Many training videos range from cheesy to boring. Some use cute tricks to replace a solid message their audience can value. Others are monotone dialogues that many people use for nap time.
If you want to avoid this trap, you need to understand how to create a training video your audience will use.
Otherwise, you might end up creating a training video similar to Wendy’s on how employees should fill hot drinks. The video shot in the 90’s is a classic example of what we think about for training videos.
Wendy’s training videos might get a few laughs. However, as a training video, it is not useful. Employees will not remember jingles as they work, “Wendy’s coffee tastes so fine. Hot drinks really get you going. They warm you up when you are slowing?”
More than likely they will wonder what type of drink their employer had before making this video and then forget about the video later.
If you want to craft an effective training video, then you must put more thought into the project.
The different examples below explore how to compose an effective training video no matter the subject. In fact, many of these videos differ from each other significantly. The commonality is they all successfully convey their message.
1. Have an objective for each video
Every Friday, Rand Fishkin produces his Whiteboard Friday video for Moz. The video highlights what Rand believes are the top trends in the search industry. You know what he wants to discuss because he lists it out on his whiteboard.
He subconsciously tells his viewers that he has a specific objective in mind with this video and is not wasting their time.
While you do not need a whiteboard, you can use other ideas to organize your video (E.G., #10 Animation). Whiteboard Friday demonstrates how to plan your objectives. This planning shows respect to the viewer and keeps your video on message.
2. Make the mundane interesting
While the Melbourne Metro Trains video is not a traditional training video, the compelling message leads to greater train safety.
Yes, Dumb Ways to Die is weird; not going to debate that. However, the catchy tune did more than just generate $50 million in free ads. It contributed to a 30% reduction in “near miss accidents” over the following three months after its release.
Often mundane topics get ignored because they become white noise after hearing them too much. That is why subjects like train safety need a revamp.
However, it is not just train safety. Take the required airline safety talk before lift-off. How many people pay attention to the discussion any more. That is why Air New Zealand came up with the safety video. The training video includes a touch of humor to get you paying attention.
The Air New Zealand video also reminds you that you do not need to fully commit to making a video more interesting like Dumb Ways to Die does. Go a little above everyone else to make it enjoyable.
3. Be yourself
How many selfies have you taken in your life? How many did you use for business? After watching Jennifer Gluckow go over how to handle selfies to increase sales with clients, you might start.
In the quick video above, Gluckow discusses a powerful trick to get more sales. Her glowing personality makes the idea look effortless, as sales professionals get a solid idea to increase their sales.
The truth is, you cannot always create 100% original content anymore. Just on YouTube, there are over 400 hours of videos uploaded every minute.
With an overwhelming amount of competition, you need something none of your competitors have. You need the authenticity that comes when you let your personality shine. Do not be afraid to show your real self on the air.
Many of the best video trainers on the internet let their personality drive interest in their training videos.
Gary Vaynerchuk (Gary V) is a great example of a personality-driven trainer. He is a motivational speaker who helps young entrepreneurs succeed. Gary V personality shines through on all his videos.
Sometimes you are not ready for his message, but he delivers what he believes will help you the most. Not the platitudes everyone else tells you because they want you to feel “special.” That is what personality does.
Jennifer Gluck and Gary videos are 100% different from each other in their approach. However, both trainers stay true to themselves in their video. There is no pretense. That is what makes their message real.
4. Keep it short and to the point
Break down content into bite-size pieces. Most people don’t watch videos longer than 5-10 minutes. While some examples below are outliers, keep the idea of a short attention stream in mind the next time you create a training video.
La Sonanta did this with short videos to help prospective customers learn how to use a Flamenco guitar. The short training videos provide some basic lessons before they purchase the premium training videos.
Instead, of long droning videos, they give a few tips with closeup shots to show how to position your fingers on the guitar. The quick lessons from Buleria Alzapua make you think it is possible for you to play the guitar as well.
5. Tell a story
This 35-minute educational drama is long for YouTube. Dechert Law helps executives understand how they can help them in their business with mock scenarios that use a story as a teaching tool.
Attorneys help executives with topics like executive compensation, whistleblower cases, and risk management in emerging market.
For those looking to do corporate training videos, use stories as training tools. After all, human beings are hard-wired for stories. Since the earliest days of our ancestors, we craved stories to help us learn about the world.
6. Production Quality
Do you know the most significant deterrent to quality videos today is not the visuals? It is the audio. So many videos have crackling sounds or hard to hear audio that bore the audience. You need to pay attention to the quality of your video productions.
For example, listen to the audio from our client Tinashe in their video above. The video demonstrates what dance moves you can learn from the company training videos. However, without quality audio, it would be difficult to follow the lessons.
If you still want to have quality visuals, then focus on the lighting. Look at how Tinashe lighting highlights the dancers in the center of the dance floor.
The entire production has warm tones that highlight the dancers’ moves. You can almost imagine yourself in the middle of this group showing off your dance moves as you learn how to bust a move.
7. Have a call-to-action/monetization
Are you selling your training videos to an outside audience? Then create some sales videos that generate interest. The best way to generate interest is to give away quality information first.
The video above by Tony Hu builds interest in his Dragon Masterclass with some quick tips. These tips give prospective students a glimpse into how to create masterful dragon ink tattoos. If you want to learn more, you need to click the link.
Most people think a training video ends when the camera stops. However, that is just the beginning. The real work continues afterward as the video goes into post-production.
It is not unusual for high-quality corporate training videos to take between 30-60 minutes to edit each minute of footage.
The video by Camtasia above shows how much you can add, remove, and modify a video after the shoot finishes.
Everyone needs to review the video after filming. No video is perfect. Every video requires editing. Have a post-production process included in your video creation efforts to avoid these gaffes.
9. Brand your videos
Few companies do branding better than HubSpot. HubSpot Academy online training help marketers learn inbound marketing best practices.
Their presenters are cheery and engaged with the audience. All their videos are at the airy HubSpot headquarters in Boston. No fancy backdrops here. They use the company as the backdrop with real workers in the back working.
Using corporate headquarters with real employees sends a subliminal message. Viewers see hard-working employees delivering the best product possible. Also, the videos make you feel like you are a part of the company.
Furthermore, all HubSpot videos use orange and gray colors to reinforce the company branding.
All these training videos generate interest in their inbound software that drove over $375 million in sales last year.
10. Animate your video
Although the video is 30 minutes long, it is like a 30-minute class for those of who never fully understood all the financial terms thrown out by experts.
Although 30 minutes long, the video is like a 30-minute class that finally explains the economy in simple terms.
Legendary investor Ray Dalio created and narrated the animated video. The animation reinforces his narrative in a way that is just having him sitting in front of a camera never could.
Creating the right training video does not have to encompass all the examples in this article. However, using one or two of these ideas in your next video can significantly improve the quality and viewership.
As your training video library grows over time, look to expand your skills. Every video then gets better as you become more experienced and relaxed in front of the camera.
These strategies help you create the effective training videos. You can then use it to help your audience.
Many of the companies above also used these effective training videos to monetize their efforts. If you want to do the same, learn how to sell your training videos online.