Flushing an air conditioning system is one thing. And incidentally, if you really don’t know to boil water, you’re certainly not alone. YouTube has a 1:42 tutorial called “How to Boil Water.” As of this writing, it has had 694,247 views.
That’s dwarfed by “How to Tie a Shoe, Step by Step,” which has a staggering 2,817,873 views!
Other “how-to” questions are more practical. Here’s one I’ve had to watch myself: “How Do I Open the Hood of a 2004 Acura?” It has 24,000 views. (Are there still 2,400 2004 Acuras even out there?)
Let’s look at more specific, practical and focused business-to-business “how-to” queries:
- “How Do I Reset the Battery on an Acer Laptop?” (188,000 views in a year)
- “How Do I Test and Troubleshoot an HVAC Capacitor?” (636,300 views)
- “How Do You Remove and Replace Fuel Pump Air Compressor Seals on a Freightliner Cascadia Truck Engine?” (60,000 truckers have watched how it’s done)
- 7.7 million viewers have watched Cummins’ “How Does Your Engine Cooling System Work?”
Given these numbers, you must assume B2B companies are cranking out scads of “how-to” videos. But they aren’t. I visited the YouTube channels of eight Fortune 500 companies in the industrial machinery sector and found only one — Westinghouse Air Brakes — that posted any “how-to” videos. (One, to be left unnamed, offered viewers 132 different self-promotional videos, all in the category of “About Us”.)
True, many companies do file educational materials, such as filmed workshops or recorded webinars, under the “Resources” or “Documentation” navigation on their websites. Two things, though: 1) just try to search for the exact answer to your “how-to” question without downloading a manual; and 2) people don’t go to corporate websites to ask, “How do I do this?”.
They go to YouTube. For everything. From any company.
Can you answer their questions?