What Are How-to Videos?

Consider this scenario: You have a real winner on your hands — a POS software that can process transactions, track inventory, help with employee management, support customer relationship building, integrate with online stores, and much more.

At the other end is your target audience—the local mom-and-pop stores that are reluctant to leave the old system behind and jump on the technology bandwagon.

You have your task cut out. It’s not enough to simply tell them; you need to show them that the new software is as easy as the old system when it comes to tracking sales and inventory.

In addition, POS software can help expand their business.

Now, the success of your product rests on videos, particularly how-to videos.

After all, there are how-to videos for everything—from making an origami swan to assembling an IKEA kitchen.

Showing your target audience how to use your software can remove inhibitions and boost sales.

How-to videos are the most popular content category on YouTube, surpassing even music videos.

They can have an amazing impact on your conversions—but only if they’re done right.

So, before you start creating how-to videos, read this article.

We’ll embark on a journey to learn everything there is to know about how-to videos, including what they are, why you should use them, and how to create top-notch how-to videos.

Let’s begin.

What Are How-To Videos and When to Use Them?

How-to videos go by many names. They are called tutorials, help or self-help videos, educational videos, and more.

It doesn’t matter what name is used — these videos are designed to achieve one goal: to teach viewers how to complete a task through a series of steps.

A how-to video must help viewers achieve a goal they couldn’t accomplish without the video’s guidance.

The how-to video is one of the most versatile video categories.

It can be used to tackle any task, from picking a lock (for educational purposes only, of course!) to making a pineapple pizza (warning: Switch off your comment section).

Three essential elements of a how-to video

There are three essential elements of a how-to video.

Accuracy

Present viewers with the most accurate information.

For example, if you showcase a particular feature in the video that isn’t available in the product the customer is using, you’ll not only frustrate the viewer but also risk losing a loyal customer.

Conciseness

Use how-to videos to give the audience precisely what they need.

Consumers are fed up with boring text user manuals and lengthy lectures about product usage.

They want to see the product in action. In how-to videos, talk less and show more of the process.

Simplicity

One of the primary reasons to use how-to videos is to make complex tasks simple.

Keep tutorials straightforward and easy to follow.

Don’t make it an ordeal for viewers to understand and implement the steps in the video.

Using how-to videos in the different stages of the sales funnel

The versatility of how-to videos allows you to use them at various stages of the sales funnel.

Awareness Stage

The top of the sales funnel consists of people who have just started looking for a solution to their problem (pain points).

At this stage, don’t focus on selling the product.

Instead, use how-to videos to educate people about the existence of your product.

Create videos highlighting customer pain points and how your product offers a solution.

Consideration Stage

At this stage, actively showcase your product and explain how it solves the viewer’s problem.

For example, demonstrate how to add team members, delegate tasks, share project files, and manage a team effectively using your project management software.

Decision Stage

At this stage, many prospects develop cold feet.

How-to videos can help bridge this gap by addressing final concerns, removing doubts, and convincing potential customers to make a purchase.

For instance, create comparison videos demonstrating how your product functions versus a competitor’s.

Retention Stage

How-to videos are perhaps the most important type of content to use after the sale.

They play a crucial role in customer onboarding and troubleshooting.

This stage, also known as the Loyalty Stage, helps boost customer satisfaction, build trust, and establish credibility with customers.

What Are the Benefits of Using How-To Videos?

For a marketer, how-to videos are just one of the many options available. But if you want to grab attention, boost engagement, build relationships, and improve your reputation, then how-to educational content stands above the rest.

The following is a brief overview of the top benefits of using how-to videos.

Increase Brand Visibility

In addition to teaching viewers an important skill or showcasing the process of achieving a task, how-to videos help boost brand visibility and awareness.

Viewers not only gain insights about a product, but they also learn a lot about the brand’s values, vision, and offerings.

For example, a how-to video of a Japanese bakery making its famous Jiggly Japanese Cheesecake reveals a lot about the brand’s commitment to quality, customer service, and cleanliness.

Such videos can increase brand awareness, spark customer interest, and eventually lead to better sales.

Boost Audience Engagement

By addressing the viewer’s pain points and offering a solution through a how-to video, brands connect with the audience on a personal level.

This leads to better interaction, the transfer of valuable information, and loyalty building, increasing the chances of meeting marketing goals.

For instance, a small business creating how-to videos on how its handmade jewelry is made showcases the beauty and versatility of jewelry making.

By creating videos showcasing the latest trending designs — ranging from simple to intricate pieces — such videos can engage the audience and encourage them to explore other designs and the latest collections.

Share Valuable Information

You can grab a viewer’s attention and build a relationship in two ways—either by providing entertainment or valuable information.

