Friday, June 12, 2015

"Searches related to 'how to' on YouTube are growing 70% year over year" via @ThinkwithGoogle

According to Google - there has been an explosion in the amount of searches for "how to", or what they call "I-want-to-do" moments. David Mogensen writing for the Think With Google blog tells us in an article entitled I Want-to-Do Moments: From Home to Beauty, that for "big projects and small fixes, people look for how-to videos on YouTube, increasingly on mobile". Naturally I have an interest in this in that I have about 100 "How To..." videos on my YouTube Channel.

Mogensen writes that the days of asking Dad for help, or turning to a manual, "or worse, customer service" are fast disappearing because today you can "can find out instantly" how to do almost anything on YouTube. 

According to Google, the Top 10 ‘How To Educational’ Searches for 2012 to 2015 are:
  1. how to kiss
  2. how to tie a tie
  3. how to draw
  4. how to get a six pack in 3 minutes
  5. how to make a starburst bracelet rainbow loom
  6. how to make a cake
  7. how to curl your hair with a straightener
  8. how to make a bow
  9. how to make a paper airplane 
  10. how to dance
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Now - my channel will not teach you how to do any of these, but it is interesting to think that the smartphone in your pocket is an everyday educational device as well as a communicator. I like the idea for example of in Home Depot that you can check how to do something for home improvement right in the store. You can see if you have the ability to carry out the task, and also if you have the necessary equipment (if not - you can buy it right there in the store). Marketers are latching on to this and have to figure out how to market products and services to help people out.

It is also of course an opportunity for content developers to create the content needed for "How To" videos. Some companies are creating their own, for example: M·A·C has used its range of how-to beauty content to drive sales. Pretty soon I think it will be a factor in purchase decisions - in addition to after sales support we will want "How To" videos as well.

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