Figure1_Howto
Popularity of ‘how to’ and ‘how to’ searches in the Netherlands. The line shows the relative use compared to other searches.
Figure2_Howto
Source: Google Trends, August 2015.
‘How to’ videos
Not only in Google, but also on YouTube, ‘how to’ searches are eagerly typed. And they grow by 70 percent norway phone number library every year . The assignments vary both internationally and in the Netherlands (Figure 2) from technical (‘how to make a YouTube channel’), to creative (‘how to draw a minion’) and culinary (‘how to make candy’), and everything in between. Generation Y – born between 1981 and 2001 – is the largest client of ‘how to’ searches. More than two-thirds of them say they can find a YouTube video for everything they would like to learn.
Figure3_Howto
Source: YouTube, August 2015
Figure4_Howto
How-to searches arise from moments when the person who does the search wants something. Google has dubbed them Micro-Moments : when you want to know something, do something, buy something, or go somewhere. Today’s mobile technology makes it possible to find answers and ideas for anything you can think of, instantly. These micro-moments are the new little holes in the big online marketplace.
Responding to personal moments
Micro-moments demand an immediate answer, and people are trying to get this through ‘how to’ searches . The searcher needs something . ‘Help me’ is the underlying message. It’s up to marketers to capitalise on this, but so far, little action has been taken. Marketing is still largely focused on the outreach of brands, products and campaigns – not on personal moments like this.
Digital media allows organizations to tap into micro-moments and be there when someone needs them most. singapore lead Organizations that successfully accomplish this are rewarded with increased sales and the loyalty of satisfied customers. Nearly one in three Gen Yers say they have purchased something after watching children’s privacy on social media a ‘how to’ video .
