In part one of our three-part automotive series, ZEFR Insights explored the “car surprises” trend on YouTube. In part two, we looked at “Car Tours” and “What’s in My Car?” videos. Here, in our final installment, we turn our attention to the robust “DIY” realm of YouTube.
The power of video to serve as a tool for learning a new skill is undeniable. Even the most detailed, step-by-step guidebook can only teach an apprentice so much—sometimes you just need to watch a master in action to fully understand a proper technique. This is why YouTube has become a must-use resource for anyone trying their hand at a new craft for the first time. Targeting these “fix it myself” consumers can be a highly valuable opportunity for brands.
One of the most active DIY (aka, “do it yourself”) communities on YouTube is the world of “autos” and “cars.” For the DIY crowd, buying a car is only the first step in an ongoing relationship that includes everything from routine maintenance to custom installations to tricky repairs.
ZEFR ran a search to measure the scope of this DIY, “How to” world:
ZEFR also ranked some of the key phrases that video creators are using:
How to Install…
To further illustrate why these videos are so engaging and useful to any at-home mechanic, consider the modern trend of the “start button” found in most luxury cars these days. Who ever said the start button has to be a “luxury” perk? Here’s “How to Install a Start Button” from a pair of hilarious Brits. (Note: Be sure to install the start button on the left side if you are driving in the U.S.)
How to Replace…
If you are a brake-pad manufacturer, what better time or place to align your marketing message than with a step-by-step video that shows your potential customers how to replace their own brakes?
Takeaway for Brands: How to Do Everything
Contextual targeting is all about understanding the mindset of your audience at the time you are trying to reach them. For the always expanding, wide-ranging video library of DIY, “how to” videos on YouTube, brands can reach an audience that is clearly looking for help. Instead of passively sitting back and watching whatever shows up in their feed, the DIY community is actively searching for the right video to solve their unique problem. Is your brand ready to supply an answer?
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