There are two things we greatly underestimated as children, one is the cost of cheese (expensive!) and two is how often we utilize how-to videos in everyday life. From changing a tire to changing a light bulb, there’s a how-to video and we’re here for it. Not only do how-to videos deliver extreme value to their intended audiences but they’re also entertaining, making how-to videos prioritized content across multiple platform algorithms.
In a recent study, 35% of US adults expressed that how-to videos are very important to them when trying to figure things out for the first time. Don’t miss out on the opportunity to turn your brand into a valuable, recognizable tool.
How-To Videos Build Trust
There’s no better way to show that you’re an expert in your field than with a well-made how-to video. By answering questions your audience is asking, you’ll not only build brand authority, but also authority in SEO. Google prioritizes how-to content more than ever right now from an SEO perspective. Having your brand rank higher in a search increases credibility and also establishes trust.
How-To Videos Improve Engagement
Of course! It’s no secret that video performs better than any other content across the majority of platforms. Video on social media gets shared 1200% more than text and image combined, and including a video on your website landing page can increase conversions up to 80%. Most people prefer to learn in video format, so give the people what they want and they’ll also be more likely to engage with and share your content.
How-To Videos Increase Conversions
We’ll say it louder for those in the back: including a video on your website landing page can increase conversions up to 80%. Not only will a how-to video decrease your bounce rate, but it will grab hold of your consumers and pull them deeper into the sales funnel. Also, a website is 53 times more likely to reach the front page of Google if it includes video, meaning more eyes on your brand and higher opportunity of sales.
Now that you know the benefits of using a how-to video, we can explore the different styles of how-to videos from which you can choose.
Instructional How-To Videos
User manuals are a thing of the past…archaic, even! When consumers want to learn something, they want a video. But it’s not enough to just share instructions for completing a task, your instructions need to be engaging, easy to follow, visually captivating and focused on your consumers’ needs. Instructional videos give a straightforward, step-by-step process of how to complete simple or even somewhat complicated actions.
Explainer How-To Videos
Instead of showing a step-by-step process of how to do something, explainer How-To videos EXPLAIN how your business, products or services work. Having an idea explained to you doesn’t mean you’re automatically interested in it, so explainer videos still need to be eye-catching and engaging. Animated explainer videos do a great job explaining difficult concepts in a simple yet captivating way.
Screencast How-To Videos
A screencast How-To video is a video recording of your device’s screen. This type of video is often used when demonstrating a software program, application or step-by-step instructions on the web. The next time your boss accidentally turns herself into a potato during a Zoom meeting, try using a screencast video to instruct her how to disable that much-needed feature. Screencast videos are also great as training tools in a corporate setting.
Getting Started on a How-To Video
If you’re looking to get started on creating a How-To video, first decide on a topic. Think about your customers’ pain points or frequently asked questions and brainstorm ways to answer or address them. Once you have your topic laid out, you’ll choose a video style that is most conducive to your message. While we listed three video styles above, there are other styles that may work best on various platforms, so be sure to do your research.
Then comes the script, the backbone of any solid video. The format of your script will change depending on the style of How-To video you choose; however, regardless of style, your script should be clear, concise and naturally flow in a logical order. Use direct language and avoid making instructions too technical or complex.
Once you have your script, it’s time to storyboard! Create a visual representation of what you want your video to look like from start to finish. This process helps eliminate any unrealistic visual expectations and also ensures that what you wrote in your script can also be conveyed visually.
Well, there you have it. The How-tos of a How-To video. Getting started is the hardest part! You can find more tips and tricks in this article, and if you’re looking for more ideas or guidance, Render Pilots is always happy to help.