Local, Sales and marketing

YouTube’s how-to category climbs up the ranks

Michelle Hammond /

A local tech entrepreneur has sung the praises of YouTube as a communication channel, after it was revealed the video site’s how-to category is the third most searched category on the platform.

 

Online searches in YouTube’s how-to category are roaring up the charts, with families looking for advice on everything from how to cook basic dishes to fixing chairs and makeup tips.

 

Mobile phones and devices such as iPads have added to the popularity, with instructional videos able to be viewed while attempting the activity.

 

According to YouTube spokeswoman Kate Mason, the how-to category is now the third most searched on YouTube, after music and entertainment.

 

“Instead of reading about how to poach an egg or change a tyre or apply eye shadow, it is super easy to have a look at it in front of you,” Mason told News.com.au.

 

“There is always an expert in some area who is happy to share their knowledge. We didn’t have this huge library of resources before and there is nothing I have not found an answer for.”

 

More than 60 hours of video is uploaded to YouTube globally every minute.

 

Christian Le Loux is the founder of Sydney-based tech company Fourteen92, which has launched a serious of products under the registered trademark “SurfaceScreen”.

 

“We specialise in nanotech protective coatings for both the consumer and industrial markets, and are one of the first companies in the AP [Asia Pacific] region to offer these sorts of products,” Le Loux says.

 

“The best way to see what the products do is to review our YouTube clips. The main one can be found on our home page.” 

 

“We’re growing pretty rapidly, with over 65,000 YouTube views… Recently, we’ve had bloggers reposting our videos and providing a commentary on the products, which has been tops.”

 

Le Loux believes YouTube is the ideal platform for demonstrations because content can be uploaded quickly, in turn providing a rich source of traffic.

 

“I think [YouTube material] needs to be quite close to the image you’re trying to put out there… Otherwise it almost damages your brand immediately,” he says.

 

“We were very particular about the bookends and the right sort of music.”

 

That’s not to say YouTube is without its flaws. Last week, a Queensland-based tech company said YouTube terminated the company’s account over an alleged trademark infringement.

 

Tracknology, which develops mobile applications and web software, says its YouTube channel and account was terminated, and Tracknology was banned from creating another account.

 

“The account was created in late 2011 and deleted in early February,” founder Stephen Walsh told StartupSmart.

 

According to Walsh, his company owns the “Tracknology” trademark, and there is no other conflicting trademark internationally.

 

“But YouTube decided otherwise, terminated [our] YouTube channel on the basis that we allegedly infringed on our own trademark,” he said.

 

According to Walsh, it took three months before YouTube recognised Tracknology’s trademark and reinstated its YouTube channel.

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