This came to mind this past week as I searched for several very different how-to needs online. I some cases I really needed a visual explanation of the technique, rather than a textual description. An example of tacit knowledge. Its not all on YouTube, but much is there. As in all online resources you look for credibility, objectivity, and clear and complete visual explanation. Often too, how the task description is encapsulated in larger needs. How then are such microtasks combined to form Jobs? In Think With Google this week, satistics about YouTube use for the How-to moment. And how that can link to marketing.
" ..... Do you know how build a treehouse? Cook the perfect pancake? Do a french braid? Neither do I. But life (and 3-year-old daughters) sometimes require us to do all of this and more in a given day. Learning how to do these sorts of things used to be time-consuming. We might've combed through an instruction manual, tracked down an expert, or called up good ole mom and dad—or worse, customer service. Today, we can find out instantly. We simply grab the nearest device and search—and not just on Google. Searches related to "how to" on YouTube are growing 70% year over year,1 and more than 100M hours of how-to content have been watched in North America so far this year ... "
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