Ever tried to explain a new SaaS feature in a single minute and ended up talking like a robot? We’ve all been there. The idea is simple, but the delivery gets tangled in jargon and filler. The result? Your audience gets bored, your conversion drops, and you’re left wondering why the pitch didn’t land.
So what’s the fix? A crisp, visual narrative—an explainer video—that turns complexity into a clear, memorable story. Think of it as a short movie that sells the benefit before you even ask for the sale.
In practice, a well‑crafted explainer can boost landing‑page conversions by up to 30% and cut onboarding time by a third. One SaaS founder I worked with dropped user churn from 27% to 12% after swapping a text‑heavy FAQ page for a 60‑second video walkthrough.
Why does a video win? First, it engages the brain’s visual cortex, making ideas stick. Second, it lets you show, not just tell—so even the most technical features feel intuitive. And third, it scales. The same clip can sit on your website, in an email, or on a social channel with zero extra effort.
Now, you might think making a video is a huge time sink. That’s the old myth. With a solid framework—storyboard, script, animation, and voice‑over—you can produce a polished 60‑second clip in under a week. And if you’re tight on budget, you can lean on AI tools for scripting or voice synthesis, which is where our friends at RebelGrowth shine.
Curious about drafting that first script? Check out the best automated content generator for Shopify article. It offers a quick‑start guide that pairs perfectly with the visual storyboard we’ll build for you.
So, if you’ve been staring at a whiteboard full of feature lists, consider swapping that static diagram for a dynamic video. It’s not just a marketing asset; it’s a strategic play that turns visitors into users faster.
In the next section, we’ll break down how to turn that idea into a storyboard you can hand off to a production team—without the headache.
TL;DR
An explainer video turns your complex SaaS feature into a 60‑second story that captures attention, boosts conversion, and slashes onboarding time.
Using our structured framework, you can produce that clip in under a week, keep costs low, and deploy it across web, email, and social with zero extra effort today.
Step 1: Define the Goal and Target Audience
We’re about to dive into the heart of your video project—no fluff, just the stuff that actually matters. Before you write a line of copy or sketch a storyboard, you have to ask yourself: what’s the end‑game?
Think of it like planning a road trip. If you just hop in a car without a destination, you’ll probably end up in a parking lot somewhere. That’s the same with a 60‑second explainer. The goal keeps the script focused and the audience hooked.
First question: Who will watch this video? Is it the product manager who needs to onboard new engineers? Or maybe the sales team looking for a quick pitch deck? Knowing the viewer lets you pick the right tone, jargon, and even the length of the hook.
We’re not talking about a one‑size‑fits‑all approach. Every SaaS founder has a different pain point—maybe churn is high, maybe your landing page feels stale. Your goal should be a direct answer to that problem. Write it down, then double‑check that it’s measurable. “Increase conversions by 20%” is better than “make people like it.”
Second, set a SMART target. Specific? Sure. Measurable? Check. Achievable? Realistic for your timeline. Relevant? It should drive revenue or reduce onboarding time. Time‑bound? Define a launch date so the project stays on track.
When you know the goal, the audience follows naturally. Create a quick persona map: name, role, biggest frustration, how your product solves that frustration, and where they spend time online. If you’re targeting product managers, maybe you’ll feature them in a Slack channel or a LinkedIn group. For bootstrapped founders, a free resource hub might be the right place.
Once you’ve nailed the goal and audience, you can craft a 30‑second hook that speaks straight to them. Keep the first five seconds razor‑sharp. Use a question or a bold statement that hits the pain point. “Tired of churn rates that never drop?” is a great opener for a SaaS marketing lead.
Now, you might wonder how this ties back to the rest of the process. That’s where the explainer video examples come into play. By reviewing a few successful clips, you’ll see how others translate goals into visuals. Notice the pacing, the CTA placement, and the tone. These are the building blocks you’ll need later.
Embed your first visual cue: a quick demo that illustrates the problem you’re solving. This isn’t a full production—just a short clip that shows the pain point in context.
Now that you’ve seen a real‑world example, imagine your audience watching it. The video should feel like a conversation, not a lecture. That’s the key takeaway from this step.
