In the world of online shopping; big billion days, Black Fridays and single’s days will come and go every year. But on a regular evening when you want to buy something, search for a job opportunity, book your favorite restaurant for your family, or map the quickest way to your nearest hospital; searching on Google is the first idea that pops up in our mind. And these moments of decision-making and preference-shaping are called micro-moments.
In the same way, whenever someone decides to learn something new – learning how to play guitar or cooking delicious Turkish cuisine without any prior experience – YouTube enjoys the royalty of becoming the learning platform for everyone around the world. This tendency to go online and search out of need is called as Video micro moments.
According to google, 65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company or the entity that is providing the information. This makes micro-moments the new battleground for brands.
So whether it’s Vimeo, YouTube, Google, or Facebook videos; you need to understand the concept of video micro-moments. You should know how to identify them and how to act on them.
To start with, you need to know the different types of micro-moments and know how they can be mapped to your inbound sales funnel:
|I-Want-to-Know Moment’s: User comes up with the need
I-Want-to-Go Moment’s: User searches online
I-Want-to-Do Moment’s: User is considering a brand
I-Want-to-Buy Moment’s: User is now a customer
Here are some examples to understand this better:
User comes up with the need:
Somebody is inquiring about a product/service, but not yet in the ‘Buy’ mode. They need helpful data and perhaps motivation, not the hard offer. Ensure that your video advertisement or brand promotion video shows up only to the relevant users browsing YouTube.
For instance: If you offer anti-virus software for Mobiles, your ads should run in YouTube videos/channels that upload mobile unboxing, gadget reviews etc.
User searches online:
Individuals are searching for a neighborhood shopping chain or are considering purchasing an item at a nearby store. Being there means getting your physical business in their thought set at that point. Turn the asset for your customers’ micro-moments by making an assortment of accommodating and helpful video content. Coming to clients who are included in this kind of smaller scale minute must be more unobtrusive.
User is considering a brand:
These are “the means by which to” moments when individuals need assistance with completing things or having a go at something new. Arriving with the right substance is vital. This is where YouTube stands apart where you can search thousands of instructional videos. Consider targeting the audience who fits your niche.
|According to research, 70% of smartphone users are more likely to buy from companies whose mobile sites or apps provide instructional video content.|
User is now a customer:
Somebody is prepared to make a buy and may need assistance choosing what or how to purchase. You cannot expect they’ll search you out; you must arrive with the right data to wrap everything up. This generation has additionally said that YouTube is the best place to find out around an item or administration that intrigues them. These customers are done with investigating an item/product and prepared to make a buy.
Advertisers pay upwards of $4 million for a 30 second commercial and a captive audience of over 100 million people. In the same way, YouTube is the platform where you can target your audience where your product fits the best. Here are a couple of examples where YouTube played the vital part in deciding the crucial micro-managing decisions.
The Home Depot stands out in their category because they distribute content about the topic that is relevant to their brand without being over-the-top in advancing the particular items that they offer. Hence, (i) this brand Establishes Home Depot as a trusted expert, (ii) Promotes the products and tools (iii) Humanize a faceless corporation. This indeed creates the micro moments around you.
In the event that you had a roundish diagram that indicated Internet dependence rates as a component of subculture enrollment, you’d be holding nerd pie. Volkswagen did this crusade and their diminutive Darth Vader became a web sensation faster than the tickets of 2015 Star Wars motion picture.
This YouTube marketing video, “A Hunter Shoots a Bear,” is a bigger number of a virtuoso than it sounds. The hunter declines to complete the video’s objective and instead utilizes Tipp-Ex brand correctional liquid to abrogate the fierce title. Viewers can sort in alternate ideas to open diverse bear-friendly videos. So basically, when you watch the full-developed man shake it in a bear suit, you will be learning about Tipp-Ex simultaneously. Purchase intent in Europe went up 100% – Sales 30%.
On the off chance that your brand has not arrived in your audience’s need, another brand will be. By being there, your brand has the chance to address shopper needs in a real-time situation, move a potential client along their choice adventure, and develop their loyalty.
Being an artist, movie buff and a media enthusiast, content writing is my career train. I am a proud alumni of Symbiosis Institute of Media Communication (Pune) and currently working for Vidooly.