Zwift’s How-To Video Series

Written By Amanda Knutson

CHALLENGE

Zwift is the global leader in gamified indoor cycling. As they prepared to launch their groundbreaking hardware product, the Hub — an affordable smart trainer set to disrupt the industry — a need for supportive onboarding how-to videos became apparent. Recognizing the need to optimize the $400k video shoot investment, I partnered with the hardware PMM to spearhead a strategic initiative of creating supportive how-to videos for both his side (hardware) and my side (software) of the business. I successfully led the creation of a comprehensive series of 13 software how-to videos. This initiative enhanced the onboarding experience for Hub users and alleviated support demands by providing updated and accessible instructional content that was timeless, localizable, on-brand, easily digestible, and helped retain new customers.

ROLES

Amanda: Responsible - Product Marketing and Project Lead for Software Videos

Collaborators: Brand, Customer Success/Support, Hardware PMM, Brand Voice, Creative Director, SMEs (one assigned per video), Localization, DIEBs, Onboarding, SEO, YouTube, Project Manager, Social

STRATEGY

  • Prioritize the most impactful videos

    • A list of 30+ videos were previously created and are unfortunately outdated and unusable. We recognize that forums and support pages that are quickly and easily updated are most practical and user-friendly for some of these pages. Prioritize 10-15 videos that will be most impactful to users and alleviate the most weight from our support team.

  • Timeless / Modular / Accurate

    • To maximize our ROI, we aim to create videos that timeless and will require litte-to-no editing in the future. However, we recognize that as a software-first company, changes are inevitable. Therefore, these videos need to be easily editable for future adaptation.

    • To ensure accuracy for current and planned product roadmaps, identify and incorporate SMEs to review the process for all video scripts and edits.

  • Localizable

    • As a global company with initiatives to drive global expansion, it’s imperative these videos are usable, translatable, and relevant in 6+ countries. This includes an exclusion of ‘talking heads’, and being mindful of gestures, attire, and visuals that are globally appropriate. Native speakers only for localized voiceovers.

  • Audience / Tone

    • Understand the Zwift audience as well as specific users of these how-to videos. Be mindful when selecting voice artists, apparel, props, and scripts.

    • Speak from a supportive, encouraging, friendly, confident and knowledgeable tone that is in line with brand voice guidelines.

ACTION

As the Product Marketing Lead for all software videos, I ensured accuracy and consistency through each video and oversaw each independent moving piece from project inception, briefing, resource procurement, timeline management, and execution.

  • Selected the top most impactful videos by consulting support, social, and product teams to understand business needs and upcoming roadmap.

  • Identified and collaborated with a SME’s per video to ensure accuracy.

  • Developed messaging for each independent script, ensuring cohesion across all videos.

  • Collaborated to carefully select props, voice actors, athletes, and apparel to ensure cycling authenticity that would resonate with the audience and remain on-brief.

  • Developed appropriate SEO, titles, and descriptions for each video that would increase visibility.

  • Briefed cross-functional teams and internal comms on project so we could appropriately leverage new videos company-wide.

RESULTS

  • Delivered 13 accurate and easily digestible how-to videos on time and on budget.

  • Enhanced and supported onboarding experience for Zwifters, increasing new-user retention and adoption of key Zwift experiences including training, racing, and interacting with others

  • Robust how-to videos that are leveraged daily by the support and social media teams, alleviating strain while simultaneously enhancing user experience by connecting them with our brand

  • By increasing the number of usable software how-to videos (already in our PMM pipeline) with minimal strain to the hardware how-to video budget, we successfully increased our ROI in the $400k allotted to create the hardware-specific how-to videos.

VIDEO SAMPLES

Amanda Knutson
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