Why and How to Make Instructional Videos

Instructional videos are a terrific way for businesses and individuals to establish themselves as experts in their fields. A well-made instructional video is more than just another way to boost SEO; it provides genuine value to viewers who are trying to learn something new via a visual demonstration. For example, I recently needed to install RAM on my iMac. I Googled "install RAM iMac" and first found written instructions that seemed fine but were hard to follow when actually working with the machine. Then I found this video:



The video was amateurish in terms of production value and presentation, but the kid knew what he was doing. He gave insightful tips on dealing with difficult hardware parts, and physically demonstrated how to deal with those parts. The video was also presented in real time, so I got a good sense of how long each task should actually take. I found the video simple to follow, and appreciated the speaker's casual tone. Following his instructions, I was able to easily install the RAM. I only wish he had done a video on how to replace a PowerBook hard drive, a procedure I did several months later with limited success.

Your instructional videos don't need to be flashy, but they must be helpful to viewers. For video topics, think about common questions your customers ask ("how do I know when my guitar's intonation needs to be adjusted?", things you wish your customers knew (how to properly pack a box for moving dishware), and topics where your knowledge sets you apart (a chef's recipe for a favorite dish, a realtor's tour of an up-and-coming neighborhood). As long as you aren't giving away the secret to your success, share that information. That way, your name will be the one associated with the right way to do this or that.

Here's an example of an instructional video we shot for DN Van Lines, explaining how to pack electronics:



The video is not flashy, but it is genuinely informative. The presenter is the real deal, a seasoned mover with years of expertise - certainly someone whose advice is worth following if you need to pack electronics.

A word of warning - the internet is currently saturated with amateur instructional videos of dubious value. I should know: years ago, before Shave Media, I was hired to make scores of instructional video series on all sorts of subjects, including areas in which I was hardly an expert (Contrary to what Expert Village asserts, I am no authority on preventing colds or surviving in the mountains). The compensation was great; the videos were not. Were I to one day offer my services as a mountaineer or a health consultant, these videos would hinder my career. So keep that in mind, and make sure your videos meet your quality standards before you post them!