The SaaS world moves fast. Too fast, sometimes, for video content to keep up.
Yet video is where most SaaS users now expect to start their customer journey, whether that’s understanding the product, comparing tools, or booking a demo.
Still, many SaaS brands create video content that never reaches its full potential. After working with tech companies across Manchester and the UK, Brickoven Media sees the same mistakes again and again – mistakes that reduce engagement, waste budget, and block demos.
Here are the seven biggest SaaS video marketing mistakes, and more importantly, how you can avoid them.
1. Overloading With Technical Jargon
SaaS brands often fall into one of two traps:
- Explaining everything, assuming viewers need deep detail
- Explaining nothing, assuming viewers already understand the problem
Both lead to confusion and drop-off.
The truth: Your audience needs clarity, not complexity.
Why this matters
In 2025, average attention spans on video platforms (according to Wistia and Vidyard data) continue to shrink, and users abandon videos in the first 15 seconds if they feel overwhelmed.
How Brickoven Media avoids this
Brickoven’s creative process starts with a translation layer, this distills your technical value into simple, emotionally engaging messaging without losing accuracy.
Instead of:
“Using distributed micro-services architecture to streamline asynchronous request handling.”
Use:
“Faster performance. No delays. Designed to scale with you.”
Quick Fix
- Lead with the problem you solve
- Use simple analogies
- Test scripts on non-technical teammates
- Focus on outcomes, not mechanisms
See how Brickoven keep messaging clear and user-focused across their video projects
2. No Clear Call-to-Action
A SaaS video without a CTA is a missed opportunity.
Viewers need to know what to do next.
Yet many SaaS companies end videos abruptly, assuming the viewer will “figure it out.”
Why this matters
A video is part of a conversion path. And the next step needs to be crystal clear.
High-performing CTAs Brickoven Media uses
- “Book a personalised demo”
- “See pricing tailored to your team size”
- “Start your free 14-day trial”
- “Watch how Team A cut onboarding time in half”
Pro Tip
Use mid-roll CTAs.
In 2024–2025 analytics, mid-roll CTAs convert 36% better than end-of-video ones.
3. Videos That Are Too Long or Too Short
Length isn’t the issue. Relevance and structure are.
SaaS brands often push for “shorter is always better”, but that’s outdated thinking.
Users will watch longer content if it’s good.
Ideal video lengths
- Homepage intro video: 45–75 seconds
- Product walkthrough: 2–5 minutes
- Onboarding/tutorial: 3–10 minutes
- Case study: 2–3 minutes
- Social snippets: 6–20 seconds
Brickoven’s approach
Rather than cutting for time, Brickoven cuts for clarity, pacing, and purpose. Every second should move your viewer closer to a “yes.”
4. Ignoring SEO and Metadata
This is one of the most damaging mistakes, and luckily one of the easiest to fix.
Why SaaS video SEO matters
YouTube is the world’s second-largest search engine.
Google increasingly ranks video above text for SaaS searches like:
- “how to automate onboarding workflow”
- “best CRM for small teams”
- “how [X] software works”
Optimise every video with:
- A keyword-focused title
- A clear, searchable description
- Tags that reflect customer intent
- Accurate captions (not autogenerated)
- Timestamps for longer content
- Thoughtful thumbnail design
Helpful resources
Google’s Video SEO guidelines – Explore video best practices, including video structured data, to help increase the likelihood that your video will be displayed in search results.
SaaS Video Production – Discover how to engage users, boost signups and brand awareness with expert SaaS videos
5. Forgetting Mobile-First Viewing
In 2025, over 70% of B2B video views happen on mobile (LinkedIn, X, YouTube, and even embedded SaaS demo pages).
Yet many SaaS videos are still built for desktop-first viewing – with small text, tiny UI, and overly detailed product screens.
What SaaS viewers need on mobile
- Bigger text
- Tighter framing
- Stronger contrast
- Faster pacing
- Captions always enabled
- UI zooms and callouts
Brickoven Media designs every SaaS video with mobile-first usability baked into storyboards and edits.
6. Producing One-Off Videos Instead of Campaigns
One-off videos rarely move the needle.
SaaS buyers need multiple touchpoints.
A single video can attract interest, but a video ecosystem drives conversions.
What high-performing SaaS brands build instead
A connected video journey:
- Problem awareness video
- Product intro video
- Feature walkthroughs
- Case studies and proof
- Onboarding and retention content
This creates consistency, trust, and multiple opportunities to convert.
Brickoven’s advantage
They build campaigns, not clips – ensuring each video feeds the next step in your pipeline.
To see how this works in practice, take a look at our multi-video YouTube campaign for Amazon PPC, where we helped Jonny (the founder) build and launch a full educational YouTube presence designed to drive authority, leads, and long-term audience growth.
7. Not Measuring Performance
You can’t improve what you don’t measure.
Most SaaS companies still rely on surface-level metrics like views or impressions.
But those don’t correlate with demos or revenue.
What to track instead
- Average watch time (the #1 predictor of conversion)
- CTA clicks
- Demo bookings or sign-ups from video-assisted paths
- Drop-off points
- Feature(s) most engaged with
- Playback device data (mobile-first insight)
Brickoven’s analytics advantage
Brickoven helps SaaS clients track engagement in YouTube Studio, HubSpot, and analytics platforms, turning raw data into decisions that sharpen messaging, pacing, and future content.
Your Next High-Performing SaaS Video Starts Here
If you want video content that actually moves SaaS audiences from awareness to activation, Brickoven Media specialises in creating high-impact, conversion-ready video campaigns for scaling tech brands.
Explore SaaS Video Production in Manchester, or get in touch to see how to fix these mistakes before your next launch.
