How-to videos that attract your target audience, generate qualified leads, and provide value and support to customers should be part of your video marketing strategy.
- Nearly 1/3 of YouTube searches begin with "how to." When they search for how to solve a problem or use a product that your company provides, will they find your video or your competitors?
- How-To videos cut down on support phone calls. Most support call customers just want to know how to use your product. A video is much more helpful than a phone call.
- People prefer watching over reading. Written instructions are good, but not as good or as popular as a video. Showing is better than telling.
- How-To Videos build trust. Customers want to buy products from companies that will help them after the sale. What better way to show customers you care than a video they can use after the purchase.
With a how-to video, the most enthusiastic promoter of your product or service (you), gets to demonstrate how to best use your product or service enthusiastically.
If you genuinely believe in your product, your enthusiasm will naturally persuade others. And if your passion convinces others, you'll have a ton of qualified leads.
A well-produced how-to video, in addition to making you a likable expert in the industry, sends a message to potential customers that you will be there to help once the product is purchased. You took the time, after all, to make the video to show them exactly how to use the product.
And in case you're wondering if anyone watches how-to videos, the number of searches that use the words "how to" increase 70% year-over-year, with more than 20-million hours of how-to videos watched monthly.
Five qualities of a good how-to video include
- Value. Find out exactly what your customers need to know and want to know. People are watching this video to solve a problem.
- A good script. Explaining how to do something requires specific and clear instructions. This is not a vlog or a travel log. It's a video that shows individuals how to accomplish a specific--sometimes complicated--task.
- A hook. There are over a billion videos online. Engage the viewer quickly and keep it as short as possible.
- Clarity. Keep it simple. Focus on no more than 2 or 3 product features in the video. Don't overwhelm the consumer.
- A call-to-action. Someone just took the time to watch an entire video. Strike. Invite them to subscribe, to visit your site, to watch another video, to buy something.
This how-to video example from Mint contains all the elements of a good how-to video. It provides value. It explains a simple way to handle a difficult task. It includes graphics that hook the viewer. It's short and straightforward, andIt provides an easy way to sign up at the end of the video.