How-to videos are having a moment. And honestly? It’s not hard to see why.
‘How to’ search terms on YouTube grew by 70% year over year — and that stat’s only going up. People are watching more educational content than ever before, especially with more time spent online (thanks, remote everything).
In a world of ads, popups and autoplay chaos, a how-to video offers genuine value — and that’s exactly why it works so well.
It’s the perfect content format for the top and middle of the marketing funnel (awareness → consideration), helping you engage potential customers without sounding like a salesperson at a Sunday market.
Here’s how to create how-to videos that don’t just inform — they convert.
Why How-To Videos Belong in Your Video Marketing Strategy
Before we get into the how-to of the how-to (yep), let’s recap why these videos are such powerful business tools:
- They build trust by positioning you as a helpful expert, not a sales machine.
- They warm up leads by solving a real problem or answering a burning question.
- They convert by nudging viewers toward your product or service without a hard sell.
Plus, they’re algorithm-friendly, super shareable, and loved by Google. Win, win, win.
How To Create How-To Videos That Actually Work
1. Start with a standout idea
Not all how-to ideas are created equal. The goal is to demonstrate your expertise while delivering real value. That means staying in your lane — and researching what people are actually searching for.
Try:
- Google Trends
- YouTube auto-suggestions
- AnswerThePublic
- BuzzSumo’s Content Research
- Google Analytics or Search Console (if you have access)
Pro tip: Focus on pain points you solve. That’s where you’ll find the gold.
2. Hook them in the first 3 seconds
You’ve got about three seconds to grab attention. So don’t waste it with long intros or slow builds.
Instead:
- Lead with the “after” — then show how you got there.
- Use bold visuals, punchy text overlays, or a surprising fact.
- Think of your opening as a trailer for the rest of the video.
For example, if you’re creating a room makeover how-to, start with a dramatic before/after split screen. Instant intrigue = more watch time.
3. Keep it short, sharp and structured
Don’t overload your viewer. Simplicity is king when it comes to how-to video content.
Break your steps into a clear structure:
- What they’ll learn
- Why it matters
- Step-by-step demo
- Quick recap or CTA
And if your topic is too big for one video? Break it into a video series. It keeps viewers coming back — and builds stronger engagement over time.
4. Snoop on the competition
Don’t copy — but do investigate. Check out what your competitors are doing:
- Head to their Facebook video library
- Scroll through their Instagram Reels
- Search their YouTube channel for educational content
If no one in your space is doing this yet? Even better. Be the first. Trailblazers get noticed.
5. Get creative (and have some fun)
Your how-to video doesn’t have to feel like a school tutorial.
Use:
- Unexpected visuals
- Smart humour
- Branded animations or on-screen graphics
- Playful scripting and tone
Need inspo? Check out the tongue-in-cheek how-to video series we produced for Adobe’s Back to School campaign. Creative, clever, comedic — and a total social hit.
Adobe Creative Cloud How-To Campaign
Final Word: Be useful first, promotional second
When done right, how-to videos promote your business without even trying. You’re offering real value, building trust, and giving your brand personality — all while gently moving your audience closer to purchase.
Whether you’re new to video content or want to take your current strategy up a notch, we’re here for it.
We’re We Know Video, your go-to for corporate video production in Sydney and beyond and we know exactly how to create content that connects and converts.
Contact our video production Sydney team to start planning your next how-to video (or any other content your brand needs to shine).