How-to videos help build customer relationships by sharing educational content that imparts a new skill or solves a crucial problem.

For example, a local home improvement store’s YouTube channel might publish videos on how to create a kitchen garden.

These videos provide actionable steps on the subject while positioning the store as the best place to buy gardening tools.

Showcase Expertise and Establish Authority

How-to videos help establish you as an authority in your field.

The internet is flooded with health information—some valuable, some useless, and some even dangerous.

When a doctor from a reputed hospital states that excessive consumption of sugar, refined flour, and carbonated drinks can increase the risk of Type 2 Diabetes, people take notice.

Similarly, when you share valuable information that benefits your audience, you come across as an expert, which boosts your credibility and builds trust.

Increase Conversions

The how-to video is one of the best marketing tools to move prospects through the sales cycle.

As discussed above, it helps create awareness, boost credibility, build trust, and remove doubts and inhibitions.

By doing all this, it moves the prospect from one stage of the customer funnel to the next.

What Are the Different Types of How-To Videos?

How-to is an umbrella term that covers a wide range of video types.

The how-to video type you choose will depend on the topic, target audience, and style.

Below are some common types of how-to videos:

By Topic

The goal of these videos is to:

• impart a skill (how to play the guitar, code with Python, learn a language, write a resume, etc.),
• teach viewers how to use a product (how to film with an iPhone, add a member in project management software),
• provide instructions on solving a problem (how to unclog a drain, clean a refrigerator, solve a math problem, etc.),
• complete a task (how to knit a sweater, bake a cake, cook a recipe, pick a lock, etc.).

By Style

How-to videos come in many styles (or forms). You can use animation to demonstrate a process or simplify a complex concept.

Screen capture videos are great for explaining how software works or how to use it.

For example, you can use a screen capture video to teach how to edit a Zoom recording.

Faceless or voiceover videos use narration to explain a process.

By Audience

Always create videos with your target audience in mind.

Under this category, you can make videos for kids, beginners, intermediate learners, and advanced users.

The knowledge level of the audience is an important factor because the script, content, and language depend on it.

For instance, avoid using technical language if your target audience is a beginner and you’re introducing basic instructions about a topic.

What Are the Best Examples of How-To Videos?

What’s the use of creating how-to videos that get lost in the crowd?

Don’t be just another artist—become the Michelangelo of how-to videos.

How? Let the best how-to video examples inspire you to create compelling content that everyone wants to watch.

Tasty: How to Make a Birthday Cake

Want to bake a cake for your loved one?

This video from Tasty makes the process very simple. Making a perfect cake isn’t easy, per se.

But the clear communication and simple narration help improve viewers’ baking skills.

It breaks down the process into easy-to-follow steps that even a beginner can follow.

Reef Knots: How to Tie a Tie

Can a how-to video double as a promotional piece?

This video achieves several goals by subtly showcasing the store environment, highlighting the product, and, of course, teaching viewers how to tie a Half Windsor Knot.

The subject’s calm demeanor, clear steps, and close-up shots make it easier for viewers to understand the instructions and follow along.

Yum Yum Videos: How to Play Catan

Growing up, I always had trouble understanding the rules of a new board game.

This how-to video is a lifesaver for many wanting to learn the basics of the world-famous board game Catan.

The use of animation and a storytelling technique converts the boring rules into fun-filled chunks of information.

Overall, the fun, enjoyable video makes the game more interesting and appealing to the target audience.

Howfinity: How to Use Grammarly for Beginners

If you plan to promote a digital product and want to explain its features and functions to viewers, watch this video to learn how to do it right.

This video uses visuals and voiceover to onboard beginners just starting to use Grammarly.

The step-by-step approach and simple narration style ensure that even beginners understand and learn to use the complex features of the software.

Zed Driving School: How to Parallel Park Perfectly

Parallel parking is a much-needed skill. It took me months of practice to get it right.

Well, you don’t have to join a driving school to learn it.

Here, a simple step-by-step animation demonstrates the process.

The video is engaging and easy to understand, and the use of animation greatly contributes to simplifying this complex topic.

If you need fresh inspiration, explore these YouTube video ideas to craft engaging and unique content.

How to Create a How-To Video?

It’s only fitting that an article about how-to videos should contain a how-to section.

Every business and marketer with a video marketing strategy is creating how-to videos.

It’s the most popular video category. So, here is a brief guide to get you started:

Research the Audience, Topic, and Competitors

A popular saying among marketers is: If you’re creating content for everybody, you’re creating it for nobody.

This profound line captures the essence of this topic.

It’s paramount to understand who you’re creating the videos for.

Creating a customer profile will help you understand your audience’s problems, likes, and dislikes.

