Branded video content on the Internet is about to get really interesting. Is your brand ready?
AdAge is calling a new trend "Howcasting." We have been calling it "Edutainment." Brands are using online video to demonstrate products and educate consumers about basic utility and inherent benefits. It's a natural and effective evolution of branded content.
A recent AdAge Digital article offered:
"The model is based on addressing two facts of online consumer behavior. In a typical day, 7 million people search for some form of help online, according to the Pew Internet and American Life Project, and YouTube, despite its entertainment slant, is one of the most popular destination sites on the web... there is a huge hole to fill on the web -- the need for videos that provide information -- and... brands are the perfect entities to fill it."