We don’t want to read the instructions anymore, we want to see them. That’s why YouTube is overflowing with instructional videos. “Some assembly required,” doesn’t usually become an issue if there’s a short film on how to assemble it. If the product you sell needs any explanation of how to work it, then you probably need a video on your website. Where do you start? At the beginning.
The User
Start with an understanding of the user, not to be confused with the customer. In other words, your customer may be a 40-year old mom. The actual user may be her 15-year old daughter. It’s the user that will seek instructions. So, in this case you’d want to make the visuals and the audio relate to a teenage girl. There is a way to anecdotally test what you’ve done. Show the material to an actual teenage girl and get their feedback. Their suggestions, especially about the language used, can be helpful.
Be clear, be concise
Keep a clear objective, know ahead of time exactly what you want to explain. Keep things in a logical order. Instructions, on paper or screen, should never backtrack. For example, “Turn the lever slowly to the left until it clicks. Now press the red power button. But, before you do that, press the green button first or it could explode.” Always put things in the safest order. Keep instructions simple and don’t deviate from the task at hand. If you are creating a video about how to wind a watch, you don’t need to explain how to build one.
Think about what to say, and what to show
Combining audio and video is usually the best way to go, so the viewer doesn’t have to try to read and watch the instructions at the same time. Just remember, you’ll need to write the voice over to go with what’s being seen. Storyboarding can help. Draw (as best you can) a picture of what the video is showing, with the narration at the bottom. That will make sure it matches up.
Make sure the voice is right
If the product is aimed at that 15-year old girl we mentioned earlier, you’d probably want to use a 20-something female to voice it. That will keep it relatable but still credible to the younger person.
Make sure the music is right
First, you can’t use music from the latest Adele, Drake or Taylor Swift recording. You can’t use the James Bond theme, or the theme from Jaws. You’d need to acquire the rights. There are royalty free music libraries you can find online. Pick something that is bright, has a little bit of a bounce, but isn’t overpowering.
Make sure the instructions work
A word to the wise. Before you start actual production, before you record the voice over, before you edit, check out the instructions and make sure they work!