From Code to Camera: Leveraging Video to Market Your SketchUp Extensions

For many extension developers, writing code is the easy part. Marketing the final product, however, often requires a different set of skills. While white papers and documentation are essential, they aren't always the most effective way to capture a user's attention. According to Aaron Dietzen, Manager of Creative Services at Trimble, video is a critical tool for anyone building software in the SketchUp ecosystem.

Based on insights from the SketchUp team’s own YouTube strategy, here is a guide on how extension developers can increase their product exposure through video content.

Why Video Works for Extensions

SketchUp is inherently creative software. As Aaron notes, developers in this space aren't making clocks or spreadsheets; they are creating tools that allow people to explore a vision. Because of this, video is the superior medium for putting your work in front of customers.

The data supports this shift from text to video:

• Attention: Users spend 88% more time on pages with video than those without.

• Retention: People generally retain information better through video. One study showed 80% of people remembered video content after 30 days, compared to lower retention rates for other forms of media.

• Trust: Video helps build trust more effectively than written documents, facilitating a better connection with the user.

Content Strategy: What Should You Record?

The idea of creating video content can be overwhelming. However, you don't need to produce cinema-quality films to be effective. SketchUp’s channel strategy relies on three main types of content, which developers can adapt for their extensions:

1. Short Learning Videos (10–15 Minutes) These are the bread and butter of your channel. They should focus on specific workflows or answer the question, "How do I do this?",. Since YouTube is the second most used search engine behind Google, users are actively searching for solutions your extension might provide. You don’t need to script these word-for-word; outlining a workflow and filling it in as you speak often works best.

2. Shorts (Under 60 Seconds) Shorts are excellent for engagement and reaching users who aren't necessarily looking for a tutorial. These can be quick tips, funny moments, or cut-down versions of your longer content,.

3. Live Streams or Long-Form Demos While harder to produce, longer videos allow for deep interaction with your user base. YouTube’s algorithm currently favors longer videos, pushing them to new viewers more frequently,.

The "No-Edit" Workflow

A common misconception is that video requires a massive budget and hours of post-production editing. In reality, most of SketchUp’s videos are created by team members working from home offices with a few hundred dollars of gear.

To save time, consider a "live-to-tape" workflow using OBS (Open Broadcaster Software). OBS is free software that allows you to record your screen and webcam simultaneously. By using OBS to switch scenes live, you can avoid the time-consuming process of editing footage after recording.

The Basic Developer Setup:

• Audio:

Good audio is non-negotiable. Viewers may forgive boring content, but they will instantly click away from bad audio. Avoid your laptop microphone; a dedicated USB microphone (like a Blue Yeti) creates a much professional sound.

• Camera:

A simple external webcam is sufficient. It is crucial to show a human face, as videos with a person on-screen consistently perform better than voice-over screen captures.

• Lighting:

Consistency is key. A simple external light ensures you look professional.

Best Practices for Engagement

Be "Real," Not a Robot

Developers often gravitate toward structured, step-by-step tutorials. However, "dry" learning content often lacks a human connection. Don't be afraid to make mistakes on camera. When a presenter clicks the wrong button or has to undo an action, viewers often comment that it feels "real" and relatable. Avoid using AI-generated voices; human voices connect better with audiences.

Consistency is Key

The YouTube algorithm rewards channels that post regularly. SketchUp’s channel grew from 6,000 subscribers in 2010 to over 570,000 in 2024 through incremental growth and a consistent content schedule,. Even if you have a backlog of older videos, YouTube may still push them to new users years later.

Think Beyond the Feature

Don't just make a single video about a feature (e.g., a cut list) and stop there. Create content around different projects using that feature, how it feeds into other workflows, and the various ways it can be utilized.