Home Blog Technology & IT Animation SaaS & Software Explainer Videos: Best Practices and Examples

SaaS & Software Explainer Videos: Best Practices and Examples

AUTHOR: Rafał CATEGORY: Technology & IT Animation

Software can be difficult to explain.

A SaaS platform might include complex workflows, integrations, dashboards, automation, data, security systems or technical processes. A screenshot can show what the product looks like, but it does not always explain what the product actually does or why someone should use it.

Animation gives software companies another way to communicate.

A well-designed SaaS explainer video can turn complex processes into a visual story, demonstrate how a product works and give sales and marketing teams content they can reuse across different channels.

At Animwood Studio, we create explainer videos, B2B animations, training videos, UI animations, motion graphics and other animated content for businesses and technology companies. The studio's current service offering includes explainer video production, B2B animation, training videos, app animation, internal communication and social media content.

This guide looks at the best practices for creating software animation and eight different types of SaaS and IT videos, with examples from Animwood's portfolio.

What makes a good SaaS explainer video?

The best software explainer videos start with the communication problem rather than the animation style.

Before choosing between character animation, motion graphics, 3D, UI animation or a mixed-media approach, it is worth defining who the video is for and what the viewer needs to understand.

A developer, an enterprise buyer, a new customer and a consumer may all need completely different explanations of the same product.

A good SaaS animation should therefore make the complex parts easier to understand without removing the information that matters.

It should also have a clear narrative. The viewer should understand the problem, the product's role in solving it and what they should do next.

SaaS explainer video best practices

Start with the audience

A video aimed at an enterprise IT department should not communicate in exactly the same way as an app designed for individual consumers.

Enterprise audiences may need to understand processes, integrations, security or business value. Consumer audiences may respond better to recognizable situations, characters and everyday problems.

The visual style should follow the audience rather than the other way around.

Explain the product, not every feature

One of the easiest mistakes in software video production is trying to include everything.

An explainer video does not need to become a product manual. Focus on the central problem and the few features that help explain the product's value.

More detailed information can then be handled through training videos, tutorials or a separate product video series.

Use animation to show what cannot be filmed

Software often involves things that are invisible.

Data moving between systems, cloud infrastructure, algorithms, automated workflows and cybersecurity processes are difficult to demonstrate with conventional video.

Animation can visualize these processes and make abstract technology easier to follow.

Design for more than one channel

A SaaS video rarely has to live only on a landing page.

When planning production, consider how the content could be adapted for sales presentations, social media, advertising, events, internal communication or customer onboarding.

Animwood's Noova Energy Systems project is a useful example. The production included a 60-second event video, a 90-second product explainer and short ads in different formats, creating more than 30 assets from one visual direction.

See the Noova Energy Systems project

Think about longevity

Software interfaces change quickly.

If a video depends entirely on a specific version of the interface, it may become outdated when the product is redesigned. Animated and simplified UI can provide more control and make the video easier to maintain.

This is particularly useful for companies that expect their product to evolve over several years.

8 Types of SaaS and Software Videos: Best Examples

 

1. Investor and company presentation videos

Technology companies and startups often need to communicate their product and business idea to investors, partners and potential customers.

Motion graphics, animated infographics, isometric visuals and brand-focused animation can turn a pitch into something more visual and easier to follow.


 

 

These videos can work alongside a pitch deck, at conferences, during investor meetings or on the company website.

The best practice here is to keep the message focused. The video should help the viewer understand the business rather than simply present a collection of impressive animation techniques.

2. B2C software and app videos

Consumer software benefits from communication that feels close to the user's everyday experience.

Character-driven animation is particularly useful when the product solves a recognizable problem. Instead of presenting a list of features, the story can show a person encountering the problem and discovering how the product helps.

A good example from Animwood's portfolio are The:Protocol IT 2D animated spots.

The best practice is to make the technology feel understandable without making the product itself feel simplistic.

 

3. B2B and enterprise software videos

Enterprise software usually requires a more structured and objective approach.

The audience may include IT specialists, business leaders, procurement teams and other stakeholders. Motion graphics, diagrams, icons, 3D objects, data visualization and simplified interfaces can help communicate the system without overwhelming the viewer.

Noova Energy Systems is a strong example of this approach. Animwood developed a visual language around efficiency and sustainability, combining motion graphics, typography, photography, live-action footage and 3D elements.

The best practice is to focus on the business problem and the solution rather than filling the video with technical terminology.

 

 

 

4. Onboarding videos for users and employees

Onboarding is another important use of animation for SaaS companies.

Employee onboarding can introduce company culture, processes, tools and expectations. Customer onboarding can explain how to start using a product and where to find the most important features.

Animation can also help large organizations maintain more consistent communication across teams and locations.

For this type of video, clarity is more important than visual complexity. Each video should have one clear learning objective and a straightforward next step.


 

5. Training videos for software products

Training content works particularly well as a series.

Instead of creating one long video covering an entire platform, individual episodes can focus on specific workflows, features or tasks.

This makes the content easier to watch, revisit and update.

Animwood offers training video production, specifically including animation for complex IT services and ideas.

A useful best practice is to structure the series according to the actual user journey. Start with what users need first and introduce advanced features later.

