They do not understand gender or age. Neither of origin or category. We are talking about “how to do …” videos, a type of content that triumphs among consumers and an online marketing strategy that brands and companies should choose, based on the beneficial results that these videos can bring. to their respective companies.

This is what emerges from the latest data provided by Google in its Think With Google blog, a space in which the popularity of this content and the gold mine that it can represent for brands is confirmed. And it is that despite being a classic strategy (let’s recognize that Isasa Weiss has been providing us with these tips for a long time, and her imitators on the net, too) it seems that she is not willing to be part of the “garments” that made up ” the trunk of the Piquer “.

Specifically, Google confirms that the production of this type of content, which ranges from advice on how to apply makeup correctly to how to use a coffee machine, have increased significantly in the last year, obtaining a more spectacular percentage of viewings in response. of such videos. Thus, from this company they assure that YouTube has increased in the  Lebanon phone number list  last year by 70% the number of searches of people who use this type of video content, which offers exact information about their needs and interests.

In the same way, among the interesting statistics that the almighty search engine provides are the most popular categories and that consumers demand the most about this type of video. Thus, searches related to home improvement, beauty and cooking are preferred by online users.

In parallel, and without abandoning these brands, Google also takes its hands in the lead when it recognizes that in the United States alone in 2015, more than 100 million hours of videos related to “how to do” content have been viewed. .. “certain things. But what is it that drives users to perform these searches? And, above all, are all consumers equally interested in viewing these particular content?

Google has answers for everything and blames the interest of users for these videos on mobile devices. In fact, this company confirms that these are constituted as the main medium through which users search for these contents, specifically, in 91% of the cases.

In the same way, the search giant also establishes that millennials are the most likely consumers to make use of these “how to do …” videos and point out in two out of three cases that they are willing to search for them on YouTube about anything from what they can learn.

This union is, for YouTube’s B2B product marketing director, David Mogersen, the result of the fact that users are “constantly connected” to the Internet, which has meant that consumers are trained to expect “immediacy and relevance in brands responses “. That is why “how-to” videos work so well in this regard, as they respond to a specific need at a specific point in time.

From Google they also allude to the benefits that brands can nurture if they provide consumers with content of this type. And it is that companies, from these videos, are able to identify what customers are looking for. Similarly, brands can quickly and clearly determine what questions users are asking about the products and services they sell.

In parallel, the “how to …” videos also allow companies to identify the times of the day or calendar in which these searches take place and can elaborate them through titles and descriptive tags that facilitate their positioning. Finally, these contents also work for brands to apply metric solutions, thus checking if they are targeting the right audiences and if they are paying enough attention to them.

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