Video onboarding is a valuable tool for companies trying to acquire new users. Below, we'll explore seven reasons why you should incorporate video into your user onboarding.
We live in the YouTube age. The digital and smartphone revolution has changed the way we consume media. As a result, users of every demographic have begun to see video as their primary source of information. Indeed, research suggests that 96% of people have watched a video to learn more about a product or service. The companies who respond to this shift in preferences stand a far better chance of engaging users.
Video is all about engagement. While there is still a place for books and the written word, video's power lies in how it captivates an audience. Short, punchy videos are especially effective for grabbing and holding user attention. Further research into video says that viewers retain 95% of a message via video, but just 10% from text.
When companies welcome new customers to a platform, product, or service, they can use video very effectively to:
● educate users on the best features of the product
● introduce new features or elements
But first, what is an onboard video?
While videos are great for introducing your product to new users, you can also use them to educate users. For example, specific tasks within a product can be hard to describe in text but simple to display in a short video.
● Demonstrate the value of your product
We live in the YouTube age. The digital and smartphone revolution has changed the way we consume media. As a result, users of every demographic have begun to see video as their primary source of information. Indeed, research suggests that 96% of people have watched a video to learn more about a product or service. The companies who respond to this shift in preferences stand a far better chance of engaging users.
Video is all about engagement. While there is still a place for books and the written word, video's power lies in how it captivates an audience. Short, punchy videos are especially effective for grabbing and holding user attention. Further research into video says that viewers retain 95% of a message via video, but just 10% from text.
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| Instructional video embedded within Usetiful product tour |
● educate users on the best features of the product
● introduce new features or elements
But first, what is an onboard video?
What is an Onboarding Video?
An onboarding video is one of the tools that you can use to guide a user to the value of your product. These videos can demonstrate how your product works, or more specifically, how the user can get value from it.While videos are great for introducing your product to new users, you can also use them to educate users. For example, specific tasks within a product can be hard to describe in text but simple to display in a short video.
Onboarding Video Uses
The best uses of onboarding video can:● Demonstrate the value of your product
● Teach users how to use the product
● Reduce customer churn by demonstrating new and secondary features
● Increase user engagement
● Reduce sign-up abandonment
● Establish your brand voice or personality
When you need to get a user to understand why your product is valuable, one of the most direct routes possible is video. But, of course, it's worth mentioning that video should only assist in demonstrating product value. Instead, making clear how your product is helpful should be part of a holistic approach that begins with marketing and continues along the sales funnel.
There are several approaches that you can use to demonstrate product value. One of the most popular user onboarding videos is welcome videos. These are short videos that can play when the user first opens the product. In their ideal form, these videos will demonstrate to users the most valuable part of your product. Additionally, it will show them how they can use it.
Interaction is still the best way for users to get to grips with a new platform or software. Onboarding videos should never lose focus of this. So keep the videos tight and brief and highlight the actions or tasks that will push users towards engaging with the product and reaching their aha moment.
"How To" videos are one of the most viewed content categories on YouTube. The reason for their explosion in popularity is because they allow users to access information in bite-sized chunks. So, if you have a complex product, consider an onboarding video to educate users.
Additionally, it's worth remembering that users come in all shapes and sizes. Many of them will be tech-savvy and very familiar with how products and services are typically laid out, while others will not have that experience. So one vital feature of your video should be to help less experienced viewers get up to speed.
Finally, remember that if the user has gotten to the stage of opening up your product or service, it is because they have a problem that needs a solution. These can be major headaches or minor annoyances, but whatever they are, educational videos should be conscious of what motivates the user and show them a path to the solution.
Software development is a highly competitive industry. Users might begin to use your product because it addresses a particular pain point for them but neglect the other features. Worse still, the reason they don't use these features is because they are not aware of the full capabilities of your software.
So, consider fleshing out their awareness of what your product can do with videos that address some of the product or app's secondary or new features. You can approach this in several ways.
Firstly, you can leverage analytics that shows which features are being underutilized to display dynamic videos that help users get deeper into how the product can provide value. Or, you can use videos that are displayed once new features are added.
Whatever approach you take, the goal should be to capitalize on the user's interest in the product and demonstrate what else it can do. Make your users come for the aha moment, but stick around for the other features.
The human brain processes visuals 60,000 times faster than text. As a species, we've been writing for about 5-6000 years. However, we've been using language for anywhere between 50,000 to 150,00 years. While the language centers in our brains are significant, 90% of the information transmitted in our brains is visual.
So, we know what the brain prefers. Again, text is still valid, but user onboarding takes place on a tight timeline. You've built your product, you've marketed it, and now you have the user's attention. Video helps you maximize the returns on your time and money investment by getting crucial information in front of the user.
While some still prefer a user manual or text-based user instructions, video will be more memorable and captivating for most. Additionally, users can follow along with the video while using the product — pausing or rewinding at their own pace.
