Instructional advertising

It turns out Mr. Rogers went into television because he thought that advertisers were making a disservice out of a medium that he thought could change people’s lives.

What happens when advertisers (and marketer’s of all kinds) adopt a similar posture? When we begin to realize that it’s easier to build engagement around learning something new than by merely displaying the latest shiny ad campaign? If instead of broadcasting the next ludicrous video or tweet or promo, we actually distribute content that empowers more learning and more engagement.

This video by Sugru beautifully highlights how this can be done. As are these short podcast sponsered ads from ZipRecruiter CEO, Ian Siegel.

Notice how it’s not a hard sell? Notice how there’s no flashy filmography or ridiculousness or provocative quips? Just teaching, problem-solving, story-telling, done in a way that entertains as much as it informs.

There’s no doubt as viewers become ever more consientious and preservative of their attention that the whole of promoters will have to trade their eye-candy propaganda for more thoughtful and intelligent substance. You can’t sell lies to the kids who see right through them.

Alas. Far better to change your strategy today than wait around until it’s standard. By then it might be too late.