People normally seek instructions to learn new skills or tasks, which is why instructional, also known as “how to” or “explainer,” videos are among the most popular on the Web. And it is natural for them to feel a bond with whoever has taught them something new. This is why it makes sense for you to use how to videos to promote your products and services. It’s also an excellent way to sell your product or service without appearing to do so – the ultimate soft sell.
You can also be flexible with how to videos. For example, if you are promoting a product, you can make a video that demonstrates how it works, one that explains its benefits, or even one that gives a behind-the-scenes look at how it is made.
Here are some tips to help you produce how-to videos that will hook viewers and attract customers:
- Study the competition. Search YouTube and other video-sharing platforms for other how-to videos and study these. What makes them work or not? Then find a unique peg for your own presentation.
- Write it down. Do a draft of step-by-step instructions and have someone not familiar with your product read it. Go over the points your reader may not understand or have questions about and refine these until these are understood clearly. Because you are familiar with the product, you might skip steps or details that could be important for newbies. So check again until you are sure you haven’t missed anything.
- Brainstorm interesting or entertaining ways to transform your written instructions into visuals.
- The customer comes first. A good product demonstration gives more importance to the benefits it will give to customers rather than its features. It’s all convincing them they’ll be getting more bang for the buck.
- If you can, it is best to hire professionals. Nothing can ruin a good show and tell more than lousy video quality.
- SEO. Optimize your video by including your main keyword in the file name and meta description of your video when sharing this online so it places high in search engine lists.
- Include a transcript of the instructions on your page or the video description box. Some people are more comfortable taking instructions from a text.
- Plan the best way to release your video. When and where should you post it? Aside from your website and YouTube, what other platforms should you share it on?
Because viewers actually benefit from them, well-produced how-to videos are likely to boost your credibility, attract more customers, and earn their loyalty.