If I challenge you to list 10 topics that would make great how-to videos, I’m sure you could come up with the list in seconds.

But are these topics in demand with customers? Are they searching for these topics or videos?

You can use tools such as Ahrefs to research trending topics that are actively searched by your target audience.

You can learn a great deal from a competitor’s video library.

Research to find out what’s working and what’s not working for them, the topics they cover, and the goals and key points they emphasize.

If you’re ready to start creating content, check out this step-by-step guide on how to make a video that engages your audience and drives results.

Prepare a Script

Trust me! A solid script is the backbone of a how-to video.

Although the actual demonstration of a process plays a large role in the success of a the video, the script helps the audience follow along, keeps them interested in the video, and helps them retain the information.

If you’re unsure where to start, check out this guide on crafting the perfect video script to ensure your content is clear, engaging, and effective.

Furthermore, keep the script simple and memorable. For example, which one is more engaging and memorable?

(a) Add 2 cups of flour to the bowl, or

(b) Introduce a quantity of flour equal to two standard measuring cups into a mixing container.

Film the How-To Video

Solid planning and preparation can make video recording the shortest and simplest step.

That said, the actual time will depend on the type of video you’re making.

Creating animated videos might take longer than live-action videos.

Additionally, never compromise on the visuals and audio quality. Invest in a good camera and microphone.

Also, predetermine the filming angles to improve the effectiveness of the video.

Post-Production Work

Your raw footage, with bloopers and rants, is transformed into a professional-looking how-to video in this stage.

Unwanted frames are removed, transitions added, colors corrected, white noise eliminated, graphics and special effects integrated, music attached, captions burned, and video size optimized.

By the end of this stage, your how-to video is ready to mesmerize viewers.

Distribute and Promote the Video

Use email marketing, social media platforms, landing pages, and other distribution channels to reach your audience.

You’ll have a better chance of success if you post on platforms frequented by your target audience.

YouTube is a highly suitable platform for how-to videos. If you want to add a video to a blog post, upload the content to YouTube and embed the video in your blog post.

Finally, it’s also crucial to promote the video, track Key Performance Indicators (KPIs), and make necessary adjustments to succeed in your overall video marketing endeavors.

Best Practices to Follow When Creating a How-To Video

Leo Tolstoy once said, “All happy families resemble each other, but each unhappy family is unhappy in its own way.”

This saying holds true for how-to videos as well.

All how-to videos, regardless of the niche, topic, style, or audience, consistently follow a few key principles.

Listed below are some of the best practices to follow while creating how-to videos:

• A title that combines simplicity and creativity will attract more eyeballs and compel viewers to click.
• In addition to satisfying your curiosity for information, how-to videos must be a treat for your visual and auditory senses. Focus on creating professional-looking and professional-sounding videos.
• Add closed captions (subtitles) to make the content more accessible. You can include multi-language options to increase the content’s reach.
• A random frame as a thumbnail often doesn’t work. Use custom thumbnails to hook the audience and drive more views.
• Never skip a step, even if it’s the simplest and smallest one that everyone knows. Skipping steps might lead to confusion.
• Your videos may not attract views if YouTube and Google aren’t recommending them. Hence, optimize the content for search engines by using relevant keywords (in titles and descriptions), metadata, and follow other SEO best practices.
• All successful how-to videos have four essential elements. Ensure your how-to video covers them:
• Clear Communication – lays the foundation
• Logical Flow of Information – provides structure to your content
• Compelling Narrative – boosts engagement
• Actionable Information – drives results

Frequently Asked Questions

How long should a how-to video be?

Sorry to disappoint you, but there is no fixed answer to this.

Rather, the ideal video length depends on the complexity of the task and the process required to complete it.

The video must be short enough to hold viewers’ attention until the end and long enough to cover the entire process.

If possible, break the content into a video series.

What types of how-to videos are most common?

The types of how-to videos you can create are endless.

The most popular ones include cooking videos, fitness routines, do-it-yourself (DIY) tutorials, software walkthroughs, math problem-solving, science experiments, and creative skills learning.

What equipment do I need to create how-to videos?

You can start creating how-to videos with just a smartphone, a microphone, and video editing software or service.

As you advance to more complex topics, you may need lighting equipment, a tripod, high-end recording gear, etc.

Final Thoughts

How-to videos have the pull and impact that very few video formats have.

If you haven’t tried them yet, this article is the best place to start.

In this article, we dispel fears and clear the mystery surrounding the subject.

A how-to video can be your partner in creating awareness, making a lasting impression, and building strong relationships.

Now that you know what how-to videos are, what benefits they offer, and how to make impactful videos, start brainstorming and start creating.