The Storyboard Media Group Blog
The Power of How-to Product Videos
Want to really connect with your customers? How-to videos are your secret weapon! They're not just helpful guides; they build trust and show you're the expert. By highlighting the best features, benefits, and ways to use your products, you'll boost engagement, build a loyal audience, and see those conversion rates climb. Let's make your brand the go-to resource!
We all know the power of a well-done, straight-up product video. They’re great for explaining why someone needs something. But for some products, people don’t just need to know about them, they need to know how to use them. That's where how-to videos come in - from fancy skincare products to key-less entry systems that would have been stuff of sci-fi movies 10 years ago. Let’s not forget air fryers! Who knew you could make so much in an air fryer?
Basically, if a product exists with buttons, dials, knobs, software, hidden applications, multiple screens or an owner’s manual that weighs as much as an encyclopedia you might just need a video to explain it.
A 1-minute demonstration video was made for e-commerce channels to accompany the client’s newest product launch.
WHAT MAKES A GOOD HOW-TO VIDEO?
We’ve broken the process down into what we think are the 6 best practices for making a great how-to product video.
Keep it simple - Clear, easy-to-follow instructions are key. Make sure your script is concise and easy to follow. Take some time to read it out loud to fellow team members to see how it sounds and feels. When it comes to the video itself don’t just settle for one angle. Close-ups are your friend! Use the video content to complement what the script is saying. Zoom in on that dial or detail so the audience can see it clearly. Basically, don't leave people guessing.
Make sure it looks good - Nobody wants to watch a poorly-made or boring video. Use high-resolution, clear shots. Make sure the lighting is good so people can see what is happening in the video. Throw in some animations, graphics, and on-screen text keep things interesting. But whatever you do, make sure it actually adds to the video.
Know beforehand where your video content will live - Is your video going to be used on social channels? Maybe it needs to be recorded in vertical resolution for Instagram. Will it be used on an e-commerce site? You should know what kind of specs your video needs to be so that it works well with the platform you load it to. Are you going to use it in multiple ways? Then you need to make sure when you film it that you film it in a way that allows horizontal and vertical delivery for multiple platforms.
Break it down - Sometimes step-by-step is the way to go. Remember that if your audience is watching your video for the first time they may not know anything about your product. It’s better to bet that they need more information than less information. But always remember best practice number one. Keep it simple, and don’t give them more information than they really need.
Go 360 - For bigger things, like cars or locations where your clients find you, 360 videos are amazing. We've used them to show off car interiors and to give virtual tours of medical facilities. Even smaller things can benefit from a 360-degree video. Jewelry like watches and diamond rings, sunglasses and products with interesting packaging come to mind immediately as things that benefit from this technique.
POV can be your friend - Sometimes, showing things from the user's perspective is the best way to go. It's like saying, "Here's what you'll see when you do this."
This POV video put the viewer in the so-called driver’s seat to understand how easily and quickly the could use this app
DO YOU NEED A HOW-TO DEMONSTRATION VIDEO?
If you have a product that takes a little explaining, and you want happy clients, the answer is probably ‘yes.’ Here’s why.
People actually get it - A good video will help people understand how to use your product, which means they'll love it more, which means they’ll use it more. They may even discover new uses for it that they didn’t realize were possible because they see something in your video. This also means they’ll use it more because it has more uses for them.
You look professional - Having a good looking video means people use your content to understand the product, and people know you’re the go-to expert. It also shows that you care about your customers. The alternative is that they go looking on the Internet for other people showing them how to use it. You own the product or service, and you should own the ecosystem - video, print, website, photos - that supports it. This also helps you create connections with your customers and clients.
More sales and repeat customers - If people know how to use your product, they're more likely to buy it. Simple as that. And more than likely they’ll be back.
WHAT ARE SOME OF THE TYPES OF VIDEOS WE’RE TALKING ABOUT?
Product tutorials (see gallery below): This one is obvious, but essential. Product tutorials show people how to set up, use, and get the most out of your product. They can be animated, live-action or talking-head style. They can use actors or people from your team. They can be simple looking, or more involved depending on the message and feeling you want to convey.
Live-action videos: These videos use actors or people from your team and can include a story to be acted out that shows your product in use, or a talking head where a person is simply conveying information or showing how to use something. They can be lifestyle videos (for example, a day-in-the-life of someone using your product), demonstration videos, explainer videos and more.
Animated explainer videos: Sometimes the easiest way to demonstrate or explain a product is with really good animated graphics. The great thing about this option is that the graphics, colors and text can all be custom-created to match your brand.
USE CASE SCENARIOS FOR HOW-TO VIDEOS
This entire article has centered on explaining how customers and clients can use your product. But how-to product videos can accomplish some other things too.
