Guest post by Andrew Crichton.

Video marketing has become a staple for software-as-a-service (SaaS) companies, from new startup launches to the big names everyone knows. It’s not a trend—it’s smart marketing based on real data.

Image credit: Kenny Eliason on Unsplash

Here’s just a tiny bit of that data:

Visitors spend 260% more time on web pages with videos.The average person watches 3.5 hours of video daily.73% of consumers prefer to learn about products and services with short videos.96% of marketers say videos improve user understanding of their products.

But SaaS is a unique vertical, and typical video marketing rules don’t always apply. Driving real business growth means knowing your audience, their pain points, and where/when to serve them the perfect video. If you nail it, video can check a lot of “goal” boxes, like generating interest, motivating action, and even inspiring loyalty and advocacy. If you don’t, it can be a lot of time and money spent with little return.

Let’s break down the video marketing tactics that actually work for SaaS companies in 2025. We’ll dig into which formats work for your audience, how AI is changing content creation, and some best practices to ensure video marketing success!

Multi-Format Approach to Drive Engagement

Video marketing can be a tricky (and expensive) endeavor. More often than not, poor results are just a good video in the wrong place. Knowing the right format to use for your audience and the channel you’re reaching them on is the key factor that can make (or break) success.

Short-Form vs Long-Form: When to Use Each

First, let’s review what each of these means. If you Google “long-form video vs. short-form video,” the general consensus is that short-form is under 10 minutes, and long-form is 10 minutes. But in the world of marketing, it’s not that simple.

Short-form marketing videos are attention magnets in our infinitely-scrolling digital world.

They have a punchy, to-the-point message, designed to grab attention quickly, and either encourage next steps (like seeking more info) or create interest (like anticipating a release). In marketing, they are great for social posts and platform ads (like YouTube, LinkedIn, Spotify, etc.), and should really be 15-45 seconds.

Long-form marketing videos are ideal for people further down the funnel. Formats like recorded webinars, in-depth tutorials, or full product demos (great for websites, email lists, and campaign landing pages) can drive traffic, educate, and ultimately, convert. These videos are generally in the 10-30 minute range.

But there is an in-between in marketing, which is where most business videos land. In the 90-second to 5-minute range, you’ll find most explainer videos, UI overviews, promotional campaign videos, and product testimonials. This is the sweet spot for SaaS.

Why?

They simplify complex concepts, making them easy to understand (and remember).They are multi-channel assets, good for websites, paid campaigns, and sales enablement.They can be easily cut for social media.They are long enough to address pain points, but short enough to hold attention.They statistically create the most backlinks and social shares.They are perfect to push prospects from awareness to desire in your marketing funnel.

Bottom Line: The most successful SaaS video marketing campaigns combine multiple video formats, strategically mapped to each stage of the funnel to accelerate the buyer’s journey and fuel pipelines.

But if you’re only going to make one video in 2025, a mid-range video (90 seconds – 5 minutes) is the most versatile and will get the most bang for your buck.

Here is a quick marketing breakdown for each format:

Use short-form for:

Initial engagementTeasersSocial campaignsTo encourage interest in more info

Use long-form for:

Educational content & support librariesComplex product demonstrationsBuilding trust with prospectsTo encourage decision-making

Use mid-range for:

Explaining your offering succinctlyShowcasing user experience and resultsHighlighting your brand and differentiatorsShort product walkthroughs or UI overviewsTo address pain points and build credibility

These are the most versatile for campaigns, marketing promos, and sales enablement!

Quick Considerations and Best Practices:

For short-form and mid-range videos, bake in captions and graphics to emphasize your main points. Most videos are viewed in public settings or shared spaces where audio isn’t practical. (Which is why over 90% of videos are watched on mute.) Prepare for that in advance and make it an intentional part of your production plan. Design text as part of the visual experience (not just an afterthought).For long-form videos, upload a full transcript so auto-captioning can be enabled (and you can rest assured the text is actually correct).Optimize your video for mobile viewing. (Which is vertical, 94% of the time). Any extra step you add to accessing your content (even as small as rotating a phone) is a place where you will invariably see drop-off. So, consider vertical formatting or a vertical cut if you plan to market to mobile users.

Leveraging AI to Boost Marketing Reach

AI for Smarter Targeting and Engagement

AI is redefining how SaaS marketers reach the right audience at the right time. AI can make quick work of analyzing buyer behavior, tracking browsing habits, evaluating and updating CRM data, and identifying all previous interactions.

By leveraging the power of AI, smart SaaS marketers are strategically delivering curated, relevant video content to varying segments of their target market.

