How-To Videos on YouTube Drive Purchases Among Millennials

There are many reasons why the video tutorial is the most effective way to learn how to DIY. You get the steps broken down for you and laid out before you, so you can actually see the right way to connect part A to part B (often better than even a clear-cut Ikea diagram can manage).

Thus, it’s no surprise that YouTube has become a major hub for “how-to” videos, with related searches on the video platform increasing 70% year over year, according to a report from Google called “I Want-to-Do Moments: From Home to Beauty.”

Millennials, who tend to be particularly familiar with YouTube’s content offerings, are largely in agreement with the platform’s usefulness for DIY. Sixty-seven percent of them say they can find a video on the platform for “anything” that they want to learn.

Of course, “anything” is a pretty broad category, and a lot of things people want to learn how to do come up while they’re out of the house. That’s where mobile comes in. While completing a given task, 91% of those surveyed said they look to their smartphones for input on how to get it done.

This is good news for the likes of home improvement and beauty brands. “Mobile is increasingly becoming the dominant way [consumers] access our content,” said paint brand Valspar’s vice president of marketing, Heidi Petz. Meanwhile, The Home Depot’s YouTube channel has over 87,000 subscribers, and MAC cosmetics worked with YouTube on a “gadget” that lets viewers shop for makeup directly from the company’s videos.

For other marketers looking for this kind of success on YouTube, Google recommends that they look for common customer queries and answer them in the how-to video format. That sounds like a much better option than a slew of customer service phone calls, and it seems to be effective in terms of sales. Almost a third of millennials said they’ve bought something after seeing it appear in a how-to video.

You can find Google’s full report on DIY video content here.