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year old kids doing tricks through to parody videos made by adults, this product has captured a universal 
market with no particular demographic purely by being versatile when it comes to content for the online 
audience.
Another relevant example of an industry that is riding on the coattails of ‘How To’ videos is the cosmetic 
industry. Thriving on the double whammy of exposure created by both professional and amateur make-up 
artists, the basic concept of providing free online tutorials on make-up application whilst throwing in a few 
handy product tips, has proven to be one of the most successful tools when it comes to customer conversion.
So why are ‘How To’ videos able to deliver such good results when it comes to brand exposure – and ultimately 
sales?
The answer is simple.
It’s free.
People love free information.
There are a couple of other contributing factors that make How To videos an e ective marketing tools:
The videos are real: Well, real in the sense that are usually not  lmed in a studio by paid actors.
 They are made by ‘real’ consumers, usually in their ‘real’ home or backyard – so to speak.
The videos are relaxed:  Most ‘How To’ videos are made in a way that the host is speaking directly to the 
camera phone, just like they’re chatting with an old friend.
The videos are informative: Most viewers do not begin watching a YouTube video with a preconceived notion 
that they are going to buy somethin g  . Viewers are watching these instructional videos to learn; gain 
information and pretty much have someone do all the hard work for them in  guring out how to do somethin g  .
The videos are visual: When it comes to grabbing the attention of potential customers, most people would 
prefer to watch something rather than read about it.  If there’s a video spelling it out, people will generally 
choose that medium as opposed to mulling over a detailed written description.
The videos aren’t trying to sell you something: You don’t have to be a marketing guru to  gure out that most of
these videos are actually trying to sell you something (or the host of the video is trying to score an 
endorsement gig or promote their own business through videos), however, the sell is softer and often inferred 
through product placement or casual name-dropping rather than being rammed in your face.
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