If you haven’t yet, they you must and should! This will help you capture your customers attention when they are stepping out of their personal zones to explore new boundaries via their mobile device.
Let’s take a look at a few insights that Meltwater has on this particular aspect of video marketing.
According to Google, video micro moments fall into four categories:
● “I-want-to-watch-what-I’m-into” moments
These are the moments when a person looks for a video because the topic aligns with their passions or interests. According to The Consumer Barometer Survey, “53% of online video viewers watch online video to be inspired and entertained.”
● “I-want-to-know” moments
These are the moments when a person looks for a video to learn, explore, or research something new. According to a Google Consumer Survey, nearly 70% of millennials agree that YouTube has become a place that they can learn anything.
● “I-want-to-do” moments
These are the moments when a person looks for a video in order to get instructions to perform a task. According to Google Data, “how-to” searches are up 70% on YouTube since the past years.
● “I-want-to-buy” moments
These are the moments when a person looks for a video to decide what or how to buy a product. According to Google Consumer Survey, 18 to 34 year olds use YouTube as the #1 place to learn about a product or service.
What to Put in Your Micro Moment Video Strategy
According to ThinkwithGoogle, the first step that brands can do to adapt their videos to these micro moments is to understand their consumer’s intent when watching videos, specifically on YouTube.
1. Find what your consumer wants.
After you identify who your target consumers are, you must identify what kind of content that they want. For example if your priority consumers are African-American males between the ages of 18 and 25, you need to expand their profile to what content or topic that they would want to watch. Through audience insights you might create videos about urban fashion and the hip hop music genre.
2. Identify your consumer’s micro moments and goals. Then put it in your videos.
You need to figure out your consumer’s needs and when they look for them in the consumer micro moment map.
Example: Sephora noticed that beauty “how-to” videos on YouTube has gained a lot of popularity in the last year.