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 wa
Source: marketingland.com
How-To and Explainer videos are popular, that can be taken as an assumption, but knowing that Google searches on YouTube have grown by a specific number (70%) is an infographic-worthy number.
While the top search trends are identified as “Beauty, Cooking and Home” that doesn’t mean that more sophisticated or complicated products and services aren’t also seeing an increase.
The “test before you by” idea, which may not be so easy when shopping more frequently online and not having the ability to put your hands on the item, test drive a vehicle, or understand some of the more complicated processes to use a new piece of software effectively, is, in some cases, satisfied with a well scripted and well executed video.
Rather than just creating a traditional advertising spot, but showing how to use products and services, or using animation to explain how to do something with a particular product can create a much stronger and memorable impression than repeating a 30-second commercial on legacy television programming.
This post is directed towards marketers, and I believe it takes a bit of a surface approach, talking about adding titles and tagging for search engine optimization, and only says ” Create I-want-to-do content”, without deeper information on what that means. Clearly, a “how-to” video would be helpful here!
The more important point is realizing that you may be able to create brand or product enthusiasts or overcome resistance to trying something new in your product or service with an engaging, informative explainer video.
The unsaid news is that the bandwidth and reach is there, and marketers should take advantage of the critical mass and the number of searches that make it worth approaching marketing through storytelling that explains how to use your product.
