You already know the deal: there is too much content out there, so you need to make sure you catch your target’s attention fast — and, even more so, you need to ensure your content actually provides the answer they are looking for. In many situations, all that can be achieved with a video tutorial.
A video tutorial is a quick, dynamic way to show your audience how something (an app, an appliance, software, a machine) works. Besides being a useful and attractive way to pass along information to your audience, it is also a great SEO tactic.
Keep on reading to learn more about why video tutorials are so relevant to your video marketing strategy and how to guarantee the best possible results with your video tutorials. In this article, you’ll see:
Shall we begin?
Why video tutorials attract and engage
Videos, in general, allow you to explore the information presented in a highly agile and attractive way, by combining spoken word with graphic resources, dynamic texts, interactivity, and more.
And when it comes specifically to video tutorials, they usually include actual footage of the product in action — you’ll see more about why this is so important below.
If you’re presenting something complicated or tricky to your audience, it’s much easier for them to understand the item by seeing it, rather than by reading a tutorial.
According to a study conducted by Wyzowl, 72% of people prefer video over text when they want to learn about how a product or service works.
Video tutorials are considered quicker and more interesting since they focus on dynamic, illustrated, and easily understandable ways to explain how something works.
Ok, now you know you need to include video tutorials in your audiovisual content strategy.
But where to begin?
Stay tuned for our expert tips on creating video tutorials that help you achieve the results you want!
How to create outstanding video tutorials
Besides the usual points, you need to consider when outworking a video marketing strategy, creating a video tutorial has some peculiarities that must be taken into account.
Below, we’ll learn how to do an outstanding job creating video tutorials, featuring examples from companies that have stood out in this context.
Know your product through and through
We don’t only mean you must know the product itself — how it works and what is its main function —, but also what are the most common difficulties and mistakes that happen during its use and why users look for it in the first place.
You should also know what problems it can solve, how your product stands out from the competition, etc.
By answering those questions, you’ll be able to outline the main points that must appear in the video tutorial.
These answers will also help you develop the general theme/”feel” of the video, that is, the story you’re telling.
Write a script
Even if your video tutorial involves someone using the product “live” and narrating how it works, it’s important to write a script.
It can either be detailed or simply as a guideline, so the presenter doesn’t forget the main points they need to mention.
A script is also useful to maintain a grip on the video’s duration — the shorter and more to the point, the better — and to analyze the overall structure of the information.
When writing the script, don’t limit yourself to voice narration. Think about which moments call for graphics, animation, screen recordings, close-ups, and other visual elements. Make the most of the content format chosen!
Ahref’s video below is a good example of smoothly transitioning from a person talking to the camera to highlighted text, to images of the actual product being used. Notice how it doesn’t need to be anything fancy!
Consider the pacing and the flow of the information
Remember: the video can’t make sense just to you, who already knows the product very well, but also to someone who might never have come into contact with this product category before.
Does one piece of information connect with the other? Will the user be able to get a clear idea of what they are supposed to do? Is everything you’re saying relevant to this point in the client’s journey — where they’re learning how to use your product?
Keep in mind that this isn’t an advanced course on the item.
With the script in hand, revise it also for pacing and flow. It’s recommended that you ask a colleague less directly involved with the product to read your script and tell you whether it makes its points clear or not.
Make your video tutorial appealing
This is important for two reasons. First of all, the video tutorial needs to be appealing, so most users will watch it through to the end and get the information they need.
If they find themselves wanting to abandon the content halfway, you’re probably not being as relevant and clear as you need to be.
The second point is that your video tutorial won’t just be watched by clients who have already acquired your product.
Many people watch video tutorials when considering whether or not to purchase an item or hire a service. They are researching whether what you offer is actually what they need and might also be analyzing if they understand how to use your product.
Thus, an attractive, dynamic, and relevant video tutorial does not only help your clients but might actually help you sell more.
Don’t miss out on this unique opportunity to showcase your product in the best light!
In less than a minute and a half, Grammarly’s introductory video tutorial shows you exactly how, where, and why you should use the service:
Ikea MALM’s Bed Frame video tutorial shows you how to build this piece of furniture and makes it clear that anyone can do it. The video also highlights how the bed frame can look in a decorated, homely environment.
Thus, besides helping those who already bought the bed frame, it might convince others to do so.
Be informative, but not just that
Another thing that makes your content appealing is the type of language used.
A video tutorial needs to be informative, yes, but not only that! Trying to teach something doesn’t mean there’s no space for a little humor, for example, all considering the company’s branding and target audience, of course.
Humor and lightheartedness don’t need to take the focus away from the main goal of the video.
See, for example, Playstation’s Virtual Reality Setup tutorial below.
Details such as the character’s dog or his neighbor add a little bit of humor to the tutorial, while also providing information about how the user should organize their space before playing. Check it out:
Answer the question your user is asking
Depending on your product’s complexity, you might need to create several different video tutorials for it, each one tackling a specific feature or possibility.
If your client wants to know how to change the audio settings on a television, for example, they will not want to sit through a complete, long video tutorial about all settings just to get the one piece of information they are actually looking for.
This reinforces the need to know your product and how the client uses it, as we said in the first tip.
Keep an eye out for the most common internet searches, for example, to learn what your audience is asking about your products — and then make sure you have video tutorials for all of the most common doubts.
Dropbox users, for example, often wonder how to save files on the platform.
It’s a basic use of the service, and the answer needs to be to the point. You want to know how to save files; you don’t need a full tour of all Dropbox has to offer. See below how they tackled this question:
Another good example of this is Adobe Photoshop’s tutorial on how to create GIFs. By carefully choosing what to show on the screen, they keep the focus on what the user needs to do without overwhelming them with the entirety of the software:
Keep your video tutorial short
As a rule of thumb, try not going for video tutorials longer than 10 minutes.
After that, people’s attention starts to drift away — especially on the internet, where there is so much content fighting for it.
If you notice your script or the video itself is running longer than that, strongly consider the possibility of breaking it down into several parts.
In order to do that, go back to the previous tip and re-evaluate whether or not your video is actually answering a specific question or if it’s trying to be a complete guide to the product.
Investing in video tutorials is a great way to connect with your public and provide relevant information in a dynamic, attractive way. So why don’t you start implementing our tips right away?
After doing that, check out our list of the 6 best video platforms to share your content to ensure your video tutorials are reaching their intended audience!