Last updated on 1st December 2023
Onboarding is the educational journey a customer experiences the first time they interact with your product or service. When executed effectively, it sets a positive tone, demonstrates value, boosts retention, and drives profitability.
In 2020 we surveyed 216 users to understand how onboarding shapes their experience, how brands perform in this area, and what improvements are most needed. Below we share five compelling statistics that highlight the impact of onboarding videos and offer actionable tips to help your brand harness their full potential.
91% of people have watched a video to understand how to use a physical product better
Imagine receiving a new gadget—whether it’s a vacuum, lawn mower, or a piece of furniture—and immediately looking online for a concise video walkthrough instead of digging through a bulky manual. A Dyson demo on setting up its Smart Ball upright vacuum or a PlayStation VR setup guide illustrate this trend.
These videos provide a quick, pain‑free learning path that lets users start using their product almost instantly. For companies, clear visual guidance reduces returns and negative reviews, directly improving retention metrics.
Maintaining an up‑to‑date video library is essential, especially for brands that launch new models frequently. A timely update prevents frustration caused by outdated instructions and ensures customers can enjoy their purchase right away.
74% of people have watched a video to understand how to use a new app or website better
Digital tools—software, mobile apps, and web platforms—present their own learning curve. Users often struggle to locate core features, which can hinder adoption. Video onboarding, especially screen‑recorded demos, guides users through real‑time interactions.
For instance, QuickBooks Online’s introductory video walks new users through essential functions, helping them navigate the interface confidently and reducing the volume of support queries.
97% of people think that video is an effective tool to welcome and educate new customers
This figure underscores the universal appeal of video. Beyond welcoming users, onboarding videos add tangible value, lower dissatisfaction, and can raise retention rates.
Asana’s six‑minute introductory clip covers projects and tasks, eliminating hours of potential frustration. McDonald’s animated onboarding video teaches customers how to order via its app, highlighting additional features such as menu details and feedback options.
When crafting your own video, empathize with the user’s first‑time experience. Identify moments of confusion—perhaps through live testing or consumer research—and address them directly. This focus ensures the video feels warm, clear, and genuinely helpful.
When asked how they feel companies could improve re. onboarding, 69% of people say that they feel more video should be used
Customers are not just asking for videos—they’re demanding them. Apple’s quick tutorial on enabling Voice Control demonstrates how visual instruction can replace static manuals, offering instant, actionable guidance.
The same principle applies to physical products. Starbucks’ pour‑over coffee guide showcases how a video can educate users on new experiences while subtly promoting brand engagement.
Before launching your first onboarding video, strategise thoughtfully. Decide whether screen recordings, live‑action, or animation best suits your product. Pay careful attention to script, voice‑over, music, and visual style. If in‑house resources are limited, partnering with a production studio can accelerate high‑quality output.
Shameless plug: If you’re interested in creating an onboarding video to get your customers up and running faster, reach out. Explore more on our onboarding videos page.
65% of customers say video is their favourite way to get to know how to use a product or service
Consumers consume an average of 19 hours of online video per week and are twice as likely to share video content than any other format. This preference is especially strong for onboarding when videos are short, engaging, and informative.
IKEA’s AR “Create Your Space” demo illustrates how video can demystify emerging technologies. Besides onboarding, such content doubles as marketing material, attracting new users through social and email channels.
Sometimes a video alone isn’t enough. Complementary assets like coach marks, modals, or tooltips can reinforce key actions. For a deeper dive into onboarding tactics, consult our ultimate guide to onboarding users with video.
Wrapping up
Onboarding can take many forms—manuals, live demos, walkthroughs, images, printed instructions, or videos. A growing number of brands now leverage video across email, website, FAQ sections, and social platforms.
Why do onboarding videos work so well for physical products, digital tools, and service companies alike?
- Visual storytelling: Consumers prefer dynamic, contextual content over static manuals.
- Marketing & sales leverage: Videos give you control over the first impression, introducing features users might otherwise miss.
- Support load reduction: Clear videos cut the need for phone or email assistance, benefiting both customers and reps.
- Proven ROI: The five statistics above, coupled with widespread video engagement, confirm the business impact of onboarding videos.
For more data, download our comprehensive research report. To explore how onboarding can optimise user retention, read How Onboarding Optimises User Retention.