This is a great example of a brand doing it right.
If you sell bow ties, make a how-to video that is so simple that a 7-year-old can follow along.

The Hill-side makes bow ties, and below you will find a great stop motion video that takes you through the art of tying a bow tie. Something I never knew how to do – until now.

Let this be a lesson for other brands. Make me engage in your products in a way that enforces your tone of voice and that makes me excited about your products.