Video content is a great and easy way to spur traffic for your business by using engaging and bite-sized content to introduce new customers and invite back old ones. On social media, businesses that use video grow revenue 49% faster than non-video users, and it’s very popular on platforms such as Facebook as an attention-grabbing and interest-inducing piece of content. Some of the best bite-sized video content are how-to videos, ranging from folding sheets to cooking pasta to surviving quicksand, and providing how-to videos that walk customers through processes pertinent to your business could bring in new interest.

 

• The Human Factor

The easiest way to create a how-to video is with a human host, someone to walk the viewer through each step as they go, and narrating the instructions. If you decide to tackle this route, make sure you’re not just a cardboard cut-out. Connecting with the audience is half the work, so by empathizing and relating to them, you can create a rapport that will hold their attention. Be straightforward and honest (“This step is the most difficult”), jovial and upfront (“I had no idea how to do this at first”), and casual and comfortable (don’t just read off a script). Remember that you are balancing both professionalism and amateurism, as you have to walk them through the steps as both a trusted and informative expert and an empathetic peer who acknowledges the difficulties. Be the teacher you wish you had had walking you through those steps the first time you learned them, and you will have a much more enjoyable and memorable video that will draw customers in.

• Don’t be a robot

• Try to avoid reading directly from a script

• Loosen up and be casual, it will make the content seem more approachable

 

• Shorter is Better

How-to videos are wonderful in their accessibility because they are just that: accessible. Viewers are there to quickly digest and absorb information, not to set aside a portion of their day for a video seminar. Using hyper-lapse filming is a great way to make demonstrations go much quicker by showing the steps without the real time involved. Aiming for less than 10 minutes is a good rule of thumb for more complex how-to’s, while those that are posted on social media should be a little more digestible, aiming for 5 minutes or less. Platforms such as YouTube and Facebook count views as once a video has been watched for approximately 30 seconds, so enticing viewers with shorter videos is important to boosting your traffic numbers.

• Shorter videos are more accessible

• Use hyper-lapse as a helpful tool

 

• Think Outside the Box

Though construction may be your forte, it doesn’t have to be your focus. Providing relatable and engaging content can often be best done by tackling something not directly in your repertoire. Try stepping outside your comfort zone and approaching subjects that are not just about the industry, or approach subjects that are not necessarily as dry as standard subjects. Viral videos go viral for the sole reason that they operate outside the norm, and a viral video will generate huge interest in your company. Remember that you’re still representing your business, but stepping outside of the box can make you seem more approachable.

• Don’t feel constricted by industry-only content

 

• Silence is Golden

On Facebook, videos play automatically as users scroll through. They are, however, set to mute, making the use of captions, subtitles, and strong visual elements key to making a successful social media campaign for video content. Your video doesn’t even need to be completely silent, but combining these techniques with our other helpful tips will produce a much stronger video. Visual elements (including captions) can also often catch a user’s eye quicker as they scroll through their newsfeed, making it more likely that they watch the video and therefore connect with your business.

• Use captions/subtitles to draw in your audience

 

• Consistency is Key

One thing that is important for both your brand and business is recognition: and we don’t just mean by your logo or great customer reviews. We also mean consistency across platforms and presentations. Especially when creating video content try to stick to a few key traits, whether that is the same background, host, clothing, title, or visuals. It’s important that viewers can find the next video even if they’ve only seen one previous, and recognition is key to that. If you are producing a series of videos (a collection of tutorials for example), try to maintain consistent visuals throughout all your videos so users have a fluid viewing experience.

• Allow viewers to easily recognize you and your brand by maintaining consistent and recognizable visuals throughout your content

 

• Focus, Focus, Focus

Demonstrations are an integral part of how-to videos, but not all demonstrations are created equal. Remember that the camera is the eye of the viewer, they can only see what you show them, so using different shots to highlight different elements of a project or different techniques is important. Zoom in on only the important things, or what you may be talking about, rather than showing only a wide shot of you performing the task. This will allow viewers to more easily understand what you’re explaining, and you could even try out showing several different angles to better demonstrate and erase possible confusion.

• Zoom in on important/key parts of demonstration

 

How-to videos are a great way to create more content to spur more business, and can reach a broader audience, especially on social media. Remember to be clear, concise, and engaging, and use our helpful tips above to push your videos to the next level.

Looking for inspiration? Here are some ideas for how-to videos:

• Project series – go through the individual steps in separate videos of completing a project (e.g. landscaping your yard)

• Advice – tackle questions/concerns that people may or should have when undergoing a renovation, for example

• Basic skills – illustrate basic but important skills for any home handyman (e.g. installing shelves in a bathroom)