In the current digital landscape, video isn’t just a part of your marketing strategy – it is your marketing strategy.
A great tool to integrate into your marketing strategy is an explainer video. They are the easiest way to tell complex concepts in 60-90 seconds, helping customers get a better idea of the product and the service.
One of the latest trends in creating a good SaaS Explainer Video is to make it with motion graphics.
But let’s agree, it’s not an easy job for a business owner to find a good explainer video production team that truly understands motion graphics and their product.
Here is a great example of a SaaS Explainer Video we made for Teamflect
But how do you even go from a blank page to a viral, high-conversion masterpiece? Success in SaaS Explainer Videos isn’t about the software you use; it’s about the planning process.
This guide walks you through the essential phases of production to ensure your video delivers a massive ROI.
Contents
- Define the Purpose of Your SaaS Explainer Video
- Create a Script for Your SaaS Explainer Video
- Choose Your SaaS Explainer Video Style and Design
- Select a Voice-over and Soundtrack
- Plan the Production and Distribution
- Conclusion
1. Defining the Purpose of Your SaaS Explainer Video
Before the first shape is moved, you must establish a “Why.” Your video can serve various objectives: familiarizing consumers, boosting SEO, stimulating conversions, improving engagement, etc.
Most brands try to achieve all of these in a single 60-second clip. However, we advise focusing on a single goal and tailoring your videos based on the needs of the goal. In this way, it is easier to measure the success metrics.
To start, ask yourself:
- What is the core message? If the viewer only remembers one thing, what should it be?
- Who is the target audience? A B2B tech solution requires a different tone than a B2C lifestyle app.
- Where will it live? A video designed for a homepage hero section has different requirements than a YouTube pre-roll or a LinkedIn ad.
By narrowing your focus early, you save time during the revision phase and ensure your Call to Action hits the mark.
2. Create a Script for Your SaaS Explainer Video
The script is the most critical element of the entire production. You can have Hollywood-level animation, but if the story is weak, your audience will drop off in seconds.
In 2026, storytelling has shifted toward “radical empathy” – showing the user you understand their pain immediately.
What the production team does first is
- Understand the video message
- Identify the platforms where the video should be used.
- Decide video length
- Create video body/script.
During years of work and experience in the industry, the Burnwe team has come up with the best formula for a SaaS Explainer video.
If your video is 1 minute long, then…
Attention is ~ 5 seconds
Making people watch your video and decide to stay is a true talent. So, we use specific words, texts, faces, and fast, attention-grabbing movements in the first 5 seconds for that purpose.
The problem should take ~ 10 seconds
It’s important to show the problem your potential clients and target audience face. It makes your video personal for the viewer, and they resonate with it better.
Intro – The Solution should be around 15 seconds
Advantages can take ~ 20 seconds
For this part, we present the product as the best solution to that problem. We talk about the advantages, explaining to the viewer in a short and comprehensive way why they need exactly that product.
Lastly, the Call-to-Action takes about 10 seconds
It’s one of the most important parts of the video. Without a logically structured Call-to-Action, your video will hardly make sense. That’s the part when you push viewers to act after they watch the video.
That’s why it’s important to understand what you want to achieve through your video and successfully integrate your goal into the CTA.
But let’s not forget that this structure is not an ultimate magic solution for all cases.
That’s why we foster an individual approach for each video.
What refers to the script, it’s the actual foundation of the SaaS Explainer video, so you should make sure it’s structured.
A video script is usually created based on the structure. It’s a short explanation of your video, broken into steps.
Have a look at the video Burnwe has created for Avaturn, following the script formula.
3. Choose Your SaaS Explainer Video Style and Design
Once you have the script ready, it’s time to move into the visual development phase. This is where your brand identity comes to life. It means that the key to a well-executed explainer is the consistency of the style, aligned with the brand identity.
So it’s important to keep the consistency all the way through the video. Consistency plays a huge role even in the small details, such as the typography, the color scheme, and the visual effects.
Remember! Even the slightest attention to detail goes a long way!
4. Select a Voice-over and Soundtrack
A video can have or not have a voice-over. However, professional voice-over adds a layer of human connection that text on a screen simply cannot replicate. Alongside making the explainer video easily perceivable.
However, writing content for video is very different from writing text to be read. In SaaS Explainer video production, the success of the video heavily depends on how the voice-over is written. It needs to be clear, catchy, and built with the right keywords so the message stays in the viewer’s memory.
Voice-overs should deliver the right information in the simplest way possible. This is especially important because explainer videos are often made for people who are discovering a product for the first time and can’t ask questions. Clear structure and concise messaging help avoid confusion and keep attention.
That’s why video content writers are involved from the early stages of production.
It’s important for them to
- Collect as much relevant information as possible about the product
- Do some research on the industry your product specializes in
- Put together the information
- Keep it short within the overall decided length and structure
- Make the most effective video text out of it
- And to know more about the subtleties of video text writing, check out our blog post devoted to this important topic by Burnwe’s team of content writers.
Music also plays a key role in video content. The right music sets the mood, supports the voice-over, and helps keep viewers engaged without distracting them.
At Burnwe, we treat music as part of the core production process, combining it with the voice-over early on so the visuals, timing, and transitions stay in sync.
5. Plan the Production and Distribution
Congratulations, if you have reached this point, it means you have successfully planned and executed your SaaS Explainer video!
Now there is one thing left to do, and it’s the most fun part. It’s time to bring your video to life through production and distribution.
However, you have to remember that before distributing your video, you have to know your target audience on each platform.
Consequently, you can plan and customize your video content based on your audience and your goals.
The distribution phase involves:
- identifying the most relevant social media platforms for your target audience
- optimizing your video for each platform
- creating a tailored distribution plan.
While it may seem overwhelming, be sure that there are a lot of resources ready to help you.
One of those is an article that we wrote on customizing and optimizing your video.
This guide covers everything from video format and length to ideal posting times and audience targeting.
Conclusion
Planning a SaaS Explainer video can feel overwhelming, but you don’t have to do it alone.
At Burnwe, we specialize in taking complex ideas and turning them into engaging, high-performance visual stories.
We also stay open to discussion at every stage, ensuring a transparent and collaborative process.
So if you are already thinking about getting started with production, our team is always ready to provide free guidance.
