How to Create Customer Educational Content

Audience-friendly content is one of the foundations of video marketing. Educational videos are the perfect solution when you need visibility and expert opinion of the brand. Agree, it is much easier for a user to watch a tutorial on using a service or product than to read an insensitive long read. Especially considering that one minute of video equals 1.8 million words.

All in all, educational video content is a pretty broad category that includes guides, tutorials, how-to clips, etc. But how do you create them? What programs to use and what trends to follow? We’ll tell you below.

Benefits of video tutorials for business

Why do businesses need tutorials at all? First of all, if a customer doesn’t know how to use a company’s product, they won’t see its value. This will cause an upsetting churn of potential buyers.

Secondly, customer training videos are an important component of effective customer service. They will help your customers overcome any obstacles and also feel support from your company.

What are the other benefits?

  • Tutorials build trust and confidence in a brand

Well-planned tutorials show that your company is truly interested in customer success by helping to build customer loyalty and trust by ensuring your buyers know how to make the best use of your product. When customers can get comprehensive information about the product, they are more likely to stay and keep using it.

  • Educational content saves time and money

Tutorials also help your customer support service to answer clients’ questions, saving time, effort, and money it would otherwise spend on support or outreach. They create a kind of customer self-service.

Although guides require some upfront effort to create, they benefit the business in the long term by making it easier to interact with the customer and make the purchase decision.

Maybe it’s easier to write articles? Not easier. According to Wyzowl, almost 70 percent of people prefer to learn about a product or service by watching a video. That’s why it’s worth the effort to create a quality video clip.

And how to create it, we will tell right away.

#1. Decide on the topic

Ask your technical support for help. They answer questions from customers who have issues with your product all day long. For sure, they have a list of frequently asked questions or popular user requests to help you get started.

Or ask your employees who interact the least with the product to start using it. After that, figure out where they need more help and create content around those issues.

A great way to figure out what topic to shoot a tutorial on can be a quick customer survey. And nothing supernatural is needed. Even a Google Forms survey sent to a certain number of clients can help.

#2. Look at competitor tutorials

There is no need to reinvent the wheel to make great tutorials. Explore what other famous companies offer.

Take a closer look at the videos you like from the user’s point of view. It is often a combination of video and text instruction that suits different learning styles, making the content more accessible to any client.

Decide on the color scheme, style and go making yours!

#3. Choose the right software 

To create a video tutorial, you will need at least two basic software: a screen recorder and a video editor.

Choose a screen recorder for Windows or Mac, launch the program, and select the desired option in the program’s start window. If you want to create a tutorial video on how to use the program or any other computer-related topic, select Screen Capture.

Draw a recording frame over the area you want to capture on the video with the cursor and start recording.

By the way, if you want to create a video in the style of a talking head, then start recording video from the webcam too.

Next, use video editing software to cut unnecessary moments, add transitions, effects, infographics, overlay text, and, of course, music. Pick free music for videos, but make sure it matches the dynamics of the clip and isn’t too loud.

Please, note: The video tutorial should be short. If your customer guide is too long, too detailed, or too complicated, customers won’t watch till the end. The trick is to make sure you don’t try to cover too many topics in one guide. For complex tasks, consider breaking the guide into a series of videos.

#4. Optimize your tutorials

Do so that your tutorial is easy to find on the Internet. Optimize your videos for search engines, which will also make them easier to find on your own website.

Use keywords and other search engine optimization techniques to make your guides easier to find.

#5. Share lessons on social media 

Some customers may follow your brand on social media, but not necessarily ask questions. Social media is a good opportunity to pre-post how-to videos that can inspire them to buy.

YouTube is a perfect platform to share educational content with clients. You can also share tutorials on Facebook, Instagram, TikTok, Twitter, and LinkedIn. But remember, consistency is key – companies that create social media posts regularly tend to have more followers and a more engaged audience.

Wrap up 

Video tutorials are now a must-have for any business’ video marketing strategy. After you publish the video tutorial, all that remains is to collect feedback from the audience and prepare a new clip for production. Usually, viewers give a lot of practical advice on how to improve the content, and you should not neglect them.


By the way, we didn’t talk about this in the article, but we’ll say it now. Have fun when creating tutorials and unleash the power of your storytelling skills. While recording, imagine that you explain the product or process to a friend. Thus, you’ll feel more confident and relaxed, and your audience will become more engaged as well. We’re all just one person trying to help another out.

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