Creating how to videos is a great way to engage and expand your audience. Anyone can list the steps of, say, a recipe, but video can actually bring those instructions to life. But creating a good how to video isn’t necessarily an easy task. You want to make instructional videos that are helpful, short enough to hold the viewer’s attention, yet thorough enough that you cover all steps. The video must be well-produced and have a professional look and feel.
Just one or two missteps can quickly land you on a “worst of” list, and nobody wants that. In those cases, your video will get a great deal of traffic, but not for the reasons you’d hoped. Even worse, you can create an awesome instructional video that nobody ever sees because you don’t market it properly.
So how can you create a how to video that won’t fall flat?
#1 – Create a Script
Creating a script is crucial to developing a great instructional video. You may think you can wing all of the steps, but a script ensures you’ll have the entire process mapped out. Creating a script cuts two ways, however. Odds are, you are not a professional actor. So don’t try to get too cute or clever with your script. Stick to the steps and relevant information about your topic.
If you’re not sure what to include in an instructional video, working with a professional can be a big help. Video production companies can help you edit your script so that you stay on track, make all the necessary points, and keep the viewer from falling asleep.
#2 – Practice, Practice, Practice
Once you’ve got a script in place, you should practice. Then practice again. And practice some more. When shooting day arrives, you don’t want to be stuck doing take after take. And you don’t want to find yourself digressing and wandering off topic too many times, either. The more you practice, the more comfortable you will be.
It can also help to have someone shooting you with their personal camera phone or video recorder as you practice so that you can watch yourself and make adjustments. Most people make the following mistakes:
– Speaking to fast
– Speaking too soft
– Skipping Steps
– Look uncomfortable
– Don’t make eye contact with the camera
You want the viewer to feel like you’re having a conversation with him. You want to appear at-ease and relaxed. Practicing ensures you will appear natural on camera.
#3 – Lighting and Sound Matter
We’ve all seen videos on YouTube that are too dark, or sound like someone is speaking through a tube. And we’ve all backed right out of those videos to look for something better. Sometimes, in a pinch, we’ve suffered through those videos because we need to know how to unclog our drain or make an enchilada and we don’t have time to mess around. But we’ve also all probably sighed heavily or rolled our eyes at the amateur quality of those videos.
But you don’t want people to suffer through your video just because they are in a jam. And you certainly don’t want people to click away from your content. You want people to discover you and find you to be such a valuable resource that they come back again for more and recommend you to friends. The whole idea behind making instructional videos is to engage and expand your audience. So you should always put your best foot (and face and voice) forward.
Be sure that your set is well-lit. You don’t want things to be too dark that they can’t see clearly. Many people watch instructional content on their smartphones. So you have to be sure that your picture is very crisp.
Sound is also critical. If a viewer has to turn their volume up to the max and still has trouble hearing you, they’ll probably click away to find something else. Make sure you’re using professional sound equipment so that people can clearly hear what you’re saying.
If you don’t have access to professional equipment, hire someone who does. Smartphone companies have touted their devices as professional-grade, but the only people who can make professional looking and sounding videos on smartphones are professionals. You have to invest in the right equipment for the job. You can’t make a how to video that’s going to work for your business on your Android or iPhone.
Remember, this is an instructional video. If people can’t see or hear the instructions, they’ll go somewhere else.
#4 – Have Your Materials Ready to Go
The day of the shoot, be sure all of your tools, equipment, and materials are laid out and ready to go. You want your items to be in the proper order and you must familiarize yourself with the layout. You don’t want to be groping around for an item as you need it, and you certainly don’t want to be missing anything.
If you’re shooting something that takes several hours or days to complete, have the items available at different stages of the process. Think about cooking shows. When a chef pours a cake into a pan and puts it in the oven, what happens next? She often pulls out a pre-made cake to complete the show. She doesn’t waste 10 minutes chopping every single vegetable for a casserole or stew. She has them all measured and ready to go so that she can keep the pace moving and hold your interest.
You don’t want to waste a lot of time waiting for things to cook, dry, or set. Prepare everything you’ll need to illustrate your steps ahead of shooting.
#5 – Shoot the Video
The day you shoot your first video, you’ll probably be a little nervous regardless of how much you’ve practiced and prepared. But if you’ve hired professionals, they can help you relax and feel at ease. Remember, it can be exciting to make instructional videos. You’re going to be showcasing your expertise to a whole new audience, and your content will help your business grow.
You probably won’t hit a home run on your first attempt the day of shooting. Don’t get discouraged. Follow the advice of your production team and try not to take yourself too seriously. If you’ve hired a great crew, they can edit out your mistakes and make you look like a million bucks.
#6 – Do a Quick Test
It can help to test your how to videos before publishing. Gather a group of friends or customers who don’t know how much about the subject of your how to video. Have them try to follow your instructions using the same materials you use in the video. If these novices can follow your video, you’re ready to publish and promote it.
How to Make Instructional Videos Work for You
Once your video is up on your website and has been uploaded to your YouTube and/or Vimeo channel, you aren’t done. In order to make the content work for you, you have to promote it. People won’t just find your content on their own, and you certainly didn’t go to all the trouble to make instructional videos so that nobody would see them.
Make sure you utilize tags, create text transcripts, and follow the best practices for optimizing your video content. You will also want to promote your videos on your social media, and perhaps generate some buzz by creating and distributing a press release or two.
If you’re unsure how to properly market your instructional videos, ask your production company to help. A full-service video marketing team will be able to promote your video to help you get the most for your efforts.