8 B2B SaaS Explainer Video Examples, and Why Each One Works

These are eight explainer and product videos from our portfolio, across fintech, cybersecurity, healthtech and business software. Each was built for a different moment in a B2B buying journey. For every one you get the brief, the format and the reasoning behind it, so you can borrow the thinking for your own video.

The eight SaaS explainer video examples at a glance

Read the table from the last column. The funnel stage decided the format on every one of these projects, and it is the column most worth matching to your own situation.

Five industries, four formats, and a spread from first impression to post-sale adoption. What the eight share is a single job per video, agreed before anyone opened a design file.

How to read these examples

Most example roundups rank videos by how they look. That tells you what a studio can make. The better question is what job each video was hired to do, and whether its format suits that job.

So every example below follows the same shape: the business problem behind the brief, then the strategic reasoning for the format. There are no conversion figures. A video is one input among many in a pipeline, and a number stripped of its context tells you less than the brief does.

A reference video is only useful when you know what it was briefed to do.

Two findings from learning research sit underneath the reasoning. The first is about when animation earns its place.

The second is about placement. A systematic review of 105 studies and 7,776 participants found that video added to existing material produced a large effect (g = 0.80), while video that replaced an existing method produced a small one (g = 0.28).[2] Every video below was built to sit beside something: a homepage, a sales conversation, a help centre, a trade show stand.

1. Reclaim Security: brand and GTM explainer

The brief

Reclaim Security is an AI-powered security engineering platform with a distinctive method for dealing with modern threats. The brief was to make that method compelling and easy to grasp for someone meeting the company for the first time. The same film had to give the website and every marketing channel one shared explanation of the platform.

Why it works

Security buyers carry a crowded map of product categories, and a new platform gets filed under the nearest familiar heading within seconds. A brand and GTM explainer at the top of the funnel exists to settle that filing before the first sales call. The format suits the job because it delivers one claim, in a fixed order, identically to every viewer.

The discipline that makes it hold is coherence. Material that is interesting but beside the point reduces what a viewer takes away, and coherence is one of eleven design principles with meta-analytic support.[3] The whole project is written up in how Reclaim Security clarified its AI platform.

2. Payrix: payments brand video

The brief

Payrix provides integrated payments for software businesses, and the hardest part of that sale is trust. A buyer has to believe that an entire ecosystem of money movement will work reliably inside their own product. The brief was a GTM video for the website that establishes Payrix as an authority in SaaS payments for visitors already weighing providers.

Why it works

Payments is a subject made of sequence. Money passes through several parties and stages before it settles, and a buyer’s anxiety lives in the gaps between them. That is the kind of subject where animation outperforms a static diagram most clearly, because the thing being explained unfolds over time.[1]

Note what Payrix commissioned separately: a library of tutorial videos for its customer success team. The awareness film and the help library answer different questions for different people, so they are different videos. That split is the most transferable lesson on this list.

3. Empowered Home: healthtech introduction

The brief

Empowered Home brings a novel health-tech solution to market, which means patients and providers meeting an unfamiliar technology for the first time. The brief was the company’s primary introductory video. It had to demystify the technology, build trust with both audiences and position the company as a credible authority in its field.

Why it works

In healthtech, trust comes before interest. A viewer will not weigh up a solution they do not yet understand or believe, so the introductory explainer carries both burdens at once. That makes the explainer the right first format: comprehension is the gate every later conversation has to pass through.

Two audiences is the hard part of a brief like this. The workable approach is to lead with the concern both groups share and let each group’s detailed questions live on pages built for them. The evidence on added video supports that division of labour. The film does not have to answer everything, because the material around it does the rest.[2]

4. Cohesity: data security product walkthrough

The brief

Cohesity needed to show IT leaders how its platform secures data in practice, translating a complex feature set into security benefits a technical team can weigh. The walkthrough serves the middle of the funnel, where an evaluator is validating a shortlist and checking claims against the product.

Why it works

By the consideration stage, an IT leader has already read the positioning. What they want now is evidence that the platform behaves the way the website says it does. A walkthrough supplies that evidence with the product itself, which is what the research calls representational material: animation depicting the actual thing outperformed static pictures with d = 0.40.[1]

The craft decision that matters most in this format is signalling: guiding the eye to the one area of the screen that matters at each moment.[3] For a deep-tech buyer, precision is itself the proof.

5. Emburse: expense management product demo

The brief

Emburse sells expense management software to financial decision-makers, who need to see efficiency gains quickly and clearly. The brief was a concise walkthrough of the core expense features, built for the product marketing pages where buyers compare options.

Why it works

A finance leader evaluates this kind of software by picturing month-end with it. Expense management is procedural by nature: a claim is submitted, checked, approved and reimbursed, in order. Procedural knowledge is where animation’s advantage peaks,[1] so a walkthrough that follows one task to its result gives the buyer the picture they are trying to build.

Concision is the second decision. Engagement across 6.9 million video sessions fell away sharply past about six minutes,[4] and a buyer on a product page is fitting you in between meetings. If you are unsure which of the two formats your product needs, our guide to explainer video vs product demo video sets out when each one fits.

6. DSharp Studio: pre-sales explainer

The brief

DSharp Studio’s product sits in data warehousing and modelling, and the people who approve it are often not the people who understand it. The brief was a pre-sales explainer that makes the tool’s methodology clear to non-technical stakeholders, so deals can close and implementation can start sooner.

