Visual content is the backbone of any marketing strategy in 2023. The way your SaaS product appears in terms of looks is essential in terms of drawing viewers in to explore it further. In this blog post, we will be taking a look at the steps you need to take in order to create the best SaaS product video in 2023. But first, let’s take a minute to understand why it’s important to have good product videos first.
The Importance of a Product Video
Most of the content that people consume these days is from videos. This could be casual viewing in the form of short videos on Instagram and TikTok or longer videos on YouTube. A shorter attention span, and the popularity of short videos in general, have created a demand for video content that is concise and to the point. Moreover, in the age of tutorials, people also turn to platforms like YouTube every day in order to solve problems or learn something new.
Now, let’s take a look at the benefits of creating good quality product videos to market your brand.
Benefits of Video Marketing for SaaS
1. Building Engagement With Your Audience
Creating a channel on YouTube and uploading regular tutorials, as well as expert videos, can help your content gain an audience over time. Consider this – close to 60% of executives would watch a video than read about how to use a product, according to Forbes. But beyond the numbers, this goes for every average person as well.
Not only is it quicker to consume and more engaging, but it is also easier to absorb and then implement. Here’s the thing – the easier and faster it is for your users to get good at using your SaaS product, the more valuable the product becomes in their eyes.
2. Saving Time and Resources
If you’ve never created video content for marketing before, it might seem a little daunting at first. But in reality, it’s much more time-saving and cost-effective to screen record a step-by-step process of how to use a feature than to write a boring, 1500-word guide on it.
In fact, you should include onboarding videos to help new users get accustomed to your product. This will help increase the overall usability of the product for them. This snowballs into a greater degree of customer/user satisfaction.
3. Increasing Brand Awareness
The by-product of creating good quality videos is a boost in brand value. Once people have a positive perception of your brand and product, they will be more likely to share it, and will also want to engage with ads and take action to a greater extent.
How to Create a Product Video
Now, let’s get into the details of creating a good-quality SaaS video. There are a couple of different approaches you could have, and in this section, we’ll discuss the best and most effective ones.
Webinar-Type Videos
A long-form webinar that clearly shows what problem your product solves and how easy and intuitive it is to use can work really well for those unaware of your solution. This could start as a presentation and turn into a well-crafted showcase of the best parts of your company’s software.
Testimonial Videos
Social proof is one of the biggest assets that will help you in getting more people to acknowledge your product. New people are much more likely to believe that the software will work for them if it already worked for other people who used it.
Talk with your loyal customers via Zoom or Skype and record their testimonials in real life with special software. Then, make a video of them talking about their experience and compile it to create a longer video that establishes how others feel about your product. Or, create shorter videos that focus on one user and their positive experience.
Tutorial Videos
This is a similar principle to the webinar concept. But in that situation, you’re essentially creating a highlight reel of what your product can do. To use a tutorial video for marketing, you take a common problem that your target audience might have and 
create a concise tutorial on how your SaaS software solves it.
How to Record Videos That Can Be Used for Marketing
To start off, you’ll need a SaaS product video maker. This will essentially help you record your screen. But some tools can help you record yourself simultaneously as well. Here are some tools you could try to make a video:
Loom
Loom is one of the most trusted resources for creating SaaS product videos. It’s simple, does the job, and does it well. Of course, you’ll need to edit the videos you recorded afterward. But this is a good place to get the initial footage.
Synthesia
Synthesia is an AI-powered tool that can present a script without you having to say a word. So if you don’t have the time or the resources to record yourself, you can have a pretty realistic avatar do it for you. But you will still need to record your screen separately.
Wistia
Wistia is not only a video creation tool but also a podcast software. It also allows you to embed videos conveniently in your marketing emails to send to leads. You can also track important metrics to see how effective they are immediately. This information will help you double down on the aspects that work when it comes to marketing videos.
Conclusion
Unless you’re filming testimonials, there’s a simple three-step process that you need to follow to record a marketing video. Record your screen, record yourself, and edit. The only thing left to do now is to get to work with your product. So, use these ideas and tools to create an amazing, high-quality video and start engaging your audience right away.
