Micro-moments is a term coined by Google and it refers to those times when people are looking for answers, discovering new things, or making decisions.

Increasingly they will turn to their device for help. They can happen in search, on websites, in an apps, and—increasingly—they’re happening on YouTube.

Video micro-moments generally fall into four categories: (You can see more information here http://videomicromoments.com)

“I want to know” moments, when people are trying to learn something;
“I want to do” moments, when they’re looking for step-by-step instructions on how to make or do something;
“I want to buy” moments, when they’re using video to try before they buy.
“I want to watch what I am into” moments, when people are seeking videos on their passions or interests.

Nearly 70% of millennials agree they can find a YouTube video on anything they want to learn.*

All of these could play some part in the Thermofisher customer lifecycle;

“I want to know” moments, when people are trying to learn something;
“I want to do” moments, when they’re looking for step-by-step instructions on how to make or do something;
“I want to buy” moments, when they’re using video to try before they buy.
“I want to watch what I am into” moments, when people are seeking videos on their passions or interests.

18-34 year olds say YouTube is the best place to learn about a product or service that interests them.*

How To Win

1. Identify the micro-moments where a customers goals and your goals intersect

2. Be there when customers are looking with useful content that answers their questions or needs

3. Help customers find the you, even when they’re not looking, with relevant video ads