“A teacher is never a giver of truth; he is a guide, a pointer to the truth that each student must find for himself.”
― Bruce Lee
Do you have information and skills that you would like to impart to your viewers?
It could be information about your products, or how to use them. You may want to take your viewers through a step-by-step process for learning a skill or putting together a piece of furniture, or taking them through how to use a piece of software. Or maybe you need to train staff or take paying members through a number of modules to complete a course.
Whatever it is, educational or instructional and how-to videos are a great way to impart knowledge and get across the information in a faster, clearer and more succinct way than giving written instructions.
By 'showing' your viewers what to do it helps to cut down on confusion, takes less time and will result in a higher percentage of success and completion for the viewer. Which means you have a satisfied customer and user because they've achieved the results they are looking for.
Educational and instructional videos can go from something really simple to very complex when it comes the visual and motion graphics side of things. So you need to determine whether you are creating videos for yourself and what equipment you have access to, and/or whether you have the budget to pay someone else to create them for you.
I would also recommend, that if you're starting out, start with something simple and work your way up as you get better at it and get a better understanding of what you want and what's going to work the best for your situation.
Whichever option you choose, be sure to work out a video strategy around what videos you want to create, how many and the information you are wanting to impart. If you can create videos as a series or a 'batch', it will also save you time and money in the long run.
So say for instance you want to create a series of videos highlighting specific services or products. Try to create these videos all at once over a day or part of a day (if possible). Have a plan well ahead of time, and work out the objective of each video; what you're going to say, and what type of imagery, text and/or graphics you want to use to best impart the information you want your viewer to absorb.
Also, you need to understand 'where' your videos will be seen and for what purpose. Apart from the objective of your videos and what information you want to relay, you need to understand how and where your video will be viewed and consumed.
As an example, I created a series of educational videos for my client, Artemis, who wanted them specifically for an upcoming festival. As an exhibitor, she wanted to use videos to catch people's attention so that they would then want to find out more information about essential oils. She also wanted to be able to use these videos later, for her paying members on her website.
So we created a strategy, taking into account the following:
- The date of the festival (so we knew what our timeframe was to create the videos).
- What essential oils, recipes and instructions she wanted to show, e.g. meditations, surface spray, breath freshener, facial cleanser, etc.
- The location and setting that would appeal to her target audience (spiritual setting with nature background and that was tranquil).
- The length of time of each video, which depended upon the subject of each video. Some were longer than others.
- What imagery we needed to use to get her points across, as well as help them to connect with her.
- Write a script for each video, which included an introduction, body and a conclusion based on where and how the video was going to be consumed.
Now because there was limited time to create around thirteen videos, we had to keep the production very simple as they all had to be shot in one day. Also, my client needed to have downpat her scripts for each video. No easy feat for anyone. Luckily she is very experienced in public speaking and was extremely knowledgable about what she was talking about.
The last important point, and what you'll notice in her videos is that my client doesn't have a specific call-to-action or details of her website or how to contact her. And that's because:
a) Artemis hadn't completed her website in time for the festival,
b) Her videos were going to be seen at the festival where all the information would be found right there at her exhibit, and
c) the videos where going to be used for her member-only section, so she didn't need to tell viewers where to find her products or services, because they would already be using the products (we also created two sets of videos, with one set to include call-to-actions to be used at a future date).
So if educational and instructional videos are something that you've been considering for a while, then I would encourage you to sit down and work out a strategy around what you would like to teach or show your customers or audience, how many videos you would like to create and the order.
Next, get to work brainstorming how those videos will be best structured to suit the content and get across the points you want to make. And then think about where your videos will be seen or consumed.Also think about where your customer is along the customer journey, i.e. are you wanting to attract new leads or are you speaking to customers that already know, like and trust you?
Next week we'll starting looking at different types of educational videos and talk about ideas around programs, structure and how and what you can include in your videos to get across the information you are wanting to get across to your audience. And of course, we'll start with simple ideas that you can utilise whether you are creating videos on your phone or DSLR camera.
If you have any questions, shoot me an email and I'll be happy to help you out. And if you're not sure where to start, if you haven't already, check out my series of articles, '4 Steps to Easy Video Creation' where you'll also get access to a Bonus Worksheet.
Have a great week!
Kerry :) x