In the world of digital product creation, few methods are as impactful as the “over-the-shoulder” video. This classic teaching style allows you to show your audience exactly how to solve a problem, step by step, with real-life examples. Imagine walking your audience through a process as they follow along, watching you do it firsthand. That’s the power of an over-the-shoulder product. Let’s dive deeper into why this style works, its benefits, drawbacks, and how to leverage it for fast content creation.
What Is an Over-the-Shoulder Video Product?
An over-the-shoulder video is exactly what it sounds like—you record your screen (or yourself) while you perform a task or process. Whether it’s setting up a website, editing a photo, or even executing a marketing strategy, your audience gets to watch you perform the action in real time. This is different from traditional teaching methods where you tell someone how to do something; instead, you’re showing them every click, every step, and every decision you make.
Why Over-the-Shoulder Videos Work So Well
One of the biggest reasons over-the-shoulder videos are so effective is their depth. You’re not just offering high-level advice—you’re taking your audience through the entire process, addressing details they might otherwise miss in a written guide or lecture.
Additionally, this method builds a strong connection between you and your audience. When people watch you work through problems, they gain insight into your thought process, which helps build rapport and trust. Over time, this trust makes them more likely to return for future content or make a purchase.
The Pros and Cons of Creating Over-the-Shoulder Products
Like any method, there are pros and cons to using over-the-shoulder video creation.
Pros:
- In-Depth Learning Experience: Over-the-shoulder videos provide a thorough, hands-on learning experience, making it easier for your audience to grasp complex concepts. The step-by-step nature of these videos allows for real-time learning, eliminating confusion.
- Authority Building: As the creator, you establish yourself as an expert in your field. Your audience sees you solving problems, making decisions, and demonstrating your expertise. This kind of transparency can greatly enhance your authority and credibility.
- Engagement: People love watching real-time content. It makes the learning feel personal, almost like a 1-on-1 coaching session. This boosts engagement, making your audience more invested in your material.
Cons:
- Time-Intensive: Unlike written content or audio products, over-the-shoulder videos can take longer to produce. You need to prepare, record, and edit the content, which can become a time sink if you’re trying to pump out material quickly.
- Lower Profit Margins for Low-Cost Products: If you’re charging a lower price point for your product, the effort involved may not be worth it. Over-the-shoulder videos can require a significant time investment, which is fine if you’re selling a high-ticket item. However, if you’re pricing your product under $20, it might not justify the work.
When Over-the-Shoulder Videos Make Sense
An over-the-shoulder video product can be a fantastic solution when you’re already working on something. Suppose you’re completing a task that others would find valuable—why not record yourself while doing it? This way, you can transform your everyday work into a digital product without much extra effort.
For example, let’s say you’re setting up an email marketing campaign. As you create the campaign, record your screen. You now have a valuable tutorial that could be sold as a course, without spending extra time developing new material. This is where over-the-shoulder video products shine—you’re able to capture your existing work and turn it into a learning resource.
Pricing and Time Efficiency
It’s crucial to evaluate how much time you’re investing in these videos. If creating an over-the-shoulder product takes significant time and energy, ensure you’re charging appropriately. For a high-value, in-depth course, a higher price point makes sense, given the quality and detail involved.
However, if the product is simpler and aimed at a beginner audience, you’ll need to consider whether this level of effort is worth it for a lower price tag. A good rule of thumb: ensure the “juice is worth the squeeze.” If you’re putting a lot of time and effort into something, make sure the return on investment reflects that.
A Sneak Peek at What’s Next
Over-the-shoulder products are just one of many methods available to create powerful, engaging digital content. In the next blog post, we’ll cover another type of product creation that you may not have considered yet but could significantly cut your production time.
Stay tuned—you don’t want to miss what’s coming next.
Conclusion
Over-the-shoulder video products provide a rich, immersive learning experience that can set you apart as an authority in your field. By visually walking your audience through a process, you’re not only solving their problems but also building trust and rapport. While this method can be time-consuming, the benefits can far outweigh the effort, particularly if you’re smart about repurposing your existing work. Just be mindful of the time-cost balance when pricing these products.
As always, feel free to leave a comment, feedback or question below.
Thanks for reading and Have a Great Day!
Chuck MacLellan
bulkhead6@gmail.com
www.workathomehappiness.com