Do-It-Yourself (DIY) videos are exploding in popularity and it’s no surprise why. Video content is easy to consume.
How-to videos are taking over our social media feeds. There are entire online channels like Tasty and Tastemade dedicated to producing bite-sized videos. There’s even an entire TV network that’s home to a smorgasbord of DIY shows. From decorating to upcycling and entertaining, we’ve never been hungrier for snackable DIY content.
Today, the average person has an attention span shorter than a goldfish. So short and sweet DIY videos draw an audience and keep them coming back for seconds, even thirds. But DIY videos do more than just attract people who are hungry for information. How-to content also helps sustain and recapture brand loyalists by building a culture of continuous learning within and around your brand.
That’s true whether it’s user-generated content showcasing the health benefits of a natural product or an influencer video that teaches how to incorporate a natural ingredient into a crowd-pleasing recipe. DIY content generates interest in your business by appealing to your audience’s can-do attitude and healthy lifestyle.
1. Know Your Audience and Create Crave-Worthy Content
DIY video can showcase your product and satisfy your audience’s passion for inspiration. In general, brevity is best. Use of creative angles, music, text, styling, and other elements that appeal to viewers is a given.
But, I also encourage firing up their curiosity by becoming curious yourself. Brainstorm. Seek out innovative ideas. Try to see your product in different use scenarios. Ask purposeful questions and encourage viewers to respond to your videos. Producing DIY video doesn’t have to be expensive or complicated. But it must satisfy your audience’s desire to learn, create and share. Choose topics that whet your audience’s appetite and directly feed into their interests.
So first and most importantly, know your audience. Who are they? What do they like? What problems do they want solved? What kinds of videos do they watch and share? Ikea’s 25-minute ASMR video might not appeal to everyone but it hits a chord with its college bound audience.
People naturally crave information — your job is to find your audience and to then find the best way to deliver the information they want to them.
Part of this challenge is choosing the right DIY topics that will attract your audience and keep them hungry for more.
For example, come up with clever ways to showcase natural ingredients in a classic recipe like OneKreate did showing how to make Chicken Piccata the healthy way.
Using an easy-to-follow approach, it teaches health conscious audiences how to make a healthy, light pasta that’s just as delicious as cholesterol-loaded favorites like Penne all Vodka or Fettuccini Alfredo.
And, as much as I love indulging, I try to eat clean – at least 75% of the week. I spend a good portion of my downtime learning about natural products and finding interesting ways to integrate them into my diet and lifestyle. I’ll use my favorite fruit, the pumpkin as an example.
For most of my life, I thought this delicious, starchy, orange fruit was a vegetable. I was looking for a healthy pumpkin pie smoothie recipe and came across an amazing DIY video that taught me to stop thinking about pumpkins as vegetables. It also taught me how to make a sinfully good, guilt-free dessert drink that was a healthier alternative to my all-time favorite pie.
Pumpkin is one of those unique seasonal foods (like peppermint or eggnog) with a cult-like following. Around the time the leaves change colors, pumpkins start conjuring images of jack-o’-lanterns, spiced lattes and fresh out of the oven desserts. As someone who has spent hours watching creative people make all things pumpkin— organic food pioneer Kristina Carrillo-Bucaram’s FullyRaw Pumpkin Pie Cheesecake first comes to mind—my main takeaway is that there is no limit to original ideas on the Internet. My second takeaway is that there are many opportunities for natural food retailers to join forces with DIY influencers who are aligned with their brands.
2. Think Big Even if You’re Small
As a natural brand or retailer, you should think big to break through the limitations you’ve set. You must understand your audience and how to inspire your niche of DIYers. You inspire them with your creative ideas. Over the years, I’ve seen a wide range of how-to videos posted by brands, influencers and people like me on the web. Videos, for example, posted by passionate beer drinkers who turn pumpkins into beverage coolers. Or consider Siggi’s, an Icelandic style yogurt brand inspiring breakfast lovers to do more with yogurt via a series of how-to videos on its YouTube channel and website like DIY Banana Almond Overnight Oats.
3. Out-Cook the Competition
And never forget to keep an eye on the videos your competitors are posting. What lessons can you learn from their successes and failures? How can you apply those lessons to your own DIY video strategy?
While DIY videos can vary in cost and complexity, how these videos get made and what they feature is ultimately up to you. So, put your creative hat on and start looking for inspiration everywhere. Don’t lose your unique flavor, and you’ll find your secret sauce to success.
Tere Robinson is Managing Director of the Atlanta and Bentonville offices of OneKreate, a CreativeDrive company.