1
Anchor
orient EvergreenThe one "what is this and why does it matter" video. Problem, product, core idea.
Lives on the homepage, docs, README, and opens every sales call. Changes only when the product’s story changes.
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The Framework
Every video has one job.
A video library works when every video has a clear job, and the set covers every job that matters.
orient teach prove activate announce
The five categories
Five jobs, one per video.
Orient, teach, prove, activate, announce: each video does exactly one. They’re arranged by shelf life, which signals how much to invest and how much of the product each shows.
2
Concepts
teach EvergreenTeach the mental model: the key building blocks and how they fit. One idea per video.
Stable unless your architecture or core terminology changes.
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3
Proof
prove Semi-evergreenValidate a claim with evidence: customer stories, benchmarks, comparisons. Convince a skeptic.
Most buyers want a reason to believe before they invest time in learning how.
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4
Guides
activate TransientGetting started, first project, how to do X, common workflows. Turns interest into usage.
Earns the most views over time. Refreshed as UI and API surface shift between versions.
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5
Announcements
announce TransientRelease announcements, feature explainers, campaign videos. Timely by design.
Useful for weeks or months, then retired or replaced as the product moves on.
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From job to video
What you can make.
The categories name the job. These are the video types that fill them. Find a gap, and you know what to make next.
Anchor
orient Product Overview Explains what the product is, who it’s for, and why it matters.
Category Introduction Introduces the broader category the product belongs to.
Product Manifesto For products that require a new mental model or worldview.
Concepts
teach Mental Models Core ideas and abstractions.
Architecture Explainers How the system is structured.
Workflow Explainers How information, requests, or processes move through the system.
Comparative Concepts A vs B, tradeoff discussions.
Deep Dives Detailed treatment of a single technical concept.
Proof
prove Customer Stories How a real customer achieved a result.
Benchmarks Performance, accuracy, latency, cost, etc.
Experiments Controlled tests or evaluations.
Comparisons Against alternatives or previous approaches.
ROI / Business Impact Time saved, cost reduced, productivity gained.
Migration Stories Evidence from teams that switched.
Adoption Stories How organizations implemented the product successfully.
Guides
activate Getting Started First project, first deployment, first workflow.
Tutorials Step-by-step task completion.
Workflow Guides How to accomplish a common job.
Integration Guides Connecting to another system.
Migration Guides Moving from one version or product to another.
Troubleshooting Guides Fixing common issues.
Best Practices Recommended patterns and approaches.
Training Modules Structured onboarding or education.
Announcements
announce Feature Launches A new capability.
Product Releases Version updates and major releases.
Changelog Roundups Everything shipped in a period.
Roadmap Updates What’s coming next.
Campaign Videos Launches tied to events, conferences, initiatives.
Event Announcements Webinars, conferences, workshops, community events.
Where to start
What’s your most felt problem?
Pick the one that stings most right now. That’s where to start, and these are the videos that close it.
“Nobody understands what we do”
Anchor + Concepts
Product OverviewMental ModelsArchitecture Explainer
“People get it, but aren’t convinced it works”
Proof
Customer StoryBenchmarkComparisonROI / Business Impact
“Users sign up, but get stuck”
Guides
Getting StartedWorkflow GuideTutorialBest Practices
“We ship faster than our users can follow”
Announcements
Feature LaunchProduct ReleaseChangelog RoundupRoadmap Update
Find your gap. We’ll fill it.
Tell us where you are and what’s missing. We’ll point to the highest-leverage video to make next, and produce it.
Book a Call →