Video is changing how people buy products and services, with 96% of viewers finding video helpful when considering a purchase online. “How-to” videos teach while also giving businesses an opportunity to sell more and gain trust.
Chances are you’ve watched one recently yourself, which is understandable because who has time to read the instruction manual these days?
Whether you sell software or physical merchandise, the best how to videos teach your customers how to use your products, answer frequently asked questions and show them new ways to use them.
Below are four of the best how to videos that educate while simultaneously helping drive more business:
Gillette’s “How to Shave Down There” animated explainer video
This how to video uses humor to teach you how to manscape (i.e. “when there’s no underbrush, the tree looks taller”). Humor instantly puts a smile on your face and keep you interested in watching more. It’s a win-win for you and Gillette, since you’ll find out how to “avoid putting your equipment at risk” while Gillette may get you to use their products more often.
The visuals are fun, with closeup “equipment” shots blurred out using illustrated censorship. The background music carries a mellow yet playful tone, and the video leaves you feeling that manscaping definitely makes you more attractive by closing it out with cat call whistles and a female laugh.
If it doesn’t make you want to head to the store to buy some new Gillette razors, it at the least makes you chuckle and maybe even want to share it.
Bank of America‘s animated explainer video
Taking a character-centric approach, this animated explainer video explains how a typical family can make the most of their money by following a three-step process: (1) create a budget, (2) set savings goals and (3) tackle debts.
The video animates generic characters (a man, woman and child) creating empathy and making it easy for viewers to identify with the situation. This helps build trust in the brand by showing viewers that the bank thinks like them, understands their problems and has the right solutions.
The video uses visuals to show viewers that owning a home, a car and a college fund is what financial success means, which many still hold close to heart. While it may seem like the how to video is purely educational, it’s actually a classic marketing video.
It asks the viewer directly to be smarter with their money while showing Bank of America’s “Better Money Habits” tagline and website URL.
Google’s “How to add a card to Google Pay” animated explainer video
Google, the tech juggernaut knows that consumers need some digital hand-holding from time to time. In this animated explainer video, adding your card to Google pay is explained in just 35 seconds, making digestible for the tech-savvy Millennial on the go. It opts for on screen text over voice over, which allows viewers to watch it while the music makes the video.
The only visuals used in the video are on screen text, a Pixel with various screenshots of the product and an ending that shows a happy user so satisfied that she’s literally floored.
The on screen text keeps viewers engaged by asking questions, then following up with the answers. It’s removed any technical mumbo jumbo which makes practically anyone with a 3rd grade reading level able to understand it.
Mozilla’s “How to Choose Strong Passwords” animated explainer video
Known for being an open-sourced web browser Firefox, this how to video teaches viewers how to choose strong passwords by using easy-to-remember phrases, pulling the first letter from each word and customizing them for different websites.
Passwords (and online security in general) is a bit boring but very important, so using an animated explainer video is a great way to get the important message across to users without having them lost interest.
The video drives home the most important messages by using on screen text that matches the voiceover, which has shown to to lead to higher retention rates in viewers. Overall it positions the company as leader in internet security, building trust and helping drive more downloads.
Sometimes we all need some support when it comes to using a product or service, and for companies, it’s a great opportunity to educate and drive more business. That’s the beauty of video. The best how to videos are simple, have fun (yet non-distracting) background music, and tell an engaging story.
Check out the most viewed (not business-related) how-to videos that also happen to be animated explainer videos below:
How to escape a car sinking in deep water
How to survive while stranded on a deserted island
How to keep your team motivated
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