The rise & relevance of brands sharing ‘How To’ videos

Reading time: 4 mins

The rise of short form ‘How To’ videos and tutorials with luxury brands 

When it comes to online marketing, video now dominates. Video marketing is no longer simply used by brands to occasionally raise brand awareness, content is now (or should be!) integrated in all areas of a brands marketing strategy throughout each stage of the customer journey. It’s no secret that video is now the most effective way to connect and engage an audience. Now more than ever brands are investing in video marketing in recognition of how today’s customers prefer to consume content (see graph below).

In this article Jack Bulhmann, Senior New Business Executive, looks at how luxury brands are using ‘how to’ explainer and tutorial video across their marketing channels.

What is a ‘How to’ video?  

‘How to’ videos connect products to consumers and provide a clear understanding of how to use or work a product or service. Whether it’s brands showcasing behind the scenes content of how something is made, or educating the consumer on their brand history, these explainer videos are often short and animated with voiceovers and/or subtitled text for easy consumption.

At VERB, we are seeing luxury brands use this type of ‘how to’ explainer video for three main reasons: 

  1. It’s a way for luxury brands to show their audiences how to use the product and/ or service
  2. It gives luxury brands a chance for their audience to build brand trust
  3. It’s a better way to reach younger Gen-Z audiences who prefer these bite size teasers

Example 1: Video showing product or service 

A great example of this is the Celine Interior Design Youtube channel, led by CEO and Founder Noor Charchafchi. Not only is she an international award winning designer but Charchafchi is also now recognised as one of the UK’s leading top 50 interior designers. 

Noor Charchafchi posts ‘how to’ videos on her Youtube channel to engage her audience and showcase her expertise in the interior design field, whilst also encouraging her audience to learn something new. By doing this it provides great content to watch and learn, but also allows Noor, as a business owner, to inform her audience on her services in an engaging and interactive way.

One particular video called ‘Kids bedroom design – How it’s really done’ looks into detail about key considerations when designing your child’s bedroom. Celine really shows great care and insight in her thought processes, whether it’s in regard to child safety, encouraging sleep or what effect the colour of the wallpaper has.

Noor creates this content to brand herself and her business in a way that allows her audience to resonate and connect with her. We can see her follower base is growing due to the content being informative and providing educational tips for luxury household owners. I think this correlates directly with the fast rise in popularity of ‘How To’ explainer videos.

Example 2: Brand trust 

Beauty brands have significant scope when it comes to creativity and pushing boundaries, but they also operate within a highly competitive industry and must act decisively and quickly. Hair product brand, Bumble and Bumble, invested heavily in tutorials and how-tos across their Instagram page. 

Bumble and Bumble categorised hair problems into four categories and then offered videos, tips, and product information to help fans solve them. This allowed them to access the pain point of their audience, offering a solution that creates affinity. 

Bumble and Bumble worked with the influencer Ellen Brock to show her using the ‘bond building collection’ for repairing damaged hair.  This is a great example of how to build brand trust with your audience. Ellen Brock is a naturally suited brand ambassador for the brand, so having her showcase how to use the products was a perfect match.  

In addition, the video (below) shows how to apply and use ‘thickening hair plump spray’ to gain volume and protect your hair from getting damaged by hair dryers. These examples are about building brand trust through awareness and safety measures by showing consumers as a brand you care about their wellbeing and product experience.

Another similar brand to do this was beauty brand, Fenty Beauty. Fenty produced content in relation to their new makeup releases showcasing how to unpack and apply their beauty products step by step with influencer collaborations across TikTok.

Example 3: Gen Z Audiences

Gucci is a brilliant example of reaching the Gen Z audience through ‘how to’ videos through ‘The Gucci Model Challenge’. In the video they worked with influencer, Lachlan Watson, who shows you how to build your custom Gucci-approved look. The audio nails the formula of looking like a Gucci model. Linking the content under the hashtag #GucciModelChallenge, which amassed over 7.9 million views on TikTok, with thousands jumping on to the hashtag and posting convincing videos that offer an insight into what could very well be the next generation of Gucci models.  

This example shows how luxury brands can engage with younger consumers, create virality and get users to have a closer affinity with the brand. Check out the HTC here.

Why has this shift come about?

There are two main reasons we are seeing this shift; the fast growth in video marketing over social media, and the luxury competitive landscape. Luxury brands are fighting for users’ attention, which means they need to have more substance to their content and reach users in more familiar ways. Secondly, luxury brands have to find new avenues to provide value for consumers and stand out from their competitors. Luxury brands need to curate unique and creative content that stands out in the social media landscape.

VERB thoughts..

‘How to’ and other explainer videos are a great way to build brand trust and create a close connection between luxury brands and consumers.

If you’re looking for support and would like to speak with a member of our VERB team, please get in touch. We’d love to hear from you and support your content requirements.