Open LinkedIn. Scroll for ten seconds. How many B2B SaaS videos do you see that are genuinely worth watching?
Probably zero. Maybe one if you're lucky.
The SaaS social video landscape in 2026 is a wasteland of AI-generated talking heads, recycled screen recordings, and "thought leadership" videos that lead nobody's thoughts anywhere.
This is actually great news for you.
Why the bar is on the floor
Three things happened simultaneously:
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AI tools made bad video free. Synthesia, HeyGen, and their clones let anyone produce avatar-based video content in minutes. The result: a flood of identical-looking, instantly-recognizable AI content that audiences have been trained to scroll past.
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Every marketing team started "doing video." Video went from "nice to have" to "must have" on every content roadmap. But most teams added video production to existing workloads without adding video expertise. The result: screen recordings with voiceover. Feature dumps with background music.
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Algorithms rewarded volume. The conventional wisdom — "post more, post consistently" — led to quantity-over-quality strategies that filled feeds with forgettable content.
The combination created a perfect storm: more video than ever, almost none of it worth watching.
The opportunity
When everything looks the same, anything different stands out. You don't need to outspend your competitors on social video. You need to out-think them.
Here's the framework.
Platform strategy: pick two
Stop trying to be everywhere. Pick the two platforms where your audience actually makes buying decisions, and be excellent on those.
LinkedIn — still the highest-intent B2B platform. Decision-makers scroll here during work hours in work mode. Your video needs to be smart, substantive, and short.
YouTube — the only social platform where long-form video is rewarded. If you can produce valuable content that deserves 3-10 minutes of attention, YouTube will distribute it for years.
Twitter/X — best for reactive, personality-driven content. Works if your founder has a strong personal brand. Not great for polished production.
TikTok — B2B TikTok is real but niche. Works for developer tools, consumer-ish SaaS, and brands willing to be genuinely entertaining. Not worth the investment for most B2B companies yet.
Content types that actually work
The opinion piece (Best performing)
A strong take on something happening in your industry. Not a summary. Not a neutral overview. A point of view that some people will agree with and others won't.
Why it works: Algorithms reward engagement. Opinions generate comments. Comments generate reach.
Format: 30-60 seconds, direct to camera or animated, text overlay with key statements.
The behind-the-build (Consistently good)
Show how you make things. Design decisions, engineering challenges, product debates. Pull back the curtain on the process.
Why it works: People are fascinated by how things are made. It humanizes the brand and builds trust.
Format: 60-90 seconds, screen recording mixed with talking head or animation.
The customer moment (High conversion)
Not a testimonial. A specific moment where a customer succeeded using your product. Concrete, detailed, and brief.
Why it works: Social proof that doesn't feel like social proof. Shows the product in real context.
Format: 30-45 seconds, motion graphics or simple animation with voiceover.
The counter-narrative (Highest shareability)
Take a common belief in your industry and argue the opposite. "Everyone says X. Here's why X is wrong."
Why it works: Contrarian content gets shared because people want to align with or argue against the take. Both reactions drive distribution.
Format: 30-60 seconds, bold text animation with narration.
What to stop doing immediately
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Stop repurposing blog posts as videos. If someone wanted to read it, they'd read it. Video requires a different format, not just a different medium.
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Stop using AI avatars for social content. Your audience recognizes them instantly. Using an AI avatar on social is like showing up to a networking event in a Halloween costume.
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Stop posting three times a week if the content isn't good. One great video per week outperforms five mediocre ones every time.
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Stop leading with features. Nobody follows a SaaS company on social media to hear about features. They follow for perspective, entertainment, or utility.
The posting cadence that works
Minimum viable: 1 video per week, alternating between content types.
Growth mode: 2-3 videos per week, with at least one opinion piece driving engagement.
Scale mode: Daily video with dedicated production support (this is where a studio retainer makes sense).
The key: consistency matters more than frequency. One video every Tuesday for 6 months beats daily posting for 3 weeks followed by silence.
Start with one per week. Do that for two months. Then decide if you need more.
Using AI avatar tools for social content? Read why that might be holding you back: Synthesia alternative and HeyGen alternative.
