The rise of over-the-counter (OTC) hearing aids has made hearing support easier to access for many adults. Consumers can research products online, compare features, and purchase hearing aids without following the traditional clinic-based buying process.

That convenience, however, creates a new challenge.

When customers receive an OTC hearing aid at home, they often have to complete much of the setup and adjustment process themselves. A device may be working correctly, yet a first-time user can still believe something is wrong because of improper fit, incorrect settings, unfamiliar sounds, or unrealistic expectations.

For OTC hearing aid brands, this makes post-purchase education particularly important—and video can play a major role.

Not Every Product Problem Is Actually a Product Problem

Imagine a customer who purchases a new pair of OTC hearing aids.

The package arrives, the customer inserts the devices, and immediately notices that everything sounds different. Their own voice may seem unusually loud. Background sounds that they previously ignored suddenly become noticeable. Perhaps one device does not feel secure in the ear.

The natural reaction might be: “These hearing aids don't work for me.”

But the problem may not be the hearing aids themselves.

The customer might simply need a different ear tip, a lower initial volume setting, better insertion technique, or more time to become comfortable with amplified sound.

If these issues are not addressed quickly, frustration can lead to a return.

Video Can Fill the Gap Between Delivery and Successful Use

Printed manuals remain useful, but they are not always the easiest way to explain physical actions.

Consider something as simple as inserting a hearing aid correctly.

Written instructions might describe the angle at which the device should enter the ear canal. A diagram can provide additional guidance. But a 15-second close-up video can show the entire movement immediately.

The same approach works for other common tasks, including changing ear tips, identifying left and right devices, adjusting volume, charging the hearing aids, cleaning the microphones, and storing the devices correctly.

The goal is not necessarily to create longer tutorials. It is to provide the right visual answer at the exact moment a customer needs it.

Build a Video Onboarding Journey

Instead of publishing one long “How to Use Your Hearing Aids” video, OTC brands can divide onboarding into a series of smaller steps.

The first video might explain what customers should do immediately after opening the box.

The next could demonstrate how to select the correct ear tip.

Another could show proper insertion.

Later videos could explain volume adjustments, listening programs, cleaning routines, charging, and common troubleshooting steps.

This modular approach has an important advantage: customers do not need to search through a ten-minute tutorial to find a 20-second answer.

Brands can place individual videos on relevant support pages, include them in onboarding emails, or make them accessible through QR codes in the product packaging.

Editing Matters More Than Expensive Production

Useful support videos do not necessarily need cinematic production.

In many cases, clear close-up footage of a real hearing aid is more helpful than an elaborate commercial.

What matters is how the information is presented.

A brand could record several simple demonstrations and use a ChatGPT video editing tool to turn the raw footage into short instructional videos with captions, step numbers, close-up cuts, arrows, labels, and other visual explanations.

For example, instead of simply showing someone inserting a hearing aid, the edited video could highlight the correct orientation of the device and display:

Step 1: Choose the correct ear tip

Step 2: Insert gently

Step 3: Adjust until the device feels secure

This makes the content easier to follow without requiring lengthy narration.

Address the First 24 Hours

The first day of hearing aid use deserves special attention.

People who have lived with reduced hearing for some time may suddenly hear sounds they have not noticed clearly in years: keyboards, footsteps, running water, air conditioners, traffic, dishes, or rustling clothing.

That can initially feel overwhelming.

A short “What to Expect on Your First Day” video can prepare customers for this experience.

Rather than promising instant perfection, brands can explain that hearing with amplification may feel different at first and provide clear instructions on how to use the device according to its directions.

Setting appropriate expectations can make the initial experience less confusing.

Turn Customer Questions Into a Content Library

Customer service teams can also become an important source of video ideas.

If support representatives repeatedly receive questions such as “Why is my hearing aid whistling?”, “Which ear tip should I use?”, or “Why does my own voice sound different?”, those questions reveal gaps in the existing onboarding experience.

Instead of answering the same question individually hundreds of times, brands can create short videos addressing the most common issues.

Over time, this creates a searchable support library based on actual customer needs.

It can also make customer service more efficient. Support agents can send customers a specific video rather than explaining a physical process entirely through text.

Video Can Be Personalized by Customer Stage

Not every customer needs the same information at the same time.

Someone who received their hearing aids yesterday has very different questions from someone who has been using them for three months.

OTC brands can therefore organize video content around the customer lifecycle.

New customers may receive setup and fitting videos. After several days, they could receive content about adjusting to amplification and exploring different settings. Later, the focus could shift toward cleaning, maintenance, storage, and long-term care.

This turns video from a marketing asset into part of the product experience itself.

Don't Forget Accessibility

Accessibility deserves particular attention when producing hearing-related videos.

Important instructions should not exist only in spoken narration. Videos should include accurate captions and clear on-screen text whenever possible.

Visual demonstrations should also be easy to follow, with sufficient lighting, close-up shots, readable typography, and enough time for viewers to understand each step.

For an OTC hearing aid company, accessible video design is especially relevant because the audience itself may include people with varying levels of hearing difficulty.

From Selling a Device to Supporting an Experience

The growth of OTC hearing aids is changing more than where hearing devices are purchased. It is also changing the responsibilities of hearing aid brands.

When more of the customer journey happens at home, brands need to help consumers move successfully from opening the package to comfortably using the product in everyday life.

Video can make that transition easier.

Instead of viewing video exclusively as an advertising format, OTC hearing aid companies can use it as part of onboarding, troubleshooting, customer service, and long-term product education.

A better product experience does not always require adding another feature to the hearing aid itself. Sometimes, it starts by making the features that already exist easier for customers to understand and use.