Shortcut is a project management platform built for software teams. As they rolled out a series of new features, most of their product update content followed the usual pattern — ship the feature, send an email, post a changelog — and engagement flatlined. Real product work wasn't translating into real user behavior.

Produced a series of short product videos tied directly to each feature launch — built to show users the actual value of an update in under 60 seconds. No generic changelog explainer. Each video answered one question: why does this matter to you, right now.

Average engagement on onboarding content increased 26% across the series.

The lesson here applies beyond Shortcut — most companies treat feature announcements as an afterthought. Treating them as their own content category, with their own hook and their own payoff, is what moved the number.