A how-to video is a great way to engage your existing customers, showcase your industry expertise, and recruit new customers. A Google/Ipsos study found that how-to videos earn the most attention of any content category on YouTube: More than 70% of people prefer to learn about a product or service through video.
Even if your product or service doesn’t seem to need a how-to, there are ways to use this type of content to grow your audience on YouTube and other video channels.
Learn what your audience needs to know
Often, the best way to come up with a topic for a how-to video is to work backward. Start by researching what your audience is searching for using tools like Google Trends or YouTube’s autocomplete function. Simply starting to type the topic of your channel or the topic you wish to make videos about in YouTube’s search bar will show you some popular search terms people are using.
From there, you can begin to craft ideas for how-to videos. Note that your topics needn’t be directly tied to your product. For instance, a restaurant can do a simple how-to video that shows different ways how to prepare a seasonal product — ending with a new menu announcement or a CTA to make a reservation.
“Your how-to videos don’t necessarily need to be about a dry topic related to your industry. If you create a fascinating piece of content that goes viral, you’ll generate interest in your brand that way,” wrote HubSpot.
Find a way to stand out
A search for “how to shuck an oyster” pulls up hundreds, if not thousands, of search results on YouTube. The key to any how-to video is to find a way to stand out from the other content creators.