when designing interfaces we are constantly struggling to make our product intuitive and very often, as soon as things get a bit stuck, people suggest "No problem, let's just insert a 30-second video tutorial and the user will understand immediately".
I assume this can be a really effective way to help users that want to understand (because they're already engaged with your product so they have time to spend watching a video), but I do believe this cannot be an approach. I think this should be like a "plus" or a "desperate solution", because I think the vast majority of the users (specially in try-and-buy environments, I mean before the buy step) just don't want to spend their time watching mini-tutorials in order to achieve their goal. They rather go see someone else, hopefully someone that provides a better interface (again, this is my opinion).
But I have no evidence in my hands to proof or either to dismantle my theory. Do anybody know if there's any study or article giving numbers about the effectiveness of such video-tutorials?
Don't hesitate to tell me if my question is not clear, I'll be happy to edit it :)
UPDATE For information purposes, here are my Google results for the query "online video tutorial effectiveness" (just the interesting ones, but still not focused on my question)