The "I Want To Do" Micro-Moment
This installment of the BrightEdge Micro-Moments blog series is focused on the "I want to do" micro-moment. "I want to do" helps people learn how to accomplish a task. "I want to do" is an important micro-moment for brands because it helps to build credibility and brand awareness with users. Once a user has been provided with practical solutions by your content, they will begin to trust and see you as an expert in the field. Once you have trust, you can more easily market to the user. Mobile is also a large part of the "I want to do" moment. Users who are in the middle of an activity are likely to encounter this moment, and the way they can access content while in the middle of something is more likely to be through a mobile device rather than a traditional computer.
The "I want to do" micro-moment focuses on helping users accomplish things. Google understands this need and structures the SERP to provide the best possible information and experience for users. Especially on mobile, the user needs visible, relevant content served to them quickly.
Video listings are a strong indicator for this micro-moment because they are a great place for instructional content. Since they contain both explanation as well as a visual demonstration they are a very strong educational tool. Videos also allow users to watch while attempting the task. Additionally, videos displayed in the SERP impact users because they have an image associated with the listing. The image is a useful comparison that allows users to identify relevance more easily. Here is an example video listing:
What type of content serves the "I want to do" micro-moment? This micro-moment is out there and is highly valuable to users looking to learn how to do something. There are two types of content that help users in this micro-moment.
Instructional videos walk the user through the requirements and steps to complete a task. Often times these videos will have a primary teacher both showing and speaking about the subject. However, narration or captions can also explain the process. A common example of this format would be a mechanic demonstrating how to replace the oil in a car. Video is the specific type of content that Google chooses to serve for this micro-moment in the SERP which is a strong argument by itself. However, it is also a particularly strong type of content for other reasons such as:
- Videos are highly interactive
- Instructional videos are often evergreen content
- Videos provide good opportunities for marketers to strengthen the image of their brand
Expense is the primary downside to video content. The production cost of a video will always be higher than the production cost of written content. More resources per unit of content increases risk.
Written how-to guides also serve this micro-moment. The how-to guide lists steps required to complete a specific task. A common example of a how to guide would be a recipe article on making pumpkin pie. The SERP identifies videos more clearly than how-to articles. Despite this, they can still be very valuable pieces of content as classic listings or quick answers. Some benefits of the how-to guide are as follows:
- Articles are easy to produce
- How-to articles can be evergreen content
- Written content is easy for Google to understand and index
The downside for this type of content is that it doesn't have the impact of a video on the user. The opportunity to brand and capture the loyalty of the user just isn't as large as it is with video content.
The "I want to do" micro-moment is a win-win situation. It helps build trust and brand recognition for brands and solves pressing problems for users. Well made instructional content is the best way to serve this moment. Videos and written articles can both meet this need. This creates a connection with users while helping complete their task.