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How-to videos, often referred to as instructional or explainer videos, explain how a product or service works, provide solutions to specific problems and/or demonstrate how to perform given tasks.

There are a multitude of advantages of using how-to videos for your business.

Here are just a few:

  1. Provide a solution to a large audience, simply, quickly and in an easy to understand manner
  2. Connect with said large audience and build trust
  3. Build reputation as a trusted expert in your field
  4. Create quality content that is relevant and useful to your audience

Using how-to videos

How-to videos can be used in a number of ways to drum up business, increase traffic and boost conversion rates.

Product/service explainer

Use video to explain how your product or service works. You can provide customers with an insight into what you do in a way that highlights the benefits of your service/product.

Here at The Deli, we love, love, love coffee – and we love this explainer video for TONX almost as much!


Problem solver

Identify a common problem among your customers and use video to provide a solution. Try to keep it short, use simple language (no trade jargon!) and easy to understand concepts.

French Connection’s video on how to pack for holidays is a great example of what you can achieve in 7 seconds through video!

Step by step

Creating a video with step by step instruction to using your product or service can be highly beneficial to your customers and can double as an add-on service.

Ikea is known for providing great design and innovation and their how-to videos are much more effective than their written counterparts!  


But before you jump in front of the camera, HOLD ON A MINUTE!

As with all types of video, they key is in the content – or more specifically, in the strategy and script.  

Creating how-to videos

Audience and research

Take a look at your most frequently asked questions and see if they present problems that you can solve in how-to videos.

Ask your existing clients or current audience what they want to know more about. Make sure the content you intend to put out there is actually useful to your viewers.


It’s important to clearly define what you want to achieve by creating your how-to videos.

Do you want to increase traffic to your website? Get people to take a specific action?

Identifying your objectives will allow you to measure the performance of your videos.


Your script is key to creating a successful video – if you don’t get your your script right, it’ll show.

When writing your script think about these three elements:

  1. Explain the problem in a way that your customers will relate to it.
  2. Introduce  the solution in a way that showcases your product or service, its benefits and features.
  3. Tell people to sign up, download, or buy. Get them to take action!


Ideally, your video should not exceed 2 minutes – so keep it short! Remember one minute of video roughly translates to 120-150 words.

RELATED ARTICLE: Bored audience? Shorten your video…