Template # 1: Video with instructions
The instructional video is as it sounds …
This is a video that shows someone how to do something, like bake a cake or do push-ups.
For many businesses, instructional videos will be your bread and butter. In fact, instructional videos are like a video version of blog content. They are not designed to convert people right away and there.
But instructional videos are great for showing your brand to potential customers. Therefore, along with product presentations, I recommend using them in your video marketing.
Here is the template:
Let’s break down each element.
Intro = Video preview
The main goal of your preview is to let your viewer know they are in the right place.
In other words:
You don’t have to tell people why your topic is important. If they landed on your video, they already know it’s important.
This is a mistake I made a lot with my early videos.
Instead of jumping straight into the content, I would go into a long history.
Spoiler Warning: People HATE these introductions. And they clicked away.
(Not to mention the fact that I really needed a haircut again. 🙂)
Today, my introductions are short, sweet, and accurate.
Which greatly improved my average Audience retention.
Steps or tips
Now is the time to meat your contents.
Depending on your video, you can describe a series of steps. Or give people a list of tips.
For example, this video from my channel lists a range of 9 traffic strategies.
On the other hand, this video describes a special step-by-step process.
If you watch these videos, you will notice that the structure is basically the same.
The only difference is that the steps are in a certain order. While strategies can be in almost any order.
However, there is one GREAT thing to keep in mind in this instructional video section:
Let things move.
In other words: you don’t have to cover everything you need to know about a step or advice. Yes, every step should be considered in depth. But as soon as you’ve covered the basics, it’s time for the next step.
Well, it’s no secret that people online have very short ranges of attention. And if you continue on the same topic, you will lose the viewer’s attention.
For example, I spent 2-3 minutes for a single step or tip.
And people got REALLY bored.
Today I spend about 30-60 seconds on the tip. And then move on to the next thing I want to address.
This is how my video content moves quick… which keeps people engaged.
Now that you’ve taken the final step, what’s next?
Well, I don’t recommend finishing your video out of nowhere. This is super exciting.
Instead, you want to quickly cover 3 main things in your video conclusion:
- Quick summary
- Next steps
For example, in this video, I summarize things with:
Note that I am not repeating the same tips they just heard about.
Instead, I quickly describe what they learned … and start moving on to the end of the video.
And if you have any other examples of how this process has helped you, a client or a friend, mention them here. You’ve probably already mentioned a few examples in the steps section of your video. But you can add another one here.
This last example gives people the motivation to take action on what they have just learned.
Finally, tell people the following steps.
If they are watching your video on YouTube, it may be that you are subscribing to your channel.
If you host your video on your site, you can ask them to subscribe to your newsletter.
Either way, make sure your video is limited by a clear set of next steps.
Here is an example: