How to plan a (How-To Video) That Boost Audience Retention | Kramer Ammons | Skillshare

How to plan a (How-To Video) That Boost Audience Retention

Kramer Ammons, If you think you can your right!

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9 Lessons (22m)
    • 1. How to plan a (How-To Video) That Boost Audience Retention

      1:22
    • 2. How to capture an audiences attention

      1:27
    • 3. The Most Important Lesson

      3:18
    • 4. How to Open a Story Loop

      3:47
    • 5. Examples Of Opening Story Loops

      1:54
    • 6. Connect To Your Audience Emotionally

      4:19
    • 7. Make Your Content Manageable

      2:40
    • 8. Empower And Address Their Fear

      1:58
    • 9. Class Project

      0:52

About This Class

Do you want to learn how to create + plan a "how-to video?" This is a tough question because how-to videos are boring, but how do we make them interesting? How can we get the audience's attention while educating them? In the end, it is simple, yet difficult. We have to take a lesson from Hollywood on storytelling and apply it to our videos. This is simple when you understand the ends and outs of it, but difficult to do. In this class, you will understand a clear outline to make your "how-to" videos much better. You will learn how to gain your audience's retention to the last second of your video. You will also learn how to tell a story so that your audience will listen, understand, and have their life changed! This concept will leave you feeling confident about every single video you create while leaving your audience dying for more. Are you ready to create killer "how-to" videos? Let's do it! 

