{"id":1119,"date":"2018-02-27T01:00:05","date_gmt":"2018-02-27T06:00:05","guid":{"rendered":"https:\/\/sproutvideo.com\/blog\/?p=1119"},"modified":"2022-11-18T13:41:56","modified_gmt":"2022-11-18T18:41:56","slug":"four-steps-towards-the-perfect-educational-video","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/four-steps-towards-the-perfect-educational-video.html","title":{"rendered":"Four Steps Towards the Perfect Educational Video"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">What\u2019s the first thing that comes to your mind when I say \u2018video marketing\u2019? Chances are you\u2019re thinking about explainer videos, funny ads or even customer testimonials. I\u2019d bet a dollar to a dime that you can even go further from those <\/span><span style=\"font-weight: 400;\">types of videos<\/span><span style=\"font-weight: 400;\"> but you\u2019d never think about educational video.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019re not alone &#8211; most business owners neglect educational content in their <\/span><a href=\"https:\/\/sproutvideo.com\/blog\/guide-to-building-killer-video-marketing-strategy.html\"><span style=\"font-weight: 400;\">video marketing strategies<\/span><\/a><span style=\"font-weight: 400;\">. However, that doesn\u2019t make it right. In fact, that&#8217;s all wrong! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When done correctly, however, educational videos can bring new visitors, increase your visibility and maximize the effectiveness of your marketing.\u00a0<\/span><span style=\"font-weight: 400;\">If you&#8217;re skeptical, you should try making one. Before you jump in, though, here are some considerations to make to ensure your final video is as close to a perfect educational video as it can be.<\/span><\/p>\n<p><!--more--><\/p>\n<h2><b>Fit Educational Videos Into a Larger Content Strategy<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Just like any other marketing material out there, educational videos alone won\u2019t bring you astonishing results. They are just a small part of a bigger strategy you\u2019ll need to put in place to get what you want (more leads, more views, more engagement, or whatever goal you\u2019re pursuing). So, you\u2019ll need to learn what an educational video can and cannot give you. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The first thing an educational video can bring to the table is value for your audience. Since these videos aim to teach a certain topic, anyone watching them should learn something after they are done. Educational videos are all about providing information related to what you\u2019re ultimately trying to sell, of course.<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/yt3r6opQ5H8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">That doesn\u2019t mean that educational videos are actually selling something. Instead, these videos are about sharing information that can subtly nudge the viewers into researching more about your brand and what it has to offer. You&#8217;ll have time for selling your brand with other types of content (like <a href=\"https:\/\/sproutvideo.com\/blog\/how-to-make-a-product-video-that-doesnt-suck.html\">product videos<\/a>, <\/span><a href=\"https:\/\/sproutvideo.com\/blog\/6-components-of-a-successful-video-testimonial.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">testimonial videos<\/span><\/a><span style=\"font-weight: 400;\">, <a href=\"https:\/\/sproutvideo.com\/blog\/introducing-yourself-your-companys-about-us-video.html\" target=\"_blank\" rel=\"noopener noreferrer\">company videos<\/a>, <a href=\"https:\/\/sproutvideo.com\/blog\/attract-best-candidates-with-recruiting-videos.html\" target=\"_blank\" rel=\"noopener noreferrer\">recruiting videos<\/a>, etc.). Try to make a sales pitch in an educational video and you\u2019re doomed to fail &#8211; people aren\u2019t watching these videos for that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why educational videos are great for the awareness stage of your buyer\u2019s journey. They work when people don\u2019t truly grasp the problem they are facing, let alone the solution they can use to solve it. Ideally, your educational videos will help people who have just found out about a particular pain point and are looking for more information to deal with it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your video will then provide them with said information and point them in the right direction. In the meantime, you\u2019ll generate trust in your brand and make people curious about how you can further help them. Following up an educational video with other marketing content is key, because that\u2019ll be the time to introduce your solution and turn to a more advertising tone. That\u2019s the importance of a bigger marketing strategy.<\/span><\/p>\n<h2><b>Pick the Right Topic For Your Audience<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Understanding the role of your educational video in your overall marketing strategy is just the start. Next, you\u2019ll need to decide what to talk about. It might seem like a no-brainer at first &#8211; just talk about something essential to your industry and that\u2019s that&#8230; Right? Wrong.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll need to go deeper if your videos are to have any impact at all. Let\u2019s say that you own a travel agency. A good educational video might be about tips on how to get around when visiting an unknown city. It addresses a pain point, it gets your brand out there, it\u2019s valuable&#8230; Yet it is still too broad!\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.thinkwithgoogle.com\/advertising-channels\/video\/educational-content-youtube-learning\/\"><span style=\"font-weight: 400;\">Google says<\/span><\/a><span style=\"font-weight: 400;\"> (and I strongly agree) that you shouldn\u2019t be afraid to go niche when creating educational videos. Talk about specifics. Shoot a video about the challenges of traveling to a tiny Asian island or focused on\u00a0avoiding being scammed when booking rides in a far away country or, like the video above, share the considerations someone should make when planning their gorilla trekking adventure. Niche? Yes, but interesting and helpful. People love concrete answers, not vague broad-stroked suggestions. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, of course that sounds a bit more challenging but it doesn\u2019t have to be as long as you pay attention to your target audience. Research your competition, check the questions your intended audience posts in your competition\u2019s social channels, and ask questions in your own profiles. In short, learn what\u2019s troubling your audience and address those issues, no matter how small it feels. <\/span><\/p>\n<h2><b>Brand Your Videos Consistently<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Again, educational videos aren\u2019t the right place to go all \u2018salesy\u2019 on your audience. They are about providing valuable information while dropping enough hints for your audience to start making a subconscious connection of the information they are receiving with the people providing it (AKA your brand).