Software-as-a-Service (SaaS) businesses often develop products that solve specific problems through dashboards, integrations, automated workflows, reporting tools and other digital features.
However, even a powerful software product can be difficult to explain to a potential customer who has never used it.
Product pages filled with technical descriptions may tell visitors what a platform does without showing how it fits into their daily work.
SaaS explainer videos can help bridge this gap by turning complex product features into a clear visual story. Through custom 2D animation, motion graphics and narration, software companies can explain how their solutions work, which problems they address and why the product may be relevant to their target audience.
For SaaS businesses targeting customers in the UK, US and Europe, animation can support product marketing, website communication, software launches and customer onboarding.
1. Explain Complex Software Features Clearly
SaaS products often contain multiple features that work together. Describing every feature in text can make a product page difficult to follow.
A 2D explainer video can introduce the main problem, demonstrate the relevant workflow and show how the software supports the user.
For example, a project management platform could be explained through a sequence showing how a team creates tasks, assigns responsibilities, monitors progress and reviews project information.
The animation does not need to demonstrate every button or menu. Its purpose is to help the viewer understand the product’s main value before exploring the details.
2. Show the Problem Your Software Solves
Customers are often more interested in solving a business problem than learning a long list of features.
An effective SaaS explainer video can begin with a situation the target audience recognises.
A finance team might struggle with disconnected reporting tools. A sales team may find it difficult to organise leads. A cybersecurity team may need a clearer way to monitor selected security information.
The animation can then introduce the software as a potential solution and explain how it fits into the workflow.
This problem-solution structure helps product marketing managers connect the product’s functionality to the needs of a particular audience.
The script should focus on the problems the software genuinely addresses and avoid promising results that cannot be substantiated.
3. Support SaaS Website and Landing Page Marketing
When visitors arrive on a SaaS website, they need to understand the product quickly enough to decide whether to explore further.
An explainer video placed on a relevant product or landing page can provide an introductory overview without requiring visitors to read every section first.
The video might explain the platform’s purpose, show its core workflow and direct interested viewers towards a demo, trial or consultation.
For best results, the video’s message should match the page headline and the audience targeted by the campaign.
Product marketing teams should also measure meaningful outcomes, such as demo requests, trial sign-ups or qualified enquiries, rather than relying only on video views.
4. Make Product Launches Easier to Communicate
Launching a new SaaS product or feature requires clear communication across multiple channels.
A custom animation can introduce the new capability, explain its intended use and demonstrate how it fits into the wider product.
For example, a company releasing a new analytics feature could use animation to show how users access a dashboard, interpret a report and share relevant information with colleagues.
The same core video may support a launch email, a product page, a sales presentation or a social media campaign, depending on the agreed formats and usage requirements.
Planning the video around the launch strategy can help maintain a consistent message across channels.
5. Explain Technical Products to Non-Technical Buyers
SaaS purchasing decisions may involve people from different departments. A technical product might be evaluated by IT teams, operational managers, finance leaders and business executives.
Not every stakeholder needs the same level of technical detail.
Animation can help introduce the core concept in straightforward language before a more detailed demonstration takes place.
For example, a cloud software provider could explain how information moves through its platform using a simplified diagram, while a product demonstration later covers the technical configuration.
This layered approach helps the introductory video remain accessible without ignoring the complexity of the actual product.
Technical claims, security descriptions and integration details should always be verified by the appropriate product or engineering team.
6. Use Animation to Support Customer Onboarding
After a customer subscribes to a SaaS product, they may need guidance on how to get started.
Short animated videos can introduce account setup, common workflows, key features and recommended next steps.
A SaaS company might create a series of onboarding videos covering:
- Setting up an account
- Navigating the main dashboard
- Completing a common task
- Understanding an important feature
- Using integrations where applicable
- Finding support and troubleshooting resources
For detailed software instruction, screen recordings or live demonstrations may be more appropriate. Animation can complement these resources by explaining the broader concept or illustrating a workflow.
7. Strengthen Product Marketing with Consistent Visuals
A SaaS company’s visual identity can help distinguish its product from alternatives.
Custom 2D animation can use brand colours, typography, icons and illustration styles to present the product consistently across marketing materials.
The animation may also introduce a recurring character or visual metaphor to help explain an otherwise abstract concept.
For example, a workflow automation platform could use a sequence of connected visual elements to show how routine tasks move between stages.
The visual style should reinforce the product message and remain appropriate for the target audience.
8. Choose the Right Format for Your SaaS Explainer
Different objectives require different video formats.
A short marketing explainer might focus on the core value proposition, while a longer product overview could explain several connected features.
A detailed screen recording may be more suitable when the viewer needs to see the actual interface. A custom 2D animation may work better when the product involves abstract processes, technical concepts or workflows that are difficult to film.
Before production, SaaS marketing teams should decide:
- Who is the target buyer or user?
- What problem should the video address?
- What is the single most important message?
- Which features need to be shown?
- What action should the viewer take?
- Where will the video appear?
- Are subtitles or alternative versions required?
A focused brief makes it easier to develop a storyboard that serves the product’s marketing objective.
9. What SaaS Companies Should Look for in an Animation Partner
An animation provider should be able to understand the product and communicate its value accurately.
Look for a production process that includes script planning, storyboard approval, custom visual design, animation and final sound design as agreed in the project scope.
Provide the animation team with relevant product information, brand guidelines, approved screenshots or interface references and access to a product specialist who can clarify technical questions.
Review the storyboard before animation begins. This helps catch misunderstandings about the product, feature sequence or intended audience before they become expensive to change.
SaaS Explainer Video Services from Explainers Video
Explainers Video creates custom 2D explainer videos, cartoon-style animation and motion graphics for businesses that need to explain products and services clearly.
SaaS companies can use these services for software explainers, product launches, feature introductions, workflow animations and customer education.
The project can be planned around your product’s main value proposition, target audience, brand identity and preferred delivery format, with voice-over and sound effects included as agreed.
Frequently Asked Questions
What is a SaaS explainer video?
A SaaS explainer video introduces a software product, demonstrates its value and explains how it can help users address a particular problem.
Is 2D animation suitable for complex software?
Yes. It can simplify abstract concepts, demonstrate workflows and introduce features. Screen recordings may be more appropriate when exact interface interactions need to be shown.
How long should a SaaS explainer video be?
The ideal length depends on the product and the message. A focused introductory video may be relatively short, while a more detailed product overview may require additional time.
Can SaaS businesses use animation for product launches?
Yes. Animation can support launch pages, email campaigns, presentations, social media and product feature announcements.
Can an explainer video help SaaS customer onboarding?
It can introduce workflows and explain important features. More detailed tutorials, product documentation and live support may still be needed.
Explain Your SaaS Product with Confidence
Your software may solve a complex problem, but your introductory message should be easy for the right customer to understand.
A custom 2D SaaS explainer video can help communicate your product’s value, introduce key workflows and support your marketing and onboarding activities.
Explore Explainers Video: https://www.explainersvideo.com/
Discuss an animation project for your SaaS product, platform or software service.
