1. Overall Approach and Style
The approach and style we take when producing a how to video will largely depend on the nature of your product, as well as your brand and marketing objectives. Explainer videos are often highly targeted and aimed at existing customers and as such usually fit into the Help content category of YouTube’s Help, Hub, and Hero video marketing model. The nature of the audience will heavily influence the scripting process. If we’re talking to people who have already bought your product for example, then a degree of prior knowledge can be presumed.
2. Choosing a Presenter for your How To Video
One of the most common components of a how to film is a presenter. This comes down to a choice between working with a professional presenter or someone from your own company. Both these approaches have their advantages and disadvantages. Professionals should always come across as warm, well spoken and friendly on camera, but may lack the credibility of an expert. Conversely if you do opt for working with a member of your own team it’s important they are comfortable and relaxed in front of a camera.
3. Animation or Screen Capture in Explainer Video
Animation can be a great way to showcase how to get the most out of your product or service, and allows for a very distinctive and ownable style that users can immediately callback to your brand. For digital and online products, screen capture can also be used to make the product tangible and demonstrable.
4. Using a Modular Format with How To Videos
It’s important to always keep in mind audience attention spans. If a task or operation takes an hour to explain then there’s a good chance that it can be broken down into stages, with each stage becoming its own unique how to video. Working to a modular format like this makes information easier to digest and better suited to promotion on social media, which ultimately means more views and more shares.