Since the rise of YouTube and the growth of online video on various other platforms, the usefulness of how-to videos has rapidly increased: how-to videos. In these videos, a skill or action is explained in a simple manner. This makes this type of content accessible to a broad audience. A how-to video takes a viewer by the hand and explains things in an understandable way. Additionally, 'how to' is a commonly used search term on Google. And that's not strange. Many psychological studies show that observing is an effective learning method. Observing an action is motivating and also instills confidence in one's own abilities. By providing explanations in video format, you also relieve the working memory in your brain and the brain retains information better. This makes a how-to video a very effective content format. But how does this then increase the visibility of your brand? 

When is something a how-to video?

A how-to video is a video format that demonstrates a skill, action, or task. You can actually come up with how-to videos on all sorts of topics. For example, think about fixing bike tires, baking cakes, installing an app, cleaning patio tiles, or creating a makeup look. But there are also numerous topics in the business field: agenda management, presentation skills, workflows, etc. The possibilities are endless, as long as it helps the viewer to complete a task. How-to videos are often short, powerful, and practical in nature. A nice addition to the marketing plan.

How-to videos as a marketing tool

Because many people search online for what's called 'text and explanation', there is also a high demand for how-to videos. In this video format, you provide important information about a product, brand, or service. This might persuade the viewer to convert. Additionally, a how-to video adds depth: by demonstrating an action or task, what you are selling comes much more to life. A how-to video is also the way to create value. Walk the extra mile - also give away knowledge about matters that go just a little further. In this way, you work on a sustainable relationship with the target audience by fulfilling their (recurring) information needs. 

4 successful video formats for greater reach

There are different types of how-to videos. Which one you choose depends on the goal, the instruction, but also on the product, the service, or the brand. In short, there are 4 successful formulas.

• Explanatory video
  An explanatory video focuses mainly on information and explanation. Therefore, it is a good video format when the target audience needs more information about a product, brand, or service. In an explanatory video, you can help viewers to solve a problem. This can involve structuring processes, but also potentially reducing pressure on customer service. 
  
  

• Demo film
  Does your organization sell software, a specific product, or a unique service? Then a demo film is a smart marketing tool. This video format shows step by step how the product works. Additionally, a short, powerful film is more impactful than a standard presentation. Cleverly incorporate some frequently asked questions and communicate effectively with the target audience. 
  
  

• Instructional video
  An instructional video goes just a bit further than the first two video formats. While these were primarily informative and exploratory, an instructional video is more to the point. In these videos, the sender instructs the viewer in clear small steps so that they understand exactly how an action or process works. Step by step, you can help the viewer to complete a task. 
  
  

• Animation
  If you want to convey a complex message effectively, choose an animation video as a content format. Animations are perfect for simplifying processes visually. This makes them very effective videos. Animations are often short and concise, making it a digitally accessible video format.

Increasing visibility with how-to content

In this digital first world, an organization can hardly avoid getting started with video content. SowiesoHelder has been developing 'how to' concepts for clients for a decade now. From plan and script to creation and post-production. Quick turnaround is not a problem for us as we have an in-house studio where we produce the videos. 

Curious how how-to videos enhance the experience of your brand? Or which storytelling in video resonates with your brand? Do you prefer to work on different video formats, such as a corporate film, testimonial, or commercial? Feel free to contact one of our communication professionals.