The Power of How-to Videos
If you’re in the business of creating products, you might also need to be in the business of creating how-to videos for those products. We’ve worked with a ton of clients to make videos that show their audiences the ins and outs of how to use a product, who the product is for, what a product is capable of doing and so on. In a short, and not complete, list we’ve created videos for:
Personal skin care products
Key-less entry systems that are used in residential and commercial buildings
Small appliances (air fryers to be exact)
Ground-breaking photography systems
S.A.A.S. (software as a service)
Personal hair care products
Enterprise-level password protection app
A personal robot assistant
Almost anything can use a video that quickly describes and instructs in plain-speak.
Top Features of Good How-to Videos:
1. Clear and Concise Instructions: How-to videos offer a visual demonstration of product usage or a specific process, making it easier for customers to follow along and understand the instructions. Opt for close-ups and situations that your customers will encounter. Don’t leave anything to interpretation.
2. Engaging Visuals: Incorporating eye-catching visuals such as animations, graphics, and demonstrations in how-to videos enhances the overall viewing experience. They give more depth to your content as opposed to just standing on screen and talking. That can be good too, but it should be accompanied by demonstrations.
3. Step-by-Step Guidance: How-to videos break down complex tasks into simple, actionable steps, providing viewers with a clear roadmap to follow.
4: 360-degree Videos: These types of videos are perfect for showcasing products that are more than hand-held. For example, we’ve done 360 degree videos to show the interior of vehicles, and to show clients what the inside of a medical facility looked like. The vehicle videos helped sell the cars, and the medical facility videos helped calm and nervousness patients may have encountered when going to the facility for the first time.
5. P.O.V. Videos (see below): Sometimes there is no better way to demonstrate a product that showing the viewers POV (point-of-view). It can be hard to pull off, but once completed it is extremely helpful for showing customers how to work something.
This POV video put the viewer in the so-called driver’s seat to understand how easily and quickly the could use this app
Top Benefits of How-to Videos:
There are a ton of benefits to be had with creating and sharing how-to product videos. But these are the top three we’ve seen.
1. Increasing Customer Engagement: How-to videos actively involve customers in the learning process, improving their understanding of a product’s features and functionalities. This helps them enjoy all the benefits and features that come with the product. This means they’ll be stronger users and more engaged.
2. Increasing the Credibility of Your Brand: By sharing valuable knowledge and expertise, how-to videos position brands as trusted authorities in their respective industries. This credibility not only helps drive sales but also strengthens overall brand perception.
3. Higher Conversion Rates: How-to videos play a vital role in the customer journey, providing potential buyers with the confidence and information they need to make informed purchase decisions. As a result, conversion rates often see a significant boost.
4. Happy customers: Admit it - you’ve bought things or downloaded apps and just kind of gave up on using them because they 1) didn’t seem as good as you thought at first or 2) just couldn’t figure it out and it seemed like a PITA. Well, a good how-to video makes it all easier and makes happy customers that are glad they patronized your brand and product.
Top Use Cases:
1. Product Tutorials: These are the #1 use cases. These videos guide users through the setup, configuration, and optimal use of devices and apps. Don’t ever let a customer give up on your product ever again. A good how-to video demonstrates your brand’s commitment to customer satisfaction while showcasing the product’s capabilities.
2. DIY and Home Improvement: Home Depot is a prime example of a brand that has leveraged how-to videos effectively. Their videos provide guidance on everything from basic repairs to complex home improvement projects, positioning the brand as a trusted resource for DIY enthusiasts. One of the end results is that people go to Home Depot over and over again not only for the knowledge, but also the supplies needed for projects.
3. Cooking and Recipes: Food brands such as Tasty have revolutionized the cooking experience with their recipe videos. These short, visually appealing videos simplify complex recipes, making them accessible to novice and experienced cooks alike.
Top Ways How-to Videos are Used by Customers:
1. Troubleshooting and FAQs: How-to videos can address common customer issues and provide step-by-step solutions, reducing support requests and improving customer satisfaction.
2. Onboarding and Training: Companies often use how-to videos to train employees or onboard new customers. These videos save time, ensure consistency, and enhance the learning experience.
3. Showcasing Product Features: How-to videos can highlight specific features or use cases of a product, effectively demonstrating its value to potential customers.
Incorporating how-to videos into a successful product, marketing, and sales strategy is a smart move for businesses for a variety of reason. Every journey begins with one step. Embrace the power of how-to videos and unlock their immense potential for your brand’s growth.