Back to the goal‑setting: if you’re aiming to reduce onboarding time, you’ll want to highlight the feature in a way that’s instantly understandable. Use a simple “before‑and‑after” scenario. “Before our tool, users spent 20 minutes on setup. After, they’re up and running in 3 minutes.” That’s a concrete promise.
For the audience you’ve mapped, tailor the language. Engineers appreciate concise data, while founders might want ROI numbers. You can tweak the script accordingly, keeping the core message intact.
At this point, you should be able to answer two questions in a sentence: What is the video’s purpose, and who is it for? If you can, write that down as a one‑line statement and keep it as a reference while you draft the script.
When you’re ready to move on to storyboarding, you’ll have a clear direction. The rest of the process becomes a natural extension of the goal you set here.
As a next step, check out RebelGrowth’s guide on automated content generators for a quick script outline. Best Automated Content Generator for Shopify offers a practical starter that pairs well with your storyboard. If you’re building the whole site at the same time, you might also want to look at Free Website Chick for a free, managed hosting solution that can host your explainer seamlessly. Free Website Chick keeps your focus on the video while they handle the tech side.
Step 2: Craft a Concise Script
Alright, we’re past the goal‑setting stage and ready to write the heart of your video: the script. It’s the word‑level blueprint that keeps everything tight, memorable, and on‑point.
Think of the script like a road map for your audience’s brain. Each sentence is a mile marker, and every second counts. If you drop a word or two, the whole narrative can feel off‑track.
The classic four‑beat structure is your best friend: hook, problem, solution, and call‑to‑action. That’s the skeleton you’ll flesh out in about 60 seconds. Hook grabs attention, problem makes them feel you, solution shows the fix, CTA tells them what to do next.
Start with a hook that feels personal. Imagine you’re standing in front of a tired product manager who’s drowning in feature docs. Your hook could be, “Ever feel like explaining your product is like teaching algebra to a toddler?” It’s a quick, relatable pain point that pulls them in.
Next, lay out the problem in one or two crisp lines. Don’t list features; paint the frustration. “Your prospects read long manuals, then ignore them. That’s why they never sign on.” Keep it short—one sentence, one idea.
Now, the solution: describe what your product does in a way that feels like a hero’s story. “Our video shows the feature in action, so users see the benefit instantly.” You’re not selling a video; you’re selling a faster conversion path.
Then, sprinkle in a quick proof point. “In a pilot test, we cut onboarding time by 35% and lifted sign‑ups by 20%.” Numbers give credibility, and they fit nicely into a 60‑second slot.
End with a CTA that feels like a friendly nudge. “Want to see the demo in action? Click the link below to watch now.” Make the CTA low‑effort and clear.
Timing is everything. A good rule of thumb is 2-3 words per second, so keep the script under 120 words for a minute‑long video. Use a stopwatch to rehearse the flow—if it drags, trim, trim.
Let’s break the script into a two‑column format, just like the StudioBinder template recommends. In the left column, write the voice‑over text. In the right column, note the visuals that will accompany each line. This keeps the writer, the animator, and the producer on the same page.
Here’s a quick example for a SaaS that automates data syncs:
VO: "Hey team, tired of chasing spreadsheets?
Visual: Show a chaotic spreadsheet pile.
VO: "Our sync tool updates in real time.
Visual: Animation of data flowing between apps.
VO: "Try it free and see the difference.
Visual: CTA button glowing."
After you draft, get a quick round of feedback from a few real users—just like you did in Step 1. Ask them if the script feels clear and if the visuals line up with the words.
Once the script is green‑lit, hand it off to your production team. If you’re using an in‑house animator, share the two‑column layout. If you’re outsourcing, give them the script and a storyboard; they’ll do the rest.
Remember, a concise script is a powerful engine. It turns a 60‑second clip into a conversion machine. If you’re curious about a ready‑made demo that follows this exact formula, check out our quick‑demo video example—it’s a perfect showcase.
Before we wrap up, here’s a quick thought: community feedback is gold. If you’re still uncertain what your users want, dive into Chatter for real‑time insights from your own community. It’s a simple way to keep your script grounded in real needs.
