Why your SaaS product video doesn't work and how to improve it with animation (Part 1)

Creating a killer SaaS product video is tough. You’ve poured your heart and soul into your software, and now you need a video that captures its magic and convinces viewers to sign up. But sometimes, even the most well-intentioned videos fall flat. 

If your current video isn’t generating the buzz you hoped for, don’t despair! Here’s the good news: there’s a strong chance it’s not your product itself – it’s the way you’re presenting it. After all, it is not that weird – conveying complex information about your product in an understandable way is hard.

You can’t oversimplify it, and still have to make it really memorable. So, what is the problem? Let’s take a look! 

Why Your Video Might Be Missing the Mark

There are several reasons why your video might not be resonating with viewers. Here are the top culprits:

Too Technical, Not Enough Emotional

SaaS products solve problems, but features and functionalities alone don’t evoke emotions. People connect with stories and benefits. Is your video bogged down in jargon, or does it paint a picture of how your product solves a real pain point and improves lives?

Losing Attention in a Sea of Sameness

Let’s be honest, the internet is flooded with explainer videos. Is yours visually generic and forgettable, or does it stand out with a unique style that grabs attention from the first frame?

Confusing Interface

Software interfaces can be complex, and showcasing them in a video can be tricky. Does your video overwhelm viewers with intricate details of your interface, or does it provide a clear, concise overview of how to achieve key tasks?

Feeling Stagnant and Static

Watching someone click through a screen can be, well, boring. Does your video lack energy and dynamism, or does it keep viewers engaged with a captivating flow and pace? To address all these issues, you may need a better script or better production decisions. But the answer might be also more simple and fundamental – you may need another medium. 

Why Animation Can be an Answer?

Animation allows you to create a compelling narrative around your product. Imagine a relatable character facing a problem your software solves. Viewers connect with stories, as we have said it before, and animation lets you tell them in a way that’s both engaging and memorable. With animation, you can create clear, visually engaging representations of your interface and its functionalities.

Think of delightful icons coming to life or data charts morphing to tell a story. Animation makes complex concepts easy to understand, that’s it.  Animation lets you breathe life into your brand with unique visuals, characters, and music. You can set the tone for your product and create an emotional connection with viewers.

Imagine a mascot that embodies the fun and helpfulness of your software. What is also important, you can use a voice-over that conveys what’s important, and slowly guides. 

The bottom line: with animation, the only limit is your imagination. You can create worlds, characters, and scenarios that wouldn’t be possible with live-action footage. Showcase your product’s capabilities in a way that’s both informative and visually delightful.

Animation for SaaS Products: A Few Tips For Companies

First things first: don’t get hung up on fancy animations! Focus on getting your message across clearly, not on making it look super fancy. A clear message is more important than bells and whistles, even though a good-looking video is nice too.

When the studio presents to you all the production steps, you might be thinking, “why bother with all these steps if I’m short on time or cash?” It’s true, skipping them might seem tempting. But trust me, taking the time to plan (like figuring out what your video needs to achieve) is super important.

Imagine making a video without a plan – it would be like going on a road trip without a destination!

So how can you make a great video on a budget, and still don’t skip any stages of production?

Here are some tips:

• There are different video styles, some cheaper than others. Choose one that fits your budget.

• If you’re tight on time, try doing some things at the same time. For example, you could write the script while someone else records the voiceover.

Remember: making a SaaS explainer video is a two-way street. Even if you hire a pro team, they can’t read your mind. To get a video that hits the mark, you have to be involved:

Tell them your goals

What do you WANT people to get out of the video? Clearly articulate what you want viewers to understand or do after watching the video (e.g., sign up for a free trial, download a whitepaper). This guides the creative direction and ensures the video aligns with your marketing strategy.

Give feedback

Let them know if something feels off or isn’t clear. This way, you both work together to create a video that really works.

Conclusion 

Now you know what can be the biggest obstacle in your SaaS video, and you can identify it. But there’s another crucial factor to consider: your sales process and how your video aligns with the stage a potential customer is in.

Stay tuned for the next article, where we’ll explore how to tailor your SaaS video to each stage of the sales funnel for maximum impact.