Understanding how-to maps your consumers.
Thanks to mobile, micro-moments can happen anytime, anywhere. In those moments, consumers expect brands to address their needs with real-time relevance.
"Consumer behavior and expectations have forever changed with powerful phones in our pockets."
Four types of micro-moments
I want to know. - Passions or interests.
I want-to-know-what-I'm-into moments. 65% of online consumers look up more information online. 53% viewers watch online video to be inspired or entertained.
I want to go or do something. - I want-to-go moments.
Seeking instruction. Near me search interest. 82% of smartphone users use a search engine when looking for a local business.
I want to do. - How-to?
I want-to-know moments, when people are trying to learn something. 70% agree they can find on Youtube video on anything they want to learn. 100M+ hours of “how-to” content have been watched on YouTube.
I need it. - I want-to-buy moments.
Inquiries about product or service that interest them. 82% of smartphone users consult their phone while in a store deciding what to buy.
YouTube content adds value in those key micro-moments.
Be there when your audience is looking with useful content that answers their needs.