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BizReport : Ecommerce archives : May 14, 2015


Brands should take advantage of the rise in "how-to" searches on YouTube

The number of people turning to YouTube to learn how to accomplish a task such as apply make-up, put up wallpaper or use an espresso machine has risen significantly in the last year, according to new data released by Google.

by Helen Leggatt

YouTube's "how-to" searches have risen by 70% year-on-year as more people turn to video content for information on how to achieve certain tasks. The most popular "how-to" searches relate to home-improvement, beauty and cooking, said Google in a ThinkWithGoogle blog post this week.

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Over 100 million hours of "how-to" content has been watched in North America alone since the start of 2015.

Google says that mobile is the main driver of the behavior with 91% of smartphone owners using their device to search for "how-to" advice while attempting to undertake a task. More than two-thirds of Millennials agree that they can find a YouTube video for anything they want to learn.

"Being constantly connected has trained us to expect immediacy and relevance in moments of intent - the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. These micro-moments are the new battlegrounds for people's hearts, minds, and dollars," says David Mogensen, YouTube head of B2B product marketing.

Brands can take advantage of these "moments" by providing consumers with the help they are seeking online. Some of the best practices some brands are currently employing include:

- Identifying the "moments" customers are seeking;

- Identifying the questions people have related to the products they sell;

- Identifying when "how-to" search occur such as time of day/week or even year;

- Making "how-to" videos easy to find by employing descriptive titles and tags;

- Using measurements solutions, such as Google's Brand Lift, to ascertain whether the right audiences are being reached and if they are paying attention.






Image via Shutterstock

Tags: brand marketing, ecommerce, online marketing, research, video, YouTube








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