Why it works

Late in an enterprise deal the buying committee widens: finance, operations, a sponsor who missed the demo. Your champion has to explain the product again to each of them, and a methodology retold second-hand loses its logic quickly. An explainer gives the champion something accurate to forward.

A methodology is a sequence of steps, which plays to animation’s strongest ground,[1] and the video sits beside the sales conversation, the placement the evidence favours.[2] DSharp’s Chief Sales and Marketing Officer described our team as “well versed with our product” despite the technical nature of the business. That familiarity is the precondition for this kind of brief.

7. ExRP by kShuttle: adoption explainer

The brief

kShuttle’s ExRP platform serves customers with specialised, customised requirements, and slow user education raises both churn risk and support load. The brief was a detailed explainer that shortens the time it takes a new user to adopt the platform.

Why it works

After signature, the buyer becomes a user, and the last stage of the funnel is adoption. A tutorial explainer earns its place here because a product used well is a product renewed. Detail is appropriate at this stage: the viewer is motivated, logged in and trying to get something done.

The design rule is segmenting. A set of short parts, each answering one task, suits a user who arrives with one question at a time.[3] For a separate kShuttle challenge, making proof visible under confidentiality agreements, read how kShuttle turned a confidential deployment into a sales asset.

8. SpatiumX: trade show event loop

The brief

SpatiumX offers warehouse management software and services, and major conferences are where much of its buying audience gathers. The brief was a promo designed to loop on the stand, catching attention in a busy hall and drawing visitors to the booth. A separate tutorial library, built around the platform’s core workflow, handles onboarding for new users.

Why it works

An event loop is a different object from a web explainer. It plays in a noisy hall to people walking past, and most of them catch a few seconds from an arbitrary point in the loop. So the brief has to work without sound and without a beginning: any stretch of it should carry the brand and the core idea on its own.

That constraint is coherence taken to its limit.[3] One idea, stated visually, repeated. The detailed product story belongs in the conversation the loop starts, and starting that conversation is the loop’s entire job.

How to use these examples in your own brief

The fastest way to waste a reference video is to send it with “something like this”. A studio will read that as a note about style, and style was the least important decision in every example above. Use the list this way.

1. Start with the stage. Find the row in the table closest to your situation: first impression, technical evaluation, committee sign-off, adoption or an event. That choice narrows the format before any creative conversation starts.
2. Name the viewer by role. “IT leader validating a shortlist” produces a different video from “CFO seeing us for the first time”. If there are two audiences, say which one wins when they conflict.
3. Write the one sentence. Every example here was built around a single claim. If you cannot write yours in one sentence, the script will try to say four things and land none of them.
4. Decide where it lives and what sits beside it. Homepage, product page, sales sequence, help centre or trade show screen. Placement sets the length, the sound strategy and the call to action. Our guide to explainer video length covers the runtime side.
5. Send references with reasons. “Example 4, because our evaluator needs to see the product working” is a brief. “Example 4, because it looks premium” is a mood.
6. Plan the family. The Payrix pairing shows the pattern: one film to win attention, one library to keep customers. Scoping them together gives both one visual system, so the help library looks and sounds like the film that won the customer. For more formats to plan into the family, see our creative video ideas for B2B brands.

If you sell across several markets, add the languages to the brief at this point. On-screen text, runtime and voice all change with language, and planning for them from day one keeps every extra version quick to produce. Our guide to video localisation in Southeast Asia covers the detail, and the explainer video production process shows where each decision lands.

The short version

The value of a B2B SaaS explainer video example is in its brief. Brand and GTM explainers settle what you are at the top of the funnel. Product walkthroughs prove how it works to an evaluator. Tutorials carry a methodology to a committee or a product to a new user, and event loops earn a conversation from a passing crowd. Choose the stage first, name the viewer, write the one sentence and place the video beside the material it supports. The format follows, and so does a video your buyer can use.

Frequently asked questions

What makes a good B2B SaaS explainer video?

A good B2B SaaS explainer video does one job for one buyer at one stage of the funnel. It opens on a problem the viewer recognises, carries a single claim and cuts everything that does not serve it. It also sits beside other material, such as homepage copy or a sales conversation, because research shows video added to existing material outperforms video that replaces it.

What is the difference between an explainer video and a product demo video?

An explainer video tells a buyer why your product matters, and a product demo video shows how it works. Explainers usually serve the top of the funnel and are often animated, because they carry concepts. Demos serve evaluators in the middle of the funnel and are built around the real interface. Most SaaS companies eventually need both, and scoping them together keeps one visual system across the pair.

How long should a SaaS explainer video be?

As short as its single job allows, which for a homepage explainer is often around a minute. Reclaim Security's homepage explainer ran sixty seconds, and the limit forced the argument into one claim. Tutorials and walkthroughs can run longer because the viewer is motivated, but split them into short segments. Engagement across 6.9 million video sessions fell away sharply past about six minutes.

Should fintech and cybersecurity companies use animation or live action?

Animation is usually the stronger choice for fintech and cybersecurity explainers, because the subject is often invisible: data, transactions, threats and workflows. Animation can show a process unfolding step by step, which is where research finds its biggest advantage over static pictures. Live action earns its place in customer stories and brand films, where a real person's credibility is the point.

Can one explainer video work across Singapore, Malaysia, Indonesia and Australia?

Yes, if localisation is planned in the brief. Animated explainers are the easiest format to adapt, because voiceover and on-screen text can be swapped per market without reshooting. Keep text in editable layers, allow extra runtime for languages that run longer than English, and ask for separate audio stems. Check that music and voice licences cover every territory you plan to use.