Have you ever learned how to do something with the help of an internet search?
The answer is most likely a resounding “yes.” Most recently, I taught myself how to fold a fitted sheet with a helpful video from homemaker extraordinaire and friend of Snoop Dogg Martha Stewart.
Videos are an especially compelling way to learn how to do something online because, well, the video shows you exactly how to do it. I’m not alone here, either — 4X as many customers would prefer to watch a video about a product, rather than read about it. So if you’re among the many marketers producing more video content this year, there could be a lot of value in making videos specifically for those in your audience who are trying to learn how to do something, too.
In this post, we’ll explore just how popular these searches are on YouTube and what you can learn from eight how-to videos about how to make great teaching videos of your own.
How-To Video Searches Are Popular
How-to searches are incredibly popular. Think about just in your own life for a moment, and reconsider my question at the beginning of this blog post.
As it turns out, 91% of smartphone users consult their various devices seeking help completing a task. But these searches aren’t all happening on Google. People are searching for videos to learn how to do things on YouTube.
According to Think With Google, how-to searches are increasing 70% year-over-year on YouTube, and more than 100 million hours of how-to videos were watched in North America alone in recent years.
8 How-To Videos on YouTube to Learn From
1) How to Fold a Fitted Sheet
You may recognize the title of this how-to video — it’s the one I mentioned earlier in this very blog post. Are you always gets stymied when putting away fitted sheets on laundry day like me?
What I love about this video is how it showcases personality. It’s a simple how-to video of humans demonstrating how to do something, without any animations or high tech features, but it’s still extremely effective at teaching the viewer. Stewart and her guests make jokes about how hard it is to fold the sheet — Stewart even joking that her inability to do so led to her divorce — and they show the viewer how easy it is to get tripped up in the process. Stewart and her guests also have empathy for the viewer and show exactly how to avoid pitfalls along the way.
Takeaway for marketers: If you want to create a how-to video “hosted” by a real, live human, make sure they act like a human. Videos are an easy way for brands to showcase personality, so put yourself in the shoes of your viewer, and infuse humor, sincerity, and empathy into your instructions. If the concept you’re explaining is complicated, tell the viewer that. …read more
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