How-To reach consumers
Posted by Steffen Stäuber
According to the Pew Internet, American Life Project and YouTube 7 million people search for some form of help online every day.
A format that is really good to explain things and help to solve the users problems, is video. There are millions of these instructional how-to videos on Youtube and other sites like VideoJug and they are dealing with nearly every problem you can imagine from how to kiss to how to install wordpress. (which I used to install this blog here…)
Most of these videos are created by the users themselves but now brands are realizing the huge potential for their products. Because if someone searches for “how to make a birthday cake” and your brand is producing for example the needed ingredients, you can reach your consumers straight away and 100% targeted with your branded how-to content.
The first Start-Ups are already on the market. For example Howdini. A web destination for women searching for how-to videos. Produced by two former ABC executives, the site’s content is delivered in a morning-show format, with brands positioned as experts. Or Howcast, another startup – this one launched by former YouTube and Google executives.
“When it comes to searching, people are looking for information more than entertainment,” Alison Provost, CEO of Power Pact
So perhaps its better to take the money and produce some good How-To content instead of an TV or Image-Spot. I`m sure that most creative won´t like this idea but that´s the way you can reach the people and otherwise the clients will take our budgets and give them to start ups like Howdini and Howcast.
VIA AdAge