So, to help users over the account creation hurdle, consider a video that provides proof of concept. While this is similar to point #1 about demonstrating the value of your product, it targets a different type of user: expressly, those who are on the fence.
We've all had this experience. You come across a product that claims that it will address and solve our pain points. It looks like it has potential, but you are undecided between the other solutions you already use. Finding a way to cross this barrier is an excellent way for a product to gain new users.
The account creation phase is frequently an area that features a lot of user drop-offs. One solution is to use an onboarding video that gives users a peek behind the curtain. By allowing users to understand what will happen once they sign up, you can create enough interest and excitement to nudge them over the starting line.
Ideally, this video will clarify precisely what benefits they can expect by using your product or app. This kind of creative user onboarding also fosters transparency and trust.
As we've established above, video is excellent for engaging users. But you can go one further in your user onboarding by strengthening the customer bond by showcasing what your product is about.
There are several ways that you can do this, depending on how you want to connect with the user. For example, user onboarding videos with a sprinkling of humor can make a brand more likable and relatable. In addition, humor is a great way to disarm skeptical people, making it a popular choice.
Of course, cracking jokes is just the start. Millennials now make a large part of the buying public globally. That generation is more conscious than ever about the type of brands they support and engage with. So, if your product has an ethos or principle like, for example, transparency or responsible governance of user data, video is an excellent time to communicate this to your users.
Finally, some products are led by a visionary or leader that has a larger-than-life personality. Users can respond well to these magnetic personalities, and many brands have had great success in making these people visible.
You can use the same principle for your team too. Frequently, the team behind the product has developed a solution because it was a pain point they have experienced in their personal lives. Additionally, some companies choose to use specific developers to explain new features.
Again, this won't be necessary or even preferable for every product, but it has its place. It's all about brand loyalty and helping users relate to both the team and the product.
In the past, the user manual or instructional manual was a weighty tome that you needed to pour over to get any satisfaction from a product. Some people love this type of learning, but for others, it just won't work.
The next evolution of user instructions was an interactive, computer-based manual. Users could easily search and scan these help sections to find out how to get the most from a product. But, in this competitive software landscape, developers need to find and exploit any edge they can.
So, to acquire users during the onboarding stage, a series of product tours or product walkthroughs are vastly more effective. The beauty of having bite-sized chunks of video is that users can learn at their own pace. Additionally, they can pick and choose the areas that are relevant to their pain points.
However, video is most effective when used to supplement a broader onboarding strategy.
Getting users to use and interact with the product is still the most compelling part of the onboarding best practices. Giving users the theory is a great start, but most people learn best by doing. A digital adoption platform like Usetiful can greatly enhance successful onboarding.
Using a combination of tooltips, product tours, and onboarding checklists, you can guide your users towards getting the value from a product that will convert them into loyal and long-term customers.
● Replace or supplement the user manual
7 Reasons To Incorporate Videos in Your User Onboarding
#1. Demonstrate Your Products Value
There is an old saying in writing communities that goes, "Show, Don't Tell." This method works because it allows readers to connect with a story through actions and sensory details. And this concept can be applied to video too.When you need to get a user to understand why your product is valuable, one of the most direct routes possible is video. But, of course, it's worth mentioning that video should only assist in demonstrating product value. Instead, making clear how your product is helpful should be part of a holistic approach that begins with marketing and continues along the sales funnel.
There are several approaches that you can use to demonstrate product value. One of the most popular user onboarding videos is welcome videos. These are short videos that can play when the user first opens the product. In their ideal form, these videos will demonstrate to users the most valuable part of your product. Additionally, it will show them how they can use it.
Interaction is still the best way for users to get to grips with a new platform or software. Onboarding videos should never lose focus of this. So keep the videos tight and brief and highlight the actions or tasks that will push users towards engaging with the product and reaching their aha moment.
#2. Educate Users With a Product Demo
While a short and snappy welcome onboarding video is perfect for many products or services, others require something more in-depth. For example, if your product contains a suite of tools or requires multiple complex steps, a series of educational videos can work."How To" videos are one of the most viewed content categories on YouTube. The reason for their explosion in popularity is because they allow users to access information in bite-sized chunks. So, if you have a complex product, consider an onboarding video to educate users.
Additionally, it's worth remembering that users come in all shapes and sizes. Many of them will be tech-savvy and very familiar with how products and services are typically laid out, while others will not have that experience. So one vital feature of your video should be to help less experienced viewers get up to speed.
Finally, remember that if the user has gotten to the stage of opening up your product or service, it is because they have a problem that needs a solution. These can be major headaches or minor annoyances, but whatever they are, educational videos should be conscious of what motivates the user and show them a path to the solution.
