In the awareness phase, the user feels there’s a need or problem and starts looking for a solution. His searches are generic: it’s as if, for example, he doesn’t feel well and types on Google the symptoms he feels.
In this moment he acquires information to figure out the best solution for him. He will have a look on the forums, on the social networks and on the first results that the search engines will give him. Or, as most people do, he will rely on videos on YouTube, the world’s second largest search engine.