Most SaaS brands invest in explainer video services. And why wouldn't they? The benefits of SaaS explainers are abundant.
It's a no-brainer investment that typically delivers fantastic returns.
Here's how it usually plays out...
Your explainer video goes live on the homepage, gets shared across social channels, appears in sales presentations. It's doing exactly what you hoped—driving conversions, clarifying your value proposition, helping prospects understand why they should care about your product.
And then... that's it. Nothing more. But creating engaging explainer videos doesn't have to stop at one deliverable.
So here's a question worth asking: what if there was more you could get from that same asset?
A lot more.
To understand the 'how' — thank about how someone experiences your SaaS product.
They watch your SaaS explainer video because they want to learn about your product or service. It's in an engaging story format—they click play, and watch the whole thing from beginning to end.
Great. Everything is working as intended.
But what happens after that video ends? They're browsing your website, trying to understand specific features, looking for proof that your solution fits their exact needs.
The storytelling often stops. At least in motion terms. They're back to reading static text and looking at screenshots.
This is where Lottie files change everything.
Instead of one story that plays and finishes, you can have that story continue throughout your entire website experience.
With Lottie animations dotted around your site, you support and reinforce your messaging at every step of the user journey.
If you haven't come across Lottie files yet, here's what you need to know: they're a new format that looks the same from the outside, but is packaged completely differently.
Traditional video works by displaying 25 still images per second (or 30 in the US). Each frame needs to be stored and loaded, which is why video files are so heavy and often require external hosting to avoid slowing down your website.
Lottie files work differently.
Instead of storing individual frames, they use code to describe how elements should move and change. It's the difference between saving a thousand photographs and saving the instructions for drawing those same images.
This code-based format can achieve up to 99% file size reduction with dotLottie—which is frankly unbelievable when you see it in action.
However, because it's code-based, there are some technical limitations to be aware of.
Complex effects like certain masking techniques, some gradient animations, and intricate layer blending modes don't always translate perfectly. The format works best with vector-based illustrations and clean, purposeful motion.
Specifically, we’ve found that using native After Effects raster effects, 3D layers, or certain layer blending modes (like 'Overlay' or 'Multiply') will often break the Lottie JSON export or lead to a heavy, messy file. We always recommend designing with vector shape layers and simple camera work for the most efficient results.
Here's the thing though: a good agency will know how to adapt almost any existing animation into dotLottie format. They understand these constraints and design around them, often finding creative solutions that work better than the original approach.
That means you can often resue your existing animated content and repurpse it as Lottie files.
This isn't just about making your website prettier. It's about creating a complete branded experience that helps users genuinely understand your product.
The brands using Lottie files are standing out because they're delivering something fundamentally different. When prospects navigate your website, they're not just reading about features—they're seeing them demonstrated through motion.
Animation helps people grasp concepts in far richer and greater detail than static text or images ever could. Lotties are a natural extension of what explainers do so well already.
Except with Lotties, the experience is even richer. Every scroll, every hover, every interaction reinforces your core messaging while helping your potential clients understand exactly what your product does and why it's right for them.
For example, when working with a recent FinTech client, Keelvar, the explainer video was doing a wonderful job at increasing conversions and time-on-site. However, static illustrations across the rest of the site made it difficult for prospects to translate the individual benefits. By extracting sections from the main explainer, we created a motion journey throughout the site, reinforcing the benefits outlined in the main video.
The reality is that most agencies focus exclusively on the hero video. They deliver one polished file and consider the job done. Their explainer video production process is linear and ends at delivery.
That approach worked when video was a nice-to-have. But SaaS marketing moves fast—you're running campaigns across multiple channels, testing different messaging, constantly refining your approach. One hero video can't serve every context where you need engaging content.
The agencies worth working with think systematically about how your explainer video investment can work harder.
They build repurposing into their production process from day one, designing individual elements to work both within the hero video and as standalone Lottie animations. Understanding what to expect from a professional explainer video production service helps you identify these forward-thinking partners.
When they create your explainer video, they're also creating the building blocks for your entire visual communication system.
When your explainer video, Lottie animations, and website experience all draw from the same visual language, something powerful happens. You create consistency across touchpoints that builds recognition and trust more quickly than disparate creative approaches.
Your prospects aren't just watching a video and then navigating a completely different website. They're experiencing a cohesive story that continues and deepens as they explore your product.
This is particularly valuable for SaaS companies because your sales cycles are longer and more complex. Prospects need multiple touchpoints before making decisions. When each interaction reinforces the same core messaging through consistent visual storytelling, you accelerate that journey naturally.
The explainer video services landscape has evolved. The question isn't just "can they make a good video?" It's "can they add value and support how we create a branded motion ecosystem?"
For SaaS brands, this distinction matters more than for most industries. Your products are complex, your prospects need education, and your website is often where conversion happens. Having motion that guides and engages throughout that experience isn't just nice to have—it's becoming essential.
The studios that understand this don't just deliver animated video production. They deliver the foundation for your entire visual communication strategy. For comprehensive guidance on this evaluation process, see our guide on how to find the best animated video production agency.
Ready to explore how Lottie animations can extend your explainer video investment?
Book a discovery call to discuss turning your video into a complete content ecosystem.
Or get our guide to learn more about our approach and pricing.
