Today Saltfish has a new home page and a new way to describe what we do. Saltfish is now the AI video team for modern software companies. We turn your blog posts, launches and case studies into on-brand videos, so your brand shows up every week.
If you have followed us for a while, that may sound like a big change. It is a sharper focus, not a new mission. Here is why we made it, what it means, and what stays the same.
Where we started
We started Saltfish in Stockholm in 2024 with one mission: help software companies show their product clearly. Our first answer was interactive demos. Then came Sandbox, for hands-on product environments, and Video Bubble, for short videos inside the product itself.
Those products did what they promised. Teams put demos on their websites, sent them in sales follow-ups and used them to onboard new users. We are proud of them, and they are not going anywhere. More on that below.
What we learned
The longer we worked with marketing teams, the more one theme came up. Their worry was rarely whether their demo was good enough. It was whether buyers ever saw them at all.
These were mid-market software companies with strong products and small marketing teams. They had plenty to say: new releases every few weeks, customer stories, sharp opinions about their category. What they lacked was the capacity to turn it into video, every week, in their own brand. Meanwhile the category leaders they competed with seemed to be everywhere.
Over the summer we wrote about what we were seeing. That competitors win by being louder, not better. That the content teams already paid for should work twice. That generic AI video makes more noise but no memory. Each post was a piece of the same conclusion. The most useful thing we could build was not a better demo. It was a way to be seen.
The problem we are solving now
Buyers decide early. 6sense’s 2025 Buyer Experience Report found that the winning vendor is already on the day-one shortlist 95% of the time. Video helps decide who makes that list. The LinkedIn B2B Institute reports that video-led campaigns are 3.2 times more likely to report increased market share than campaigns without video.
And the shortlist is increasingly written by AI. As Eskil covered in Buyers now ask AI first, half of B2B software buyers in G2’s 2026 research start with an AI chatbot more often than with Google, and AI answers cite YouTube and LinkedIn more than almost any other site.
Put together, the job is clear. A mid-market software company needs to show up every week, on every channel buyers use, looking unmistakably like itself. Most have no video team to make that happen. That is the gap Saltfish now fills.
What Saltfish Video is
Saltfish Video is set up like an agency and run by AI. It works in four parts:
- We learn your brand. Saltfish is trained on your brand book, website and best videos, down to your fonts, colours, motion and voice. We call the result your motion profile.
- A format for each kind of video. Launches, customer stories and explainers each get a signature look your buyers learn to recognise.
- Your team makes videos in minutes. Every blog post, release note and case study becomes an on-brand video, without adding headcount.
- Or we make them for you. Tell us your goals and channels, and we deliver finished videos every week.
Each video is then reframed for LinkedIn, X, YouTube, your website and your help center. On our Scale plan, the voice, captions and text on screen are also redone for each language you sell in.
Here are a few we have made with customers. For Fathom, a walkthrough of its Deals page, made from a screen recording. For OtterlyAI, a YouTube video made from its guide to generative engine optimization. For IcePanel, a launch video made from a support article. For Bokio, a short explainer made from an entry in its glossary for business owners. You can watch each one next to the content it came from in the examples on our home page.
What happens to Interactive Demos, Sandbox and Video Bubble?
They stay. Interactive Demos, Sandbox and Video Bubble keep running on their own platform, with their own plans, and we keep supporting the teams who use them. If you are a customer today, you sign in where you always have. The demo plans and prices live on their own pricing page.
What changes is where we lead. When someone new asks what Saltfish does, the answer is now video. Many teams will use both: Saltfish Video to be seen every week, and an interactive demo for the buyer who wants to click through the product.
What comes next
We will keep making Saltfish Video fit the way marketing teams already work. Teams on our Growth plan can add API, CLI and MCP access, so videos can be made from their own tools, or straight from AI assistants like Claude and ChatGPT. Scale adds translation into any language, custom voice cloning and videos made for you by our team. Both plans are on our pricing page.
Most of all, we will keep listening to the marketing leaders we built this for. If you lead marketing at a B2B software company and your competitors seem to be everywhere, we would like to show you what your brand looks like when it shows up every week.
The fastest way to judge is to see it. Your first video is on us: give us your website and we make a video in your brand. Or book a demo and we will walk you through it.
