Death of the Demo; Rise of Branded Tutorial

A session at SXSW Interactive 2011

  • Joshua Rosenbaum

Tuesday 15th March, 2011

3:30pm to 4:30pm (CST)

Since the beginning of man, different permutations of the “Instruction Manual” have ridden as passenger in the sidecar of technology’s motorcycle. And like technology, the format of the instruction manual has evolved, but is the “science” behind them keeping up? Video demos may be the status quo across today’s interverse, BUT… The day of the 40-minute-long, boring video demo is over. Short, entertaining video tutorials are winning the attention and appreciation of a socially networked audience eager to pass along a link to something they find entertaining and useful. Smart brands are realizing the opportunity to create and use video tutorials as purveyors of brand culture. Injecting humor, style, and creative storytelling into an instructional tutorial not only can help grab and keep an audience’s attention, but may encourage the audience to actively promote the content to others purely based on its creativity or experiential value. Demos are dead. Fun, creative tutorials not only teach, but also promote. The branded tutorial is rapidly becoming the new, and necessary standard.

LEVEL: Intermediate

About the speaker

This person is speaking at this event.
Joshua Rosenbaum

Next session in Salon C

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13 attendees

  • Jason Hartsell
  • Bucky Flowers
  • Paulien Dresscher
  • Dave DeSandro
  • Hans van de Bruggen
  • James Pearce
  • Kevin Powers
  • Kye Hittle
  • Mike Bianchini
  • Paul Irish
  • Reinier Ladan
  • Joe Newton
  • Tom Whitwell

18 trackers

  • Andrea Genevieve
  • Anthony Bruno
  • Beau
  • Ben Guthrie
  • Brian Duggan
  • crcarlson
  • John Tokash
  • Justine Jordan
  • Katie Felten
  • Loulia Miller
  • Chris Carter
  • Jason Lewis
  • Seth McCall
  • Marc Sexton
  • TechSmith
  • Tyler Graf
  • Tyson Hanrahan
  • Val Head

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Time 3:30pm4:30pm CST

Date Tue 15th March 2011


Salon C, Hilton Austin Downtown

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