Product training videos or How-to videos are incredibly popular these days. Just rethink how you came across this post as an example! We broke down and analyzed Product training videos of Top 100 trending SAAS and came up with some very interesting statistics that when applied can help you optimize your videos, increase customer engagement and improve product adoption exponentially. Thus, increasing customer satisfaction and retention over time.
Feel free to use these statistics in any commercial or non-commercial capacity. If you use them, we require a link to Content Beta.
When it comes to a Product training video, it really doesn’t matter whether the voiceover is Male or Female voice. We realized an equal distribution of both. Choose according to the product and requirements.
More than 65% brands preferred human or AI-based human-like voiceover over Synthetic. It makes the video more engaging and takes the attention of the user.
Our analysis showed that there is more to product training videos than just simple how-to videos.
Customers may sometimes start showing no or little interest in your products. So how can you address this issue and sustain the engagement ?
By telling them how your product can be useful for them.
More than 50% of top SAAS missed out showing benefits to the end customers.
Imagine the number of leads lost because of this.
More than 55% product training videos did not include actors performing real life actions to solve a use case or problem. Even if you don’t include live action that’s completely ok.
Close to 50% of the videos were not even professionally produced and included no background music.
Most SAAS included Light instrumental music followed by Electronic music, Dramatic music and Xylophone sound.
What should you do?
Adding background music in the videos enhances the video effect and increases user retention and one must include it.
Choose the type of background music depending on the type of video and if you can’t decide on any, go for light Instrumental music. It gives a good vibe to listen and observe carefully along and helps in user retention till the video ends.
As per the analysis, the ideal length of a good product training video should range between three to four minutes.
Ideal video length: 3 to 4 minutes
CTA leads to?
We also tried to figure out how these Call-to-actions navigated the user to the website:
Opportunity being missed:
Nearly 50% of top SAAS brands missed on adding CTAs in their product training videos.
It is very important to add text to your product training videos.
More than 60% brands missed on adding On Screen text to the videos. If you haven’t included one, include it now.
Product training videos are majorly created using screencasts with a good voice over, background music and CTA.
Nearly 80% of top SAAS brands did not include Animation.
Product training videos do not require Animation. So you can save a lot of cost on this.
In simple terms, Product training videos do not require Storytelling as such.
If you are spending a lot of time framing the story for your next how-to video, do not do it.