Transcripts

1. How to plan a (How-To Video) That Boost Audience Retention: how to videos are taking over the world. It would be a shame for you to put a lot of time, effort, energy and your mental information into a how to video and then have somebody click on it, just a click away within the first minute. There is a way there is a way to hold the audience's attention while teaching them how to do something that might even seem Monday. There is no point having somebody click on your video to just do not understand what you're saying. Or, even worse, just a click off of your video today. In this class, we're talking about how to make a how to video, how to make a tutorial video that people will actually click on, that they'll be interested in not only interested in, but that what you're teaching them will actually change them. They'll stay until the entire time and you'll improve your audience retention temple, like I did this is so important because people need your message. They need to know your skill. People are literally out there just waiting for you to teach them. Would you have in your mind and they just don't know where the information is, But you have that information. I'm excited that you're here. Thank you for being here. I fully believe that as a result of this classroom audience retention will go way up in turn, growing your business and getting your message out there. I'll see in the class. 2. How to capture an audiences attention : Microsoft did a study and found out that the attention span of a goldfish is nine seconds. So if me and a goldfish had a staring competition to see who could go the longest without blinking, the goldfish would win because the humans average attention span is now down to seven seconds. In year 2000 it was at 12 seconds, and our attention span is dropping and dropping, and member well, can't pay attention as long as a goldfish. As a matter of fact, something very interesting is going on right now. So if you're steel here and if you're not checking your in, serve em. If you're not on your phone that either I'm really good at catching your attention or you just are better than the average person with attention span and probably the latter is true because you're on skills or you're trying to learn. You're trying to better your life, and I applaud you for that. But the same time, I hope that I could catch your attention on what as well, and that is the goal. With video tutorials, we have to catch the audience attention in the very 1st 7 seconds of a video. How do we do that? What? We have toe open a stray hoop in their mind so that they have to have finished of the story . They stick around and they pay attention. Does exactly what we're gonna talk about in the very next video is what a story loop is and how to open it. 3. The Most Important Lesson: a while ago, I posted a video on YouTube and I got like, 12% out into attention. And I was like, Well, well, this sex because it looks like my mom's. Anyone who watched the video did not too long. Later, after tweaking some things, I posted another video and I got 70% out inter attention, which is basically 100% out into attention when you take the trolls out and everybody who had accidentally clicked on the video. So there is one thing I did one thing along. I did it that changed this percentage. It's kind of like if you change one thing in many areas of your life, you will improve. So if you want to get stronger and you start working out, you'll get stronger. Or if you want to get smarter, you could read books, watch skill share videos. So what we know is that small tweaks can lead to huge peaks. And so, with one little tweaker, one little change, our videos can land on years that will actually listen and pay attention. So what is that one thing for me? Well, that one thing is exactly what recovering in this course first. We know we have to capture the audience attention within the 1st 7 seconds of the video. But how do we do it? But we opened a stream. What is The story was giving part information, but not everything. So it's telling you that I have got one thing that I changed that dramatically changed my audience retention without giving you the result immediately. So it makes you feel like I need to know this result. I'm going to stick around to the very end now. This is exactly what people do in Hollywood to make movies. But how do we apply this tour tutorials? Our brains love to finish stories we think sequentially. So if something is started our mind, we feel uneasy and just not peace until we get the end result of a story. Here are a couple examples of that. Did you guys watch The Incredibles? The very 1st 1 And remember, at the very end of the movie, the under a miser comes up out of the ground and it looks like he's about to take over the entire city and the incredible steps out. And then the movie ends. What is that doing? That's opening the story. Look for the next movie. The exact same thing happened in the movie inception, when the top is spinning at the very image of spinning, spinning, spinning in your wondering is a top gonna stop spinning? Or is it going to continue? The suspense is just held just like that. It's just holding their their opening. The story looks that when that next movie comes out 1235 years later, whatever it is, whenever the sequel comes out to the movie, you're still want to finish that story. And that's why we rush to the theaters to go watch the movie to finish the story. So what we need to do in our videos at the beginning of our tutorial, open up that story loop where they don't get the result until the end. And this is the best, best, best, best way to gain people's audience retention. We have to open up a story, but the difficulty is this is what people have a really hard time with it, like Oh, that's cool in a movie, you know, like like Incredibles or inception, like two examples I gave you. That's cool, but but I'm teaching people how to make a kitchen table, or I'm teaching people how to disassemble a knife owner. I'm teaching people how to make videos. How do we open a story loop in that? And that's what we talk about in the next video. How to open a story loop in the mind of your audience to gain more audience retention. 4. How to Open a Story Loop : there is multiple different ways to open a story loop. So I'm going to give you a list of different ways so that if you're ever stuck or you're trying to make a tutorial video how to video, you're like, I don't know how to start this video. You can look at this list and it will be a really good guide to give you creative ideas to start the beginning of your video. We have six different ways. You can open a story loop in somebody's mind at the beginning of your tutorials that they'll stick around to the end. The very first way is to start with statistic. Start off giving a statistic something like this. Did you know that 70% of Americans are living paycheck to paycheck in the 30% that aren't living paycheck to paycheck have a habit that the 70% do not have? I'm gonna tell you what the habit is of the 30% who have money so that you could be like them and not have to worry about your finances ever again. There's an example. Let's give another example. Did you know that 90% of people editing and final cut pro only know 20% of the futures and that 80% of people editing and the adobe sweet only know 3% of the features they have. Well, today I'm gonna show you the unknown features of these editing software so you can edit like no one else can. Now, I just made up the statistics. Don't don't quote me on any of that, but I bet both of them are very similar to being true. But that's what we want to do. We want to open the street