Video isn’t just for landing pages  and paid campaigns anymore.
In SaaS, explainer videos can—and should—play a key role in every stage of the customer journey.

Let’s break it down.

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1. Top of Funnel (TOFU): Awareness Stage

Goal: Educate and attract ideal prospects.
Video Types:

• Animated explainer videos

• Social media video ads

• “What is [problem]?” videos

Example:
A 60-90 second animated explainer showing how busy marketers waste hours manually reporting.

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2. Middle of Funnel (MOFU): Consideration Stage

Goal: Build trust, show product value.
Video Types:

• Benefits (not features) explainers

• Infographic animations

• How-it-works walkthroughs & demos

Example:
An animated video breaking down your 3 main benefits (features) with visuals of your real dashboard and UI.

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3. Bottom of Funnel (BOFU): Decision Stage

Goal: Drive action and close the deal.
Video Types:

• Personalized demo videos

• Customer success stories

• “Why choose us” animations

Example:
A short testimonial animation showing how a similar SaaS customer achieved real ROI using your tool.

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Bonus: Post-Sale & Onboarding

Goal: Reduce churn and boost product adoption.
Video Types:

• Onboarding tutorials

• Address bug fixes

• Setup walkthroughs

• Feature rollout explainers

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Final Thought

The best SaaS teams don’t use explainer videos as a one-off.
They make video part of the entire sales and retention engine.

👉 Want a video strategy tailored to your funnel? [Book a free strategy call]