title: HowTo.tv
text: # HowTo.tv
  
  HowTo.tv was a video website that hosted instructional, brand-sponsored, videos on how to accomplish certain tasks, such as how to tie a tie or how to apply makeup. Users were able to view the videos directly on the website or download them to their mobile phone or iPod.
  
  ## Background
  
  HowTo.tv founders argue that instructional videos are a more efficient way to reach to customers than traditional advertising.
  
  Thus, founder Howard Kosky told The Guardian, "the only people we would expect to go and view how to repair a bicycle puncture will be those people who have a bicycle and have a puncture, for a company like Halfords that's a very, very highly indexed pound as invested as there's zero wastage."
  
  ## Affiliations
  
  L'Oréal, Wilkinson Sword, RWE npower, among others showcased their videos on HowTo.tv.
  
  The company also conducted marketing research.
  
  