How-to videos are incredibly popular and continue to grow year on year.
They guide users on how to do something by visually demonstrating it, rather than providing a heavy, long text. They educate the audience, whilst also allowing brands to show off their products and services and showcase their benefits.
Why should you make a How-To video?
Firstly, they are great to:
• Establish yourself as an expert in a certain area. By making how-to videos you can demonstrate your knowledge about a certain topic, which is normally related to your product or service. This will help you to create a relationship of trust with your audience
• Build an informative YouTube channel. If the topic is deep enough to need several videos, it would be a great idea to start a specialised channel
• Reach a brand-new audience – his last point is really important! Imagine how many people might come across and watch your video but wouldn’t have paid attention to your publicity
• They might not buy your product straight away, but they will remember you. And that’s really valuable.
The main reason how-to videos are great is because it is the consumer the one who chooses to watch it. Unlike advertisements, these videos are not invasive but useful as they help to solve a problem.
There are other reasons:
• 30% of the people searching YouTube are looking for How-To type videos
• They are a great substitute for lengthy manuals. If your product or service requires a lot of instructions, think about making a How-to video. Text heavy instructions, even with images, are rarely read thoroughly, if at all
• It will help your consumers to feel less overwhelmed by the amount of information.
Images also make it easier to explain a subject as they allow the company to show how a certain product or service should be used. People prefer to watch, rather than read!
They also help to reduce the amount of customer service needed. The consumer will feel more confident about a certain task and won’t need further assistance.
• Video brings you closer to your audience, as they feel like you are talking to them. Having a video explaining how to use some of your products or services will build a relationship of trust between the company and the consumer.
A study found that 73% of consumers are more likely to make a purchase after watching How-To videos explaining a product or service.
How can you make your how-to video unique?
|Nowadays, there are millions of tutorial type videos. You need to make yours stand out!
Unless you are creating a video about a very specific topic, you want to take a unique angle for your video.
You can find out what type of videos are less common by just making a quick search in Google Trends. Find out what people are talking about and give it a twist! This will also help you to decide the title of your video, knowing what will attract the audience’s interest.
How-to videos need to be informative in order to answer the consumer’s questions but also engaging enough to keep them watching.
Keep your video to-the-point and use an engaging title.
You might be wondering by now; will this type of video actually produce any sales? The answer is yes!
This doesn’t mean that you can just upload any video and magic will happen, as it needs to have a specific purpose, style and quality. Give your potential target the reason why they need your product or service and show them how it will help them solve a problem.
Tips to make the best how-to videos
• Focus on topics that showcase your expertise. You will establish your brand as trustworthy and knowledgeable
• Demonstrate your consumers how much your company can help them with a certain topic
• Find the perfect balance between engaging and informative
• Keep it simple and short (if possible). Some how-to videos might need to be longer than others
• Find a good title. There is probably going to be a lot of videos for the same or similar topics. Make the user click in yours by giving them a unique content
• Make it conversational and casual and speak directly to your audience. You want your content to feel personal.
• Don’t assume your audience already knows you or your product. If you speak for a wider audience, you will engage with a wider audience
• Although these videos might help converting viewers into customers, keep in mind that the main goal is to answer the how, not the why
• Know your audience. If you don’t, you won’t know what answers there are to solve. General information is helpful but thinking about a specific individual that is representative of your audience will help you to make a better video.
What is your topic? Who is the audience? What is the learning objective? How does it benefit them?
• Remember, the goal of creating a how-to video is not to make it perfect but helpful
How-to video examples
Explainer videos are short forms of video content, often around one to two minutes in length, used to explain or present a company’s product or service. They can be about one small aspect of a corporation or it as a whole.
They normally focus on explaining the “why” as well as the “how”.
Needless to say, this type of video has become extremely popular, as they are proven to be effective. Not only within really big brands, but small companies have also discovered their power – 87% of businesses are already using explainer videos to boost their sales.
You can also use this type of videos as a way to share something within your company.
Once people understand the “why”, you need to tell them “how”. Showcase the best features of your product by showing how it works. This can help to inform and educate your audience, but also to show them how your product can solve their problem.
How does your product make their life easier? What pain point are they trying to solve?
A great example of this type of video is a make-up video. People might be looking for a tutorial on how to apply concealer or mascara and, surprise! It turns out to be from a brand.
There are two types of demo videos:
• The brand sends the product to YouTubers and influencers, so they adapt the message to their own audience, tone and style. This is a great way to engage with a wider audience but it’s also risky. The person the company chooses to do this needs to be trustworthy and reliable. Otherwise, it can give your brand or product a bad name.
• Or the brand can choose a representative face of the company and adapt to their existent consumers.
• Yes. You can do both!
Instructional videos are effective when trying to guide users through a process. These videos are really useful both for internal and external communications.
An instructional video, tutorial or training video is looking to walk users step by step through a process. They help to answer questions.
67% of people are better at completing a task when the information is presented via video.
There you have it. If you are thinking about creating how-to content, hopefully this post will get you started. Put it all together and you will get a great how-to video that will inform your viewers in a unique way and keep them engaged with your company and coming back for more.
And if you were reluctant about the benefits of this type of video, I hope this post opened your eyes.
Now, it’s your turn!