Do we actually learn anything from “How to” or “Instructional” videos?

‘Instructional’ or ‘how to’ videos and video tutorials are a marketing tool. They are used to present how to use products or explain details and benefits about services in an easy and interactive way and inspire the viewer to use that product or that service.  In this very interesting way viewers engage with the greatest effectiveness. 

 

How to Frame a Picture: Taping the Back  

 

What is more, these types of videos catch more attention to websites or social network fan page.

Watching the online videos of experts, artists, inventors and innovators talking about their work or showing, demonstrating how something works, is entertaining and at the end of the day you have learned something. But do we actually learn from all of them?  Here is a new study led by professor Shana K. Carpenter of Iowa State University which was published last month May 2013 in the Psychonomic Bulletin & Review.

Participants were shown one of two short videos of an instructor explaining a scientific concept using two videos – one that is articulate and another one that is not eloquent. Participants who watched the articulate video thought they would remember much more information than participants who watched the other one. Of course. We had no doubts on that.

However, there are good reasons to believe that these videos can be vehicles for genuine learning and what business owners and marketers are interested in, INSPIRATION – so that the viewer feels compelled to use or buy the featured product or service.

We know now that well-made videos are better the others, so when you choose your video service provider, look at the work they did before.

Creating content for ‘how to” videos:

A ‘How To” video uses a more subtle, casual, or friendly sales message and it is by far the best technique for YouTube videos. People don’t want to watch just another commercial, they want to be entertained or educated.

A quality how-to instructional video is a great way to attract attention and market your brand without shouting at people to buy.

Have a look at your brand and product line. What are some very basic things that people do with your items?

If you sell clothing, consider an instructional video about how to organize a wardrobe or how to know your size. If you sell biking equipment, have on your website a video explaining how to clean and lubricate a chain. If you sell collectibles, have a video explaining how to spot fakes or how to identify makers.

A good ‘how to’ video just has to be:

·         informative,

·         clear,

·         short and,

·         if it is possible, a little entertaining doesn’t hurt.

In a world in which we want and need to be learning all the time, they're excellent tools to have in our marketing planning.

Contact us and ask for an instructional video for your company if you’d like to have a professional one.
P.S. Nine ‘HowTo’ Videos Gone Horribly Wrong