Go Beyond Reviews! Use Tutorial Videos to Retain Loyal Customers
Author: Head of Creative, Height Media | Topic: Content Optimisation
A successful KOC booking campaign is like cooking a delicious meal.
-
Drama is the seasoning: it stimulates curiosity and draws viewers in.
-
Review is the main course: it presents the product invitingly.
-
Tutorials are the dessert: they leave a lasting impression and make customers want to return.
Many brands spend heavily on drama and reviews but neglect Tutorials, attracting customers but failing to retain them (Low Retention).
Analyse Each Role in the Matrix
1. Drama (30%): Attract Likes
-
A KOC Performs a Skit: "A demanding mother-in-law criticises her daughter-in-law for leaving the floor dirty".
-
Purpose: This type of video can trend easily, helping a brand reach millions of people. At this stage, however, customers are not yet interested in the product; they are watching for fun.
2. Reviews (40%): Close Sales
-
A KOC Films a Close-up: "A solution for a demanding mother-in-law: Robot Vacuum X cleans the floor spotless".
-
Purpose: Turn curious viewers of drama videos into buyers.
3. Tutorials (30%): Care and Repeat Purchases (Important)
This is the part often overlooked. After purchasing, customers frequently do not want to read the instruction manual.
-
A KOC Films a Video: "3 Robot Setup Tips to Stop It Falling Down Stairs", "How to Clean the Filter So the Machine Lasts 5 Years".
-
Purpose:
-
Help customers use the product more effectively $\rightarrow$ Greater satisfaction $\rightarrow$ Fewer returns and 1-star reviews.
-
Customers feel that the Brand cares and provides attentive support.
-
Tutorial videos are saved and shared frequently, helping the video remain useful over time (Evergreen Content).
-
The Content Bundle Booking Strategy
Instead of booking 3 KOCs for 3 different tasks, book 1 KOC producing a complete Series of 3 videos:
-
Video 1: Drama (a situation involving a problem).
-
Video 2: Review (the product solves the problem).
-
Video 3: Tutorials (expert tips for using the product).
This approach maintains a continuous emotional journey for customers and gives the KOC a deeper understanding of the product.
At Height Entertainment, we always encourage brands to book this Series package to optimise costs and results.
