Video is taking over B2B marketing. No longer just a consumer brands’ play, videos have found their way into B2B SaaS marketing playbooks - and they’re ruling roost. According to Wistia's State of Video Report 2024, video creation in B2B is through the roof, and engagement is up year-over-year.
In other words, people love to watch more than read. They want to see how a product works, hear experts discuss industry challenges, and watch real testimonials. And with social algorithms favouring video content to add to the mix, B2B SaaS companies are going video-first.
What is a video-first strategy?
Going "video-first" simply means including videos in all your marketing campaigns. It doesn't mean every campaign must be built around a video. For example, you might be launching an e-book or announcing an event, and you'll use videos to help promote it and create awareness.
Below, we break down 10 killer video formats from real SaaS companies that are crushing it with video-first marketing. From witty skits to customer testimonials, you'll see how modern B2B brands are using videos to stand out.
Live webinars are content goldmines – but not everyone will watch an hour-long recording. That's why savvy SaaS teams repurpose webinars into short, engaging clips highlighting the best insights.
Example:
Events platform, Goldcast, took an hour-long webinar on AI in B2B video marketing and edited it down into a concise "key statistics" clip for LinkedIn. This highlights reel delivers key takeaways in ~1 minute, delivering instant value, making it far more shareable on social media and digestible for busy viewers.
Why it works:
By slicing up the webinar into standout moments, Goldcast was able to both extended its content's lifespan and reached a broader audience who missed the live event. This clip deliver key takeaways in a fraction of the time, making them perfect for busy professionals who want value (and also a gentle nudge to go watch the whole session).
How you can make a video like this:
Who says B2B has to be boring? Some of the most memorable SaaS videos are self-recorded skits that use humor or relatable office scenarios to connect with the audience. The key is that these feel human – often shot by team members with a smartphone or webcam, not a Hollywood film crew.
Example:
Superside created a hilarious skit featuring one of their own, a senior copywriter, as the protagonist. The video cleverly parodies typical corporate testimonials, beginning with Kyle's forced enthusiasm about his workplace. As the interview progresses, his true frustrations become increasingly apparent through his strained expressions and honesty about his overwhelming workload. The turning point comes when he discovers Superside's solution, which genuinely transforms his work experience and restores his creative passion.
Why it works:
This works because it takes a relatable experience of feeling overwhelmed and turns it into a solution, making viewers immediately see themselves in Kyle's shoes. It's funny, engaging, and viewers connect with Kyle's character right away. The DIY-style skit earned tons of engagement precisely because it didn't feel like a polished sales pitch – it felt like a funny video a friend might send.
How you can make a video like this:
When it comes to explaining software, sometimes you just need to show it like it is. Screen-recorded videos (often with a voiceover or talking head in the corner) are a staple for SaaS product demos and how-tos. The idea is to walk viewers through the actual interface, so they can see the product in action.
Example:
At Clueso, we eat, sleep, repeat screen-recorded videos. So we'd be remiss if we didn't shamelessly drop one of them here for reference. This video (made in Clueso, of course!) explains how elements and effects work in Clueso. With an actual product walkthrough, this video clearly shows how easy it is to add Callouts, Spotlight, Rectangles, and Arrows in a video with Clueso, and let's viewers experience that wow-factor first-hand.
Why it works:
Screen-recorded videos work wonders for product education, onboarding, and convincing skeptical buyers with a "seeing is believing" approach. By watching a short recording of the workflow, prospects instantly understand the UI and key benefits.
How you can make a video like this:
Pro tip: Using Clueso, you can enhance your screen recordings with professional AI voiceovers and special effects to draw attention to important features.
Launching a big new feature or product? Don't just send a press release – show it and hype it! Product release videos are all about building excitement. They're typically short, high-energy, and focused on the value of the new release.
Example:
A standout example is Glide's launch video for "Glide Pages," which was so effective it was voted one of the best product launch videos on Product Hunt on this Reddit thread. Glide's video doesn't just list features; it tells a story of what users can now do, with upbeat music and visuals of the app in action.
Why it works:
These videos generate buzz on social media and make existing users go "Whoa, I need to try this!" By investing in a polished hype video, SaaS companies can turn a feature launch into a mini-event that gets shared and talked about well beyond their subscriber base. The visual demonstration and storytelling approach makes abstract benefits concrete and memorable.
How you can make a video like this:
Ever see those videos where someone with a microphone interviews random people on the street? Turns out, that format isn't just for late-night comedy – B2B brands use it too, adding a fun field reporter twist to their content.
Example:
In SaaS, "man-on-the-street" videos often happen at industry conferences or meetups. For example, app security company Checkmarx sent a camera crew to Black Hat, a big cybersecurity event, to ask attendees, "Should DevOps and Security be in couples counseling?" The tongue-in-cheek question sparked honest (and humorous) responses from security pros, which Checkmarx compiled into a short video.
Why it works:
It was an engaging way to highlight a pain point their product addresses (DevOps vs. Security friction) without feeling like a sales pitch. These candid interview videos work well because they feature real people (not actors or employees) and unpredictable answers, making the content more entertaining. They're fantastic for social media, often earning high engagement as viewers see peers or familiar faces reacting on camera.
