HowStuffWorks is seeking to match its 30,000-plus articles, recipes and reviews with video content, reports AdWeek. The company is collecting advertiser-created instructional videos for the site, which aims to provide one-stop online shopping for all manner of information.
HowStuffWorks has already collected more than 1,000 clips, including content from General Electric about wind power, Intercontinental on city tours and Dell explaining how to set up a wireless router. To collect the clips, HowStuffWorks has set up an online upload system for brands to submit their instructional videos. Arnold said the content is screened to weed out sales pitches.
Its business model is based on the popularity of Internet search engines as user starting points for navigating the Web. Like the New York Times Co.-owned About.com, HowStuffWorks frequently ranks high on searches for information on topics like HDTV.
The HowStuffWorks project is part of an aggressive growth strategy for the Atlanta company, which recently closed a $75 million funding round to fuel expansion.