<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/f5TK8-ffSaI\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">This is truly an art you\u2019ll have to master. If you can\u2019t balance your brand\u2019s presence on your educational videos, you\u2019ll end up with one of two possible outcomes. Either you make it so subtle that people fail to identify your company after watching the video, or you focus on your brand too much that it scares your audience away. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">There isn\u2019t a recipe for branding an educational video but there are some pointers for you. For instance, be sure you include your company\u2019s colors and logo somewhere in there. Don\u2019t make it too flashy, though &#8211; just make it look as if they were casually there while you were filming. Volvo does an excellent job of this in the above video.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also develop unique visual and audio elements to include. An animated character, a distinctive narrator, a set of exclusive icons or sounds, and any other thing you can come up with are perfect ways to stand out from the crowd. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, don\u2019t neglect the power of finding your own voice. That\u2019s the main thing that people will pick up on. A funny presenter that explains things simply and with humor, a series of strangely accurate metaphors to illustrate an issue, a real-case scenario explanation&#8230; You get it. Find how you want to be perceived by your audience (funny, serious, helpful, creative) and be sure that the way you explain the problems in your educational videos always carries that tone.<\/span><\/p>\n<h2><b>Invest In the Best Possible Video<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">And I mean that in more ways than just money. Ok, sure, things will look a lot better if you have a high-quality camera, the right lighting, good mics, and the structure to mount it all. However, all of that can be rented or you can hire a production company to do that for you. What money can\u2019t buy is what you should be focusing on as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First and foremost, there\u2019s the necessary preparation for everything to go smoothly. On the production side, ensure you have all the materials you\u2019ll need, the time to shoot and reshoot, the locations scouted and checked, and the necessary people available. Secondly, be prepared (yourself and everyone involved). If you\u2019re going to be in front of the camera, then you have to be confident, humorous and natural. Funnily enough, all of those things come with practice.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s also the matter of the <a href=\"https:\/\/sproutvideo.com\/blog\/how-to-make-better-business-video-with-storyboarding.html\">storyboard<\/a> and script. You can understand the topic you\u2019re about to talk about front and back, yet once the camera is on, you\u2019ll find how quickly you can forget about everything. To prevent that from happening, relying on a storyboard and script is a must. You\u2019ll have all the video mapped out, which will make it easier to edit and insert everything you need. You\u2019ll also know what to say, when to say it and how to say it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, invest in time. This also has a lot of aspects to remember. The most important one is that you have to take as much time as you need to get your video right (especially if you\u2019re shooting your first one). You\u2019ll also have to invest time in every phase of the video, from conceiving it to putting the final touches on it. The last one is a tricky one &#8211; Be sure to keep your audience\u2019s time in mind. Don\u2019t go for a long video if you don\u2019t have to. People love short videos. Be concise and simple. Don\u2019t overstay your welcome.<\/span><\/p>\n<h2><b>Promote Your Video As Much As You Can<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">That is, as long as you do so in the right channels. There are lots of ways in which you can use your educational videos to your benefit. That doesn\u2019t mean, however, that you have to use them all. In other words, devise a <a href=\"https:\/\/sproutvideo.com\/blog\/how-to-market-videos-on-your-own.html\">distribution plan<\/a> that works for your brand and that ensures your videos find their audience. With that in mind, there are several things to consider.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-1147\" src=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2018\/02\/facebook-1602262_640-1.jpg\" alt=\"\" width=\"660\" height=\"370\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For instance, educational videos work amazingly in YouTube, so having a channel to upload them there is a must. The most popular networks (Facebook, Twitter, Instagram) also love these videos but they have specific languages and different audiences. That means that you should use only the social network that fits your marketing strategy and the one (or ones) in which you know you\u2019ll find your audience. For instance, teens won\u2019t be on Linkedin and professionals will rarely look for serious videos on Twitter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your email marketing, blogs with guest bloggers, and online forums and communities within your industry are also great places to distribute your educational videos. Knowing that all of those places already have the audience you look for is something of a guarantee, so you can bet that your videos will perform well there.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, you can get creative with your promotion. You can use your educational videos in your booth at any event you attend, use them on television, put them on your website or whatever you can think of. A video (any video) is a powerful marketing tool that can work for you for a long time in the most varied contexts. Take advantage of that.<\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">With all these things in mind, you\u2019ll be closer to the perfect educational video for your brand. It won\u2019t be an easy task and the whole process will require a lot from you but the results will be very rewarding, so much so that it will make you question why you\u2019d never thought of educational videos for your video marketing strategy before.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">MIN TO READ<\/span><\/span> What\u2019s the first thing that comes to your mind when I say \u2018video marketing\u2019? Chances are you\u2019re thinking about explainer videos, funny ads or even customer testimonials. I\u2019d bet a dollar to a dime that you can even go further from those types of videos but you\u2019d never think about educational video.\u00a0 You\u2019re not alone &#8211; most business owners neglect&#8230;<\/p>\n","protected":false},"author":18,"featured_media":3580,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_eb_attr":""},"categories":[11],"tags":[19,332],"feature":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Four Steps Towards the Perfect Educational Video | SproutVideo<\/title>\n<meta name=\"description\" content=\"Educational video can bring new visitors, increase your visibility and maximize the effectiveness of your marketing if you approach it strategically.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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