reading
What is a product launch video? A short guide
A product launch video introduces a product or big release in under a minute. Learn what it contains, where it is used and how it differs from a demo.
Product video vs demo video vs explainer
A product video shows what you built, a demo video shows how to use it, an explainer teaches the idea behind it. Here is which one you need and when.
How long should a product demo video be?
Match the length to the job: 6 seconds to get noticed, 15 to explain, 20 to 40 for a launch film, 60 to 90 for a demo. Here is how to choose.
Want a film like this made for you?
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