MOST COMMONLY WATCHED VIDEO PLATFORMS

Other includes Snapchat, Vimeo, Vine, Periscope, Pinterest, Flipgrid (Vidku), and many other lesser used platforms.

WHERE DO YOU FIT IN?

That's an easy one.  How-to videos.  You're full of them.  You've been practicing in your brick and mortar, at classes, at shows, in live demos for YEARS.  Of the 92% of adults who watch online videos, 60+% watch educational or how-to videos.  And in the quilting industry, how-to is where we operate on a daily basis!

How-to videos are popular because they provide a simple solution to your customer's problem.  They want to know how to do something, and you could be the one to show them.

How-to videos help build and establish your brand as an expert in the quilting industry. These videos can also demonstrate features of your products or services.

10 TYPES OF HOW-TO VIDEOS THAT YOU CAN PRODUCE

They are all "how-to" videos, yet, they are uniquely different and serve different purposes.

1. "You CAN Do It!" This how-to video tackles a challenging topic and shows the viewer how to work up to.  For example, "You CAN Cut Multiples" could demonstrate accurate cutting a single layer, then build up to accurately cutting two layers, then three layers, then four layers of fabric.

2. Solve a Problem.  Consider a problem that your customer has and demonstrate how your product or service can solve the problem.  Do you offer laser cutting services?  Done.  You've just saved your customer time, effort, and FABRIC!

3. Learn Something New.  Use plain, easy-to-understand language - no jargon - to explain a process that may seem daunting at first.  Remember the first time you did a stack-n-whack? Bam!  That's a how-to video!

4. Lose Weight FAST.  No one wants to hear how long it will take to lose 25 pounds.  We all want to believe that it can happen quickly.  The same is true for beginning quilters.  They want to be able to produce beautiful quilts that they see in your shop and at shows.  Focus on quick how-to videos that will build confidence and skills.

5. #Tips that will... Take a break from the "how-to" titles and let your quilter know exactly what they will learn from a few simple tips.  "Five Tips for Organizing Your Stash" would be a great video, and you could right the script for this one in your sleep!

6. How NOT to do...  Have a little fun.  Sometimes it is easier to show quilters how NOT to do something.  For example, if the pattern calls to press fabrics toward the LIGHT, and that goes against the typical "press to the dark," create a quick "How NOT to Screw Up Pressingon ___ Quilt" by showing what happens if the quilter ignores pressing advice.

7. Perfect the Craft.  Consider a quilter that your audience would be interested in emulating, and create a video that shows how to achieve that quilter's skill set.  Marti Michell rocks the engineered template world.  You could create a video entitled, "Learn to Cut Like Marti."

8. Guest Hosted Video.  You don't have to be an expert at everything, but you need to know an expert in almost everything.  I am not a very good embroiderer, but Savannah, one of my employees, is a gifted embroidered.  "Embroidery with Savannah" would make a great how-to series -- her work is amazing!

9. Be Relatable.  In the quilting world, not everything comes easy to everyone!  Can I be honest and vulnerable here?  I struggled with my first Judy Niemeyer quilt taught by a certified instructor.  I found the written instructions hard to follow.  I clearly needed more visuals, so luckily, the certified instructor demonstrated, and re-demonstrated the paper piecing techniques, and she threw in several tips and shortcuts.  When you are relatable and vulnerable on your videos, you build a relationship with your followers.

10. Take a Journey.  If you are going to tackle something new, or something difficult, consider documenting the journey for your followers (in __ days).  Show your viewers that they, too, can achieve their goals, given the right amount of time.

How-to videos build brand awareness, establish credibility in the marketplace, explain products and/or services, AND drive sales.  Take a look at the list above, and find a way to work How-To Videos into your marketing strategy.

KEEP IN MIND...

• 85% of Facebook videos are watched without sound (don't forget to caption your vid)

• 2-5 minute videos get the most frequent engagement on Facebook

• Social video advertising is expected to top over $80billion (with a B) next year

• YouTube is used by 81% of adult consumers

• 81% of TikTok users also use Instagram

• 87% of video marketers report video has increased traffic to their website

• 80% of businesses report video has resulted in increased sales

Realize the power of social media video platforms to reach, target, and connect with customers in the same way you would if you were face to face.  Share your knowledge and experience, share your brand, and build your customer base.

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