When searching on how to something in the Internet, an estimated 91 percent of smartphone users are relying on their devices to find that specific information. This then has resulted in a 70% year after year increase in the “how-to” searches in YouTube as published by Google.
To date, 2015 has over 100 million hours of “how-to” videos had been viewed on YouTube just in North America alone with the most popular searches on how to do practical things like tie and tie, how to apply makeup, and on how to cook recipes.
The majority demographic of these searches are coming from the millennials, with 67% of millennials surveyed agrees that they can find on YouTube on anything that they would need to learn. For a marketing fact, one in three millennials have mentioned that they have purchased a product as a result of watching these how-to videos.
And it is not just the millennials, in fact, almost everyone is increasingly turning to YouTube to gain knowledge and on how to do things. Google says that marketers are not taking full advantage of this wide open opportunity. Google also mentioned that marketing plans are grounded in the traditional one-way media, referring to broadcasts from brands to large audiences.
“Marketing is still largely planned against brand moments and milestones, and it is anchored to campaign flights and product launches—not personal moments like these.”
With the actual limitation of these traditional one-to-many broadcasts, marketers are not able to correctly and accurately gauge whether or not a customer actually needs or wants a product that is being marketed.
When people search on how to do something, this is an indicator for a product or a service that users are already establishing need. With the use of digital media, such as shared informational videos that are found on the largest video streaming site, YouTube offers to marketers a unique opportunity to respond to those needs of users.
Google offers the following advice to marketers on how to better take advantage of these opportunities:
– Identify the I-want-to-do moments in which consumers have a need and your brand can play a role.
– Figure out the questions and concerns people have related to the types of products you sell or the types of projects they are used for?
– Create I-want-to-do content for your website and YouTube channel to serve as resources for them.
– Look at when how-to searches occur. Are there particular times of day, week, or year when some topics are more popular?
– Make your videos easy to find by adding descriptive titles, details, and relevant tags to each video.
– Use measurement solutions, such as Google’s Brand Lift, to determine if your content was seen by your target audience, and whether or not they paid attention to it.