Step 3: Storyboard and Visualize the Flow (Comparison Table)
Let’s face it: a great script is only half the battle. If the visuals don’t line up, the audience will feel lost. That’s why the storyboard is the bridge between words and motion. Think of it as the map you give a cartographer before they start drawing the terrain.
Why a storyboard matters
It forces you to ask the hard questions early: Where does the user see the problem? How do you show the solution in a glance? Without this step, you’ll end up scrambling during production and risk mis‑aligning the voice‑over with the animation.
Choosing the right format
You have three main options: hand‑drawn sketches, digital storyboard tools, or ready‑made templates. Each has its own sweet spot, so pick the one that fits your timeline and budget.
Hand‑drawn sketch
Grab a sketchbook, jot a quick layout, and keep the detail low. This is fastest for teams that want to iterate on the fly. It works great for internal workshops or when you’re just testing a concept.
Digital storyboard software
Tools like StudioBinder let you drag‑and‑drop frames, attach voice‑over snippets, and share a live version with stakeholders. The learning curve is minimal, and the ability to version‑control scenes saves headaches later.
Template packs
If you’re strapped for time, a template pack can jump‑start the process. You plug in your script, swap in your brand colors, and you’re almost ready for the animator. This is handy for a first‑time client or a quick‑turn demo.
Turning a script into a visual flow
Start by mapping the four‑beat structure on paper: Hook, Problem, Solution, CTA. For each beat, note the key visual cue: a character, an icon, or a data chart. Then, add a timing column—how many seconds each frame should hold. Don’t over‑think the art style; the storyboard is about flow, not finish.
The comparison table
| Tool/Method | Best For | Time | Cost | Notes |
|---|---|---|---|---|
| Hand‑drawn sketch | Rapid ideation | 1–2 days | Free | Great for internal alignment, but hard to hand off. |
| Digital storyboard software | Collaborative production | 3–5 days | $30–$100/month | Version control and media integration. |
| Template packs | Speed‑to‑market | 1–2 days | $50–$200 per pack | Requires brand customization. |
Checklist for a solid storyboard
- Script locked: no edits after final draft.
- Visual cue for every line: avoid blank frames.
- Timing marked: keep the 60‑second rhythm.
- Feedback loop: at least two reviewers before hand‑off.
- Asset list ready: colors, logos, icons.
Once you have a clean storyboard, the production team will thank you. You’ll skip the back‑and‑forth of “Did you mean that?” and hit publish faster. Remember, the storyboard is your safety net; keep it simple, keep it shared, and you’ll turn a complex feature into a memorable story.
Step 4: Production Tips and Cost‑Saving Hacks
Okay, we’re deep in the trenches. You’ve nailed the storyboard and the script feels tight, but your budget still looks like a skinny cat. Let’s pull the levers that make production lean without skimping on quality.
1. Pick the right animation style for the money
Not every frame has to be a 3‑D isometric marvel. On the high‑end end, 3‑D requires extra modeling, lighting, and renders that add days. For most SaaS demos, a polished 2‑D motion graphic style is enough to illustrate flow and data without the extra cost.
What if you need a dash of depth? Mix a lightweight motion‑graphic intro with a single isometric panel that highlights the product’s core feature. That way you keep the bulk of the video in the cheaper style but still give the audience a visual cue that “this is the real deal.”
2. Keep the length in check
Every extra second costs you a bit more. A 60‑second video comfortably holds 145‑155 words when narrated, while an un‑narrated version can stretch a bit longer. If you find yourself slipping past that word‑count, trim or tighten the script—remember the 2‑3 words per second rule.
For a tighter budget, aim for a 45‑second clip. That cuts labor time, reduces voice‑over costs, and still delivers the hook‑problem‑solution‑CTA loop that drives conversions.
3. Leverage footage to replace animation
If your platform has a slick UI, shoot a short screen‑recording that demonstrates a key flow. A 10‑second footage clip can replace a fully animated sequence. Editing raw footage takes a fraction of the time a designer spends creating a scene from scratch.
Just be careful: keep the footage simple and in sync with the narration. Complex dashboards can overwhelm a first‑time viewer. Use screen‑capturing tools that let you blur background elements or focus on the action you’re narrating.
