Google has published an article that highlights the huge opportunity businesses have if they publish and share how-to videos. The article shares some statistics that illustrate internet user behaviours and shows that people turn to the internet for educational information.
Three of the statistics in this article are of particular interest and can help marketers find new ways to reach their audiences.
+ “91% of smartphone users turn to their smartphone for ideas while doing a given task.”
+ “67% of millennials agree that they can find a YouTube video on anything they want to learn.”
+ “Searches related to ‘how to’ on YouTube are growing 70% year over year.”
These numbers reveal that there is a whole category of searches that your business can tap into to make sure your market sees your content.
How to Take Action
With these numbers in mind, there are some steps you can take to enhance your search engine optimisation and content marketing plans to see better results. While Google reports that how-to topics relating to beauty, cooking and home are especially popular, these action items can be put into play no matter what industry you are in.
Optimise for Mobile
You’ve heard it before and you will likely keep hearing it: now is the time to optimise for mobile. Make sure your website is responsive and easy to navigate on a mobile device and design your content with a mobile audience in mind. Keep your content short and helpful and make it easy to interact with on a small screen.
Provide Educational and “How-to” Content
These numbers highlight an opportunity businesses can take advantage of with “how-to” content. Look for ways you can create educational materials, tutorials and step-by-step guides that will help your market while promoting your business.
Become a Resource
As you provide this kind of content, you will become a resource for your market. Being the go-to source for information, how-to content and ideas will help you position yourself as an industry leader and solidify your brand. It will also help you grow and maintain an active audience.
Don’t Neglect Video
The fact that people feel like they can learn anything on YouTube combined with the statistic that shows that “how-to” searches on YouTube are increasing significantly, tells us just how valuable video content can be.
Take advantage of internet users’ habits and produce how-to videos for your products and services or topics and projects that relate to your industry. Video is a powerful tool and when you leverage opportunities like this, you will make it more likely that people will find your content and interact with your brand.
We are increasingly turning to our smartphones for everyday information, including how-to videos and tutorials. This opens up a huge opportunity for businesses as they look for ways to reach their markets online.
You can find more details about Google’s research and more ideas for reaching your audience in Google’s report.