Product education

• The product was powerful, and the first session could feel like a lot.
• Support and customer success were answering the same 'where is that?' questions on repeat.
• Launch films sell the dream. New customers still needed a calm, clear way in.

Treat education like a campaign. Short episodes, one job each, cut with the same craft as the brand work so tutorials did not feel like a downgrade.

I edited Giraffe360's Using Your Giraffe360 playlist — nine training videos that walk agents through the dashboard and the tools. Dashboard episodes cover introduction, accessing and sharing content, AI property descriptions, adding and removing assets, and managing the account. Tools episodes cover the Floor Plan Editor, Virtual Tour Editor, Panorama Editor, and Still Photo Editor. Onboarding, help centre, and social could all point to the same library. The tone is practical, not patronising: here is the tool, here is how you actually use it.

Education is still advertising. If the tutorial looks cheap, the product feels cheap.

• Built a reusable nine-episode education library instead of one-off screen recordings.
• Covered the full path from first dashboard login through the editors agents use every day.
• Gave CS and onboarding a playlist they could send in the first week.
• Kept product launches honest — the hero film and the how-to lived in the same world.