How-To Videos and How To Do Them Properly

‘How-To Videos’ have exploded across the internet and social media platforms. From building IKEA furniture (we can never work out those diagrams) to the popular beauty and gaming tutorials, How-To videos are covering all bases in every industry. Their unprecedented popularity has soared, meaning that marketers and advertising companies are jumping on the bandwagon to promote their brands.  From building brand awareness to increasing consumer trust, any way that you can be using video in your marketing strategy - you should be. A How-To video campaign offers a simple and relatively cost effective way of showcasing your products, or building your brand meaning your social platform does more than just sell your products.

 5 Top Tips for a How-To Video

1.     Keep it short. Keep it clear.

73% of Consumers are deciding in less than 30 seconds if they will watch to the end of the video

If they don’t have the time to read an instruction manual, the likelihood is they don’t have the time to watch a 15 minutes long video of the intricacies of a piece of furniture. Your How-To video shouldn’t be a vanity project. It needs to work in favour of your target audience, otherwise you’ve missed the point. A few minutes maximum helps keep the attention of our ever-distracted and preoccupied millennials, whilst also keeping within social media boundaries for the ever sought after: shareability.  

2.     Targeted & Specific.

Who are your target audience? Who do they follow? What do they like? If you’re selling electrical products or tech devices, churning out Make Up Tutorials just because you know they’re going to get likes and shares is missing the trick. Engagement over reach is crucial and if you’re reaching people who aren’t going to purchase your product or take interest in your brand- what’s the point? 

3.     Accessibility.

When it comes to anything in marketing, one of the worst things you can do is to alienate your audience. Even if your tutorial is putting up a pram or baking a simple cake, don’t get caught up in jargon that you personally think is universal- if you have to have someone check through the scripts first, make sure you do. Another important issue is that 85% of Facebook Video is watched with the sound off. We’re forever on the go so most video and social video in watched on the go, so potentially putting some time aside to put in some subtitles is DEFINITELY worthwhile.

4.     Entertain

With the overload of information and the plenary of social media advertising, our minds are becoming increasingly selective. We have the ability to filter information that doesn’t grasp our attention, or more importantly, give us something we want. Anything for digital marketing these days needs to entertain and give the consumer something, rather than traditional advertising. The same goes for video, even though you’re providing free entertainment, the video needs to be slick, well-executed and interesting. The message needs to be clear, understandable but not monotonous.

5.     Remember the why

 It happens time and time again when people take their first plunge into video and discover their inner Spielberg. Creativity and direction is clearly important when it comes to video but remember why you’re actually making the video- to sell a product or promote your business. So, if you’re getting caught up in slow-mo shots and stylised graphics and not focusing on brand exposure and keeping your aim in mind, the likelihood is that people may well enjoy the video, but they’re not necessarily going to remember YOU or your brand. Make sure there’s a call to action at the end of the video, a sign up button or a link to subscribe. Never assume the consumer will be interested in your brand simply because you strove for Oscar perfection.

Benefits of making ‘How-To’ videos

 1.     Trust. Arguably the most valuable asset in terms of marketing and building a relationship with your client. Video allows for an intimate and behind the scenes aspect to your business and by putting yourself on camera in a “how-to” video, you present a certain vulnerability which will earn you that much sought after trust. If you’re authentic and likeable, all the better.

2.     Visibility. In other words: SEO. We’ve banged on about it time and time again but a video on your website is going to seriously boost your SEO. If you can create a strong, well branded ‘How-To’ video, your google ranking will repay you kindly.

3.    ROI. Despite initial fears of the cost of video or the unknown aspect of what the world of video hold, ROI is clear and well documented 73% of B2B marketers say that video positively impacts marketing ROI.

4.     Shareability.  The written word is losing power in our digital age and we want everything as immediately as possible. Video allows for that. It’s accessible to everyone and more importantly it has a great shareability factor.

Need a helping hand when it comes to creating a well marketed How-To video for your business? Get in touch with Jack-All Productions and our friendly team can point you in the right direction.

 By Colette Kellgren-Parker

Website: Jack-All Productions

Instagram: Jack-All TV

Twitter: Jack-All TV

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