# Tutorial Ad — Format

> "How-to" content with product as natural part of solution. Educational + selling.

## Format basics

- Length: 60s - 120s typically
- Aspect: 9:16 (mobile-first) or 16:9
- Educational structure
- Product enables the tutorial
- Soft sell — value first

## Structure

```
0-5s    HOOK / RESULT TEASE
        "How to make..."
        End result glimpsed

5-15s   PROBLEM / WHY THIS
        Why this matters
        Common challenge

15-50s  STEPS (numbered/visual)
        Step 1
        Step 2
        Step 3
        Product naturally needed

50-70s  RESULT / PAYOFF
        Final result revealed
        Demonstrated quality

70-85s  PRODUCT CONTEXT
        Why this product specifically
        Where to get
        Quality benefit

85-90s  CTA + BRAND
        Where to buy
        Discount if any
        Brand sign-off
```

## Sample 90s tutorial ad

```
TITLE: "How to Brew Pour-Over Coffee — Karavan Tutorial"

[Vertical 9:16 selfie/top-down hybrid]

INT. KITCHEN COUNTER (0-5s)

CLOSE-UP: A perfect pour-over coffee finishing into a clear carafe.
Steam rising. Beautiful.

ON SCREEN TEXT: "How to brew café-quality coffee at home (in 4 steps)"

V.O. (warm, instructional)
Today I'll show you how to make pour-over coffee that beats your
local café.

(5-15s)

CUT TO: Same kitchen, presenter visible (mid-30s, casual).

PRESENTER
Most people skip pour-over because it sounds technical. But it's
just four steps — and worth it.

CUT TO B-ROLL: Coffee shop pour vs at-home pour comparison.

(15-25s — STEP 1)

ON SCREEN TEXT: "Step 1 — Quality beans"

CLOSE-UP: Hands with Karavan bag, pouring beans into grinder.

V.O.
Step one: start with fresh whole beans. Roasted within the last
two weeks. I'm using Karavan Atlas — it's what I use daily.

CUT TO: Grinding to medium-coarse texture.

V.O.
Grind medium-coarse, like sea salt.

(25-40s — STEP 2)

ON SCREEN TEXT: "Step 2 — Bloom"

CUT TO: Pre-wet filter, grounds in, gentle pour over center.

V.O.
Step two: pour just enough water to wet the grounds. About 50ml.
Wait 30 seconds. This releases trapped CO2 and unlocks flavor.

CUT TO: Bloom timer counting on phone screen.

(40-55s — STEP 3)

ON SCREEN TEXT: "Step 3 — Slow spiral pour"

CUT TO: Continuous pouring in spiral pattern from center outward.

V.O.
Step three: pour slowly in a spiral. Start at center, spiral
outward. Keep the water level steady. Total time: about 3 minutes.

(55-65s — STEP 4)

ON SCREEN TEXT: "Step 4 — Serve"

CUT TO: Pouring into ceramic cup. Steam rising.

V.O.
Step four: pour, sip, enjoy.

(65-80s — PAYOFF)

PRESENTER takes a sip. Closes eyes. Smiles.

PRESENTER
That's it. Four steps. Twenty minutes from beans to cup. Better than
your morning café.

CUT TO B-ROLL: The finished cup, beans, equipment all visible.

(80-90s — PRODUCT + CTA)

ON SCREEN: Karavan bag prominent.

V.O.
The beans I use are Karavan Atlas. Fresh-roasted, single-origin,
delivered monthly. 89 manat for three bags.

KARAVAN LOGO + URL.

V.O.
karavan.az. Code TUTORIAL10 saves you 10%.
```

## Key principles

### Lead with value
First 80% of content = genuine tutorial. Product mention secondary.

### Numbered steps
- Easier to follow
- Easier to share
- Bookmark-able
- Better completion

### On-screen text reinforces
- Step labels
- Key tips
- Measurements
- Time markers

### Show actual technique
- Real demonstration
- Multiple angles
- Detail shots
- No shortcuts

### Product fits naturally
Product is needed for the tutorial:
- Beans for coffee tutorial
- Brushes for makeup
- Tools for craft
- App for productivity

Don't shoehorn unrelated product.

### Soft CTA
- Tutorial first, sales after
- "Code TUTORIAL10" not "BUY NOW"
- Discount as thank-you
- Optional next step

## Sub-types

### Recipe tutorial
- Cooking / baking
- Ingredients shown
- Step-by-step
- Final dish reveal

### Beauty tutorial
- Makeup application
- Skincare routine
- Hair styling
- Multiple products

### DIY tutorial
- Craft / project
- Tools and materials
- Process documented
- Result celebrated

### Software/app tutorial
- Workflow demonstration
- Feature highlights
- Real use case
- Result delivered

### Skill tutorial
- New technique
- Practice progression
- Tips throughout
- Mastery promise

## Best practices

### Real expertise
- Genuinely useful content
- Not sales-disguised-as-tutorial
- Audience trusts you, will trust product

### Visual clarity
- Top-down for many tutorials
- Hands-only frame works
- Multiple cuts to detail
- Clean composition

### Pacing
- Tutorials slower than ads
- Allow time to absorb
- Pause on key moments
- Don't rush technique

### Audio
- Clear narration
- ASMR elements helpful
- Music subtle / optional

### Length
- Don't pad (tutorials need to be efficient)
- Don't rush (audience must learn)
- Test completion rates

## Common mistakes

- Heavy sell undermines trust
- Skipping steps audience needs
- Product mentioned too often
- No clear final result
- Generic tutorial that doesn't need this product
- Missing CTA at end

## When to use

- Products requiring technique/skill
- Product enables creativity
- Audience wants to learn
- Building authority
- Long-tail SEO content
- Influencer + brand partnerships
