Using DIY Videos to Drive Enormous YouTube, Facebook Views
Answers to your 'How-To' YouTube and Facebook videos questions
Generating views for your online DIY video tutorials
Even though 'how-to' online tutorials have been among the most searched for terms on the Internet for years, in 2018 that didn't shown signs of slowing down any, as billions of searches continue to be performed in relationship to people looking for ways to solve various problems.
In this article we'll look at the top performing videos on YouTube and Facebook in 2018, and insights into how the top categories of interest can be used by video creators to generate a lot of views and revenue from their content.
The major thing to keep in mind is to add a little twist of your own to differentiate from other video content creators. This doesn't mean we have to create something entirely new, as the twist could be the personality we may have or the way we deliver the content.
Evergreen ideas remain important with online video content
I want to start with the fact that even though we're talking about 2018 in this article, without a doubt online video tutorials and 'how-to' content will remain popular for many years into the future.
The subject matter in the videos may change, but just about every area of interest there is out there attracts new people all the time. There will be a never ending supply of people that have an interest in learning something new in a large number of categories.
While the categories of interest will change from year to year, the desire and need to learn new things won't. With that in mind, let's look at the top performing YouTube and Facebook videos in 2018 and what we can learn and apply to our own video content.
How YouTube online video tutorials performed in 2018
According to Tubular Insights, how-to videos accounted for 42.1 billion YouTube views in 2018. The number of tutorial videos uploaded to YouTube in 2018 were 5.5 million, with an above-average platform engagement rate of 1.5x.
Tubular Insights broke it down this way. Those considered influencers easily accounted for the majority of how-to video views, generating 38.3 billion of the total. Next were publishers from media and entertainment, which generated 1.2 billion views, and finally brands, which produced about 961 million views.
Don't be put off or intimidated by the influencers numbers. It doesn't necessarily mean the influencers all had millions of followers. The key thing to consider there is the size of the market and the loyalty of your followers. You could have just a few thousand followers in a small niche market and do very well on views and revenue generated.
As for the length of time of the videos uploaded that attracted the most views, those in the 2 minute to 5 minute range, and the 10 minute to 15 minute range, were almost the same, with the 2 to 5 minute range generating a little more views.
The instructional video hit leaders for YouTube in 2018 for length were those in the 5 minute to 10 minute range, attracting 13.2 billion views.
I find it interesting that how-to YouTube videos in the 2 minute to 15 minute range accounted for over 35 billion of the 42.1 billion online video tutorial views. Videos that were 15 minutes and longer ended with 4.6 billion views for the year.
It appears to me that there will have to be some experimentation in the same subject matter to reach the best viewer results. It's possible that individuals, influencers and companies created videos in all the various time lengths to meet consumer time demands. The point is if you want to focus on one video type, than the 5 to 10 minute time length is the most attractive to YouTube viewers looking for answers.
Taking into account the top 50 videos in the online tutorial category on YouTube, 22 of them targeted lifestyle content, 13 of them were associated with food and drink, and 15 of them focused on DIY, or do it yourself categories.
Length of 'How-To' YouTube videos in 2018
3 of the top 10 YouTube How-To videos for 2018
Looking at the top YouTube videos for the how-to segment in 2018, I want to show how different they were, to show they can cater to a wide number of people.
DIY Life Hacks! How To Get TRENDY With These Awesome DIY Hacks
The first is DIY Life Hacks from Blossom. This is a simple video that includes a variety of DIY arts and crafts can done with children. I think what was especially attractive was the way the video was produced and projects chosen, as they were easy, simple and quick. The last time I looked the video had over 43.5 million views. This video is just over 17 minutes long.
DIY Life Hacks! How to get TRENDY with these awesome DIY hacks
30 Ideas on how to plate food like a chef
Next is 30 IDEAS ON HOW TO PLATE FOOD LIKE A CHEF. This has produced over 19 million views, and it shows a variety of ways to plate food. It includes some egg recipes, ideas for apples, and ways to carve up fruits and vegetables. It's between 16 minutes and 17 minutes long.
30 Ideas on how to plate food like a chef
A SEAL Team SIX member reveals how to escape a lidnapping
Up next is a totally different type of tutorial video called 'A SEAL Team SIX Member Reveals How To Escape A Kidnapping.' It has about 11.5 million views.
I included it here to show how we can't assume what will or won't work with online video tutorials. If it's something are interested in or need to know about, it will attract a lot of viewers.
This video is only a little over 8 minutes in length.
Video on how to escape a kidnapping event
How Facebook video tutorials performed in 2018
One thing that is immediately noticeable about Facebook video tutorials is there weren't near as many as there were on YouTube, and the top how-to videos were of a much lower duration.
