2D Animation Examples for Business (+ Cost)
October 23, 2026
B2B video content has evolved from a nice-to-have to the most powerful medium in the SaaS marketing playbook. In 2026, buyers don't want to read 15-page whitepapers or sit through generic sales calls. They want to see your product in action, hear from real customers, and understand your value proposition in under two minutes. If your SaaS company isn't producing the right types of B2B video content, you're handing market share to competitors who are.
But "doing video" isn't enough. The question is: which B2B video types should you produce, and how do they fit into your marketing and sales strategy? Not all SaaS video formats are created equal. Some drive awareness, some close deals, some reduce churn. Knowing the difference — and investing in the right mix — is what separates SaaS companies that grow from those that plateau.
This guide catalogs the 15 essential B2B video content types for SaaS companies in 2026, organized by purpose, complexity, and impact. For each type, we'll cover what it is, when to use it, how to produce it, and real-world examples of SaaS companies doing it well.
Your 60–90 second elevator pitch in video form. A brand explainer communicates who you are, what problem you solve, and why your approach is different — without diving into product specifics.
Homepage hero, paid social ads, conference booths, and email signatures. This is often the first video a prospect ever sees from your company.
Brand explainers work best as a hybrid of animation and live footage. Animation handles abstract concepts (data flows, integrations, automation), while brief live-action segments add human warmth and credibility. Invest heavily in the script — at 90 seconds, every word carries enormous weight.
A guided walkthrough of your product showing real workflows, real data, and real outcomes. Product demos are the workhorses of B2B video content — they do the selling that text and screenshots simply can't.
Product pages, outbound sales sequences, demo request follow-ups, and consideration-stage ad campaigns. According to VideoDeck's SaaS video research, product demos are the most-requested video type by B2B buyers evaluating SaaS solutions.
Record in a pristine demo environment with realistic data. Narrate with a professional voiceover — not a screen recording with live narration (too many "ums" and mistakes). Edit with smooth zooms, annotations, and section transitions. Ideal length: 2–4 minutes for marketing, 5–10 minutes for sales-led demos.
A focused, 60–90 second video that showcases a single feature in depth. Unlike a full product demo, a feature spotlight answers one specific question: "What does [feature] do and why should I care?"
Feature pages, in-app tooltips, release announcements, and feature comparison matrices. Feature spotlights are also excellent for SEO — they target long-tail keywords like "[product name] + [feature name]."
Keep it tight. Open with the problem the feature solves (5 seconds), show the feature in action (40–60 seconds), close with the outcome (10 seconds). Use text overlays to highlight key actions. These videos are perfect for batch production — film 5–10 in a single session.
A video featuring a real customer sharing their experience with your product. Testimonials are the most powerful form of B2B social proof — nothing a SaaS company says about itself is as convincing as what a customer says about them.
Pricing pages, bottom-of-funnel landing pages, sales decks, and email nurture sequences. Place testimonials wherever a prospect might hesitate or doubt.
Remote interviews via Zoom or Riverside work well — you don't need to fly a crew to every customer. Coach the interviewee with questions in advance but don't script their answers. The best testimonials feel spontaneous because they are. Edit to lead with the strongest quote or metric, then provide the story behind it.
A longer, more structured narrative than a testimonial. Case study videos follow a problem → solution ? results framework and include specific metrics, timelines, and implementation details.
Sales proposals, enterprise deals, board presentations, and "customer stories" pages. Case study videos are particularly effective for enterprise SaaS where buying committees need substantial proof before committing.
These benefit from on-location production when possible. Filming in the customer's office adds credibility and visual variety. Include interviews with multiple stakeholders (end user, decision-maker, champion). Layer in product screenshots and data visualizations that support the narrative. Ideal length: 3–5 minutes.
A structured curriculum of 5–15 short videos that guide new users from signup to activation. Each video covers one step in the onboarding process: account setup, first workflow, integration configuration, team invitation, etc.
In-app guidance, welcome email sequences, knowledge base, and customer success onboarding calls. Onboarding videos directly impact your activation rate — the metric that predicts long-term retention better than any other.
Keep each video under 2 minutes. Use screen recordings with a friendly, patient voiceover. Include progress indicators ("Step 3 of 7") and end each video with a clear next action. Update these whenever your UI changes — outdated onboarding videos are worse than no videos at all.
Live or pre-recorded long-form video content that positions your company as a thought leader. Webinars typically run 30–60 minutes and cover industry topics, product deep dives, or expert panel discussions.