How you can make a video like this:
Sometimes you don't need to show the whole product – focusing on one killer feature can be more impactful. Product highlight videos are short clips (typically 1–2 minutes) that zoom in on a specific feature or benefit. The goal is to leave the viewer with a clear understanding of how that feature helps them.
Example:
A great example is sports betting platform, Outlier, showcasing their "Filters & Notifications" features. In the clip, an onscreen walkthrough guides users through the app, illustrating clear examples of the types of bets they’d like to make and build out their own strategy around favourite players.
Why it works:
By the end of the video, you immediately get the value prop of that feature (filtering bets by favourite players). Keeping the scope narrow helps viewers retain the info and gets them excited about specifics. These videos are perfect for email announcements, in-app popups, or social posts to drive adoption of new features.
How you can make a video like this:
Nothing builds credibility like letting your happy customers do the talking. Testimonial videos feature real clients speaking about how your SaaS product solved their problems – ideally in a genuine, unscripted way.
Example:
Gong's testimonial videos featuring customers are masterclasses in how to do testimonials right. They're laser-focused on one specific feature and its direct benefit, with no company background or lengthy introductions. Each video features a customer speaking directly to the camera (making eye contact with viewers), creating a peer-to-peer connection.
Why it works:
The format is simple yet powerful: Benefit → (because of) → Feature, followed by a demo of that feature in action. These videos work because they're authentic, targeted to specific industries, and incredibly focused. There's no fluff – just a direct message from a peer about a specific value they've received, which builds immediate trust with prospects.
How you can make a video like this:
Educational, thought-leadership content is huge in B2B marketing. Video gives it a face and personality by putting a knowledgeable person on camera speaking directly to the audience. This could be your CEO, a product manager, or an industry influencer – the format is typically a single person talking to the lens (often with some slides or graphics added in post).
Example:
Ahrefs has mastered this with their YouTube channel: their marketing experts like Sam Oh appear in videos teaching SEO concepts, and while doing so they naturally showcase how to solve those problems using Ahrefs' tools.
Why it works:
Viewers get genuine value (learning a new strategy), and Ahrefs subtly earns credit as a helpful authority while demonstrating their product in action. It's a win-win. The tone is conversational and the content packed with expertise, which builds trust. It feels like you're getting advice from a friend, not a lecture.
How you can make a video like this:
When a SaaS company hosts an event (user conference, webinar series, etc.), they often create a promo video to get people excited about attending. These videos are all about energy: flashy highlights, testimonials from past attendees, cool music – anything that says "this event is going to be unmissable!"
Example:
Gainsight puts on an annual customer success conference, Pulse, and they release highlight reels showcasing the previous year's events. The Pulse video featured clips of engaging speakers and fun networking activities, often including attendee sound bites over montage clips.
Why it works:
By seeing actual footage of the event, potential attendees can visualize themselves there and feel the FOMO. The best event promo videos convey the value of the content and the vibe of the community. They typically end with a clear call-to-action to register. These videos work because they transform a potentially dry business event into something exciting and valuable.
How you can make a video like this:
Your own employees can be a fantastic (and authentic) marketing channel, especially on social platforms. Encouraging employees to create and share content about your company can massively amplify reach.
Example:
ClickUp has mastered employee-generated content across platforms, with one notable mention being their Head of Social Marketing, Chris Cunningham. Chris often creates simple, relatable videos that don't just sell the platform - he entertains and educates his audience. In one of his top-performing LinkedIn videos, he shared how they hit over 1 billion impressions for ClickUp in 2024, breaking down their simple framework: be the expert in your space, make people laugh with relatable content, and actually show your product. ClickUp employees regularly post helpful tips about using the platform on LinkedIn and TikTok, where they've built a notably strong brand presence.
Why it works:
Prospects and recruits get to see the people behind the product, which builds trust and likability. The content doesn't feel like marketing at all – and that's exactly why it works so well. When dozens or hundreds of employees talk about your product or company culture, it creates an authentic wave of enthusiasm that no corporate account could match.
How you can make a video like this:
"Video-first" content isn't a single tactic – it's a versatile strategy with many flavors. Whether it's clipping webinars into bite-size lessons or getting your team on camera for a laugh, B2B SaaS companies are finding creative ways to engage audiences through video. The common thread in all these examples is authenticity and a keen sense of what will interest the viewer.
Producing great B2B videos doesn't have to be complicated. Whether you're just starting out or looking to diversify your video content strategy, these ten formats offer plenty of options that don't require massive budgets or specialized teams.
Remember that consistency matters more than perfection. Start with one or two formats that align with your current goals, create a sustainable process, and expand from there. With a bit of planning, one webinar can spawn a dozen pieces of content, and one charismatic employee with an iPhone can become your next social media sensation.
Want to get started creating these videos quickly? Clueso's AI-powered platform can help you transform simple screen recordings into professional product videos and tutorials with features like automatic zoom effects, spotlights, professional voiceovers, and easy editing capabilities - no video production experience required!
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