Facebook online video tutorials generated approximately 27.4 billion views in 2018, about 15 billion less than YouTube. Of those videos, those attracting the most views were from 30 seconds to 5 minutes in length. That range accounted for about 23.6 billion of the overall views.
Videos in the 30 second to 2 minute range generated 14.3 billion views, with those in the 2 minute to 5 minute range producing 9.3 billion views. Sandwiched on either side of those were 1.3 billion views with videos up to 30 seconds long, and another 1.9 billion views of videos in the 5 minute to 10 minute range.
I assume the major factor there is the scrolling nature of Facebook and the tendency for users to move from one thing to another quickly. I also think a video tutorial on Facebook would have to be much more relevant to the viewer in order to attract engagement and disrupt the way Facebook content is consumed.
As for influencers, they generated 6.9 billion views, publishers from media and entertainment had 18.8 billion views, and brands accounted for 690 million views. Some of my business contacts told me Facebook was inferior to YouTube and other social platforms for branding videos. Some of them said they abandoned Facebook altogether because of weak results.
Looking at the 50 top tutorial videos on Facebook in 2018, 18 offered lifestyle video content, 19 produced food and drink videos, and 13 focused on DIY videos.
3 of the top 10 Facebook How-To videos for 2018
Similar to YouTube, Facebook online tutorial videos represented several categories of interest. We'll look at three of them in this part of the article.
The first one is 'How to deal with stress at work.' This one deserves to be discovered, so I won't say too much about it. But to give an idea of simplicity and compelling subject matter, you have to see this short video clip.
It generated an enormous 181 million views, and was only 21 seconds long. It also had about 1.5 million shares and 553,000 comments when I last checked.
How to make cheesesteak stuffed peppers
Wanting to include a recipe theme, here's one called 'How To Make Cheesesteak Stuffed Peppers,' which of course speaks for itself.
It's very well done, includes quick steps that pull the viewer along, and it's all done in under 50 seconds. It has attraced over 80 million views and has 1.9 million shares and 108,000 comments.
How to self-rescue if you fall through ice
Next is the important subject of 'How to self-rescue if you fall through ice.' If you live in the North you know how important this is to know.
The 1:42 video provides the solution for what to do if you fall through the ice into a body of water. The fact it generated a monstrous 58 million views shows a lot of people wanted to know what to do under these circumstances. Keep in mind that these videos are seen around the world, and the subject matter is relevant to millions.
It has produced a little over 1 million shares and 38,000 comments.
Showing and telling
The strength of video in the how-to or tutorial segment is its ability to both show and tell. Some people learn better in different mediums, and when you are able to include more than one, it attracts more interest.
As you can see from the results shown above, YouTube tends to attract viewers with a longer attention span, while Facebook is better with those with shorter attention spans.
Part of that, in my opinion, has to do with the platforms and the expectations of the users as they interact with them. For me, when I use Facebook, it would take a very specific and targeted thing I'm interested in to spontaneously watch a video. On the other hand, when I'm using YouTube, I tend to not only watch as specific video, but look for other videos I'm interested in. I'm also ready to consume longer videos as well.
Of course we have to understand the 'how-to' video segment is different than other market segments, so consumption expectations are obviously different than other categories.
When looking for solutions to specific problems, most of us don't want too much information that takes a long time to consume.
How-to videos are becoming an increasingly important part of the way we learn solutions to specific problems we seeking answers for. Some videos are created for the purpose of answering one problem, while others, even though focusing on a specific topic, can show a variety of ways to solve various problems.
The first YouTube how-to video of 'DIY Life Hacks!' is an example of that. Others like the self-rescue after falling through the ice video is an example of covering one specific topic and the solution to that issue.
These top performing videos in the how-to or online video tutorial market segment underscore the importance of targeting a specific audience or market and creating content for it. We must understand the market and develop content that provides answers for the solutions to their problems.
Even though these are some of the top YouTube and Facebook video producers in the 'how-to' category, all of us can provide content that caters to the specific audiences we're trying to reach.
Again, the key is to add a little twist or look for places that different areas of interest intersect, to create a new area of interest others aren't aware of or are serving. This is where you can dominate, build a business around, and produce some decent revenue.
The strength of video is you can show and tell in regard to how-to tutorials, and those that find the long-tail niches not being served or served well, will be able to build a long-term, sustainable business they can count on for the long term.
Just don't get complacent or think someone else won't compete against you. Keep looking for better ways to provide solutions to your viewers and you should remain a long way ahead of your potential competition.
Last, remember that the key differentiator that no one can compete with is you. Many so-called influencers don't really offer much different video content and solutions than others. What they have is themselves and being considered trustworthy to their followers.
No one else can be you. Find the right market you have answers for, provide quality content, and allow who you are to shine through. Few people can compete with that.