Making Infrastructure
Relatable
We helped ngrok transform their video strategy with a human approach, resulting in 3x increase in watch hours and subscriber growth increasing product awareness and growth
The Challenge
ngrok had built an incredible infrastructure tool that developers loved, but their video content wasn't reflecting the human impact of their technology. Like many technical companies, they were focused on features and functionality rather than the stories of the developers who use their product daily.
The challenge was multifaceted: They needed a comprehensive video strategy that would work across their PLG, GTM, and DevRel initiatives. They wanted to grow their YouTube channel, create compelling product announcements, and develop a sustainable content production process that their team could execute consistently.
Most importantly, they wanted to move beyond dry technical explanations to create content that would be memorable, relatable, and genuinely engaging for developers at all levels.
The "Voices" Strategy
The "Voices" Framework
"Voices is about highlighting the humans behind the infrastructure and how ngrok empowers developers to do more, faster, safer. Let's make infrastructure relatable. Let's make ngrok memorable."
Strategic Foundation
Understanding Positioning
We started by deeply understanding how ngrok wanted to present themselves to their audience and identifying their core product personas.
Human-Centered Approach
Instead of focusing solely on technical capabilities, we shifted the narrative to highlight the developers who use ngrok and the problems they solve.
Memorable Infrastructure
We developed a framework to make complex infrastructure concepts relatable and memorable through storytelling and visual metaphors.
Visual Identity Transformation
The "Voices" strategy resulted in a complete visual overhaul of ngrok's YouTube presence, including custom thumbnails, design assets, and a cohesive visual aesthetic that made their content instantly recognizable.
Example of new YouTube thumbnail design following the "Voices" visual identity
Transforming Product Announcements
Collaborative Production Process
We worked directly alongside ngrok's PLG, GTM, and DevRel teams to establish a streamlined video production process. Our team provided comprehensive best practices for scripting, recording, and content delivery.
- Developed comprehensive briefing templates
- Created script frameworks for product launches
- Established recording and delivery best practices
- Implemented publishing and distribution strategies
Remarkable Results
Increase in watch hours
Number of views per video
Audience reach and awareness
Product Announcement Example
The Magic Touch
Our team took the raw footage and scripts from ngrok's internal teams and transformed them into compelling, engaging videos. We added motion graphics, improved pacing, enhanced visual storytelling to make each announcement not just informative, but memorable and shareable.
Explosive YouTube Channel Growth
Short-Form Content Strategy
We implemented a comprehensive shorts strategy that transformed ngrok's YouTube presence. In the first week alone, they saw an incredible surge from 450 to 800+ subscribers, with continued growth each week.
Subscribers Before
Subscribers After Week 1
New subscribers in first week
Growth Continues
The momentum didn't stop after the first week. The strategic approach to shorts creation, combined with the human voice framework, created a sustainable growth engine that continues to drive new subscribers and engagement.
- Consistent weekly subscriber growth
- Increased engagement rates
- Broader developer community reach
Example Shorts
These shorts exemplify the strategy in action—making infrastructure relatable and ngrok memorable through engaging, developer-focused content.
Developer Problem-Solution Focus
Highlighting real developer pain points and how ngrok solves them
Infrastructure Made Relatable
Making complex technical concepts accessible and memorable
Animated Explainer Videos
Not Enterprise, Not Boring
We created animated explainer videos that perfectly captured ngrok's desired tone: funny, relaxed, and approachable rather than the typical enterprise-style content that dominates the infrastructure space.
Funny & Engaging
Humor that resonates with developers without being unprofessional
Relaxed Tone
Approachable explanations that don't intimidate newcomers
Visual Storytelling
Complex concepts made simple through thoughtful animation
Example of animated explainer video following the "Voices" strategy
The Animation Difference
These animated videos became some of ngrok's most popular content, proving that technical infrastructure topics don't have to be dry or intimidating. We created content that developers actually wanted to watch and share.
Comprehensive Video Ecosystem
Strategic Services
- Video Strategy Development: The "Voices" framework and positioning
- Voice & Brand Development: Tone, messaging, and visual identity
- YouTube Channel Strategy: Growth tactics and optimization
- Content Production Playbook: Briefing, scripting, and delivery frameworks
Production Services
- Product Launch Videos: Compelling announcements with impact
- Animated Explainer Videos: Complex concepts made engaging
- Feature Reviews: In-depth product demonstrations
- Short-Form Repurposing: Maximizing content reach and engagement
The Results
Increase in watch hours
New subscribers in first week
Brand transformation
Key Achievements
- Developed comprehensive "Voices" strategy framework
- Created complete YouTube visual identity
- Established sustainable content production process
- Achieved explosive YouTube channel growth
- Transformed product announcements into engaging content
- Made infrastructure relatable and memorable
By implementing the "Voices" strategy, ngrok transformed from a technical infrastructure company into a relatable brand that developers remember, engage with, and recommend to others.
Ready to Transform Your Video Strategy?
If you want to move beyond dry technical content and create videos that developers actually want to watch, share, and remember, let's talk about developing your own strategic framework.
Schedule a Strategy Call