Lead generation, email list building, partnership marketing, and mid-funnel education. Webinars are one of the top 3 lead generation channels for B2B SaaS companies.
The real value of webinar content comes in post-production. Edit the raw recording into: (1) a polished replay, (2) a 5–10 minute highlight reel, (3) 5–8 social clips, and (4) a blog post with embedded video segments. One webinar should generate 2–3 weeks of content. Invest in good audio (external mics for all speakers) and visual production (branded overlays, speaker intros, slide transitions).
Educational content that teaches viewers how to accomplish specific tasks — either within your product or within the broader problem space your product addresses. Tutorials are the backbone of B2B YouTube strategies.
YouTube, knowledge base, blog embeds, and customer success resources. Tutorial videos serve dual purposes: they attract new prospects via search and help existing customers get more value from your product.
Optimize titles for search intent ("How to [task] in [product name]" or "How to [task] for [role/industry]"). Keep each tutorial focused on one specific task. Use numbered steps with visual markers. Include chapter timestamps in YouTube descriptions. As ContentBeta's research shows, tutorial content consistently ranks among the highest-ROI video types for B2B SaaS companies.
Content that positions your product against alternatives — either specific competitors or alternative approaches (manual processes, spreadsheets, etc.). These are among the most controversial but also most effective B2B video types.
Mid-to-bottom funnel, when prospects are actively comparing options. Target keywords like "[your product] vs [competitor]" and "[category] comparison 2026."
Be fair. Don't create hit pieces — they backfire. Show both products honestly, then highlight where your approach genuinely excels. Use side-by-side screen recordings for direct comparison. If you can't win on a specific dimension, acknowledge it and pivot to your unique strengths. Authenticity in comparison videos builds more trust than one-sided cheerleading.
Short, punchy videos (30–90 seconds) that announce new features, improvements, or integrations. These keep your product feeling alive and evolving in the eyes of both customers and prospects.
In-app notifications, changelog pages, email newsletters, and social media. Release videos are an underused retention tool — they remind customers why they're paying you.
Template these aggressively. Create a motion graphics template that can be customized for each release in 2–4 hours of editing. Use energetic music, fast cuts, and kinetic typography. Show the feature in action with a "before and after" if possible. These should feel exciting and modern — not like patch notes.
Videos that showcase your company culture, team, values, and working environment. While not directly sales-focused, culture videos play an important supporting role in the B2B buying process — especially for enterprise deals where buyers want to know who they're partnering with.
About pages, careers pages, LinkedIn company profiles, and conference booths. Culture videos also help attract top talent — a critical competitive advantage for SaaS companies.
Authenticity is non-negotiable. Staged "fun at work" scenes are obvious and counterproductive. Film real moments: standup meetings, launch celebrations, team outings, hack days. Use handheld camera work for energy and spontaneity. Let employees speak in their own words — diversity of voices and perspectives makes these videos compelling.
Short-form video content (15–60 seconds) optimized for social platforms: LinkedIn, Twitter/X, Instagram, and TikTok. These are often repurposed from longer content but require specific editing for each platform.
Daily social publishing, paid social campaigns, employee advocacy programs, and community engagement.
The hook is everything. You have 1.5 seconds to stop the scroll. Lead with a provocative statement, a surprising stat, or a visually arresting moment. Always add captions (85% of social video is watched muted). Edit vertical (9:16) for LinkedIn Stories, Reels, and TikTok; square (1:1) for LinkedIn feed; landscape (16:9) for YouTube Shorts.
Custom videos created for individual prospects or accounts. These range from simple webcam recordings ("Hey Sarah, I noticed your company just raised Series B...") to dynamically personalized product demos with the prospect's branding and data.
Outbound prospecting, deal follow-ups, renewal conversations, and ABM campaigns. Personalized video in sales emails increases reply rates by 200–300%.
For one-off personalized videos, tools like Loom or Vidyard make recording simple. For scale, AI-powered platforms can swap names, logos, and use cases dynamically. The production quality bar is lower here — authenticity matters more than polish. A 90-second Loom from your AE that walks through how your product solves a specific prospect's problem is worth more than a $10,000 generic demo video.
Content captured at industry conferences, user conferences, partner summits, and internal events. This includes keynote recordings, session recordings, attendee interviews, and event recap montages.
Post-event nurture campaigns, YouTube channel content, social media, and as evergreen thought leadership assets.
Plan event video production in advance. Hire a dedicated videographer (or team) for multi-day events. Capture not just stage presentations but also hallway conversations, networking moments, and attendee reactions. Post-production should include: professional audio mixing (live event audio is notoriously bad), branded overlays, and multi-camera editing for visual variety.
