Explainer videos and instructional videos are important types of content when it comes to blending education, learning and engaging with your audience. We have created a short guide how to create great instructional and explainer videos and what you can achieve with them.
What are they?
Explainer videos are short online marketing videos that are mainly used in order to explain company's product or service.
Instructional videos - are recordings of someone teaching other people how to do something. The purpose of the video is to teach and educate the audience.
They have a major thing in common - their purpose is to broaden someone else’s mind with an idea, interesting topic etc.
2. Why you should start making them?
Plenty of reasons. Firstly, we hope you already know that video is the most engaging type of content. You should also know, that by the end of 2017 people will spend on average 47,4 minutes a day viewing videos online.
There are different types of videos that you can make a part of your content marketing strategy.
Why explainer videos?
A video is simply a great way of introducing your company, product or your services. Explain why and what you are doing, what is the idea behind it and encourage people to interact with it.
Why instructional videos?
Instructional videos are great not only for serviced-based companies e.g. accountants, insurance brokers, but also for companies offering a specific product. For example, if you are producing tablets for graphic designers, you can create a series of instructional videos featuring well-known professionals, to show how to create great designs.
Important! Your instructional video doesn’t need to involve your product or service at all. How is that? Remember, that you are not advertising nor selling, but trying to achieve some other, specific goals.
What goals can you set up for your instructional video?
to give something relevant to your audience
to build your brand image (as en ‘expert’)
to save time - both your and your customer ( e.g. by teaching them, how to use your CRM)
to engage with your audience
3. How to create a good instructional video/explainer video?
Before you will start making a video, spend some time on research and answer the following questions, which will help you creating a great video.
What is the purpose of your video? Is that education, mission, lead generation? This will help you with next steps.
What is the topic of the video? Are those my services, is it about my product or the idea behind it, is it about customer’s problems, is it a new trend in my industry? The topic needs to resonate with the purpose and with the video’s audience.
Who’s the audience? Are they my existing customers, potential customers, my brand's audience? Who are they and what they are looking for? Try building a person who will be watching your video - who is he, where he lives, when and where he will watch this video? This will help you with choosing the best form of the video, type of language used, in order to better send the message across.
What is the best form of the video? Let us unravel on this one. Explainer/Instructional videos can be done as an: animation, a slideshow, screen capturing with a voice-over, a recorded interview or lecture etc. Form serve the purpose of the video. For example, if you will be showing your customers how to better navigate through your CRM system, it’s best if you will record what is happening on the screen step by step. Technically, each topic can be done in different forms, but the idea is to choose the best one. What do I mean by that? The visual form should help absorbing the relevant information, not disturb the message. Imagine that you are watching a video to learn how to create an animated video on a web-based app. You would surely like to see how an expert navigates through the app, showing you what to do step by step. Now imagine that the video is only a recording of an expert sitting in front of the camera and telling you, how great the tool is and how many things you can do with it. It’s not really helpful for you, is it?
Should I do social media optimisation? Your video will be mainly used on different social media platforms and your website. You should think of social media optimisation of your video. Think if it’s possible to create a shorter version of the same video (can also work as a teaser), adding captions and subtitles, choosing the better resolution etc.
You can create your own videos using basic tools like iMovie, QuickTimePlayer (for screen recording on Apple devices), apps for screen recording, or web-based apps like Animoto or PowToons.
Here's one of the instructional videos we have created for our client from insurance industry. The objective was to create a video showing step by step how to obtain a driving license summary from DVLA. This is a common problem for customers who want to insure their car and have been requested to provide the valid document. The video has been created for Polish-speaking customers.
Do you think your company would benefit from explainer or instructional video but you're not sure where to start? Drop us a line and book a free consult: firstname.lastname@example.org