10 Best Video Content Types to Drive More Engagement and Conversions for SaaS Brands

Intro

In the past few years, brands have seen a great increase in video consumption and engagement. Many brands are now more than ever creating video content to build trust, drive more target customers, and get them to convert to customers for the services they offer. CMI research shows that 75% of best-performing content types are videos.

Source: CMI

If you’re not sure what video content types to create for your SaaS marketing, this article is for you. It will give you insights and guide you on the best content types you should create to market reach out to target customers and get prospects to convert and use your services.

Why create SaaS video content

1. Educate the target audience about your services. Video content makes it easy for the target audience to know how your software works to solve their pains. E.g the product demos show customers how the different features of the software work and how customers can use them to solve their challenges.
2. Build trust and credibility. Target customers love to do business with brands they trust. One best way to gain this trust is to create branded videos that show prospective customers how other customers with similar needs used the services and solved those pains.
3. Help prospects understand complex ideas. Some SaaS features are complex, and target customers may not understand how to use them well. Brands create video content to show these target customers how their business works and more importantly how to effectively use those features and tools to solve their challenges.
4. Show the target audience the value of what you offer. As a SaaS brand, you can create video content to show the target audience how your business works and why they should invest in the software to solve their challenges
5. Drive more traffic to your SaaS website. Videos are a great way for brands to gain visibility and traffic. When prospective customers search for brands to use when solving their pain points, they first search for content that relates to their pains. Most people enjoy and love video content. So, SaaS brands create videos to draw the attention of their target customers to their brands and get more users to engage with the business.

How to ensure video content engages and converts

1. Include captivating visuals targeting user pain points. Images and visuals are essential when creating video content. To drive more engagements, include visuals that align with the prospect's pain points and show them the value you offer to solve those challenges.
2. Use storytelling. Stories capture the user's attention and help them understand and relate to their challenges. Include stories in your video content that users can relate to concerning their pains and engage the video content more as they learn how your software can help solve their pains.
3. Have a compelling video script. Video script is the foundation of great amazing videos. You plan the scenes and how your videos will run to engage your target audience. With a script, you can manage the length of the video, the message of the videos, and how the message will engage the audience. Make your video script eye-catching and fun and include the CTA you want your prospects to take action once they watch the content.
4. Add captions/ subtitles. Sometimes the viewer of the movies can see the video but needs help understanding the language. Including the subtitles and captions provides a way for viewers to engage with the videos more as they can see the visuals and follow up by reading the captions.
5. Use captivating CTA. Call-to-action is an essential part of great engaging videos. Your SaaS video production process must include conceptualizing punchy and effective CTAs to attract and engage your viewers. Give your target audience a clear action that you want them to take once they watch the videos.
6. Keep it short. People love short and fun videos. To drive more engagement, ensure you create short videos that are fun and educative. Give the target audience the value you want to deliver to them in the first few minutes of the video. Here are examples of the average length of some HubSpot videos on YouTube.

Source: YouTube

7. Use attracting headlines. Headlines capture the attention of the target users and make them click through your videos. One great way to capture the user's attention with your headlines is to include the pain points they are going through.

Best SaaS Video Types to Create

1. Explainer videos

These are videos that brands create to show the value of business offers to their target customers. They help solve a challenge your customers face. The videos first show the target audience the problem they are facing. Explainer video production effectively highlights these solutions by illustrating the problem, offering solutions, and showcasing how the business services provide a remedy for those pain points. Here are examples of explainer videos for the Yum Yum agency on YouTube.

Source: YouTube

It engages the prospects more as they want to know more about the business and even convert and use the offers to solve the challenges they face.

2. Product demos

Target customers come to your business as they search for solutions to their pains. A great product demo video can engage the target audience better, get them to trust your brand, and even convert to customers. Ensure your product demos address target pains well and show simple and easy ways your business services can help solve those challenges. Here is a sales force product demo.

Source: Salesforce

3. Behind-the-scenes videos

Target customers feel appreciated and valued when they get involved in how the business runs or how they prepare the solutions they use to solve their challenges. Creating these video types gives your target audience more confidence and trust in the solutions you offer them. You show them what your team goes through to prepare and present the best solutions to solve their pains. For example, Let’s say there is a hotel you love dining every day.

Then it happens you came across a video that shows their behind-the-scenes on how they prepare your favorite food. You see how professional they are and the hygiene levels they have when making the food. My guess, is you will want to keep eating at that place and even invite your friends to it, right?

4. Customer testimonials/ case studies

Potential customers love to do business with brands that understand them well and can prove that they can deliver the best to solve their challenges. One best ways to build trust and give your potential customers proof as you engage them is to give them testimonials of the customers you have helped.

Ask your happy customers to leave testimony about how awesome your services are and the value they have gotten from the business. Here is one of your examples.

Source: Ranktracker

Adding these testimonials in video format not only shows the value but also gives the target customers assurance that it’s real people giving those testimonials. In addition, you can also have case studies and also use product reviews as an extension of the testimonials for your brand marketing.

5. How-to videos

These educational videos show prospects how to use your business services to solve their pains. Choose topics that interest your prospects most and ones they want to know better and create educational videos. You can also run a survey and get information from your customers on the video content they want published about your SaaS business services. Here are examples of AWeber email marketing tool how-to videos on their YouTube video channel.

Source: YouTube

6. Ad videos/promo videos

Ads are a great way to capture the attention of the target audience, engage them, and get them to know more about your business.

You can create short video marketing ads and promote them on different social media platforms to reach more target audiences. Video ads are on the rise as research shows that video mobile revenue will hit over $234M by 2026.

Source: Statista

Use attracting headlines that align with the prospect's pain points and have a captivating CTA to get users to engage with your ads. Once the prospects click through the CTA, the links should direct them to landing pages that guide them and show how the business works and how it can help them solve their challenges.

7. Live Q&A videos/ live streaming

Businesses host these live videos to answer questions about their customer needs. The business team opens an opportunity for customers and target customers to ask questions about their products or services. As target customers engage with your live Q&A video session, they will get to know the business better and the value of the services it offers to solve their pains. They will likely engage with the business, build a community, and drive more conversions.

The business can run a survey about the challenges their customers face. They can then host a video session to handle those challenges, educate their readers get them to know the services better, and increase engagement and conversion.

8. Personalized video emails

Target customers want to engage brands that understand their challenges and can provide services to solve those challenges. Personalized video emails are great at engaging and converting prospects.

Instead of creating a newsletter every time, you can record a short video about a topic you want to address to the target audience. The target audience can see the person behind the video and even build more trust with the brand as they engage in the video content to know more about the business.

9. Webinar videos

As you market your SaaS services and reach out to prospects, you can collect data about their needs and then organize a webinar session to address their most burning pain points. Choose a topic your target audiences are passionate about and want to know concerning your business services, how they work, and how they can solve pain points.

Look for presenters who are influential and understand those topics better and include them in your webinar sessions as guest speakers. A week or two before the webinar, reach out to prospects and promote your webinar to increase attendee registration.

10. Product launch videos

When launching a new feature for your SaaS business, you can create video content to show customers how the feature works and how they can incorporate it smoothly with others to give the best experience to solve their pains. You can also create onboarding videos as a walkthrough to show prospects how you can onboard them and how to effectively use the business to solve their challenges.

Need to drive more video engagements?

As a SaaS brand, you need to keep increasing the engagement of target customers to your brand. Creating great video content is a must for business marketing in the changing online business. Research shows prospects use their mobile devices more to access content online.

Use the tips in the article, create the different content types keep getting users engaged with your brand, build trust with them, and convert them to your business service users.