How-to Videos: 1-in-3 Will Purchase a Product After Watching a Tutorial [Study]

How-to Videos: 1-in-3 Will Purchase a Product After Watching a Tutorial [Study]

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My article in December about how a DIY YouTube tutorial video saved me $700 generated many comments and shares, and that’s no surprise as turning to YouTube to learn how to do or fix something is a huge trend in the digital video marketing business. How huge? Well, according to brand new hot-off-the-press stats from Google, searches relating to “how to” on YouTube are growing 70% year over year. Not only are more viewers searching for tutorial videos but:

  • Since Jan 2015, more than 100M hours of ‘how to’ videos has been watched in the U.S.
  • 91% of smartphone users use the device to search for ideas when given a specific project
  • Nearly 1 in 3 millennials state they have purchased a product directly as a result of watching a tutorial or how-to video about it.
  • 67% of millennials confirm they can find a YouTube video on pretty much any subject they want to learn more about.

All this data and more is being published today in a Think with Google article entitled, “I Want-to-Do Moments: From Home to Beauty.” ReelSEO got an advanced look at his article and has selected the highlights below.

According to the study, conducted in April 2015, the most popular how-to educational searches cover a range of subjects, from the practical (“how to tie shoelaces”) to the creative (“how to paint”), from style (“how to use a hair straightener”) to cuisine (“how to bake a chocolate cake”). YouTube confirms that keyword searches on how-to subjects come from all age groups, but it’s those millennials that use video to research the art of doing something, with 67% of them indicating that they turn to YouTube to find video content on anything they want to learn.

To find the top How-To and DIY creators, be sure to check out the DIY leaderboard from our partner, Tubular Labs

How-to Videos: DIY and Beauty are Most Popular Topics

According to the brand new Google and YouTube Data, home improvement and beauty are among the most popular categories that viewers search for. Here is what people are looking to do in these categories:

When it comes to the home and DIY, people are turning to video to find out how to fix problems quickly and easily. YouTube confirmed that some of the main searches center around plumbing issues like “how to unclog a toilet, or “how to fix a leaky faucet”. With the cost of calling out a plumber these days, many are taking on the task of fixing simple issues themselves, and video really is the best medium to take viewers through the process step-by-step.

How to searches youtube home improvement

how to searches youtube beautyWhen it comes to beauty, the data gave us some insight into specific interests such as hair coloring, styling, and upkeep. “Silver hair” is a big search term right-now, as the granny hair trend continues to be popular with the young. Talking of hair-styles, searches for the term “How-to Balayage” are increasing, as is “man bun” – two trends that have created a lot of buzz in the world of hair in the last couple of years.

Viewers are also watching a lot more “Get Ready with Me” type videos, where the viewer applies make up or does their hair in “real-time” along with the creator. These very specific types of how-to video are surging in growth on YouTube, with watch-time increasing 24% year over year. Google confirms that viewers have watched two million hours of this type of video already in 2015.

Why are How-to Videos So Popular?

How-to or tutorial videos resonate with the viewer because they provide an instant solution to a problem – whether that’s how to apply the right frosting to that cupcake, or how to change a tire on a BMW 4. Of course, many individual creators have been producing this type of content for many years, but brands like The Home Depot, and M·A·C are also integrating tutorial videos into their marketing strategy with great effect.

The Home Depot has developed a series of tutorial videos around simple home improvements that can be carried out by the home owner. A great example of this is the brand’s “How to Plant Flowers” video, which regularly appears as the first result for this key phrase:

There’s more in the Google article. I’m planning to share it with my wife to see if it inspires her to do even more work around the house while I’m checking out this “man bun” trend.


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