More importantly, by quickly identifying high-intent prospects, AI ensures that marketing focus and investment are spent on those most likely to convert.

Experiment with AI video tools, but be careful not to produce just more AI slop.

Personalization and Customization with AI

AI makes it easy to scale video marketing that’s personalized. Want to customize intros depending on the industry? Need the call-to-action to change with user behavior? Trying to create localized content for global audiences? AI tools help facilitate all of the above with speed and precision.

AI translated/localized captions and voiceovers adapt a video for global viewers in secondsAI personalized video intros and outros tailor videos to specific target segments, industries, or even individuals.AI dynamic CTAs adjust based on funnel stage, campaign source, or buyer profile.

Whether your goal is to grab attention or close a deal, AI makes your videos hit harder and perform better. It exponentially increases engagement by serving the right message at key touchpoints – changing the game for SaaS brands.

Top Five Video Types for SaaS Companies in 2025

Animated Explainers to Simplify and Promote

Animated explainers are still the MVP for SaaS marketing. That’s because most software is pretty complex, and distilling the benefits and explaining the value is imperative. Whether it’s a 90-second explainer or a punchy promo, animation helps visualize how your product works and why it matters in a way that is captivating and easy to remember. These are perfect for landing pages, paid ads, and sales enablement.

Expert-Led Videos to Inform and Inspire

Thought leadership videos have become a popular way to share expertise and earn trust. In 2025, SaaS companies are leveraging expert-led content like livestreamed webinars, AMA sessions, and knowledge drops to nurture interest, address objections, and convert.

Founders, key developers, and enthusiastic peer supporters are popular choices to lead these sessions. This format also builds a content engine that can quickly fill calendars with minimal lift, as each session can be sliced into dozens of usable short-form clips.

Brand and Culture Videos to Connect

For many buyers, the product is just part of the equation. Live-action videos that introduce your team, spotlight your values, or share the story behind your brand can build emotional resonance and help you stand out. These are especially effective for recruiting, founder storytelling, or boosting buyer trust in competitive markets.

Putting a face behind your tech creates a relatable connection with your brand and shares your company’s “personality.” It’s also a great place to highlight the bigger mission behind what you do.

Onboarding and Support Videos to Educate

Retention is just as critical as acquisition. When it comes to SaaS users, the onboarding process is a critical make-or-break time in the journey. Tech companies are using video to make onboarding smoother, product adoption easier, and support more scalable.

Whether it’s UI walk-throughs, a series of common troubleshooting/FAQ answers, new feature updates, or a general setup guide, these videos improve user experience and reduce support tickets.

Case Studies and Testimonials to Inspire Confidence

Buyers want proof. Featuring real customers in your video strategy through testimonials, success stories, or mini case studies builds credibility and social proof. Highlighting key wins, real ROI, and transformations is key for SaaS marketing. It’s also a great way to turn existing customers into advocates.

Bonus: These can be repurposed for sales enablement, retargeting ads, and email nurturing sequences.

Tips From the Video Pros at Levitate Media:

The script matters. Solid messaging is truly the secret sauce to a successful video. Address pain points, highlight value, and keep it simple.Reuse and repurpose. Almost all videos have hidden gems in them. They can be cut into snippets, used for social graphs and stills, and used beyond their original purpose.Mix formats strategically. Use video as a comprehensive means to meet people where they are. Consider length, format, and messaging for each stage of your buyer’s journey.Refresh often. Routinely review your content library, and consider updating or editing anything that feels outdated. If videos feel old or don’t match your current brand and messaging, it can hurt credibility.

Bonus Tip: If you’re working with a production company, ask about including alt cuts and assets or a free video update in your project scope!

The Bottom Line on SaaS Video Marketing

We’ve covered the strategies that actually move the needle—from format selection to AI personalization, from first introduction to customer retention. But here’s what it really comes down to: the companies winning in 2025 aren’t just making videos. They’re making strategic video decisions based on a deep understanding of their audience.

Your format choices matter. Short-form for awareness, long-form for trust. Silent design for the majority watching without sound. Vertical orientation for mobile-first users.

Multiple channels and delivery methods aren’t optional—they’re essential. Meet your customers where they consume content and deliver the message they need to hear at that exact moment.

Don’t just make videos. Make videos that drive results.

Andrew Crichton is the founder of Levitate Media, a creative marketing agency helping B2B brands grow through powerful video storytelling, digital strategy, and AI-enhanced execution. Since launching the company in 2009, Andrew has led Levitate through the production of over 15,000 successful video campaigns. With a background in entrepreneurship and a passion for helping businesses communicate with clarity and impact, Andrew brings a unique blend of creative insight and strategic thinking to every project. 

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