up in their mind. They're like, What is the habit? I hate being broke. Were there like, I want to add a cool videos and yeah, I feel like I know nothing about this software and I feel like everybody else. It's so complicated. Show me the behind the scene features that make my videos look fantastic The second way, The second way we can open this troop in people's mind is by hitting a pain point. And this is we see this in a lot of commercials. Where starts off saying Are you experiencing this? Are you feeling this? You may have in some not even know it. You may be laying in bed every night, not being able to go to sleep. I have the solution for you. What you need to do when you hit the pain point is really, really late with the person in a realistic way. So it's like, Have you ever mess with your camera settings? And it just looks terrible. I'm gonna show you a sure way to set your camera's settings up so that it looks cinematic. So that's a way you can relate with them is by hitting that pain point in their life. And this is similar to the statistic. Were still kind of hitting a pain point with us with a statistic, but you can do it without using the statistic. You relate with them on the level of their pain, and you want to have the actual solution to your pain because if you don't, you're just gonna lose the trust of your audience. But if you actually have the solution, you can enter that pain point the beginning. Iger tutorial and say, By the end of the tutorial, you will be able to overcome this pain. You would be able to know how to do it, and it doesn't have to be like a physical, you know, physical pain point. It can be like them. Oh, my lawn. It doesn't look great. You know how you mow your lawn or a technique for anything. It's identifying with your audience what they want to improve on at the very beginning of your video, because then they know what they're going to expect, and now they have to know your solution to their problem. The third thing is to start with an aspirational identity. What is this? What's an aspirational identity? Well, it's what we want to be or who we want to be. Instead of focusing on the pain, you're going to focus on the positive and who they can be if they follow the steps of your tutorial. Here's an example I could tell you, like I'm gonna show you how the light your videos perfectly with natural window light. So you get a cinematic look at everybody once. Well, that's an aspirational. That's something that one. I want to know how to do that. So it's something you're telling your audience that you already know they want, and you're just gonna give them what they want, and that's the goal. But since you make that known to them, that's what they're getting. By watching this video, they're going to stick around for the whole video. 5. Examples Of Opening Story Loops: The fourth thing is to start with a how to question. Have you ever wondered how to get more time in your day? Have you ever wondered how to get the attention you deserve? Have you ever wondered had to find your purpose in life? Have you ever wondered how to not be a slave to your phone? Have you ever wondered how to make the perfect desert? Have you ever wondered how to make a video tutorial so that people well, listen and pay attention to the very end secrets of the experts? Hollywood video editors have techniques that make their films look better and different than all of the amateurs. And today I'm gonna teach you the secrets of the experts in the industry that opens that story loop. I wanna know the secret today I'm going to show you the secrets to creating a video tutorial that will be watched and that people will stick around until the end because what you're offering them is actually important for them, and it's actually worth their time. But they don't know what's worth their time. Yes, So I'm gonna teach you the secrets of how to keep them around until the very end. Number six This one is more of a sentence. You can plug in what you want them to know. So if you are, and then there's a blank and you could feel that blank in you are, and then give him the desired result. So if you are a videographer, you are in the right place because today you're gonna learn how to improve your films. 10 ful coming up without on the spot. But you see how you can feel that it. If you are a Gardiner, I'm gonna teach you how you can have the best green thumb on your block. Does that work the sentence? If you are an auto mechanic, I'm going to show you five tips to get more clients and fix the vehicles faster. 6. Connect To Your Audience Emotionally : in a tutorial. It's really easy to just give them the how to, but we also need to focus on an emotional connection. We as humans work through emotion, and that's what we're looking for. You know, when you washed a really cool film, you have a feeling we're not just sitting back enjoying a film because of the cool shots, but we're enjoying it because of the feel. It gives us the emotional connection it gives us. That's what we want to do in these tutorials. We have to connect emotionally with our audience in the very very beginning and how we open those story loops all those six ways. Those are ways that we can connect emotionally with our audience because we moved by emotion. That's what causes us to act. Facts are cool, but emotion causes us to act. Now. Some people need more facts, toe act on things, and some people are more emotional. That's very clear, But emotion moves us. You know, an emotional movie makes us cry. It's not a statistic like half half the world is under published and needs food like, but there's no connection with that. But if you show me a story of a little kid who has to go work slave labor forever, just to get one little bite of rice a day. Now that's an emotional connection, and that's that's an extreme example. But we've got to create that emotional connection with our audience member starting outer tutorial videos If we want them tow watch throughout the entire video. If you're anything like me, you don't just want to make a tutorial video. You want to make a video that actually makes a difference in people's lives. You're not wanting just to give use for the numbers. You Actually, I want to see people change. You want people comin back to you. You don't want people whatever it is, whether you're building a course or a class or just a how to video, you want people to actually be able to do what you're teaching them, so it's our responsibility to give him every tool possible to do that. And one of those things is creating an emotional connection with them. You're already really, really good. At the practical level, if you're teaching how to videos, you practically already know how to do the task where the thing you're wanting to teach them. But the emotional side is such such a hard thing for us to grasp. It's such a hard thing to figure out how to give an emotional connection. How, how, How can we given emotional connection? Well, you want to relate with them In the beginning, after your first story loop opening, you want them to say, That's me? You want them to say I understand you want them to say, like the way you're feeling is the exact same way I'm feeling. I've been frustrated about how to work my camera for so long, and I understand that frustration. Now I know I'm going to get the solution to my problem. You know, my editing software keeps crashing. Keep using videos of heading south running cameras. But if you're doing how to tutorials, I'm assuming you're like me and use this sort of equipment fairly often. But I want to make sure you guys understand this. I want to make sure you know that 1st 7 seconds of the video you need to get