Videate: 2024 State of AI Video in SaaS Report

Written by Auds Lecker

Company: Videate, a generative AI video and automation SaaS platform

My role: Head of Content and Product Marketing

Format: Annual proprietary research report, gated ebook and lead magnet

Audience: SaaS customer success, support, education, and product leaders

At a glance

  • Surveyed 194 B2B SaaS leaders (54% managers, 25% directors, 17% VP and C-level)

  • Third year of an annual series, with 2022 to 2024 comparisons

  • Headline findings: 97% of companies prioritizing AI, a 176.19% year-over-year increase in video automation spending, and 94% who say video reduces churn

  • Gated lead magnet that ends in a demo request

The challenge

Videate created a new category: AI that automatically generates and updates software how-to videos. Buyers weren't searching for it yet, and a vendor saying "video reduces churn" doesn't persuade anyone. We needed proof from the buyers' peers, and a reason for them to hand over their contact information.

What I built

Original research instead of vendor claims. The report surveyed SaaS leaders across company sizes (under 50 to more than 1,000 employees) and departments (technical support, customer success, product, customer education, documentation) on AI investment, video budgets, automation, churn, and production challenges.

A format people can skim. The report opens with five key takeaways. Each finding gets its own spread: a headline stat, a chart, "Why this matters," and "What to expect next year." Readers can take away the main point from any single page.

Year-over-year data that makes news. Because it was the third edition, the report could show change over time, like video automation spending growing 176.19% from 2023 to 2024 while overall video budgets shrank.

One report, many assets. The research series fed the rest of the content program. Videate's blog cited the 2022 and 2023 editions in posts like How to reduce customer churn when it's more critical than ever and The power of self-service: how videos drive Customer Success, part of a customer success topic cluster I planned and wrote.

Screenshot of the banner I placed throughout the website

My role on the report

I ran the project end to end. I designed and ran the survey, analyzed the results, and chose which findings to highlight based on the story we wanted to tell, one that positioned Videate as the brand that helps SaaS teams scale video with AI. I wrote the ebook and worked with a freelance designer on the layout and charts.

How it performed

Across the content program at Videate, which included this research, content and campaigns supported a 57% increase over inbound MQL targets, a 13% improvement in sales outreach response rates, and a 15% reduction in closed-lost opportunities attributed to product clarity.

I also did the 2023 version, pictured here

What I'd do differently

I'd publish an ungated summary page with the key stats and the methodology, so AI search tools and journalists can find and cite the data, and keep the full report gated for leads. I'd also add a final QA pass on chart labels before launch.

More from Videate

Auds Lecker https://tigerteamstud.io
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