Whether it’s to learn how to tie a tie or make the perfect brownie, these days, more and more people turn to YouTube.
It seems obvious to most young people, but to anyone still in denial, look no further than the recent information released by Google.
According to the search engine giant, “how to” related searches on YouTube grow by 70% each year. That’s a big number, and a lot of that has to do with smartphones.
Nowadays, most people aren’t scrambling to find a book or instructional manual when trying to complete a task. And when they pull out their phones, it’s not to call a friend or relative who can help.
It’s to go to YouTube to find a quick video that’ll clear everything up and get them on their way. That’s just the way it’s done now.
So, being the veteran NY / NJ video production company that we are, we put together a little how-to post about how you can design a how-to video production for YouTube to take advantage of all these how-to video seekers. Read on to learn how…to.
The Basic Product Display/Demo
First off, you can take the most obvious route to a how-to video, the basic commercial video production approach. You simply display a new product and show the audience how to use it and, in doing so, how it helps.
It’s basically an extension of a print ad. You’re not getting too deep or complicated, just helping people better understand what you’re offering them.
Obviously, if the product is very complex, then this kind of video is very helpful. In fact, it’s almost necessary in this day and age.
Again, when most people are having trouble figuring out how to use a product, they’re heading to YouTube. So, if you don’t have their explanation waiting for them on your company’s YouTube channel, they won’t be too happy.
Your Industry How-tos
Now, if you’ve exhausted that basic approach or it simply doesn’t suit your brand or what you do, that doesn’t mean you can’t get in on the how-to game.
We’ve been in the NJ and NY video production industry for quite some time now, and some of the most successful how-to videos have nothing to do with the company’s actual products or services. They’re simply helpful to the audience, who grows to trust the brand because of it.
So, ask yourself what the common questions or concerns related to your industry are. Try and think of ways you can help solve problems, make things, etc. For instance, if you sell kitchen knives or olive oil, try doing some how-to cooking videos.
If you’re in home improvement, show people how to solve common issues like clogged pipes or decorate a room to make it feel larger.
The point is, you don’t need to show people how to use your specific products in order to earn their trust and loyalty.
To the contrary, if you implement video production services to help them out with other, industry-related issues or show them how to create something on their own without directly selling them anything, they’ll trust your business even more.
General How-tos That’ll Appeal to Your Audience
From there, you can get really creative. While demonstrating how your products work and helping people with issues or showing them how to make things related to your industry are great ways to take advantage of the increasingly large mobs of people turning to YouTube to learn how to, they’re not the only ones.
You can also come up with how-to video production concepts that have nothing to do with your company nor your industry directly.
For instance, using the example from above, if you sell kitchen knives, you can make videos that show people how to do things outside of the kitchen altogether. Show them how to decorate a dining room or how to plan the perfect weekend vacation.
The only thing you have to keep in mind is your target audience and, in our experience in NY / NJ video production, that’s something you need to determine and keep in mind from the start of any video project.
As long as you’re talking to the right people in the right voice, you can use how-to videos to show them how to do, make, fix, design…anything. If you’re fairly certain it’ll be relevant and appropriate for them specifically, go for it.
Take Your Business to YouTube, That’s Where Your Customers Are Taking Theirs
The bottom line is, too many people go the YouTube route for you to avoid it nowadays.
Whether they need to find out how to use a specific product of yours or they’re trying to figure out how to tie a slipknot, get their hair a certain way, fix a hole in the wall, whatever, they head to YouTube…more and more of them every year…a lot more.
So, if you have really complicated products that could potentially puzzle people as soon as they get them out of the box, good. This is probably the only time that that’s a good problem.
You can design a how-to video production to clear that up. Show people how to put it together, use it in a typical scenario, etc.
From there, try to brainstorm all the different ways you can help your current and potential customers. You know the kinds of people who need and use your products or services, so talk to them.
Whether you come up with industry-related video concepts or just go with more general topics or scenarios, people are craving how-tos. So, give them to what they want.
Just remember, it’s up to you to learn how to make these kinds of videos work for your brand, but if you get really stumped, you could always go to YouTube. There’s probably a couple of videos about it.
About Us: KVibe Productions, a full-service NJ / NY video production company, can take your video project all the way from development through distribution, guiding its growth every step of the way. Whether it’s a web promo video, a commercial, a corporate video production, a feature film, or any other type of video production, KVibe creates to inspire.