SINGAPORE: Asian video viewers are far more likely than people in the US and UK to watch online videos that teach them something new, and brands can earn their loyalty by catering for their "I-want-to-do" moments, according to new Google analysis.

In an article for Digital Market Asia, staff at Google APAC revealed that more than half (56%) of YouTube users in the Philippines watch to learn something new compared with just 21% in the US and 15% in the UK.

There are similar high rates in other Asian countries, such as India (54%), Malaysia (38%), Thailand (38%), Indonesia (33%) and Singapore (28%).

The Philippines division of FMCG giant Nestlé successfully tapped into this trend, the authors said, by developing a content strategy around these "I-want-to-do" moments with a range of how-to videos on YouTube that featured issues like nutrition and wellbeing.

"When people are actively looking to find out how to do something, effective use of digital media allows brands to respond in meaningful ways to those signals of intent," they said.

"It's not just about reaching people anymore. It's about reaching people in intent-driven moments with immediacy and relevance."

In addition to Nestlé Philippines, other leading brands are exploring ways to win brand loyalty from these "I-want-to-do" moments, Team Google said.

Unilever India, for example, created the "Be Beautiful" channel on YouTube as a one-stop online destination for Indian women seeking fashion and beauty tips.

"Marketing is going through a change," explained Hemant Bakshi, executive director of home and personal care at Unilever India.

"The power has shifted to consumers," he said. "Therefore, becoming a part of what they watch and being a part of the content they consume is what we need to do."

In order to help other brands make these meaningful connections with their consumers, the Google team outlined a three-stage template for success.

First, they said brands should map "I-want-to-do" moments to identify the correct topics around which to create content. Next, brands should create authentic, how-to content that is relevant.

Finally, they need to measure across devices and channels to check if they managed to reach their audience and what lessons can be learned.

Data sourced from Digital Market Asia; additional content by Warc staff