You spend the money. You line up the stakeholders. You get the sign-off. You launch the new product video.
Then… crickets.
If your B2B product videos are getting ignored, skipped, or are just failing to convert, the problem isn’t the quality of your footage. It’s the strategy behind the video. We’ve seen hundreds of product videos from SaaS and Cybersecurity companies, and the most effective ones all avoid the same set of traps.
Here are the six most common, most expensive product video mistakes we see B2B teams make—and how to ensure your next video is unskippable.
Your product does a lot of things. That's great for your roadmap, but terrible for a 60-second video. Most B2B product videos try to cover 5-7 features, 3 use cases, and the entire company history. The result is a confusing, frantic mess that leaves the viewer overwhelmed and unable to recall a single key message.
The Fix: One Video, One Goal.
Every single product video must have one primary job. Is it to convert a demo request? Highlight a single, massive pain point? Launch a new feature? Stick to that singular goal. If you have multiple points, make multiple short videos. A hyper-focused 30-second spot converts better than a bloated 90-second overview.
Actionable Takeaway: Before starting production, finish this sentence: “After watching this video, the prospect will believe [XXXX] is possible.”
Many B2B product teams get so excited to show off the what (the UI, the features) that they forget to establish the why (why you, why now, and why this works). Especially in complex industries like SaaS or Cybersecurity, a prospect needs to feel confident in the solution before they invest mental energy in learning the features. If your video focuses purely on product mechanics, it feels like a high-level tutorial from a vendor they don't yet trust.
The Fix: Validate with Proof, Not Just Pitch.
Don't assume your company name is enough to close the credibility gap. Integrate concrete proof points—even brief ones—within the first 20-30 seconds of your video. This proof provides the necessary context for the viewer to care about the features that follow.
Proof can take many forms:
According to a G2's Software Buyer Report, buyers seek solutions validated by their peers. Establish that trust early to give your features the context they deserve.
Actionable Takeaway: Review your video’s opening. If a prospect who has never heard of you watched it, would they immediately understand who you help and why they should believe you can solve their problem? If not, add a proof point.
In today's feed-driven world, you have about 3 seconds to prove your video is worth watching. Starting with a 10-second logo animation, a slow orchestral score, or generic, abstract stock footage is a conversion killer. Your audience is trained to scroll past anything that doesn't immediately grab them.
The Fix: Frontload the Hype and the Value.
Your most valuable visual and strategic information must be in the first 5-10 seconds. Use rapid, strategic motion design to show the end result first. If your product saves a team 20 hours a week, visually show the relief and the success right away, then explain how you got there. Get to the point faster than you think is comfortable. Even longer-form content starts dropping viewers after the first minute, according to Wistia's video length data.
Actionable Takeaway: Cut your intro sequence in half. If your logo animation is more than 2 seconds, scrap it. Jump straight to the unique value proposition.
This is the big one. Many B2B teams treat product video as screen recording with a voiceover. They miss the opportunity to use motion design to explain complex concepts, direct attention, and create emotional connections. A static, unedited screen capture is not a product video; it's a demo reel.
The Fix: Use Motion as an Explanatory Tool.
The best product videos use animation to:
Actionable Takeaway: Review your current video. If you can pause it at any point and feel like you've missed nothing, you're not using motion enough. It should be guiding the viewer moment-to-moment.
If your script sounds like it was written by an overworked compliance officer, your viewers will zone out. Stiff, formal language ("leverage our proprietary ecosystem for seamless scalability") is the enemy of engagement. Remember, you're talking to a human, even if they work at a large corporation.
The Fix: Write for a Smart Peer.
Your tone should be conversational, confident, and direct. Use the language your target buyer uses to describe their own problems. Swap out "robust" for "powerful," "leverage" for "use," and "seamless integration" for "it just works." Be bold about your solution and use language that cuts through the noise.
Actionable Takeaway: Read your script aloud. If you wouldn't say it naturally in a meeting with a respected colleague, rewrite it.
A surprising number of B2B product videos just… end. They show the product, fade to black, and the prospect is left hanging. A well-executed video builds momentum and interest, and a weak or absent CTA squanders all that hard work. You've earned the next step; don't fumble the handoff.
The Fix: A Visual, Obvious, and Singular Next Step.
Your CTA should be present visually in the final seconds of the video and reinforced by the voiceover. Instead of the generic "Learn More," be specific:
Don't make them click through to a messy landing page to find the next step. As Nielsen Norman Group on user attention emphasizes, friction kills conversion.
Actionable Takeaway: Ensure the CTA in your video matches the CTA on the landing page where the video lives. Consistent messaging reduces friction and boosts conversion rates.
The difference between a video and an asset is strategic intent. If your product videos are failing, it's not a creative problem—it's a strategic one.
It’s time to stop making things that look nice and start creating scroll-stopping, conversion-driving strategic assets that tell a clear story and solve a specific problem.
Ready to make your next product video unskippable, highly strategic, and actually effective? Let's discuss the strategy behind your next product video project.