What Is an Explainer Video for SaaS (and Why You’re Bleeding Users Without One)

An explainer video for SaaS is a short, story-driven clip—usually 60–90 seconds—that shows (not tells) how your software solves a painful problem for a very specific user. Think of it as your elevator pitch that never forgets its lines, your demo that doesn’t need a calendar invite, and your sales rep that never asks for commission.

If a visitor doesn’t “get it” in eight seconds, they bounce. A tight explainer video stops the scroll, turns tire-kickers into trialists, and—if you nail onboarding—turns trialists into power users who actually stick around. According to Wyzowl, 96 % of people watch explainer videos to learn about a product, and 89 % are swayed to purchase. For SaaS, that translates directly into lower CAC and higher LTV.

Benefits of Explainer Videos for SaaS

✅ Simplifies Complex IdeasMulti-tenant architecture and SOC-2 compliance are sexy—to you. Prospects just want to know if they can onboard a client in 3 clicks. A SaaS explainer video translates jargon into “aha!” moments.

✅ Lifts Conversion RatesVidyard reports landing pages with video convert up to 80 % better. In SaaS, that can mean the difference between a Series A and a down round.

✅ Turbo-Charges User OnboardingEmbed the same clip in your welcome email and watch Day-1 activation jump. Less friction, fewer tickets, happier CSMs.

✅ Shrinks ChurnWhen users understand your product quickly, they experience value faster—and value is the antidote to churn.

✅ Repurposing GoldmineOne explainer = YouTube pre-roll, LinkedIn teaser, App Store preview, investor-pitch intro. Squeeze that lemon.

Key Elements of an Effective SaaS Explainer Video

1. Scriptwriting & Messaging

Start with pain, not features. Formula: Problem → Agitation → Solution → Proof → CTA. Keep it under 150 words for 60 seconds.

2. Visual Style & Branding

Mirror your UI colors and tone. If your SaaS targets CFOs, skip neon gradients—unless you’re selling at EDC.

3. Animation & Motion Graphics

2D motion graphics still win—faster, cheaper, clearer. Use 3D only for spatial data (hello, IoT dashboards).

4. Voiceover & Sound Design

Pick a voice that matches your persona. Warm + authoritative for enterprise; witty + conversational for prosumer tools. Subtle SFX (mouse clicks, notification dings) add polish.

5. Call-to-Action

One verb, one action: “Start free trial,” “Book a demo,” “Get API keys.” Anything longer and you’ve lost them.

Best Practices for Creating a SaaS Explainer Video

✅ Keep it Short60–90 seconds max; every extra second sees a 20 % drop-off.

✅ Talk to One Persona OnlyTrying to please both CTO and CFO in one clip = pleasing no one. Spin separate cuts if needed.

✅ Front-Load the HookFirst 8 seconds are make-or-break. Start with the pain: “Still reconciling invoices at 11 p.m.?”

✅ Avoid Feature VomitThree benefits max. More? Create a product-tour series.

✅ Use Captions85 % of social video is watched mute. Burned-in captions lift comprehension 40 % (Facebook IQ).

✅ Mobile-First Aspect RatiosExport 1:1 for LinkedIn feed, 9:16 for Stories, 16:9 for YouTube.

Top 10 SaaS Explainer Video Examples (and Why They Work)

Vidico – Spotify CTA CardsMinimalist style, single message, clear “Advertise on Spotify” CTA. Watch here.

Blue Carrot – DropboxOne minute, zero UI screenshots, one lost-USB story everyone’s lived.

Kasra Design – Bloom MoneyHand-drawn frame-by-frame animation that screams “community fintech.”

Vidico – Airwallex2.5D animation turns cross-border FX into a color-coded flow.

Blue Carrot – GrammarlyRelatable writing fails + kinetic typography = empathy overload.

Kasra Design – Rivet3D medical-billing universe that even revenue-cycle managers binge.

Vidico – Square for RetailMixed-media shows product in real retail chaos, small-biz owners as social proof.

Blue Carrot – SlackZero words, pure visual storytelling—Slack transcends language.

Kasra Design – EntriliaAbstract 3D shapes demystify fund-admin software without Zzzs.

Flowjam – Outset.aiStory-driven narrative helped raise $17 M Series A. Curiosity sells. See how Flowjam did it.

How to Choose the Right Explainer Video Company for Your SaaS

Portfolio Deep-Dive

Look for vertical-specific work. If every sample is e-commerce and you’re B2B SaaS, keep scrolling.

Process Transparency

Do they share scripts before design? Unlimited revisions? (Spoiler: Flowjam does.)

Pricing That Scales

Avoid Hollywood budgets for 60-second clips. A solid SaaS explainer runs $5 k–$15 k. Agencies like Flowjam list transparent, startup-friendly pricing.

Reviews & Social Proof

G2, Clutch, YC founder Slack threads. Bonus if their own onboarding is friction-free—that’s how they’ll treat your project.

Questions to Ask

“Can I see the storyboard before animation?”

“Who owns the raw files?” (Should be you.)

“Average turnaround?” (Under 4 weeks is sweet.)

Frequently Asked Questions

Q: How long should an explainer video for SaaS be?A: 60–90 seconds. Data shows drop-off spikes after 90 seconds.

Q: What’s the difference between a SaaS explainer and a product demo?A: Explainer = why (top-of-funnel), demo = how (mid-funnel).

Q: How much does a SaaS explainer video cost?A: $5 k–$15 k for 2D motion. 3D or mixed-media can hit $20 k+. Flowjam offers transparent startup pricing.

Q: Can I use the explainer in paid ads?A: Absolutely—export 1:1 and 9:16 cuts. Facebook & LinkedIn CPAs drop 30–50 % with video.

Q: Do I need captions?A: Yes. 85 % of social video is watched mute. Captions lift completion 40 %.

Ready to Turn Your SaaS Into a 24/7 Closer?

You can keep A/B-testing button colors or rewriting that hero headline for the 38th time… or you can give prospects the one asset that actually explains what you do in under a minute.

If you’re ready to press record, book a free strategy call with Flowjam and get a custom storyboard before your coffee cools. Your future customers are already scrolling—let’s give them a reason to stop.

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