4. Use text‑only scenes wisely
Text‑only frames are cheap. Animate a single headline, an icon, or a quick bullet list with subtle entrance animations. They break up the visual rhythm and keep the viewer’s eye moving without pulling the production budget.
Insert these after a heavy animated block or at the end to reinforce a key takeaway. A well‑timed text slide can also serve as a CTA, nudging users to sign up or download a demo.
5. Reuse assets across projects
Build a modular library of characters, icons, and motion presets. When a new video comes in, pull from that pool instead of recreating everything. Think of it like a Lego set—pieces stay the same, but you can mix them into fresh stories.
For a bootstrap founder, this means you can produce multiple videos (FAQ, pricing, feature highlight) with a single set of assets, keeping the total cost low.
6. Tighten the feedback loop
Every round of edits adds time and money. Set a hard deadline for the first review—say, 48 hours after the storyboard is handed off. Use a simple annotation tool so reviewers can point out issues without rewriting entire scenes.
When you get the final sign‑off, double‑check that the voice‑over syncs with the timing columns. A mis‑aligned frame can cost you a full day of re‑animation.
7. Scale production with a single freelancer or a small agency
Hiring a full‑service studio often means a retainer and a higher price per minute. A freelance animator who specializes in the style you’re using can deliver high‑quality work for a flat fee per minute. Negotiate a fixed price for the entire project and keep the scope tight.
When you bundle multiple projects, you can get a volume discount. Talk to the freelancer about creating a template pack that you can tweak for each new feature.
8. Save on voice‑over and music
Professional voice‑overs can be pricey, especially if you want a top‑tier talent. For most explainer videos, a well‑recorded, natural‑sounding voice can be sourced from a mid‑level talent pool for a fraction of the cost.
Background music is another area to trim. Use royalty‑free loops that match your brand tone. If you’re on a shoestring, consider an instrumental that’s generic but upbeat—no need for custom composition.
By following these tactics, you’ll keep the production pipeline streamlined, the budget in check, and the quality on point. That’s the sweet spot every founder wants: a sharp, conversion‑driving explainer video that doesn’t break the bank.
Step 5: Post‑Production, Distribution, and Analytics
Now that the animation is finished, the real work begins: polishing it, getting it out, and figuring out if it’s actually working. Think of this phase as the “finishing touch” on a painting—one last coat and a frame can make all the difference.
Post‑Production Checklist
First, hit the final edit. Make sure every frame syncs with the voice‑over and that any on‑screen text appears on cue. If you’re using an AI tool, double‑check the script for hiccups—those small mis‑pronunciations can break immersion.
Next, add color grading. Even a subtle tweak can lift the mood; a slightly cooler palette often feels more professional for SaaS demos, while warmer tones feel friendly for product tutorials.
Then, captions are a must. Not only do they aid accessibility, but they also boost SEO and keep viewers glued when sound is off. A quick rule: 1% of video length equals about one subtitle line.
Export settings matter, too. For web use, choose a 1080p MP4 with a 30fps frame rate and a bitrate around 5–8 Mbps. That’s a sweet spot for quick loading and crisp visuals.
Distribution Channels
Once the file is ready, it’s time to choose where it lives. Your landing page should be the anchor—embed the video using a lightbox or a hero section so viewers see it first thing.
Email is a gold mine: insert a short teaser and a link to the hosted version. The same video can power a social ad, a LinkedIn carousel, or a TikTok teaser—just resize for vertical if needed.
Hosting on a dedicated platform like YouTube or Vimeo gives you built‑in analytics and makes embedding painless. YouTube’s free tier also offers a thumbnail editor, which can nudge click‑through rates.
Analytics & Optimization
Metrics are the compass that tells you if the video is steering the right direction. Watch view‑through rate first—if people stop halfway, re‑evaluate the hook. Next, average watch time shows whether the pacing keeps interest alive.
Engagement spikes when you add a short quiz or a CTA overlay; tools like Colossyan let you embed interactive elements that feed back into your dashboard. Track conversion clicks from the video’s end screen to see if viewers are taking the action you promised.
According to a post on Simpleshow, videos that hit the 60‑90‑second sweet spot retain 70% of viewers’ attention—exactly what we aim for.
