Online video has long been seen as a tool to build brand awareness. But after looking at video trends on YouTube and speaking to thousands of people around the world about why, how, and when they watch online videos, it’s clear that consumers use video at every stage of their journey. Marketers, take note


  1. People watch online video to learn new skills and pursue passions.

Online video is about more than viral content. Often people watch for learning and self‑improvement


  1. When content is relatable, it motivates people to go from watching to doing.

Whether it’s to learn a new skill or get a product review, people want to see real experiences online — mistakes included. Authentic content makes learning or buying less intimidating and gives people the confidence they need to take action.


  1. Videos can jump-start action and sometimes purchases too.

Once people feel like they’ve learned enough online, they’re motivated to get started in real life. And that’s when “can do” turns into “must buy.”


  1. Though people might not watch a video with the intention of buying, they’re open to discovery.

As people watch videos to learn, they’re open to brands and products that help them reach their goals. Inspired by the potential of something new, this often sparks further research.


  1. Video empowers people at every stage of their journey — even at the point of purchase.

People turn to online video to learn how to walk the walk, find specific products or brands, and even replace the traditional shopping list.