More than a decade ago, one of the mainstays of early YouTube traffic was ‘How To’ videos. Whether it was for assembling a piece of flatpack furniture, creating the perfect brow, building your first website or doing anything that truly tests the limits of human patience, many people chose the shortcut of watching ‘How To’ videos on YouTube. In fact, many of social media’s most recognised and celebrated influencers started out by simply showing people how to do things – often quite simple things – on YouTube and built a loyal audience. In later years, these ‘How To’ videos started to wane in popularity, with influencers taking a more commercial and sponsorship approach to sharing content with their ever-increasing audiences.
Interestingly, the recent pandemic and resulting restrictions on movements meant that people have been spending more time at home, trying to solve problems at home. The rise in ‘How To’ video searches on YouTube and now other social media channels have ranged from DIY hair colouring to DIY drain unblocking, and everything in between! This has led to branded salons posting out professional-grade kits to clients and then posting tutorial videos to guide nervous spouses or housemates through the process of touching up roots, or tradespeople posting videos to help the DIY-challenged occupants to diagnose common problems within their homes and gardens.
Some brands, particularly home decor and gardening companies have been quick to use this opportunity to touch base with consumers and to help them. In doing so, these brands have effectively built relationships of trust online – which is incredibly difficult – and positioned themselves as the ‘go to’ brand for that particular product or service.
As Ireland sees the return of pandemic-responsive restrictions this month, it is likely that people will continue to spend more time at home for the foreseeable future. This is likely to increase the time spent browsing online, shopping online and looking for solutions to everyday problems online. This is also likely to mean more home upgrades and more furniture being delivered. To avoid visiting hardware stores or accessing other in-store customer service, people will be driven to look for solutions through their mobile devices.
This opens up a new marketing opportunity for brands to use ‘How To’ videos to educate consumers and their new client base on how to effectively use their product or how to troubleshoot minor issues remotely.
Great examples of this include mechanics giving simple tips to keep your car in good running order throughout this period of reduced use – until it’s time for the next in-garage service! Also, property management companies have been doing this well, showing tenants step-by-step how to resolve minor issues that are common in every home.
If your business or brand needs to re-connect with your audience and perhaps find new ways to add value during these challenging times, let the Lensmen team help you put together a video strategy to lift your social media and delight your following.
Founded in 1952, Lensmen is one of Ireland’s most established and accredited press and commercial photography and video production agencies. The Lensmen team also specialise in capturing drone and time-lapse video footage. Contact us at: https://www.lensmen.ie