Finally, set up a feedback loop: tweak the hook, test a new caption style, or shorten a scene, then re‑measure. Small tweaks often yield big ROI.
Remember, the first 5 seconds are the gatekeeper; if you lose a viewer early, you lose the chance to convert.
That demo above shows a real‑world SaaS feature walk‑through—notice how the script stays under 90 seconds, the captions sync perfectly, and the CTA is clear. Use it as a template for your own clips.
So, what’s the next step? Grab your final file, pick one or two high‑impact channels, and launch. Then sit back and read the numbers—if the video isn’t boosting sign‑ups, iterate quickly. In the world of short‑form video, the only constant is change; your analytics should guide that change.
FAQ
What exactly is an explainer video and why is it useful for my SaaS product?
An explainer video is a short, scripted clip that breaks down your product’s key benefit into a quick story. It usually blends animation or simple screen‑recording with a voice‑over, captions, and a clear call‑to‑action. Think of it as a micro‑sales pitch that shows rather than tells. It’s perfect for SaaS because it can be embedded on a pricing page, shared in an email, or slipped into a demo deck, giving prospects an instant feel for how your software solves a problem.
How long should an explainer video be for best conversion?
People’s attention spans are razor‑thin, so most high‑impact explainer videos sit between 60 and 90 seconds. That window is long enough to set context, show a core workflow, and deliver a single CTA, but short enough to keep viewers from scrolling away. If you’re aiming to boost landing‑page conversions, keep it under 90 seconds—anything longer risks losing half the audience before the message lands.
Can I use an explainer video for onboarding new users?
Absolutely—an explainer can double as an onboarding guide. Place it in your welcome email or in the first‑time‑user tour, and you give new customers a visual shortcut to the core value of your tool. Because it’s short, users can pause, rewind, or skim without getting lost in prose. The key is to align the video’s flow with the onboarding steps you’ve mapped out in your internal docs.
What are the common mistakes founders make when creating explainer videos?
Founders often go straight to flashy animation or a polished voice‑over without first defining a single takeaway. Then they cram in a product tour, add a generic CTA, and forget to test the hook. Another slip is neglecting captions or leaving the script too long. The result? A video that looks nice but fails to move the needle. Start by outlining one benefit, keep the script under 120 words, and iterate on the hook.
How do I measure the ROI of an explainer video?
Track three core metrics: view‑through rate, which tells you if people finish the video; average watch time, showing pacing health; and conversion clicks from the CTA. Pair those numbers with your funnel data—who signs up after watching? Tools like Google Analytics can surface that. If a 60‑second clip boosts sign‑ups by 15% in a month, the ROI is clear. Don’t just look at views; focus on the actions that matter to your business.
Is it worth hiring a professional or can I DIY with templates?
If you’re a bootstrapped founder with a 30‑second deadline, a template pack can get you a polished clip in a day or two. But if you want a custom visual identity that matches your brand voice, working with a small studio or a freelancer who follows a structured framework saves time and avoids costly last‑minute fixes. A DIY approach is fine for quick experiments; for a launch‑ready video, a professional touch often pays for itself in higher conversions.
Conclusion and Next Steps
So there you have the whole playbook: from goal‑setting to storyboard to post‑production. It might feel like a lot, but the trick is to treat each stage like a single‑ingredient recipe—one step at a time, no over‑complication.
First, revisit your goal. Write it on a sticky note, keep it visible, and check it against every script line. If the script says “show the dashboard,” the goal should say “cut onboarding time.”
Next, lock the storyboard. One quick review from a product manager and a dev lead usually catches the most obvious mis‑alignments. Don’t wait for the final edit; a 48‑hour turnaround keeps momentum high.
Then, run the video through a simple test: play it on a mobile phone, pause after 15 seconds, and ask a teammate if the hook landed. Iterate until that pause feels inevitable.
Finally, schedule a launch window that lines up with your daily funnel—ideally when you’re already sending an email. The video hits users after the “why” email, boosting conversion.
Remember, the goal isn’t perfection— it is impact. Keep the process lean, stay on target, and watch the numbers climb. You’ve got this. And celebrate the wins along the way.