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What Makes a Convincing Video Tutorial For Social Media?

In Tech
May 17, 2021
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Marketing is undoubtedly the most challenging part of any business, especially if you are just starting your online business on a social media platform such as Instagram. Showcasing compelling video tutorials on your page or in collaboration with an influencer is a great way to connect to a wider range of audiences and compelling them to buy your product. 

Video marketing has become a non-negotiable component of every digital marketing strategy, regardless of what type of product is on offer. 63 percent of businesses consider video marketing as the best form of marketing as you get to reap higher ROI  on social media. And that’s not all — videos on landing pages can boost conversion rates by over 80 percent.

Video tutorials work as you get a chance to communicate effectively as they are short and to the point. They also help you to showcase various features and benefits of your product that may be difficult to explain through other marketing tools such as print ads or brochures. Video tutorials also work as they nudge the prospects to become paying customers by educating them about the product. In fact, 84 percent of the audience is often convinced to try out something new due to the videos uploaded by a brand. 

In other words, producing powerful video tutorials can promote brand awareness and boost sales. But making product video tutorials for social media can seem daunting. So let us tell you three key steps that go into the making of an effective tutorial, even if it is only 10 seconds long.

  1. Create videos that speak to your audience 

Creating persuasive videos is an art. When you are creating product video tutorials, you need to make sure that it is highly customized and relevant for the audience you are trying to hook. To do this, start paying close attention to the audience demographics through market research and analysis. Your video should speak the language your audience wants to hear and convey the benefits of the products you are trying to sell. 

For instance, this video by Evernote explains exactly what the Evernote Home widget can do for its users. 

Bear in mind the various stages of a customer’s journey and create videos accordingly. For instance, those who are checking out your videos on social media channels are there to get educated about your products. In contrast, those watching your videos on the website are already aware of the product but need more convincing to become your customers.  

  1. Pay close attention to how you shoot the videos

Shooting a product video tutorial is not rocket science, provided you are using the right tools. As a small business owner, you can always rely on basic tools such as a high-quality DSLR camera or phone camera and video editing software to make one.  

But here are a few additional tips and tricks to make those video tutorials stand out in the crowd:

  • Don’t forget to check the lighting: Lighting is an essential part of shooting tutorial videos. If possible, always opt for studio lighting as the results are consistent, and there are no last-minute surprises.
  • Use loop videos: Repeating the same frame for a couple of seconds on the screen is a good idea, especially when you are trying to highlight any notable benefits of the product. Loop videos also lend a unique appearance to the videos and make them more entertaining to watch. There are several free online editors available online that can help you to create a loop video effortlessly. For instance, this short looping video on the Instagram page of Calm, the meditation app, tells you exactly what the app can do for them — help you to focus and calm your mind through breathing exercises.
  • Take care of the aspect ratio: choosing the ideal aspect ratio is extremely important when shooting video tutorials. It varies depending on the platform where the video is hosted and the format in which the video is shot. The aspect ratio goes a long way in ensuring that the video tutorial looks great on-screen and impresses the audience. Think about the kind of device your audience will use to watch the videos before selecting the optimal aspect ratio. 
  1. Never miss the CTA 

There’s no use in creating a product video tutorial that doesn’t provide a call to action at the end to take the customer through the last stage of the sales funnel.

Anyone who ends up watching the entire tutorial is definitely interested in buying the product — providing a CTA acts as a gentle nudge to encourage them to take the next step. Even a straightforward CTA such as ‘to learn more, visit our website’ can get you the desired results.

Final Words

Nothing hooks your viewer more than a creatively shot product video. We hope that these tips help you create high-quality tutorial videos that offer a great experience to your audience.