your audiences attention. How do you get your audiences attention? You open a story loop if you remember it was one of those six things. But if you use something like a statistic and it's just plain or use a pain point or something that doesn't have emotion attached, UNITA attached the emotion to the end of it. So if you're using Instant a statistic saying that 70% of Americans are living paycheck to paycheck that I like Okay, cool. But you have to connect that to the individual. So maybe you are part of the 70% and maybe you would like to never worry about money again . I'm gonna show you how to never worry about money again in your entire life. Connect him emotionally. If your intro where you open the story loop does have an emotional connection attached to it, you can leave it. You don't want to say too much in the beginning before you get to the meat. Everything I told you so far is probably your 1st 30 seconds or less of your video, maybe the 1st 15 for most of us. But this is the most important part of the video because people judge your entire video by the first few seconds. Our attention spans are so small. This is very important and you have toe open the story loop and create the emotional connection in the very beginning of your videos and people will stick around and they will listen and they will watch, and they will have their lives changed by you if you do this correctly. 7. Make Your Content Manageable: all right, we've got the most important part of the video. Done. The intro. The best part, the part that's the most difficult. The part where you almost have to write a script and plan out exactly what you're gonna say , because it's that important. But now we got to move into the meat of the video, planning out the video and how to video. So what's what's in the middle? What we do in the middle. That's the how to have such Victoria Park and our minds think sequentially, as we mentioned eat earlier. And so if you could break it up into three parts or five steps, but I would recommend three steps because it's easier to remember. So I'm gonna build a table. My first step is gonna be to build the legs. My second step is gonna be to build the tabletop on. My third step is gonna apply the finish Step one step, two step. It seems oversimplified, but it helps people remember. So if you're gonna, you're gonna teach people how to use a camera the 1st 2nd and third steps you're gonna want to set your shutter speed your eye. So when you're after you're gonna want to set those three things. And so you want to break it down into three steps? People can remember sequentially what it is Now, this is this is your part. This is for you guys. You are good at this. Your masters making tutorials on how to use. I'm showing you how to make people understand how to make them listen. You're already an expert in your field, so go do what you're good at, but break it down for them so that they can easily understand it. And you can actually change who they are. You can change the information. They know they can actually have results in the let you know, like thank you so much for teaching me how to do this. You know, if you've ever gotten a message like that, it's awesome to know that you're actually helping people out. You've got their attention captured in the 1st 7 seconds of a video and then you opened a story loop. So now they really want to pay attention for the rest of the video. And not only that, you created emotional connection, so they're going to stick around another thing you want to do is to tell them where you are taking them. Give him the three step will review. Before you go through the three steps, say we're gonna break this table down into three steps. We're gonna build the legs. First, we're going to build the tabletop, and then we're gonna apply the finish. And you can even put time stamps in your video for that so that people like I build table legs and guess what? I built tabletops, but I don't know, apply Finished. They could get to it. It's not a bad idea. If your tutorial especially exceeds 10 minutes, then you can get people watching. But they don't have a watch through the whole thing to get what they need in the value from you. So tell them what they're going to get beforehand. You know, I'm gonna teach you how to do X y Z, and then, secondly, put time stamps. If it's a longer video tutorial, remember to do those two things, it will help with your audiences retention 8. Empower And Address Their Fear: Now you finished your tutorial. How to And it's starting to wrap up and people often leave at this moment, but we want to keep him to the very last second. So how do we do that? We have to empower them. They've watched your video, but they haven't done the actions yet. Most likely, most people don't watch the first couple seconds of the video and then go work on something and then come back. Normally, people watch a video through it and go try to do it. So they're getting to the end of the video. What do they need? They need motivation and empowerment, and you can address their fears. Know why they might be scared to do it? No, no. Why? It might be difficult to do whatever you instructed them to do and tell them like, Hey, you're gonna probably run into a problem. But if you stay positive, you will figure this out. You know, it might seem cheesy at times to, like try to pump people up like that. But it does matter. People do care. People are motivated. You already have that emotional connection with him. You already built that trust with them, so they're gonna be listening to you. They're paying attention to what you're saying. Close it off at the right time. Don't drag out your how to do. Don't dry out your tutorial video, but closing fast. But before you close it off, address the biggest fear and address the biggest problem with accomplishing the task you taught them to do and more than be real with them. Tell them straight up. If it's something that's hard to learn, be like, Hey, this might take you a couple of days, but put your time and focus work hard. That's what this tutorial is right now. This story telling this story through tutorial. It's not easy. It takes planning. It takes time. It takes effort. It's not going to just come out of most people. Some people get it faster than others, but I do promise you if you focus on story. If you focus on opening the story loop, making an emotional connection, t teaching them throughout the tutorial as quick as possible, but including all the information they need to change. And then if you motivate them and then you empower them at the end. I promise you you will get a greater audience retention. And that's how you close out a video just like I did for this video. You will came or I intra tension. When you do these steps, go do it. 9. Class Project : It's time for your guys project. I want to see your video tutorial. I want to see it in below In the project section. Leave your video tutorial down below. I will watch every single one down there. I'll leave you my feedback. What? I think you can improve on and plus the community of everybody around here, so die. So they're gonna help you out with it. Thing is kind of fun, X. I just made a tutorial on how to make towards This is my project to lead me feedback down below. If you have any other ideas or any tips, share in the comments section and leave your project. So I want to see your project. I want to see your skills and I want to learn something from you. You have something shared of the world, so leave your project down below. I think you guys were watching. I really enjoyed making this tutorial. Let me know if it impacted you in any positive way. I'll see you guys in the next class.