Do people watch tutorial videos?

I want to create a tutorial video or staff introduction video that shares our mission statement, core values and highlights of our product. The production prices of a short tutorial video are higher than I expected. Is it worth spending the money? Do people enjoy watching tutorial videos?

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9

Heather:

Based on your description (video that shares our mission statement, core values and highlights of our product), your video would be more promotional, not tutorial.

Tutorial videos are typically focused step-by-step instructions, demonstration of a website, app or service for clients or customers to learn how best to use.

Promotional videos (like what you have described) definitely have a wide variety of approaches... explainer animation, product highlights/benefits, customer testimonials, and comments by staff and executives/owners.

IF the value proposition of your business to your market is defined by PEOPLE (who produces the product or service, clients who use it, etc.) then you should definitely consider the cost of video production to capture these people authentically sharing their passion for what you do.

The lower prices suggested by others would be for video which does NOT incorporate PEOPLE on-camera. You may have an appropriate estimate for this approach, as the general rate for professionally produced video production when effectively capturing PEOPLE, as well as incorporating motion graphics, is $1,500-2,000/finished minute.

So, IF that's the approach estimated, you may already have a good estimate for what you really need to produce. In fact, I would suggest unless you want things like your mission statement, core values, etc. to feel like corporate gibberish when the video is viewed, capturing the PEOPLE is the only authentic way to bring this across to the viewer.

However, you need to work with a video production company that can effectively help those PEOPLE who probably have never been in front of the camera before, speak naturally, authentically and passionately about what you do, which typically means UNSCRIPTED.

7

I'm doing a similar video right now as I write this. It's for a local manufacturer and they want something to show new employees. To my client I can only think it, but to you I'll write it:

There is no mission statement on this earth that is worth recording.

I'm standing behind the camera listening to the CEO go on about the mission and the mantra...and more. My eyes glaze over. I can only imagine the impact on the target audience.

imo, like many other holdovers from the 'old world' of business, a mission statement, a mantra, core values, and all that other 'stuff' mostly fails to resonate. It likely always has. The last time someone lectured you about the company mission statement, did it inspire you?

Why is this?

I think it is important to recognize that most new employees have no loyalty, no skin in the game. They DO HAVE excitement and a desire to please and/or make a good impression, thus beginning a good relationship with the employer.

It begs the question - what should be done for new employees? How does an employer inspire a new unattached worker with no loyalties and no excitement to do the right thing? The sneaky smart employer might recognize that they might consider capitalizing on the newbies desire to please and make a good impression.

That leaves explaining product highlights AND the untapped resource of long time employees and their comfort with the product, the management, and the process that they work through every day.

My ideal 'new employee' video would be a series of clips from a handful of long time employees walking through what they do and explaining in their own words what they're doing, why it is important, any interaction they've had with customers, etc. Show the workstation, show the process as the employee/guide works through it. Let them explain what keeps them going, why they are motivated, and the best way to get a bonus, etc. 'Insider stuff' from a co-worker, not some corporate overlord with whom they will never relate.

imo 'showing' in this manner is better than management 'telling'. I think a POV video narrated by a veteran employee is WAY more 'persuasive' and therefore effective, than anything management is going to 'tell' via any sort of 'declaration'.

You might consider saving your mission and core values for a poster in the break room. No one will ever read it, but it might be better than staring at a beige wall. Better yet, go with something lively that makes the break room a better place and invest time building a relationship with these new employees via a video narrated by grizzled veterans, someone who is happy doing what they do and has some loyalty and perspective built up with you and your company. Seeing someone do their job and like it, I think, is a great way to pass those same attributes on to a newbie.

5

"Is it worth spending the money?"
Hard to answer this without
- knowing the number of potential viewers
- knowing the budget
- knowing the content/value of the planned content.
- knowing how you can distribute the content (the more places you can put it the more viewers it can reach, which makes it more valuable).

Also, production prices depend on tons of things (including quality, etc), so you might want to set these up so you can get a preferred price-value balance.

Ie. screen/ui based tutorials can be made with at least two methods: recording a screencast or going the animated way. Let me know if you're interested in a pro/contra comparison of these two ways and I'll post you a blogpost I wrote just about this.

If you need shooting, chances are you'd also want or get shot planning, lighting, editing, pro audio recording, post-production (grading, stabilization, etc). Of course, if you grab an iphone, you can shoot it your way even without post-production, but it won't be that professional, which can make users uninterested or make you look unprofessional in the end.

To answer your original question: I do watch tutorial videos, and I think most people would watch it if it brings them value or needed knowledge/clarification on a certain topic/product/service, but I would not mix "presenting core values" with "knowledge giving" in different sections. I'd mix/blend the two in a nice way so the presenting of the core values are not too pushy or cheesy.

I prefer those that offer something of value besides just selling or promoting someone or something. I like being educated about something and learning something new. So videos for the sake of promoting something just doesn't work for me.

3

Heather: You can normally get a 2:00 video produced for between $350-$500 with an increase in cost of about $150 for each additional video minute. Tutorials and explainer videos are most definitely watched. If I were you and I was looking to promote my food truck with video, I would make the video fun, casual, focused on the food and the food truck food prep. (With a focus on the healthy, great tasting attributes -- also if you do gluten free, include that too).

Scott, Cheap videos can sometimes do more damage than benefit. Most of them looks the same with no relation to the brand at all and position the brand low in the market.

3

People watch videos that provide value for them. Webinars are a great way to showcase your products and services.

3

Rarely. If it's the only way a business offers information I need, I'll watch. I always watch cute puppy videos.

1

Not me and no one I know does.

1

People watch videos for a number of reasons: To solve a problem -like fixing or making something. To learn how a product or service can solve their problem. Or to learn how a product or service can help them to take advantage of an opportunity. And yes, we all watch videos that entertain us.

The two most important questions you can ask when considering video marketing are: Where will your viewer watch your video? What action do you want your viewer to take after they've watched your video?

Consider your video ideas and answer those two questions here.

1

Hi Heather, If they are well done people will watch them. Internally they can be great for on boarding and training. Externally a well done 2-3 minute video is a great way to break the ice. For existing customers is can also be a great way to keep them active with your solution. A quick few minute video followed by a call or visit is a great way to build mutually beneficial relationships.

0

Howdy Heather!

Firstly I would distinguish between video types, the most common are:

1. Identity Video - A video that is totally branded and reflect the personality of a brand, in most cases there's is no technical parts inside. For example, an ad that can show a party and heck of a good time with young people celebrate and at the end bottle of Coke.

2. Explainer / marketing video - This combines technical and identity. At our studio, we usually make 60 seconds Explainers, with no more than 30% of actual screenshots or product demonstration. This tool is amazing and we get great feedbacks all the time if it is for raising funds in one on one meetings, putting it on your website or advertise on SM.

3. Tutorial videos - you have a product, and you want your users to learn as quick as possible how to use it, a video tutorial is a great tool for doing so. I use them myself ALL the time when learning new or more about graphic software. So they are much more technical. Also, they can be the cheapest to create, like 95% screenshots.

So it depends on your goals, though all of them are highly recommended for their task. People are lazy and want to understand in less than a minute if to keep on digging or not and video is an information bomb.

You have statistics all over the internet about the benefits of such videos and I can tell you from my experience and feedback from clients that the ROI is worth it, no question. If done well of course.

I own an animation and video studio so you can say I'm bribed ;) if you want I can let you speak with my clients to hear how our videos helped them.

Let me know if you want to ask anything else.

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