Videos designed for investor audiences: pitch videos, traction updates, vision pieces, and annual review content. While not customer-facing, these videos can significantly impact a SaaS company's growth trajectory by facilitating fundraising.
Pitch deck supplements, investor updates, board presentations, and demo day competitions.
Professional quality is essential — investors see hundreds of pitches and subconsciously judge companies by their production quality. Use clean animation, polished data visualizations, and confident on-camera presentation. Include customer testimonials and traction metrics. Keep pitch videos under 3 minutes; let the supplementary materials go deeper.
Not all video types require the same investment. Here's how the 15 types stack up on complexity (production effort and cost) versus impact (business results).
Green = low complexity + high impact (start here) — Blue = medium complexity — Purple = higher complexity
You can't produce all 15 video types at once — nor should you. Here's how to prioritize based on your company stage:
Start with the three highest-impact, lowest-complexity video types:
Add the content types that drive consistent engagement:
Round out your video program with retention and advanced content:
The remaining types as needs arise:
Across all 15 video types, these production principles apply:
Don't produce one video at a time. Block 1–2 days per month for video production and batch-record multiple pieces. A single production day can yield: 1 product demo, 3 feature spotlights, 2 testimonial interviews, and raw footage for 10+ social clips. The setup and teardown time is the same whether you shoot 1 video or 8.
Create branded video templates in After Effects or your motion graphics tool of choice. Templates for intros, outros, lower thirds, transitions, and CTA overlays ensure brand consistency and dramatically reduce editing time per video. Our SaaS clients at VEC typically save 40–60% on per-video editing costs after we build their template library.
Every hero video should generate 3–5 derivative assets. A 3-minute product demo becomes: a 60-second LinkedIn cut, a 30-second Instagram Reel, a 15-second ad, a GIF for email, and a thumbnail for your sales deck. Build repurposing into your production workflow from the start.
In B2B video content, audio quality is more important than video quality. A well-lit webcam video with crystal-clear audio will outperform a cinematic shoot with poor sound. Invest in good microphones, record in quiet environments, and always do professional audio post-production.
Explore more SaaS video guides:
B2B video content refers to any video created by a business to market, sell, or support products and services to other businesses. In the SaaS context, this includes product demos, explainer videos, customer testimonials, tutorials, webinars, and other video formats designed to educate, persuade, and retain business customers. B2B video content differs from B2C in its longer consideration cycles, multiple stakeholders, and emphasis on ROI and technical capabilities.
Start with a product demo video. It's the most versatile asset in B2B video marketing — usable on your website, in sales conversations, in paid ads, and in email campaigns. After the product demo, produce 2–3 customer testimonials for social proof, then a brand explainer for your homepage. These three types form the foundation of any effective B2B video strategy.
A mature SaaS company should aim for 4–6 hero videos per month plus 10–15 social clips repurposed from that hero content. Early-stage companies can start with 2 hero videos per month and scale from there. The key is consistency — regular publishing builds audience expectations and compounds your content library over time. One great video per week beats four mediocre ones per week.
A testimonial is a 1–3 minute video featuring a customer sharing their positive experience with your product. It's conversational and emotionally driven. A case study video is longer (3–5 minutes), more structured (problem → solution ? results), and includes specific metrics, timelines, and implementation details. Testimonials build emotional trust; case studies provide analytical proof. Most SaaS companies need both.
Start by asking — many happy customers are willing. Reduce friction by offering remote recording (they don't need to travel), providing interview questions in advance (so they can prepare), and keeping the time commitment under 30 minutes. Offer incentives like a feature spot on your website, co-marketing opportunities, or early access to new features. Never pressure customers — the best testimonials come from genuinely enthusiastic advocates.
Yes. SaaS video formats have unique characteristics: they feature software UI prominently (requiring screen recording expertise), they need frequent updates as the product evolves, they must work across many digital channels (website, email, social, in-app), and they need to drive software-specific actions (trial signups, feature adoption, upgrades). Traditional B2B video focuses more on brand building and relationship development; SaaS video is more tactical and conversion-oriented.
Get our curated collection of 50+ outstanding B2B video examples from leading SaaS companies. Each one annotated with what makes it work and how to replicate the approach.
Download the Swipe File See PricingWe help SaaS companies produce all 15 video types — from strategy and scripting to production and post-production. Let's build your B2B video content library together.
Book a Free Strategy Call →