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The SaaS Video Stack
We work on a lot of video for SaaS, cybersecurity, and B2B tech.
One thing we see pretty often: a team knows they need video, but isn’t quite sure which one to make first.
A demo?
An explainer?
A brand film?
Testimonials?
Usually, the answer starts somewhere else:
Where is the buyer you’re trying to reach?
If they’re discovering you for the first time, you’re playing a different game than you are with someone who has already seen the product and is deciding whether to buy.
That’s how we tend to think about the stack.
01 - AWARENESS
Top of Funnel
→ Brand / Story Film
→ Social Clips
→ Thought Leadership
→ Problem-focused Content
This is about giving people a reason to stop, pay attention and understand what you’re about.
02 - CONSIDERATION
Middle of Funnel
→ Explainers
→ Product Overviews
→ Feature Videos
→ Use-case Content
Now they’re trying to understand the thing.
What does it do?
Who is it for?
How does it fit into the problem they’re trying to solve?
03 - CONVERSION
Bottom of Funnel
→ Product Demos
→ Customer Testimonials
→ Case Studies
→ Comparison / FAQ Videos
At this point, clarity needs to turn into confidence.
Show the product. Show the outcome. Bring in customers who have already made the decision.
04 - ONBOARDING
Post-purchase
→ Getting Started
→ Feature Walkthroughs
→ How-to Videos
→ In-app Education
And then there’s the part after the sale.
A good onboarding video can answer the same question 500 times without anyone on the team having to answer it 500 times.
One thing we’d push back on: jumping straight into a product demo because the product is the thing everyone is excited about.
Making a demo before you have a brand story is like sending a sales deck before a cold email.
The demo can be great. The timing can still be wrong.
If someone doesn’t understand who you are, what problem you solve, or why they should care yet, there’s some groundwork to do first.
A good SaaS video library is built around the buyer journey, with each piece created for a specific audience, stage and purpose.
That’s the part worth figuring out before anyone opens Premiere.
The network for creativity
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