How to make a SaaS explainer video

Explainer or demo?

A demo walks through the product. An explainer starts one step earlier: it makes sure the viewer knows why the product exists before showing how it works. Use an explainer on your homepage and in pitch decks, and a demo in sales emails and onboarding.

The shape that works

• Who it's for, in their words.
• The problem they have today.
• How your product solves it, in three steps on real screens.
• The result: time saved, money made, a job done.
• What to do next, with your address.

How long should it be?

60 to 90 seconds on a website, where visitors chose to press play. 30 seconds or less for a social post. If the script runs long, cut a step, not the pace.

Writing the voice-over

Short sentences, one idea each, in the words your customers use. Say the result out loud; show the steps on screen. Leave out jargon and hype words: they make a product sound like every other product.

How to make it with Van-Goh

1. 1Write one prompt. Say what the product is, who it's for and the one thing the explainer must show. One line is enough.
2. 2Add your pictures. Add your website's address or four to eight screenshots of the product. Clean, full-size images work best; the video is built around them, in their colours.
3. 3Read the plan. Van-Goh shows you the style, the shape and the music before anything is made. Change it, or press Start: it shows the price first.
4. 4Watch it and ask for changes. Say what to change in plain words, like "slower" or "show the price earlier". Each new version takes 10 credits. Then download the MP4.