Crafting Videos that Convert: From Education to Enablement

Approach

I’ve been creating video content since day one of my career (Truly – ask me about Day 1 at my first job!), and it remains one of the most impactful tools in my toolkit. From tutorials and onboarding explainers to short teaser-style “ads” designed to stop the scroll on LinkedIn, I use video to tell compelling product stories in a visual, memorable way that drives action.

 

I’ve developed a strong point of view on what makes a product video effective: hook early, show value fast, and keep things human. I avoid bloated intros and, instead, focus on creating clear, benefit-driven narratives that immediately show what the user can do, and why it matters. 

 

I concept, script, and produce every video myself, combining screen recordings, text overlays, and light motion graphics to reinforce key messages and guide attention, especially in moments where complexity or feature depth needs to be simplified. I also lend my voice to each one, which has earned me the unofficial title of “The Voice of [Company]” more than once.

 

Video is a high-investment asset, so I always make sure the ROI is justified. It must have a clear and measurable goal, like accelerating activation, reducing support questions, boosting adoption, or giving Sales and CS an asset they can send to prospects and clients. Great videos are high-leverage and should be repurposed across product enablement, onboarding, go-to-market campaigns, social promotions, and internal education.