• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Video

Millennial-Mobile “How-To” Searches Explode On YouTube

Google says that “how-to” searches on YouTube have grown 70 percent year-over-year, adding that “more than 100 million hours of how-to content have been watched in North America so far this year.” Much of this activity on YouTube is happening on mobile devices. According to Google, “91 percent of smartphone users turn to their smartphone for ideas while […]

Greg Sterling on May 13, 2015 at 10:01 am
  • More
youtube-iconsbkgd-1920

Google says that “how-to” searches on YouTube have grown 70 percent year-over-year, adding that “more than 100 million hours of how-to content have been watched in North America so far this year.”

Much of this activity on YouTube is happening on mobile devices. According to Google, “91 percent of smartphone users turn to their smartphone for ideas while doing a given task.” Google also reports that the largest demographic group doing these “how-to” lookups is Millennials.

Perhaps most interesting to marketers, the company points out that roughly 30 percent of Millennials report buying a product as a result of watching a how-to video. Google refers to these “how-to” mobile queries as “moments of intent.”

Google’s post uses examples from brands and retailers to illustrate how “how-to” content on YouTube can drive sales:

Top paint brand Valspar’s YouTube channel has content that spans from project inspiration and color guidance to painting processes and tools, helping people throughout the purchase journey. “[Seeking content] can happen early in the project for those who plan in advance, during store visits to guide purchase decisions, and even in the middle of painting a room for those who didn’t prepare or want to ensure they are ‘doing it right,'” says Heidi Petz, vice president of marketing at Valspar . . . “Mobile is increasingly becoming the dominant way [consumers] access our content,” says Petz.

The top how-to search trends on YouTube include Beauty, Cooking and Home. Among the top Home-related queries were: how to install a toilet, how to remove wallpaper, how to clean a cast iron skillet.

Here are some of Google’s best practices for marketers regarding how-to content on YouTube:

  • Identify the I-want-to-do moments in which consumers have a need and your brand can play a role.
  • Find these moments across the entire consumer journey and put them at the center of your strategy.
  • What are 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.
  • Make your videos easy to find by adding descriptive titles, details, and relevant tags to each video.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Channel: VideoGoogle: MobileGoogle: YouTube

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • The Six Principles of Building a Memorable Customer Experience
  • 5 Reasons Agencies Adopt Marketing Automation
  • How to Land Higher-Paying Clients: A 7-Step Framework to Grow Your Agency
  • B2B Marketing Trends Shaping 2021
  • State of Email Marketing 2021 Report
See More Whitepapers

Webinars

  • Crawl Your Way Towards Better Search Results With Dynamic Rendering
  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $99

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.