Survey

Survey: ‘How-To’ Videos – The Preferred Way For Finding Solutions Online

Capturing top-of-the-mind views from Indian marketers about various aspects of digital marketing, latest trends, best practices, etc.

Humans are curious by nature. It is this curiosity that helps them learn new things, explore knowledge about various topics, acquire new skills and also to innovate. “How-To” is a very common question that comes to our mind for a range of topics in our day-to-day lives. For eg: How to lose weight?, How to start a business?, How to write an email?, etc are the kind of questions that we usually think of. We continue with this habit during our online search as well. Guess that’s what gave rise to the popular “How-To” videos on a variety of topics that receive good traction from the internet users worldwide. These videos are generally very short and specific to the particular query, and hence the users find them relevant and easy to understand. These days, content creators are introducing varied forms of content for users. Now that we have multiple formats of content available, do users still watch the ‘How-To’ videos? Well, that was our question for last week’s survey.

Here’s a look at the results.

As you can see from the chart above, the responses are not very definitive. 55% of the respondents have watched ‘How-To’ videos in the last 1 month while a considerable number (45%) of respondents have not really felt the need to watch any of these videos. This surely raises a question for creators about the content they offer. Either the frequency of publishing such content should be altered or the quality of content needs to be improvised in order to gain trust from the users. But, on the flip side, a lot of users are also relying on these videos and have been using it on a regular basis. It will be safe to say that the ‘How-To’ videos are considered helpful by the audiences. Content creators just need to focus on understanding the needs of the users who don’t watch these videos regularly and try and offer them content that they will like. Guess we’ll see some shift in the numbers then.

Here’s a look at what some of the respondents have to say about this topic:

“Well, if it’s free, most of the people will use it. But a good internet connection with at least 10mbps speed is necessary to have a seamless experience.”

– Jerry Joy

“In 2016 the volume of ‘How-to’ queries grew by 44%. Although I haven’t searched for ‘How-to’ videos in the last month, more and more people are turning to ‘Search’ for highly contextual and hyper-local queries. With information in hand, this trend is only going to accelerate.”

– Puja Sinha

Now that we know about the situation of ‘How-To’ videos, let’s move on to the next question. This week our question is ‘Do you have an ad blocker installed?

Please share your responses here.

 

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Logicserve Digital is the Indian media agency arm of Logicserve Group, which is a global online advertising marketing group agency, with a strong presence in UK, US, India and other major European countries. We provide 360 degree solutions to your digital media/marketing requirements
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