How-To videos are a great way to engage with and educate your customers. They work to build your reputation as an expert in your field, and they offer great value to your customers. If you’re thinking about creating some how-to videos to drive engagement, we have some tips to get you started.
Keep Your How-To Videos Short:
And I do mean SHORT. They must be under 3 minutes. People are pressed for time and short on attention spans. Be brief and engaging and your video will be a success. Even low-fi, 60 second videos have been proving to make a big impact on closing sales through shopping channels like Amazon.
Make More of Them:
As long as you’ve got the equipment out and you have willing talent around, make as many videos as you can. Having at least 5 videos is a great start for your library. This will help you stand out in searches, build your YouTube channel, and show your customers that you’re committed to creating content for them. Social Media Examiner says:
“How-to” videos are extremely successful because not only do they offer great value to your viewer, but also you’re able to showcase your knowledge and skill, thus positioning yourself as an expert. (read the full article here)
With those benefits, why would you stop at just one video?
Use Good Talent:
We created a series of How-To videos to educate people looking to buy low cost video editing software. The video above is a sample video we created from that series of videos. We produced the videos using our amazing host, Meagan K. She’s enough of a technophile that she gets what she’s talking about, and she’s a pro when it comes to nailing the script or reading a teleprompter without going stiff. You don’t necessarily need to hire a pro to be your on-screen How-To Video host, but make sure the person you choose looks comfortable when the camera is rolling.
Screen shot from software demo.
Post and Promote Your How-To Videos on Multiple Channels:
Everyone posts their video to YouTube – and that’s a great place to start. Be sure your videos are also embedded in your own website, though. And share them across your social media platforms. If someone asks your customer service a question on Twitter or Facebook, include a pertinent video in the answer. Actually, those social media questions and comments can be a great source of inspiration for videos to make!
Create a Campaign:
When you have a plan for your videos, it’s much easier to measure your success. I’ve already touched on the need for multiple videos. With a campaign, you might drop those How-To videos weekly, plug them on your social channels, and write accompanying blog posts or newsletter articles to drive engagement and site visits. Don’t forget to include your call to action and your URL every time!
You may even consider outsourcing what I’d call a “tent-pole” event video. These videos are more of a financial commitment, so you would only produce 1-3 of them a year as part of a launch or promotion. Videos like these require a team that can script, cast, art direct, get locations and stunt people, shoot, edit, do special effects and deliver on time and on budget. The plus side of a tent-pole video is the potential to reach a broader audience and drive new customers to check out your product.