Marketing Update: “How to” Searches Grow Year After Year

MBL Media Productions Director of Photography Mark Hamburg, Producer Marybeth La Motte and Editor Joanna Hidalgo

Do you know how to … become a debutante? Strike the perfect pose on the red carpet? Get tickets to an exclusive charitable event? The answer is no longer, “I don’t know.” You can find out, and quickly. According to Google, searches related to “how to” on YouTube are growing 70 percent year over year, and more than 100 million hours of how-to content have been watched in North America so far in 2015. Of smartphone, or mobile, users, 91 percent turn to their devices for ideas while completing tasks.

Why is this important to you? These searches are most pronounced among millennials. In fact, 67 percent of millennials agree that they can find a YouTube video on anything they want to learn.

Most marketing plans are still anchored to short or one-off campaigns and product launches. Those traditional broadcasts from brands to large audiences are one-way communications. The “how-to” moments are personal, they signify intent and need. You know whether someone actually needs or wants your product when you track these types of searches. Digital media lets brands respond to those questions, immediately. Brands that successfully do this can win loyalty and drive sales. In fact, nearly one in three millennials say they’ve purchased a product as a result of watching a how-to video.

Why is this important to me? My services as a video producer, digital marketing and branding professional. Contact me to discuss your strategy for the fall and holiday seasons.