After watching several hundred art how-to videos on You Tube, I realize that not everyone is a videographer. We learn by doing. Fine. But if you want to keep your audience, you need to concentrate on what your audience wants to see, learn, or do.
We are a culture of story tellers. We love telling them, and most people love listening to them. How-to videos are not, however, a good medium for story telling. You don’t have to be a professional to do a good video. Here are a few steps to make your video successful:
Two basic questions to ask before starting your video
1. “Who is my audience?” Experienced? Beginners? Age? (Related to both vocabulary and software explanation choices). Geographic region? (We still call the same item by different names). If your answer is “my video is for everybody, everywhere” stop and re-think your range. No video can work for everybody everywhere because people have different expectations, experience, patience, words, and backgrounds. You’ll lose too much of the “everyone” audience.
2. “What is my objective?” Showing a skill? Doing a how-to? Explaining? Selling your classes? Getting someone to agree with you? Each one of those is different outcome and needs a different kind of video. If you don’t know exactly what your objective is, ask yourself, “What is the one thing I want people to do immediately after they watch my video?” Everything in the video should support that one thing. Again, too many objectives will confuse your audience.
Once you are clear on who you are talking to and what you want them to learn, do, agree with or buy, some other tips to make the video work:
1. Show the finished project right at the beginning. Your audience wants to know what the finished project is and will look like. Tell them and show them. Too many people want to start with a background story of how they go to this point. Right then, your audience wants to know what the outcome looks like.
2. Show the supplies needed to create the successful project. Be specific. If you use a brand name (and that brand only) name it and say why. “Because I like it” is not a well-explained, specific reason. “This pen writes on acrylic paint smoothly and without skipping,” is a specific example.
3. Do not give your background, how you came across this idea, or the fun
alternatives till the end. Unlike a story, a video starts with the most important point for your audience first. Your background will be more interesting when the audience sees what you can do. . .for them.
4. Your favorite music may not be your audience’s favorite music. Any music that you purchased on a CD or MP3 was written by someone else and your using it violates their copyright. I’m sorry about this, but YouTube takes down violators randomly and without warning. There is a lot of music that is not under copyright, use it. Make sure it suits the video, though. And if it is a loop of music, limit the loop to three times before you move on. If you are narrating the video, don’t use music when you are talking.
5. Watch the music volume. Particularly if you are narrating. A big jump in sound level from explanation to music is jarring.
6. Edit your video. It’s no different than a how-to article. Your first take will be too long. Edit for your reader, so they can do the step and then move on. Most videos I see could be cut in half the length and still be effective.
—-Quinn McDonald watches videos. Sometimes she smiles, and sometimes she rolls her eyes.