#3. Retain Current Users
In the frantic rush to acquire new users, some products can neglect their current customer base. This can be disastrous. Acquiring news users costs time and money, but you can reduce the customer churn rate without investing too much capital by keeping them up to date with new features — or aspects of the product they are not aware of or don't use.Software development is a highly competitive industry. Users might begin to use your product because it addresses a particular pain point for them but neglect the other features. Worse still, the reason they don't use these features is because they are not aware of the full capabilities of your software.
So, consider fleshing out their awareness of what your product can do with videos that address some of the product or app's secondary or new features. You can approach this in several ways.
Firstly, you can leverage analytics that shows which features are being underutilized to display dynamic videos that help users get deeper into how the product can provide value. Or, you can use videos that are displayed once new features are added.
Whatever approach you take, the goal should be to capitalize on the user's interest in the product and demonstrate what else it can do. Make your users come for the aha moment, but stick around for the other features.
#4. Video Creates Better Engagement
The human brain processes visuals 60,000 times faster than text. As a species, we've been writing for about 5-6000 years. However, we've been using language for anywhere between 50,000 to 150,00 years. While the language centers in our brains are significant, 90% of the information transmitted in our brains is visual.
So, we know what the brain prefers. Again, text is still valid, but user onboarding takes place on a tight timeline. You've built your product, you've marketed it, and now you have the user's attention. Video helps you maximize the returns on your time and money investment by getting crucial information in front of the user.
While some still prefer a user manual or text-based user instructions, video will be more memorable and captivating for most. Additionally, users can follow along with the video while using the product — pausing or rewinding at their own pace.
#5. Get Users Over the Account Creation Hurdle
For users, there are a lot of products out there. Some of them are good, some of them are bad, but all of them make big promises. As a result, users have become more skeptical and suspicious of giving their time and sign-up details to a business.So, to help users over the account creation hurdle, consider a video that provides proof of concept. While this is similar to point #1 about demonstrating the value of your product, it targets a different type of user: expressly, those who are on the fence.
We've all had this experience. You come across a product that claims that it will address and solve our pain points. It looks like it has potential, but you are undecided between the other solutions you already use. Finding a way to cross this barrier is an excellent way for a product to gain new users.
The account creation phase is frequently an area that features a lot of user drop-offs. One solution is to use an onboarding video that gives users a peek behind the curtain. By allowing users to understand what will happen once they sign up, you can create enough interest and excitement to nudge them over the starting line.
Ideally, this video will clarify precisely what benefits they can expect by using your product or app. This kind of creative user onboarding also fosters transparency and trust.
#6. Showcase Your Brand or Personalty
Video is an excellent opportunity to establish the voice and personality of your product. While your service quality is what will determine the ultimate success of your product, brand loyalty results in user retention and higher spending.As we've established above, video is excellent for engaging users. But you can go one further in your user onboarding by strengthening the customer bond by showcasing what your product is about.
There are several ways that you can do this, depending on how you want to connect with the user. For example, user onboarding videos with a sprinkling of humor can make a brand more likable and relatable. In addition, humor is a great way to disarm skeptical people, making it a popular choice.
Of course, cracking jokes is just the start. Millennials now make a large part of the buying public globally. That generation is more conscious than ever about the type of brands they support and engage with. So, if your product has an ethos or principle like, for example, transparency or responsible governance of user data, video is an excellent time to communicate this to your users.
Finally, some products are led by a visionary or leader that has a larger-than-life personality. Users can respond well to these magnetic personalities, and many brands have had great success in making these people visible.
You can use the same principle for your team too. Frequently, the team behind the product has developed a solution because it was a pain point they have experienced in their personal lives. Additionally, some companies choose to use specific developers to explain new features.
Again, this won't be necessary or even preferable for every product, but it has its place. It's all about brand loyalty and helping users relate to both the team and the product.
#7. Video Can Replace The Instructional Manual
Well, not entirely replace it, but at least offer a compelling alternative that the majority of users will prefer.In the past, the user manual or instructional manual was a weighty tome that you needed to pour over to get any satisfaction from a product. Some people love this type of learning, but for others, it just won't work.
The next evolution of user instructions was an interactive, computer-based manual. Users could easily search and scan these help sections to find out how to get the most from a product. But, in this competitive software landscape, developers need to find and exploit any edge they can.
So, to acquire users during the onboarding stage, a series of product tours or product walkthroughs are vastly more effective. The beauty of having bite-sized chunks of video is that users can learn at their own pace. Additionally, they can pick and choose the areas that are relevant to their pain points.
Conclusion
Video is an excellent tool in the user onboarding process. You can use short and sharp videos to demonstrate the value of your product and educate your users in an engaging way.However, video is most effective when used to supplement a broader onboarding strategy.
Getting users to use and interact with the product is still the most compelling part of the onboarding best practices. Giving users the theory is a great start, but most people learn best by doing. A digital adoption platform like Usetiful can greatly enhance successful onboarding.
Using a combination of tooltips, product tours, and onboarding checklists, you can guide your users towards getting the value from a product that will convert them into loyal and long-term customers.