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Video views driven by “micro-moments”

video micro momentsOne way to understand why one video gets thousands (or more!) views and others are virtually ignored is to figure out what makes people watch. What is it that motivates them to tune in?

You can imagine many organisations are studying those types of questions quite enthusiastically. Google is one of them. They have come up with a matrix of categories for why people watch the videos they do, when they do. They’ve dubbed them “micro-moments”:

  • Watch what I’m into moments
  • I want to know moments
  • I want to do moments
  • I want to buy moments

It’s hard to believe the answer is as simple as just four categories. Initially I found the “want to know” and “want to do” moments a little hard to distinguish. That’s because many of my searches begin with “I want to know how to…”. But when I looked at it more, it all began to make sense.

Whatever I’m into

People have all kinds of interests. And they share them with the world by creating videos and posting them on the Internet. Take cute, fuzzy, and occasionally talking, animals. Doesn’t everyone love to watch videos of them? At least every now and then? I actually know many people who go searching for those videos and don’t just wait for them to show up in their Facebook feed.

To use another example, perhaps not as divisive as fuzzy animals, I’ll share that my daughter watches lots and lots of speed art. It’s where artists take videos of their work (usually painting or drawing – my daughter’s interest) and then speed them up so you can see the whole process. It isn’t a how-to video, but a “Hey, isn’t what I do really neat?” video. My daughter loves art and watches these kinds of things all the time.

We like what we like and we just want to see more of it. So golfers watch things about golf. Surfers watch surfing related videos. People who love to travel watch videos about traveling, or about their dreamed destinations. Google says this category is for people looking to be inspired or entertained.

I need to know

You can find out anything you want to know (just about anyway) by looking it up on the Internet. And it’s highly probably you’ll be able to watch a video about it too. My son recently took an interest in learning electric guitar. But he really didn’t know much about it. So we looked up the top 10 or so electric guitar solos and watched people play them. I needed to know whether or not his interest would hold up once he heard the instrument played as well as it can be. And he really needed to know more about what he was getting into.

We made an outing of the latest lunar eclipse this past September. I could explain to my kids how they happen, but it was much better to see it illustrated in a video. The educational uses of video are virtually endless. You can find the answer to almost any question in a video these days.

How do I do that?

It’s no secret that how-to videos are one of the largest growing video subjects. Why read how to do something when you can actually watch it be done? It’s estimated that about 65% of the population learn best by seeing it with their eyes so video is a perfect fit.

I could give you lots of examples from my children, or me, but instead I’ll share one from Google. In their document laying out these categories they use the beauty store Sephora as an example. They are a large and popular company across the US. They were creating video for their products, but they noticed that there were many videos on YouTube that showed women how to use the various beauty items they sold.

Taking the hint from what they saw, they created their own how to videos. Their library is now 60% how to type videos, plus they collaborate with those popular folks that already have how to videos as well.

Should I buy?

One of the most important questions for brands is how to get in front of people asking themselves if they should buy the product. Well, more and more consumers are turning to video to help make their decision.

They look up product reviews and demonstrations from the brand and from experts or even “regular people.” It’s easy to watch a few reviews and decide between two or three brands.

Video can also help them decide on a unique purchase. For example, do you want to buy the latest video game title in your favourite genre? Get online and watch some gameplay. These videos go even beyond reviews or demonstrations. You can see it before you buy it. This can apply to a whole slew of other products too.

Keeping these micro-moments in mind when creating your video will probably make them more successful overall. If you know which of these motivates your customers the most, then you’ll know exactly the type of videos to make to get them to take interest.

What do you think of Google’s micro-moments? Do you have any you’d add?

Oliver Burt

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