You own an amazing business, create super useful products and expect everyone to buy them and appreciate the uniqueness of your product. But for some reason, it doesn't happen. Why is that? What could possibly go wrong? Among many possible reasons, there is simply a lack of understanding. There is nothing wrong with the product or service you've created, but in order to understand how it works or how to use it correctly, you have to provide the customer with a certain manual. Or you can teach them how to get the best out of your product. One of the best ways to do so is through a video.

Videos are engaging, popular and fun to watch! By creating an educational video you kill two birds with one stone: the customer knows how to effectively use your product, and in return, you are getting positive reviews! In other words, you get the best out of your business!

Let's imagine a potential customer, his name is Jack. Jack wants to buy himself a new couch because the previous one was ruthlessly destroyed by his 5 dogs. Jack loves online shopping, so he opens a couple of websites to compare the models, prices and functions. On one website Jack finds a great couch, but he cannot figure out whether the couch transforms into a double bed and does it even have the storage space in the bottom? Does he need to assemble it himself or it comes as one piece? No information, whatsoever. Even though Jack likes the couch, he moves on to the next website, and here is another couch he finds worth looking at. Not only can you find the detailed information about the product, but there is also a 4 minute video of how to assemble the couch all by yourself, how to fix the problem (if there is any), and as a bonus, you get a 15 second clip of different ways to use the couch. Cool, right? Anyway, Jack liked both pieces of furniture, but he leans towards the second option because he already knows he can easily assemble it by himself and he has just thought of a new way to free up space. Jack buys the second couch, he is really happy. The end.

We think you got the gist. Creating a customer education video is not hard at all, and once you have one for your business, people will eventually be more interested in buying the product.

1. The versatility of the video. Everyone knows that a 3-5 minute video has more information than an article that you can read in the same period of time, so why not use the advantage and create a video? You can get really creative with videos, but there is not much that you can do with a piece of text. In your video, you can show people behind the brand and they can greet the new customer via this one simple little video, or you can show the process of creating the product because people always want to know more!

2. Videos are more memorable and cost-effective. Different statistics show that customers are more likely to watch videos from brands, rather than read newsletters or simply look at some pictures. It is really fascinating to see how much hearing sounds and looking at different images at the same time can do! Besides, videos always track the number of views, and you can see the real statistics of how many people have seen the video and how many of them have purchased your product.

"The Five-minute Journal" by Intelligent Change

As it says on the website "The Five Minute Journal's approachable and structured exercises will lead you down a path toward an enhanced version of the person you already are.". Except for description, reviews, pictures of how to use the product, there is also a video-guide filmed by one of the users of the journal, Tim Ferris. He is the New York Times best-selling author and in his video, he explains how he personally uses the journal and how it helps him. Such an amazing way to engage your potential customer!

Headspace is an app which provides you with guided meditations. Since meditation is not the easiest thing in the world, as a beginner, you are going to get lost without any help. And what is the best way to show you how to prepare yourself for your first practice? Yes, all you need is a video!

Since Apple is considered to be one of the best companies in the world, we would expect great quality customer education videos from them. Do they have any? Of course, they do. Take a look at one of their recent videos called "iPad Pro – How to correctly use a computer" where they simultaneously challenged the stereotype about using the computer, promoted their new product and showed the customer new ways of using the iPad!

We hope we have given you enough arguments to support the idea of creating this type of videos. This may be one of the best ways to communicate with your potential clients and gain their confidence as well as open new ways to use the product you've created. Creating a customer education video is a win-win situation. You want your product to be useful for the customers, and customers want to get the best out of the product.