Kim needed a hairstyle that would last overnight so she could get out of the house quickly the next morning. She used her smartphone to search YouTube for hair styling solutions, and discovered how-to videos that would help her speed up her morning beauty routine.
Consumers often use their smartphones to learn a new skill or get a fresh take on a familiar routine. It's not just Kim who is turning to video for hairstyle advice specifically. In 2015, tutorials on hairstyles were watched more than 150M times in the US.1 By empowering people with the instructional advice they need—even if they're not ready to buy anything in that moment—brands can earn their consideration for sales further down the line.
Searches related to "how-to" on YouTube are growing 70% year over year.
Source: Google Data, U.S., Q1 2014, Q1 2015.
1 Google Data, January-December 2015. United States. Classification is based on public data (headline, tags, etc) and results may not take into account every "hair style" and "hair tutorial" video available on YouTube.