What is Video Search and How Can it Help Your Business?

Studying how people use video search to find the content they want is an essential but often neglected area of marketing.

When we understand how video search engines work, we can begin to devise marketing strategies around this traffic source. When you understand your audience’s search intent and properly optimize your videos, you unlock new means of generating leads for your business.

In this guide, we break down video search engines and how you can use them to increase your traffic.

What Is Video Search?

The first thing we need to think about is why people search for videos in the first place. What makes someone look for a specific video? Why are they searching for that video? What are they looking to accomplish?

All of these questions are important to answer, and we’ll address them, one by one.

According to Google, people look for videos for three different reasons. They either want to reflect, connect, or learn. So, what does that mean exactly?

An Opportunity to Reflect

Video in any form has provided us with a way of escaping reality. For many decades, it’s been in the form of television. Many people use video to see life through a different lens, which helps them reflect on their own life.

This could be one reason someone might search for a video.

To Connect with Someone

Another reason someone may use video is to foster connections. 51% of people in a study completed by Google say they feel the need to connect with others through video content.

A great example might be someone struggling with addiction to alcohol. Their first response would be to retreat and hide from friends and family because that’s what they’re used to doing.

A quick video search displays hundreds of videos of people going through the same thing, and now they can relate to someone. We seek video to connect with our community and to meet on common ground.

To Learn Something New

Videos have become a way for us to learn about anything we might be interested in, and there are nearly no limitations to what we can find with a quick video search. Whether you’re looking to touch up on something you know already or dive into something completely new, there are millions of videos on the internet to help you accomplish your goal or explore your hobbies.

How People Search for Videos

Now that we understand the “why,” let’s look at the “how.” How do people search for videos on the internet, and what does that tell us as marketers?

One very common way people search for videos is in traditional search engines. A quick Google search for something actionable will supply hundreds of videos revolving around that topic. For example, if someone wants to learn how to properly tape off a living room to use a residential paint sprayer, it might be easier for them to watch a video on how to do …read more

Source:: Kiss Metrics Blog