Engaging Explainer Video Series
An YouYube explainer series that aimed to improve retention after account creation, by explaining key functions in an engaging way compared to traditional documentation videos.
- Client
- Proximify
- Year
- Tools
- Adobe CS, YouTube
My role and contribution
Director of Marketing, Proximify
What I did
- Concept development
- Script writing
- Filming
- Editing
Context
The flagship product of Proximify is Uniweb, a component-based content management system. It sits in a category mostly alone, and thus is a little bit different than other platforms. This is a problem we always ran in to: people would create an account with good intentions, but wouldn’t continue because it wasn’t the most intuitive interface.
This series was developed to exist on YouTube as well as serve as the main onboarding instructions on platform so it was developed to be as engaging as possible while explaining an enterprise software product.
What I did
I recognized that retention was something that Proximify was struggling with and took ownership of working on a solution that didn’t involve major platform revisions. I owned this project end to end including scripting, shooting, editing, and publishing.
Outcome and what I learned
Ultimately, the videos were never that helpful in increasing retention. We finally came to the conclusion that the platform straight up was poorly designed because we were trying to accommodate both our legacy, institutional clients, and our small business and individual customers who both have very different needs.
This project, and the analysis from it go to show that sometimes, the fundamental problem can’t be solved by explaining it better.