Educational videos are meant to provide information to viewers, but they need to do it in an interesting and compelling way! They use certain narrative resources (like interesting graphics and a well written script) to get the audience’s attention and combine them with interesting topics their target audience will find relevant. A brand that employs these videos correctly will have its audience start seeing them as a reference in their industry, which will definitely help in building brand trust.

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• It shows a visual, step-by-step walkthrough on how to best use the product (when the images just don't cut it).

• It reassures leads that this information will be easily accessible for them when they buy from Ikea.

• This type of demonstration video can also be used in webinars, training or customer support.