Tutorials are among the most useful types of content. Viewers learn something, often save the video to come back to later, and see the product in action at the same time. For brands, that's valuable: a tutorial shows exactly how a product works and why it's useful.
Preparation
- Know the steps. Write down all the steps in the right order. Leave out anything that isn't necessary.
- Practice first. Do the tutorial once before you film. This lets you discover where things might go wrong, and makes you more confident on camera.
- Have everything ready. Lay out all the materials and products you need within reach, in the order you'll use them.
- Know the end result. Decide in advance what the finished result should look like, so you can show it at the start.
The structure of a strong tutorial
- Hook: show the result. Start with the end result. This immediately shows viewers what they'll learn and gives them a reason to keep watching.
- What you need. Briefly show the materials and products. A few seconds are enough.
- The steps. Guide viewers through each step. Keep it to one action per step and explain briefly what you're doing.
- The result. Show the end result again, preferably up close or in use.
- Tip or call to action. End with a handy extra tip or the call to action from the brief.
Example: a 30-second tutorial
For a fictional cold brew concentrate:
- Hook. Show: a finished glass of iced coffee, with drops on the glass. Say: "Café-style iced coffee at home in one minute."
- What you need. Show: a glass, ice, milk and the concentrate. Say: "All you need is ice, milk and this cold brew concentrate."
- Step 1. Show: you fill a glass with ice. Say: "Fill a glass with ice."
- Step 2. Show: you pour in the concentrate. Say: "Add two tablespoons. A bit more if you like it strong."
- Step 3. Show: you top up with milk, in close-up. Say: "Top up with milk, stir, done."
- Result. Show: you take a sip. Say: "Honestly better than my usual café order."
Tips for a clear tutorial
- Show it up close. Viewers need to see exactly what you're doing. Film your hands and the product up close, preferably from above for hands-on tasks.
- Number the steps. Put "Step 1", "Step 2" and so on in text on screen. This makes your tutorial easier to follow and gives viewers a sense of progress.
- One step per shot. Film each step separately. That way you can redo a step easily if something goes wrong, and editing is simpler.
- Speed up repetitive parts. If a step takes a long time, such as stirring or waiting, speed it up or show a short time-lapse.
- Don't skip any steps. What's obvious to you may not be obvious to viewers. If a step is missing, they get stuck.
- Mention a common mistake. A short tip like "Don't add the milk first, or it will mix less well" makes your tutorial more useful.
- Make the product part of the steps. The product doesn't need a separate introduction. Show it naturally where it's used.
Common mistakes
Watch out for starting without showing the result, too many steps in one video, steps that go too fast to follow, filming from too far away so details aren't visible, and long explanations instead of showing.
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