2 min read

4 YouTube SaaS Ad Examples Analyzed

4 YouTube SaaS Ad Examples Analyzed

After my interview with Rishabh Bhandari on how to use video for SaaS marketing, I have been looking around for good examples of top-of-funnel awareness or middle funnel ads.

Here are some that I found:

Grammarly

  • Funnel stage: Maybe top of funnel?
  • Story framework: Calling out user groups/needs, showing solutions, testimonial style
  • Length: 60 seconds
  • Creative: Sitting, standing and talking, simplified UI overlay demonstrations
  • CTA: Floating 'Download for free' plus CTA on the end screen
  • Funnel stage: Middle funnel?
  • Story framework: solution walkthrough
  • Length: 36 seconds
  • Creative: Talking heads, working at the computer footage + simplified UI overlay demonstrations
  • CTA: None, but branded end screen

Monday.com

  • Funnel stage: Middle funnel?
  • Story framework: problem, solution, result
  • Length: 24 seconds
  • Creative: Sitting and talking, simplified UI overlay demonstrations
  • CTA: Create a free account on the end screen
  • Funnel stage: Top of funnel?
  • Story framework: emotional trigger call out "this is what it feels like", solution
  • Length: 32 seconds
  • Creative: In-office shots plus simplified UI overlay demonstrations
  • CTA: Create free account voice-over + branded end screen

Wix

  • Funnel stage: Unclear, pretty assertively demonstrating the product so possibly mid-funnel.
  • Story framework: demonstration
  • Length: 1 minute 12 seconds
  • Creative: Talking at a desk, lifestyle shots inside the home, UI demo
  • CTA: "Go to Wix.com Create Your Stunning Website Today"
😁
Sidenote: This dude's website doesn't rank in Google. Also, it seems like his URL doesn't resolve, it's no longer set up.

Soapbox (Wistia)

  • Funnel stage: Middle funnel? The length and product demonstration is fairly long
  • Story framework: story hook, users and use cases/solutions,
  • Length: 2 minutes 21 seconds
  • Creative: Talking at a desk, office working shots, simplified UI demonstrations
  • CTA: Soft pitch, "The easiest way to make a great video" and branded end screen
  • Funnel stage: Middle funnel - it looks like the ad concept was to retarget people who watched the first video so they can compare
  • Story framework: story hook, problem, solution/use cases, feature walkthrough
  • Length: 2 minutes 17 seconds
  • Creative: Talking in the office, out on the street, screen recording, over-the-shoulder video, paper stop-animation, simplified UI demonstrations
  • CTA: Soft pitch, "The easiest way to make a great video"

For those interested, here is the 100k version of the ad.

Other examples

Teikametrics

This ad feels really slow even though it's quite short at 1 minute 23 seconds. I guess there may be a rate of revelation issue. Not enough new information or action is taking place per second.

Also, the ad doesn't quite show how it works. They're missing the simplified UI examples that other SaaS ads use.

Microsoft Excel

This one I had to include. This had a great combination of 'humor', story, and product demonstration.

Best of all, it was made in 1992!