People evaluate purchase decisions in-the-moment.

Real moment

Danielle gained confidence in using a new product.

Danielle recently had her second child and purchased a new baby carrier after seeing it on TV. It was a different type than she had used before, and she found it a bit intimidating. In a chaotic moment when she had to figure out how to use it, Danielle turned to her smartphone for an instructional video.

Aggregate insight

Baby related how-to searches on mobile are rising.

56% of moms who watch online videos do so because they want to find how to do something.

Marketing implication

Offer helpful content, even after the sale.

Empowered by the video instructions, Danielle became confident and excited to use the carrier and recommended it to her sister. Providing useful content at critical post-purchase moments can build loyalty and drive advocacy.