Why you should use video as instructions for a customer on how to use a product or service.



Video is everywhere. I’m guessing that this isn’t a surprise to you. In fact, I’ll bet that at some point in the last hour or so you’ve probably watched a video in your Facebook or LinkedIn news feed. You may have even used YouTube as a search engine for a quick route to some hints and tips on how something works. According to recent statistics from techjury.net:


  • Video is the number 1 source of information for 66% of people
  • Over 500 million people watch Facebook videos every day
  • People spend an average of 6 hours and 48 minutes per week watching online videos


Put simply, video is the most immediate way to communicate. Many people engage with video that appears in front of them because when they click on it, they get to see something quickly and with very little effort. Compare this to a written document or a piece of copy in your blog or website – this requires the viewer to commit to sitting there and reading it.


Well written copy or neatly designed documents are excellent ways to communicate of course, but video has become the thing that people go to first. Think of a piece of video on the front page of your website or in your social channel as the headlines, and written copy as the detail. If the video gains the attention, then the visitor is far more likely to want to spend more time with you and read into the detail you then present.


Most of the video content you’ve probably seen recently will have been specifically produced to be short and impactful. Commercials, promos, hints and tips, brief testimonials. Well considered video content does have a place though when it comes to a little more detail. Consider the use of video as a form of instruction on how to use your product or explain your service…


Video can be the clearest way to show people what you do by physically demonstrating something. If you have an amazing product that does what it does impressively, then show it in action. In a few minutes, you’ll be able to demonstrate what you are offering whilst also describing the features and benefits. The viewer will have gained an insight into how your product works as well as reasons why they should be using it.


If you are offering a service that you can’t physically demonstrate, then a well thought out ‘explainer video’ could make use of visual analogies to ask the following questions: what problem does my customer have? What service do you offer? How does it solve their problem? Often, an animation is a great way of explaining a service.

Another great way of explaining a service is to get your clients to testify how they were helped by you. The ‘testimonial video’ adds a layer of authenticity to your communication. An interview with a client or customer can quickly cover off what you do and how it helped them whilst also proving to the viewer that this is ‘from the horse’s mouth’.


However you choose to demonstrate your product or service, video gives you the opportunity to add personality to your communication. Clients are far more likely to trust you if they can see and hear you or your team coming across as friendly, approachable and knowledgeable. You’ve also got the opportunity to reinforce your brand. People will see your brand within the content if you communicate regularly. Another stat from techjury.net  states that 93% of businesses gain new customers as a result of branded video content.


The main thing to consider when using video to communicate is where your audience is likely to engage with it. If you are instructing someone on your product, then it is likely that they have a little more time to invest in watching it in detail. Don’t be afraid to be more granular if you know that a demonstration video could sit happily on YouTube where people are actively searching for the solution you are offering. These viewers are likely to spend the time getting to know you more. Similarly, if a website visitor has taken the time to get past your homepage to look into your services, then longer form video content will sit happily in your other pages.

If you have an accountant, they should be your first stop for business advice. If you don’t have an accountant or they can’t help, BuBul has a wide range of experts available. For more advice on how to use video in your business contact our expert* Paul on LinkedIn.

*We’ve picked experts we know and trust who are good at what they do. All of them will give you at least an extra 30 minutes free advice if you contact them and would then charge their normal prices. They don’t pay to be on BuBul and don’t give us any money from anything they earn as an expert.