How ServiceNow’s 15-Person Multimedia Team Tripled Video Output by Enabling 200+ Writers to Create Procedural Videos Themselves

ServiceNow maintains thousands of product documentation pages, updated on a monthly release cycle and used by customers around the world. Over time, the team noticed a clear pattern: documentation pages with short, procedural videos drove higher customer engagement.

The question wasn’t whether to invest in video — it was how to scale video creation across hundreds of technical writers, without turning writers into video editors or overloading a small multimedia team.

Here’s how ServiceNow’s multimedia team did it.

Why Video was Non-Negotiable

ServiceNow’s customers typically land on documentation pages when something isn’t working.

"We know that our customers have better engagement with our pages when there’s multimedia content on there,” says Macy, who manages the DCD multimedia team at ServiceNow. “So our goal is to put multimedia content on as many pages as we can."

The team discovered that short procedural videos worked incredibly well. Eight to ten steps. No fluff. Pure problem-solving.

"When people go to support, and they go to documentation, they usually are not happy,” explains Fa, Sr. Manager, Strategic Programs, and a key evaluator. “They’re coming to this documentation website because they can’t do something. So anything that makes it a little bit happier, a little bit more satisfied, it’s always a win."

Video wasn't a nice-to-have. It was a critical part of the product experience.

The Scale Challenge

Once video became essential, the next question was scale.

Every monthly release introduced new workflows and new demand for procedural videos.

But the team structure was fixed:

• 15 people on the multimedia team
• 200+ technical writers producing documentation continuously

"We only have 15 people on our multimedia team, and we support over 200 technical writers who are writing thousands of doc pages,” Macy explains. “We needed a tool that could handle the demand for procedural videos without burdening our documentation team."

Why Previous Approaches Failed

Initially, technical writers would record screen demos using QuickTime. Then they'd pass everything to the multimedia team for the real work.

“They would record a demo and then give it to us, and we would add a few templates,” Macy recalls. “But even that took some time because then we would need to generate a narration for it.”

This approach introduced new constraints:

• Multimedia still owned narration, branding, editing, and publishing
• End-to-end production took ~10 days per video
• Writers had no meaningful way to contribute beyond recording
• Multimedia teams spent time on repetitive, low-impact work

This workflow reduced friction slightly, but did not scale. As demand grew, the multimedia team found itself spending time finishing videos that didn’t require expert production, while higher-value work waited.

The Turning Point

Fa made a smart decision during their tool search. Instead of testing video software with multimedia experts, he put tools in front of complete beginners.

Early on, the team wasn’t sure this approach would hold up at scale. There were open questions around whether non-video creators could maintain quality and whether adoption would stall.

That’s where Trainn stood out.

"Our moment of spark—the first moment of spark—was actually putting the tool not in front of our content producers. When we put Trainn in front of people who had little to no experience creating videos, we saw them being able to create them fairly easily.”"

Fa Lujan Waisberg

Sr. Manager, Strategic Programs

Two things became immediately clear:

• Writers could create professional videos on their first try.
• Trainn consistently delivered videos that were ~80–85% complete straight from recording.

"The first couple of engagements we had with you and the early versions of the tool, it was like — yeah, it’s describing what it’s doing, it’s missing here and there. But more and more the tool is making assumptions about what we're doing when we click and making those descriptions very rich and very precise," Fa recalls. "So we actually don't have to do a lot of work on the way out, we don't have to correct that many things."

Adoption accelerated quickly. Dinesh, one of ServiceNow’s multimedia content producers, became an internal champion—running demos, showing writers two tools, and letting them choose.

“Everyone was always down to try Trainn,” Macy remembers.

“They all love Trainn,” Dinesh adds. “They all want to create videos. It’s easy, time-saving, and has a lot of advantages.”

How ServiceNow’s Multimedia Team Uses Trainn Today

Trainn is now embedded into ServiceNow's documentation workflow:

Technical writers record procedural demos directly in Trainn. They focus on explaining the workflow and not editing the video.

Trainn takes those recordings and turns them into professional-looking, on-brand videos with narration and zooms.

The multimedia team steps in at the end to review for quality, apply final touches, and ensure governance.

This shift changed how the team spends its time.

Instead of finishing every video by hand, the multimedia team now focuses on higher-value work like animated videos and strategic content while procedural videos move quickly from recording to publish.

"What I really like about Trainn is that all videos look like they come from the same place, even though different people create them," Macy adds.

Results at Scale

Within a year, the impact showed up clearly in both speed and output.

Production time cut in half:

• Before: 10 days from request to finished video
• After: 5 days from request to finished video

"We ran comparisons of how long it used to take last year versus this year," Fa explains. "We saw a 50% reduction in production time."

Video output tripled year over year:

• Q1-Q2: 5 videos per week average
• Q3-Q4: 15-20 videos per week average

"Our output tripled on the specific type of video we use Trainn for," Fa confirms.

Customer satisfaction improved: Documentation pages with videos consistently score 3-10 points higher than pages without them.

There was also an unexpected benefit. Trainn unlocked reuse. One recording session now produces multiple outputs—a video, a guide, and draft documentation content.

Trainn at ServiceNow’s Remix Event

In Q3, ServiceNow ran Remix, a global internal enablement event designed to help teams experiment with AI-native ways of working. Trainn was included alongside other AI tools used by writers, designers, and product teams.

ServiceNow’s multimedia team tracked sentiment during the event, looking at how people interacted with the tools and how they felt using them. Trainn scored highly, with 80% satisfaction, particularly in ease of use and perceived value.

The event also surfaced unexpected insights. "We started discovering that technical writers really enjoy using guides," Fa notes. "They were discovering how to use them to fit customer needs. That really moved the needle in our internal discussions with leadership, increasing our investments in Trainn in 2026.”

The event reinforced something important: Trainn could work at enterprise scale.

What This Unlocks Next

ServiceNow’s multimedia team isn’t done scaling. The vision is getting bolder.

“The goal is to have everything created, governed, and hosted within Trainn,” Macy explains.

As Trainn expands to more teams, its role extends beyond documentation into support content, certification programs, internal enablement, and release workflows. What started as a way to scale video has become a new model for how content gets created at ServiceNow.

The tool is simple to use and gives excellent results on the first pass. People get hooked once they try it. We're seeing people who never made videos before making videos now. New skills, more content, faster production, lower cost. It's a winning circle.

Fa Lujan Waisberg

Sr. Manager, Strategic Programs