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Online How-To Videos: Giving Consumers What They Want

Did you know?

• 2.6% of all Internet search queries in the United States are of the how-to nature
• Of the top 10 how-to search queries, about 5% of Internet traffic from those queries go to video sites

Online video offers a promising PR opportunity for branding and visibility. But to do it effectively, there are some things to keep in mind. Curt Worden of IMediaConnection has an excellent article on the top 10 online video mistakes.

When it comes to reaching consumers about a new product, Worden says you need to avoid a straight “product pitch” video. Product demos, product features and product descriptions dominate communications. The problem is that it isn't very interesting from a viewer standpoint. Viewers will put up a wall when they suspect they are being sold or "pitched" to, and product information tends to be very dry. But don't give up! By using a creative approach, you can get the same information across in ways that are more "consumable" by viewers.

The more topical the video is, he says, the more likely you will be able to place your video content on other high-traffic websites. Worden again: A topical video has many benefits: It will allow you to increase distribution/visibility; it can establish your company as an expert and thought leader on the particular topic; it can explain the complexities of a topic with recommended solutions (that most likely aligns with your company's philosophy) -- and then it becomes very viral.

What kind of high-traffic websites can you get your how-to video on? The majority of how-to queries end up on YouTube. But there are other options, too. Think about:

• Press: more and more newspapers and magazines are expanding their online presence. If they have food and lifestyle sections, you’re how-to cooking, pet care or home improvement video could directly reach your ideal consumer.
• Blogs: never underestimate the power of a blogger. Some popular motherhood blogs draw around 4 million page views per month. If you have a perfectly pitched video that they talk about, or embed in their blog, you can tap into a large and ready market.

Resources
• Curt Worden's Top 10 Online Video Mistakes
• Drs. Foster & Smith see a big Future in Video