Top 8 SaaS Video Types by Funnel Stage
Top of Funnel / Awareness
1. Explainer Video (Human, Not Software-Based)
Purpose: Introduce the problem, the solution, how the product works and the dream outcome.
Script:
- Hook / Problem: Grab attention with the big, hairy problem (and who has it).
- Solution: Present your product as the answer.
- How It Works (High-Level): Simple explanation of how the product solves the problem.
- Dream Outcome (Before → After): Show how solving the problem leads to the ideal outcome for your ICP.
- CTA (Optional): Invite viewers to learn more, watch a demo, or explore further.
- Outro: Logo sting / end card.
2. Thought Leadership Video
Purpose: Share unique insights or a strong POV to build authority and trust.
Script:
- Hook: Bold / contrarian statement
- Idea / POV: Share perspective on a key trend or challenge.
- Evidence / Stat: Support your POV with data, a story, or real-world proof.
- Takeaway: Deliver a clear, memorable lesson for the viewer.
- CTA (Optional): Encourage engagement or follow.
- Outro: Logo sting / sign-off.
3. Viral-Worthy Video
Purpose: Drive reach and awareness with content people genuinely love and share.
Pointer: Make is so damn good people want to share it. Needs to be different, emotional, engaging, entertaining, educational. Tick as many of these boxes as possible.
Middle of Funnel / Consideration
4. Product Video
Purpose: High-level product showcase (shown in ads and hero section of website).
Script:
- Hook / Problem: Grab attention with the big, hairy problem (and who has it).
- Solution: Present your product as the answer.
- Capabilities / Highlights (High-Level): Showcase 2–3 core capabilities / workflows.
- Dream Outcome: Show how these capabilities lead to the dream outcome for your ICP.
- CTA (Soft): Invite viewers to learn more, watch a demo, or explore further.
- Outro: Logo sting / end card.
5. Product Demo Video
Purpose: Step-by-step walkthrough of how the product works in the UI (website and sales enablement).
Script:
- Hook: Promise what the viewer will see in the demo.
- Main Use Case: Show the primary workflow / use case in the product, step by step.
- Other Use Cases: Briefly cover additional important workflows / use cases.
- Dream Outcome: Tie the workflows to the dream outcome.
- CTA (Strong): Book a demo, start a trial, or talk to sales.
- Outro: Logo sting + product link/CTA.
6. Use Cases Video (By Team)
Purpose: Show how a specific team (e.g., Sales, Marketing, Finance) uses the product in their day-to-day workflows.
Script:
- Hook / Problem: Grab attention with the core challenge this team faces.
- Solution: Present your product as the answer for that team’s needs.
- Team Workflows / Use Cases: Showcase 2–3 key workflows that matter most to that team.
- Outcome: Show how these workflows benefit the team members, team and wider-company
- CTA (Soft): Invite viewers to explore more use cases or book a demo.
- Outro: Logo sting / end card.
7. Customer Story / Case Study Video
Purpose: Build trust by showing how a real customer solved their problem using your product.
Script:
- Hook / Customer Intro: Who the customer is + their challenge.
- Before: The pain or inefficiency before using the product.
- Bridge: How they used your product to solve the problem.
- After: What life is like now the problem is solved.
- Results / Proof: Measurable improvements or outcomes.
- Testimonial (Optional): Direct quote or endorsement.
- CTA (Soft/Strong): Learn more, see other stories, or book a demo.
- Outro: Logo sting / end card.
Bottom of Funnel / Decision
8. Objection-Handling / FAQ Video
Purpose: Remove blockers late in the funnel by addressing common FAQs and objections.
Script:
- Hook / Intro: Set the stage - explain you’ll answer the top questions about the product.
- Objections: Cover 3–5 key questions → state → answer → back it with proof.
- More Social Proof: Add testimonials, customer logos, or trust signals to reinforce confidence.
- CTA (Strong): Push to the next step (book demo, start trial, talk to sales).
- Outro: Logo sting + CTA.