Marketing training videos.
Aimed at customers, these assets illustrate how to use a product or service and are often public-facing. They usually live as online videos on Vimeo or YouTube videos, and can be a powerful tool for marketers focused on customer retention and relationships.
Internal training videos.
Typically, these are videos designed to instruct members of your team. Employee training videos are generally not public-facing, and most often live on a learning management system, or LMS, where an organization keeps training materials such as employee handbooks, onboarding materials, and other online training resources..
Partner training videos
Similar to internal videos, this learning content is aimed at an organization’s business partners. Like internal training videos, these are often stored and distributed via an LMS, along with other B2B or partner resources like webinars or PowerPoint presentations.
Each type of training video has different needs. “Understand your audience, the intent, and the distribution,” says digital producer Matt Monnin. “Am I training somebody on information or on action to perform? The purpose can influence how you approach it creatively.”
What goes into a good script.
The first step to a great training video is to distill the information and craft it into a script that will be the backbone of your content.
Read the manual.
Training videos are always based on some preexisting information that a company wants to give the audience. That information can come from a product manual or specifications document, an employee handbook or bylaws, or local laws and regulations.
When you make a training video, the first person you need to train is yourself, and you need to know the target material inside and out. “With a training video, you have to quickly become a subject matter expert,” says Monnin. “Otherwise, it’s going to be obvious that you don’t know what you’re talking about.”
After you’ve outlined the material to the best of your abilities, make it conversational. “I don’t want it to sound like I’m reading straight out of the manual,” says Alkhadher. “If people wanted that, they’d read it themselves.”