Troubleshooting: Fix common problems and answer FAQs in an easy manner.
Onboarding: Train new employees or customers quickly and easily by showing them how to use a machine, do a process or a work through a procedure.
Show off features: This is where it gets fun. Highlight the cool things your product can do, and include things customers might not even know about your product. Apple is very good at this when they point out hidden features, shortcuts and tips and tricks that aren’t immediately noticeable by users of their products.
Don’t wait for customers to call you with question after question about your product. Make it easy for them to learn everything they need to do with a how-to product video and make them a customer for life. Contact us for more information about how to get started. We help with concepts, creative ideas, scripts, filming, editing, and more. It’s everything you need to get your video content project up and running.
Repurposing Video Content: A Case Study
Repurposing video content allows companies to maximize the potential of their video content while expanding its reach and engagement. By transforming existing videos into different formats to use across different platforms, brands can target a wider audience and increase their visibility. In this case study, we look at one of our clients who did this and by using video content in 5 different ways.
4 Important Reasons Why You Should Repurpose Your Video Content
Repurposing video content is a great way to make the most of the digital assets that you’ve put time, energy and money into creating.
Repurposing video content saves time and resources by avoiding the need to create new content completely from scratch. Creative projects can require a lot of time and budget to get off the ground, so the less often you need to do it the better.
By adapting video content for different platforms, you can reach a much broader audience and engage them in various ways. This includes sharing short clips on social media, creating GIFs for e-commerce sites and using screenshots as photos you can use in different marketing pushes.
Reusing your video content in different ways provides opportunities to optimize it for search engines which can improve visibility and SEO rankings. Each new content piece can include different (but relevant) keywords and meta descriptions.
Repurposing video content helps you maintain a consistent brand message across multiple platforms, reinforcing your brand’s identity and building trust with your audience.
A Case Study in Repurposing Video Content
Storyboard Media Group works with all its clients to get them the most value for their budget. That’s why we’re big believers in repurposing video content. At the start of every project we ask our clients how they plan to use their video, and we provide suggestions for how to reuse it. That leads us to the case study of Strato Footwear.
This screenshot taken from video footage acts as a “photo” in digital marketing materials.
Strato Footwear has one mission: to keep your feet happy and stylish while keeping up with your fast-paced lifestyle. How do they do it? Strato Footwear has a secret weapon: Layered Comfort Design. They’ve carefully crafted their shoes with multiple layers of cushioning and support, giving your feet a cloud-like experience. They design their footwear lines with purpose and functionality, so you can strut confidently knowing you've got the best of both worlds.
According to Strato’s CEO, “we needed lifestyle content from Storyboard Media Group for our footwear launch. And we needed content to add to our website to make it look attractive and engaging to customers, as well as for social media use.”
To accomplish this, Storyboard Media Group spent a day filming the shoes on an actor that we hired just for the shoot. We filmed in six unique locations to show off the footwear in different settings. We even dressed the actor differently from one location to another. From this one day of filming, the final deliverables were (6) 15-second videos, (1) 30 second video, and a number of screenshots that we took from the video footage. This gave our client a lot of options for how and where to use the content.
“We used the 30-second video as our flagship video to showcase what our brand and shoes were about and how to wear them in multiple settings with ease.” This flagship video is on the client’s website as an introduction to the brand and product.
This “photo” is a screenshot from the filming we did.
The 15-second videos were used on social media to showcase the brand to wider audience, and in quicker bites. Digestible videos like these can be used as a way to quickly grab attention and drive customers to a brand’s website where they’ll find more information.
One of the ways Storyboard Media Group helps clients expand their content library is by offering screenshots of the video footage. This gives clients “photos” they can use on their site, in digital marketing material, and in a number of other ways. This isn’t possible with every project, but when a project allows it’s a great way to generate more content.
According to our client, “we used the screenshots & short 15-second videos in a remix way, where we (cut and combined footage) to develop even more entertaining short video clips combining all the content given to us by Storyboard Media Group. This allowed us to have even more content to utilize for posting on social platforms.”
In addition to using the content and screenshots on their website and social channels, Strato Footwear was even able to utilize some of the screenshots in marketing materials like their sales PDF.
“Storyboard was very easy to work with. They made the whole process seamless. I guided the team on what I was looking to get done regarding the look, feel, vibe, angles, and setting. They easily grasped the information I provided and took it up a notch with their creativity. They made sure I received enough content to get the ball rolling for my business.”
Storyboard Media Group can offer ideas and suggestions for how to get the most from your video project. During our initial consultation calls and meetings we learn about your project, your specific needs and how to create the content you need. Whether you’re a startup or an established brand we work with you to identify how to best get you the deliverables you need.