It is a fact that most people pick up their smartphones and search for information. Quite often, this requires going on a video site like YouTube in finding how to complete a task. This new trend is now requiring marketers to become more spontaneous when it comes to executing search advertising and content marketing campaigns. Here’s why.

1. How-to searches on YouTube have a recorded growth of 70% in the past year, this shows that viewers are turning for videos for answers on various topics or subjects.

There is a report on Google’s I want to do Moments: From Home to Beauty analyzes a rising trend that is related to users reliance on video content. It is widely known that searches can help people answer queries and find relevant information, but today, it is an apparent fact that people also heavily rely on videos to do a number of tasks. The masses are turning towards video in discovering how to do many tasks such as making a chocolate layer cake topped with whipped cream and fruits, how to cut the hair of a Soft Coated Wheaten Terrier, or even simple tasks such as putting air in the tires of a car. As of this writing, there are more than 135 million how-to videos on YouTube. Home Depot has its share of every type of home improvement videos, from outdoor projects to homeowner basics such as how to make a planter. Most of the searches and videos that are viewed for how-to content occur on mobile devices, and most of the searches come from smartphones. 91% of smartphone users turn to their smartphones in search for ideas while currently doing a task. Google says that many of the search queries occur when during moments of intent, those “I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments.” These are moments when someone needs to know something at that specific moment, according to the study. Google lists the top 10 educational searches for the how-to videos from 2012 to 2015 as follows:

1. “How to kiss”
2. “How to tie a tie”
3. “How to draw”
4. “How to get a six-pack in three minutes”
5. “How to make a starburst bracelet rainbow loom”
6. “How to make a cake”
7. “How to curl your hair with a straightener”
8. “How to make a bow”
9. “How to make a paper airplane”
10. “How to dance”

  Millennials continue to drive the growth in food channel subscriptions on YouTube. About 75% of that growth comes from mobile devices. About 67% of millennials agree that they can find a YouTube video on anything they want to learn, and nearly one in three millennials say they’ve purchased a product as a result of watching a how-to video.