We no longer go online; we live online. This change has fragmented the consumer decision journey into hundreds of real-time, intent-driven micro-moments. Being constantly connected has increased expectations for immediacy and relevance for consumers. More than ever before, brands have the opportunity to earn loyalty by delivering relevant content to win people over—one micro-moment at a time.
One such moment is the ‘I-want-to-do’ moment, when people need help to get something done. Ten years ago, if you wanted to know how to set up a new printer, bake perfect cookies, learn how to play the violin, or unclog a sink, you might have reached for a manual, combed through a giant recipe book, attended a class, or called your mom and dad for help. These days, you’re far more likely to pick up your smartphone to search for helpful content.
Asia turns to video on smartphones during I-want-to-do moments
Storytellers across the ages have advised showing rather than telling and one of the most powerful ways to show is with video. It should come as no surprise, then, that there are more than 135 million ‘how-to’ videos on YouTube worldwide.
Source: digitalmarket.asia / Google APAC; 04 Aug 2015