Choosing which features to lead with.

Making video creation feel accessible to people who don't think of themselves as video makers, and showing how AI supports the creative process without removing the human behind it.

• Product narrative strategy for social
• Aligning directly with Google on product and marketing strategy
• Audience segmentation
• Which features to advertise, and why, based on market research and how competing products market themselves
• Product troubleshooting: testing Vids hands-on to find which features were strongest for each audience, then kicking off creative concepting around them

Product troubleshooting was at the core of the strategy. Testing Vids hands-on, alongside market research and competitor analysis, showed which features were strongest and who they mattered to most. The posts that are live each match one feature to one audience: turning Slides into video pitches for professionals, turning everyday clips into promo videos for small businesses, and AI avatars and voiceovers for founders without a production budget.