The way things work nowadays, if you don't have an effective video content strategy for your brand, you're behind the times - and if educational, or explainer videos aren’t part of that strategy already, then you're really behind!
According to Hootesuite, 31.3% of internet users aged 16-64 watch a tutorial or how-to video each week. That’s a big audience to tap into.
All too often, brands fail to consider educational videos as an integral part of their content strategy. This is a mistake as they’re a great way to present your expertise and products. For companies not yet producing video content, it’s also a chance to dip a toe into the water and see the impact video content can have.
In this article we're going to examine why educational videos are a must-have in our content-oriented landscape, and also how to go about making a great one!
Why educational videos should be part of your content strategy
Customers today are always on the lookout for information, and quick, efficient solutions to their problems. Educational videos give you the perfect channel to provide just that. Here's why:
1. Videos are much more effective than text
Educational videos help you connect with a broader range of audiences, especially younger viewers who might not be as engaged by traditional forms of media like print. Your viewers are much more likely to pay attention and retain your message through an educational video than they would if they had to read a text on the same topic.
According to our own research a huge 92% of business owners we surveyed were satisfied with the ROI of their explainer videos and 47% saw a conversion rate boost of 15% or more after using explainer videos.
2. Videos get more exposure on social media
Social media has become an increasingly important channel in leveraging your brand's outreach strategy, and video features prominently as it generates more engagement. According to Twitter, for example, Tweets with video attract 10x more engagement than Tweets without video,
Creating an educational video that catches eyeballs and delivers valuable information can be a great way to gain traction on social channels.
3. Educational videos help you establish authority in your industry
As a brand, nurturing your reputation as an authority in your niche with your audience is a must, and educational videos give you a perfect way to do this. If you're speaking from a place of expertise when teaching your audience something they care about or find useful, it lends credibility to what you do and what you offer.
4. Educational videos help build trust and brand loyalty
Educational videos allow you to give your customers a better understanding of your product, service, purpose, or industry, helping them feel more connected and invested in what you do and increasing their trust. If they know they’ll find relevant information easily with you, it reinforces their relationship with your brand. You’ll be a trusted source and they’ll keep coming back to you when searching for information.
5. Educational videos simplify complex topics
It’s easier to show your audience how something works visually, rather than trying to explain it to them via text. Educational videos make the entire learning process a breeze by simplifying complex topics through visual representation. Your audience can replay the video as many times as they like to get a better understanding or reinforce what they learned.
Practical advice for your educational video
Educational videos can take many shapes and styles, from traditional webinars to the types of explainer videos often used in marketing. What ties them all together is the purpose behind them: to deliver information effectively and educate viewers on a specific topic or message.
To achieve those goals and make an impression that lasts, your educational video should have these three key elements:
- A clear introduction that tells viewers what they're going to learn or see in the video, (and why it's worth watching).
- A demonstration or explanation tied to whatever topic you're covering (this should take up most of your video’s runtime).
- A conclusion that sums up everything they've learned throughout their viewing experience (and prompts them to take action).
Great educational videos are all about creating content that your viewers care about and can benefit from, but also inspires them to do something after watching. They should want to watch your video, apply the information to accomplish a task or make an informed decision and perhaps share it online or with others who might also benefit from it.
Of course, your content has to be top quality but there are also many practical considerations to take into account.
So how exactly do you go about taking what would be an “ok” educational video and making it into a great one?
1. The right topic
A prerequisite of a great educational video is that it tackles relevant topics and answers the right questions. If your audience is asking a particular question and you give them an unrelated answer, your video has failed from the get-go.
It goes without saying that you should focus on your own niche where you may already be an expert, or where you’re looking to build your brand reputation.
Start by researching the problems your audience faces. Recognise their pain points and interests, and plan content around things they genuinely care about. Then come up with a coherent plan on how your video will deliver information that helps them address these issues and solve problems they may be facing.
2. No overt marketing
Your aim with these videos is to teach, not outright sell. Make no mistake, a great educational video can be a powerful promotional tool. But your primary focus here should be on helping your audience gain the knowledge they’re looking for. Do that part right, and the other benefits will flow naturally.
3. Establish the right tone
If your content lacks an impactful tone, your viewers might not stick around for long. Educational videos should never feel like a dull lecture! Opt for an engaging tone that also matches your brand and message. Whether you keep it light and funny, or informative and professional, make sure your audience remains engaged through the piece.
4. Memorable brand aesthetics
These days, it’s not enough to just have a good video — you need to stand out from the pack so people pay attention. You must have an aesthetic that is both unique and memorable in your educational videos.
Think about brands like Apple or Starbucks. They don't need to do much to establish their identity any more since they have done such a great job of developing a specific aesthetic over time. That's what you should aim for with your educational videos!
5. Duration
It's a fact of life: most folks don't enjoy being lectured. Especially lectures that drag on. That's why you need to keep your video short and sweet. The average person's attention span is getting shorter and shorter, so it makes sense to be brief whenever you can.
Brands that can capture their audience's attention and deliver their information generally find greater success with their content strategies. As a rule of thumb, try to work on your educational videos to make them as short as you can without sacrificing their quality or intended objective.
6. Personalized script
A good script is the foundation of any great educational video. You want your video to be engaging, entertaining, and informative, and the best way to get there is through a well thought out, optimized script that’s designed to resonate with your specific audience.
Before writing your script, ask yourself these questions:
- What tone would best suit my audience and brand image?
- What kind of content does my audience tend to like/share?
- What sort of calls-to-action does my audience respond to best in similar content?
Questions like this can help you develop a script that feels less generic and more targeted, giving you an educational video better designed to keep your viewers engaged.
7. Captions
In our fast-paced world, users are increasingly accessing content on mobile. In fact, mobile now makes up around half of web traffic worldwide.
With many people watching video on the go, make sure your content has captions so it can be watched with sound off. There are many paid tools available, but you can also find free tools such as CreatorKit, to add captions to your videos.
Where should you promote your educational videos?
If you're not promoting and effectively distributing your educational videos, there's little point in making them! Don’t forget to optimize them - video SEO is a whole subject in itself!
Upload your videos onto your website blog and send them out to email newsletter subscribers. If you're hoping to increase sales and drive traffic with your educational videos, having a learning center as part of your website would make for an ideal place to upload your video.
With 30 million daily active users, YouTube is the obvious place to upload your educational video. It’s the first port of call for many people trying to find out how to do something.
It’s worth researching which social channels your audience mostly favours and focusing your efforts there. However, don’t ignore other channels, as they may be a great way to diversify or build your audience.
If you’re targeting a younger demographic, Instagram is the ideal medium. With reels and IGTV, it’s never been easier to share your videos on Instagram. Facebook and Twitter are great if you’re targeting an older audience, whereas if your brand is B2B, LinkedIn might be the best option for you.
It’s time to educate!
As you can see, educational videos can be a powerful addition to your content marketing and outreach strategies.
Developing the type of educational videos that work for you and your particular audience can foster stronger ties and loyalty to your brand. With video content and consumption showing no signs of slowing down, it’s time to start creating!
