How “how-to” videos became a “must have” for your company?

People like to watch videos. How do we know that? The answers are in our own brains.

via GIPHY

We process video content 60.000 times faster than text. Reading articles is a more active process than watching a video. When we read, we are not just looking at the words in front of us. No, this process requires a longer attention span and is a more demanding cognitive strain on our already “ADD” laden minds. Because of our „laziness“ and the fact that 90% of information transmitted to the brain is visual, it is easier to understand why four times as many people now prefer their content in video format rather than text (Animoto).

According to HubSpot, a video is projected to claim more than 80% of all web traffic by 2019. and 60% of customers agree that if both text and video are available for the  same topic, users are much more likely to choose the video. Video content gives us unlimited opportunities to promote our businesses, show professional expertise or present new ideas.

If you want a customer base, one of the best ways to create it, is by using educational videos. Searches related to “how to” grew by 70% (Google) and some of the reasons are:

1. 1. Videos provide answers

Educational videos are a quick and simple way for your customers to gain valuable information and to prove your expertise. The video is easily spread through search engines (with video SEPRS being a thing for years now) and social media and if it’s fast, quick and fun – the better.

2. A video engages

A video is a combination of visuals, sound and storytelling and that combination gives us precious opportunities to engage. “Smell Like a Man, Man” by Old Spice is one of the great examples how a video campaign done right can engage its user-base on multiple levels. The first video “The Man Your Man Could Smell Like” was an instant success pulling this 70’s brand into the 21st century and garnering unprecedented attention and buzz. The video itself turned into a cultural phenomenon and became a template for all of the brand’s future campaigns.

This campaign also gave birth to a now legendary Youtube response campaign that redefined video engagement with users asking the Old Spice Guy some pretty interesting questions.

3.  Builds trust in your company authority

If you are teaching, providing valuable content and not trying to hard sell right away – people will trust you.  Users are always searching for a source of free, practical knowledge that can be applied to their everyday lives and business. BuzzFeed is one of the first companies who realised that, and so the Tasty project was launched in July 2015. Shortly DIY „how-to’s“ helped us reach new creative heights in the kitchen and it’s no wonder that Tasty has over 94 million likes.

When you figure out who the people you will be teaching are, the type of content and your video goals, there are still a few things that require your attention if you want to have a professional looking video on your channel.

1. Equipment

The best way to start making your video is to set up your own small production studio. Good camera, camera lens, tripod, microphone and lighting are the bear essentials to get you started.  With this very basic equipment you are a step closer to Tasty-like videos.

2.   Voiceovers

With a professional voiceover you can really get through to people and solicit an emotional reaction and attachment. A great example would be the  “Nature is speaking“ campaign by Conservation International. Conservation International has been working on enabling societies to responsibly and sustainably care for nature for years,  but worldwide recognition and huge fundraising success came only after this campaign. They managed to generate a strong emotional response by using few very talented artists you might have heard of (Penelope Cruz as a Water, Julia Roberts as a Mother nature, Kevin Spacey as The Rainforest). Professionals above all know how to tell a story. Knowing where to make a pause and where to change the inflection of their voice, how to do their accents and emotions just right, these are all the little things that come naturally after years of work but that can be daunting to an amateur.

3. Editing

At the end, we need to put everything together. We use editing tools to fix any errors made during the production process, clear out imperfections and generate a truly professional video. The good news is that we don’t need dark rooms as in the past. With professional editing software, you can easily arrange the video to your liking, add effects and make a truly engaging piece of content. Without undergoing professional editing, your customers will certainly be swiping to other videos (some of them probably leaving a comment or two, the kind you won’t like)

“Edutubers” are rising stars of YouTube and Malik Ducard, director of Family and learning at Youtube pointed out that brands can learn so much from them. Education videos provide practical knowledge and share-worthy content to your audience and help you to present yourself as an expert in your desired field. There is a host of reasons why educational videos are a powerful tool to improve a company’s reputation and we all know how precious reputations can get.. According to many there has never been a better time to leverage the power of videos, be they educational, promotional or any other, you need to make sure they look professional and on the money, and that’s something you need the pros for.