Via Think with Google | @ThinkwithGoogle
For big projects and small fixes, people look for how-to videos on YouTube, increasingly on mobile. Of smartphone users, 91% turn to their devices for ideas while completing a task.
Most marketing plans are grounded in traditional one-way media: Broadcast from brands to large audiences. Without signals of intent, traditional media makes it impossible to know whether someone actually needs or wants your product. When people ask how to do something, that's a need. That's someone asking 'can you help me out?'
Digital media let brands respond to those questions and be there at the very moment someone needs them most. Brands that successfully do this can win loyalty and drive sales to boot. In fact, nearly 1 in 3 millennials say they've purchased a product as a result of watching a how-to video.