NEW YORK HowStuffWorks is seeking to match its 30,000-plus articles, recipes and reviews with video content.
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.
"This is our scaling opportunity," said Jeff Arnold, CEO at HowStuffWorks. "It's endless how much content is out there."
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.
The site is one of several to bank on the YouTube craze giving way to more down-to-earth uses for Web video. Sites such as VideoJug now provide how-to demos, and advertisers like DuPont, Kohler and others are producing instructional videos.
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.
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.
"We're really good at helping obscure content find an audience," Arnold said.