 

6. Software tutorials: animation combined with UI

Some software products need to show the actual interface.

UI animation can be combined with motion graphics to demonstrate how a product works while keeping the presentation visually controlled.

Rather than simply recording the screen, designers can simplify the interface, highlight important actions and animate transitions around the story.

This approach is especially useful when the raw interface contains too much information or when the product is expected to change over time.

Animwood also provides UI and app animation, including responsive animations for apps, websites and digital products.

The best practice is to show only the interface elements relevant to the viewer's task.

 

 

 

 

7. Product launch and event videos

Product launches, conferences and trade shows create a different requirement.

The video may need to work on an LED wall, a large presentation screen, a booth display or as part of a live stage presentation.

In this situation, animation can be designed specifically around the physical environment and technical requirements.

 

 

 

Noova is another relevant example because the project included a dedicated event video alongside product and advertising assets.

A useful best practice is to plan the event version and digital versions together, so the production can generate additional content rather than becoming a one-time asset.

 

8. Animated mascots for SaaS and software brands

A mascot can give a software product a recognizable character that appears across marketing, product communication and educational content.

The character can guide users, introduce features or become a recurring part of the brand's visual identity.

Animwood's Kito – 3D Mascot for Mobile App UI is an example of a mascot created for a mobile app environment.

Animwood also created the Wise Panda brand mascot, designed around the Wise Panda app. Both projects demonstrate how a character can become part of a digital product rather than simply appearing in one standalone video.

For SaaS brands, the best practice is to give the mascot a clear role. It might be a guide, product assistant, narrator or recognizable brand hero rather than simply an animated decoration.

 

 

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More examples of software and technology animation

The Animwood portfolio includes several other projects relevant to software, technology and digital products.

Amazon Studios Technology uses a robot character called Olo to introduce the world of film production technology.

Springboard combines character-driven storytelling with a walkthrough of an online learning platform, including courses, curriculum, mentorship and career services.


 

 

Brainly is another example of serialized product communication. Animwood created six animations using custom characters to guide users through features of the educational platform.

These examples show why there is no single “SaaS animation style.” The appropriate approach changes according to the product, audience and communication goal.


 

SaaS animation should be part of a larger content strategy

For larger IT and SaaS companies, one video is often only the beginning.

A product team may need an explainer for the website, shorter advertising versions, sales content, onboarding videos, training episodes, UI animations and event content.

Instead of treating every video as a separate production, companies can build a visual system that allows different pieces of content to share characters, illustrations, UI elements, animation principles and brand language.

This is particularly useful for companies producing content at scale.

Animwood's animation services cover explainer videos, B2B animations, training, educational content, app animation, internal communication and social media content.

For a broader look at the studio's work, visit the Animwood project portfolio, which includes explainer videos, motion graphics, UX/UI animation, mascot design, social media content and other animation formats.

Frequently Asked Questions (FAQ)

What makes a good SaaS explainer video?

A good SaaS explainer video makes the product easier to understand. It starts with a clear audience and communication goal, focuses on the most important message and uses animation to visualize information that would otherwise be difficult to explain.

How long should a software explainer video be?

The appropriate length depends on the purpose. A short marketing explainer may communicate the main product idea in around 60–90 seconds, while training and educational content can be longer or divided into several episodes.

Which animation style works best for SaaS companies?

Motion graphics, UI animation, 2D character animation, 3D and mixed-media approaches can all work for SaaS. The choice depends on the audience, product, brand and communication objective.

What should a SaaS explainer video include?

A typical SaaS explainer can introduce the problem, explain the product, show how it works and communicate the main value for the user. The exact structure depends on the product and target audience.

Are animated videos useful for B2B software?

B2B software can benefit from animation when the product involves complex processes, abstract technology, data or workflows that are difficult to demonstrate through live-action video.

Can software animation be used for training?

Training animation can explain product features, workflows and processes for employees, customers and implementation teams. Series-based training can also make large amounts of information easier to manage.

Can a SaaS video use real UI screens?

Real UI can be combined with animation, but simplified or recreated interfaces can provide greater control over the presentation and reduce the risk of the video becoming outdated after a product redesign.

How can a SaaS company use one animation in multiple channels?

A video can be planned from the beginning for different formats and placements. The production can generate a main explainer alongside shorter edits for social media, advertising, sales presentations, events and other communication channels.

How much does a SaaS explainer video cost?

The production cost depends on factors such as video length, animation style, complexity, number of characters and scenes, script development, voice-over, sound design and the number of deliverables. A detailed brief allows the production team to prepare a project-specific estimate.

How do I start a software animation project with Animwood?

Start with the product, audience and communication objective. Animwood can then help develop the script, visual direction, storyboard, design and animation as part of the production process. The studio also offers copywriting and scriptwriting, art direction, motion graphics, mascot and UI animation.

Looking for a SaaS animation production company?

Whether you need a software explainer video, B2B animation, training series, UI animation, product launch video or a larger package of animated content, Animwood can help develop the project from concept and script through design, animation and final delivery.

See the Animwood animation services or explore the full project portfolio.

For project enquiries:

newbusiness@animwood.com

Contact Animwood Studio


 

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