Video in marketing is a staple – and you can’t imagine any effective SaaS, AI, Tech marketing efforts without including at least a single video format. Video is a strong tool to engage, educate and convert – definitely more effective than any text format could possibly be.
And by the way – if you are still wondering why use video in marketing, in the meantime – your competitors already do – they have an upper hand against you throughout their funnel.
So here’s some of the main reasons why video in marketing has cemented its presence for years to come.
1. Boost Engagement and Retention
Video production in digital marketing has long been a go-to tool in handling some of the main challenges for businesses in SaaS, AI, Tech – and beyond. If you are wondering if you need video, here’s a few questions for you:
Your traffic on the website – does it convert?
Your sales conversations – how relevant are they?
And your ads – how effective are they?
If you are not using video – answers to these questions can be less than ideal. 72 percent of people prefer learning about the product through video – which means in a crowded market, if you don’t have a clear video pitch, people will bounce and then convert with a similar product that does the education better, meeting people when they are.
SaaS, AI and tech companies have complicated offerings – and video in content marketing helps kill two birds with one stone: simplifies the offering, and ensures the product stands out among the competitors.
Not having a video means you are missing the most crucial part of how humans discover things and engage with them. If you are expecting your prospects to already be extremely hooked and ready to read a 20 pager with your features – then you’ll be left behind.
For example – let’s imagine a normal day of your potential prospect. Most likely, they are busy with their work, and then some trigger point happens. You got their attention, but it’s fleeting.
Let’s look at two scenarios:
1. They read about you only/comments/LinkedIn
2. They see your ad/outreach, and engage with it.
If they read/hear about you – and then decide to go on your website, what will they see? A wall of text and images, or a 60-90 second video that educates them and guides through your solution? And which one would be more effective?
As we’ve already discovered, an overwhelming amount of people prefer video.
So, in this case – not having a good explainer video is gambling with your prospects/leads – and with your business overall. And it’s just because you think the landing page itself will do the heavy lifting.
If you already are investing in video ads, you are already paying to receive the attention of your audience. Again – with the landing page video, you can build up on the momentum, and increase the velocity of your pipeline.
Customers appreciate consistency, and a frictionless process when they are buying. And with how busy people are nowadays – having this smooth process with video is extremely important.
You should use video to promote a faster flow through your overall funnel. Keep them light, short and visually engaging. Focus on the benefits of your products – not just the features.
Your sales/customer success team can go into that more, and with videos – your goal is for the prospects to book a call/demo, and already have some information under their belts.
Example:
Our client Ironfish is using a shorter version of the video (20 seconds) at the top of their funnel, on Twitter/X
— Iron Fish (@ironfishcrypto) January 2, 2025
And after all of this attention is gathered from their leads – it’s funneled and lead into a longer, and more extensive video (70 seconds) that is placed on the website. If done right, this full funnel consistent experience can be strategized on budget, and looks amazing.
2. Increase Conversions and Sales
You know what happens when people are viewing an extremely relevant ad? Yes, they click. Video ads in digital marketing are extremely effective in getting a better customer acquisition cost, and increasing potential conversions by a staggering 80 percent.
By having a catchy hook – that distills the value of your product, pushes potential customers down the funnel to explore your solution.
The best thing is – you only need to build effective videos like that once, and they are easy to scale for a long period of time, throughout different channels and use cases.
This leads to more qualified sales calls, better conversations – and improved close rates.
Tip The next step is for the prospects to arrive at your hero page – and see a good explainer/demo video getting into more details.
This way, after they book a call – they are extremely qualified.
Example:
This great example from MyDefence, featuring an animated video combining 2D and 3D special effects, even tapping into CGI for additional impact across their points.
Even though we always recommend going for shorter video formats to get the attention – if you have such a valuable video, done in an engaging way – you can push even 3 minutes in your duration – as it’s all about how much value you can bring to the viewer.
3. Enhance Email Marketing Efforts
We’ve already talked about how effective short video ads are when it comes to generating attention – and emails are no different. Instead of sending out a boring, rambling text trying to sell your solution – that most likely will land in spam – you could try to approach it with a different angle:
“Hi John,
Teams like Acme usually struggle with X problem, here’s a 53 second Explainer on how we solve that for clients just like you.
{PLACE VIDEO LINK}”
The key relevance of your video is that it’s extremely high quality and fun to watch – and with slight changes, it can be used across multiple channels – starting with email marketing, social media – and already mentioned website and ad use case.
Almost nobody is using video in email marketing – so that also gives you a competitive advantage to stand out with your messaging.
Example:
As we’ve built the full funnel for our SaaS project management solution Alfred – we’ve made sure to adapt the video content to work across email, pitch decks, gifs, and feature pages.
4. Leverage the Power of Social Media
Nothing new here – video in social media marketing, especially the short-form video content, kills it when it comes to being effective in social media marketing. From X/Twitter, to Facebook and even LinkedIn – video can quickly grab curious prospects by the hand and lead them towards your website or app.
If you are looking to explode your efficiency – create a combo of a social media teaser/short form video, and pair it with a longer hero video, for them to watch on our website. This will speed up the time it takes for the lead to go from interested – to booking the call with you, and will have more qualified conversations.
When they take action – it’s not the sale yet! Make sure that you don’t slow down, and continue building momentum towards them becoming a paid customer.
Example:
We’ve already mentioned Ironfish – and how they used a shorter video to tease and funnel eyeballs to their website.
This time – it’s another crypto/web3 case – Nexera chain, going through their plans of going through the journey towards Mainnet.
Road to Mainnet Nexera Chain $NXRA
— Nexera (@Nexera_Official) March 12, 2025
5. Showcase Products and Build Trust
In addition to being an effective tool for engaging and making the customer journey smoother, assets like Explainer and Demo videos can be a great way to improve understanding and handle some of the most common objections.
Especially if you do have a list of common objections that people have – some of them can be naturally baked into the Explainer video. For example, if you do get quite a lot of “we are already using a solution” objections, you can add this to your video, just like this:
[Hook – depending on the frequency of the objection, use right from the start of the video]
“Already using a tool that ‘kinda works’? Here’s why that’s costing more than you think.”
Video is a strategic tool because if done right, it can become your strongest positioning tool.
Make sure that you gather your findings from your calls, like main objections, if people need social proof – and similar findings from the trenches.
This can spare your sales people the need to close a ton more objections, which will make a smoother process.
Example:
A great example is this video for Lovable – which gets across the newest and greatest updates in just 80 seconds.
They are also adding social proof – to highlight their skyrocketing popularity.
Final Thoughts: The Power of Video in Marketing
So to summarize – why is video so effective in marketing?
As you can see – the importance of video in marketing is immense, especially if you are looking to stand out within the highly competitive SaaS, tech and AI industries.
Video can be adapted to supercharge your marketing – from a single, hero video on the website use case, to a combo funnel that includes a series of videos with their own goal and purpose.
Moreover, effective video can be “harvested for parts” to be rebuilt for your content marketing needs.
If you still wonder how to use video in marketing, and finally start winning the fight for attention – reach out to us at Zelios, to build a high converting video strategy.
If you are an ambitious SaaS, AI, tech brand – let’s build your own video driven success.
Select the video type that aligns with your marketing objectives, and receive an immediate high-level estimate of the production cost.
