How Atomic Jolt Used Focused Video Messaging to Outperform Canvas’s Free Tool
Like many EdTech companies, Atomic Jolt was facing a serious retention challenge. Canvas, the LMS platform they integrate with, had just launched a competing feature called Smart Search, and it was free. Atomic Jolt needed to convince existing paid users that their Atomic Search plugin was not just different, but better.
The team needed a fast, effective retention campaign to keep users from jumping ship. And they needed it to do one thing: cut through the noise.
What Was the Challenge?
Atomic Search is a powerful upgrade over Canvas’s built-in tools. It’s faster, more flexible, and helps administrators make broad content updates with a single action. But explaining all that in a short attention span environment is tough. Their existing content was too broad, too feature-packed, and too slow to land.
The Strategy Shift: Focused, Testable Video Content
We didn’t create one big video. We created a set of short, focused videos, each built around a single message. The goal was to test which benefit actually resonated.
The clear winner? A 30-second feature spotlight called:
"Find it, Fix it: Atomic Search for Instant Updates"
"Changing a term, phrase, or URL across your entire course used to be a nightmare. Until now. With Atomic Search, replace outdated policies, broken links, or old terminology in just a few clicks. One search. Instant updates. Maximum flexibility."
On-screen CTA:
"Ready to update smarter? Discover the power of Atomic Search."
Why Did It Work?
Because it framed the product as an easy button, not a suite of features. The message was simple: "Here’s one thing you’re struggling with. Here’s how to fix it instantly."
Program admins and instructional designers didn’t want a platform tour. They wanted a tool to solve a headache.
Results
Atomic Jolt ran this video as part of their renewal campaign. Compared to previous efforts:
Over 90% of paid users renewed
Email and on-page video engagement tripled
This wasn’t about making a better video. It was about testing to find the most useful benefit. Then letting that lead.
Key Takeaways
Sell the can opener, not the Swiss Army knife. Don’t overwhelm users with everything. Show them one sharp tool.
Use short, focused videos to test real problems. Don’t guess. Let the content prove itself.
Start with strategy. A batch of smart angles beats one polished pitch every time.
If you’re interested in this approach, you might also like strategic short-form video content, where we break down how 30-second clips can do heavy lifting across sales, onboarding, and retention.
Want to test a focused video campaign like this for your own product?
📩 Book a Free Strategy Session and let’s map out 3 to 5 sharp content angles based on your user flow.
