YouTube is not only the most popular video hosting platform in the world, it is also the second largest search engine.
Are you surprised? Then have a think: what was the last time you turned to online video to learn something? If you recently looked up how to cook chili con carne, how to unclog your sink or how to do squats properly, chances are you found the answer on YouTube.
In Google’s popular communication strategy ‘HERO, HELP, HUB’, this is the HELP content.
HELP films are designed to answer any question your audience might ask or search for online. They allow you to show your organisation’s human side by being helpful and answering the public’s needs.
Crucially, they also drive traffic to your video channels, social media accounts and website - eventually generating more marketing leads. Is there a question clients ask you time and time again? What explanations are people actively searching for online related to your product or industry? Answer those questions and you will pull people to your content, whilst establishing your brand as an expert in the area.
1. How-To Videos
One popular type of HELP content are How-To Videos. This film we produced for Migrant Help teaches newcomers in the UK how to use a cash machine to withdraw money:
Another example, is Historic Royal Palaces showing viewers how to perform a Victorian-style Morris Dance.
2. Explain how you operate
HELP films can be a response to questions about your organisation’s way of working, or your area of expertise. Here, bakery-cafe chain Le Pain Quotidien tells the story of how they produce organic coffee, from bean to brew:
3. Share practical information
HELP videos can also communicate practical information about your organisation, business or venue with your audience, like The Wallace Collection in London showing school groups how to enjoy a visit to the museum. We made this film in the most relevant way possible - with the help of local primary school children:
This is just the start of what HELP videos can be. Depending on your industry, organisation, products and areas of expertise, you can think of many more types. What about a tutorial for a specific product, a review from a customer using your new service, or a team member answering FAQs?
Keep in mind: what questions are your audience asking and actively searching for? Answer those with online videos and you’ll drive traffic to your channels.