{"id":935,"date":"2021-03-17T15:45:00","date_gmt":"2023-10-18T15:45:28","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=935"},"modified":"2023-10-18T17:35:29","modified_gmt":"2023-10-18T17:35:29","slug":"how-to-create-a-how-to-video","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/how-to-create-a-how-to-video\/","title":{"rendered":"How To Create A \u2018How To\u2019 Video"},"content":{"rendered":"\n<p>Put the words \u201chow to\u201d next to almost any word or term in a search engine and you\u2019ll likely see the same kinds of results \u2014 including the kind you\u2019re most likely to click on. <\/p>\n<p>There will probably be a blog post or two, for example, that outline how to do something in deep detail. You might also see a longer piece of content, like a guide or eBook, that is even more comprehensive in its explanations. Then, if they weren\u2019t already in the top search results, you\u2019ll see the links to videos. There are usually more than one of them to choose from. <\/p>\n<p>At this point, the typical thinking process goes like this: <\/p>\n<ul>\n<li><b>\u201cWhich of these how-to videos looks like it covers exactly what I need?\u201d<\/b><\/li>\n<li><b>\u201cWhich of them seem to be produced by the most credible source?\u201d<\/b><\/li>\n<li><b>\u201cWhich one is the shortest?\u201d<\/b><\/li>\n<\/ul>\n<p>It\u2019s not just you. It\u2019s human nature to want to learn a specific skill or task as quickly as possible from someone who knows what they\u2019re talking about. <\/p>\n<p>This is the kind of content your customers are probably looking for when they have questions about your products or services. <\/p>\n<p>Sure, they might come to look for them on your website and browse through product pages to find them. They might also turn to sources like YouTube or Google to see who else might have a how-to video that\u2019s even easier to find. You\u2019re far better off if they are <a href=\"http:\/\/e-the-talking-head-challenge.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">looking at how-to videos you\u2019ve produced<\/a>, of course. <\/p>\n<p>If they\u2019re an existing customer, having a how-to video that lets them get more value out of your products will enhance the relationship you already have. If they\u2019re not your customer yet, on the other hand, discovering your how-to video in their quest for answers could be <a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2015\/03\/3-ways-to-start-selling-with-video-qa-with-vidyard-ceo.html\">a great way to entice them to give your products and services a try<\/a>. <\/p>\n<p>You don\u2019t need a degree in filmmaking to pull one of these videos off. Some can be shot on a smartphone. Just make sure your audio is clear and that you include all of the following: <\/p>\n<h2>1. Be clear on the goal<\/h2>\n<p>People will only watch a how-to video if they feel it will get them from A to B, so make sure you\u2019re on the same page in terms of what \u201cB\u201d is. <\/p>\n<p>A how-to-video called \u201cHow To Ride A Bike\u201d may seem specific enough, but think about your customer. There\u2019s a big difference between \u201cHow To Ride A Bike For Beginners\u201d and \u201cHow To Ride A Bike When You\u2019re Recovering From An Injury.\u201d <\/p>\n<p>Keeping the viewer\u2019s unique context top of mind will help your video get found through search engines if you incorporate it into your title (which you should). <\/p>\n<p>You can also help customers choose your how-to video over competitors by zeroing in on other variables, such as time. For example, \u201cHow To Ride A Bike In Less Than An Hour\u201d will probably do better than \u201cHow To Ride A Bike: A 10-Week Series.\u201d <\/p>\n<h2>2. Anticipate the obstacles<\/h2>\n<p>If the task or skill was easy and intuitive to pick up, customers wouldn\u2019t need the video. That\u2019s why you want to brainstorm all the ways they might make mistakes and go wrong, and then script your video to ensure they avoid those pitfalls. <\/p>\n<p>You\u2019ll want to weave these common missteps in the journey you most likely expect the customer to take. Instead of listing all the do\u2019s and don\u2019ts up front, in other words, mention them in sequence so that your viewers can follow along with you in performing a task if they want. <\/p>\n<p>In some cases the obstacles you point out may require more information or detail. If so, offer links to more in-depth assets like eBooks or blog posts in the video description area and make mention of it in the video itself. <\/p>\n<h2>3. Let them navigate instead of passively watching<\/h2>\n<p>There might be plenty of customers who will want and need to sit through the entire video to get a good grasp of what they came to learn. <\/p>\n<p>Others may have clicked because they wanted to answer a more specific question or solve a particular problem they\u2019ve encountered mid-way through the process of using a product. <\/p>\n<p>The description area of your video can be helpful here, too. You can create what almost looks like a table of contents, except instead of pages you\u2019ll include the time codes where you discuss specific steps in the video. <\/p>\n<p>Even if your video is short, this can be a helpful way to prevent them from jumping back and forth through the clip.<\/p>\n<h2>4. Break it into a playlist<\/h2>\n<p>There are always going to be some areas where a \u201chow to\u201d simply can\u2019t be as short as you would like. That might mean creating a series of videos rather than trying to film one epic clip.<\/p>\n<p>You could create a short video for each step in a process, for instance. These could be assembled into a playlist for those who want to go through them all, but more than likely people with a self-service mentality will pick and choose the areas where they need the most help. <\/p>\n<p>Having playlists that are not only available on public sites like YouTube but on your own resource library can go a long way towards demonstrating your commitment to your customer\u2019s success. <\/p>\n<h2>5. Make it easy to find more<\/h2>\n<p>Your how-to video shouldn\u2019t be treated as an island unto itself. It should be <a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2016\/09\/power-of-video-marketing.html\">part of a more defined marketing and service strategy<\/a> that meets your customers wherever they are. <\/p>\n<p>End the video with a call-out to any professional services you may offer to guide customers in a more hands-on way. If you host virtual or in-person events, this is a good time to mention those as well. <\/p>\n<p>Many companies, particularly tech firms, have independent user groups. If that\u2019s true of your firm, include links on how to join them. <\/p>\n<p>When they\u2019re done well, your videos won\u2019t just answer the \u201chow to\u201d question. They\u2019ll also answer the \u201cwhy\u201d question \u2014 why your viewers should become a customer, or remain one. <\/p>\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Put the words \u201chow to\u201d next to almost any word or term in a search engine and you\u2019ll likely see the same kinds of results \u2014 including the kind you\u2019re most likely to click on.<br \/>\nThere will probably be a blog post or two, for example, that outline how to do something in deep detail. You might also see<\/p>\n","protected":false},"author":1,"featured_media":937,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[3],"sf_content_type":[],"coauthors":[2],"class_list":["post-935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How To Create A \u2018How To\u2019 Video - Salesforce<\/title>\n<meta name=\"description\" content=\"Put the words \u201chow to\u201d next to almost any word or term in a search engine and you\u2019ll likely see the same kinds of results \u2014 including the kind you\u2019re most likely to click on. 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