Since any form of media can be classified either way, it might be useful to discuss what distinguishes content from advertising.
Video, words, and images can all be used in both content and advertising, although they are usually combined in some form or another. Some forms seem to be emerging as fairly specific to content, because they rely heavily on conveying information. Infographics and how-to-videos are almost exclusively forms of content, as are tutorials, testimonials, and user reviews.
Demo videos are right on the edge: we can (and do) see users demonstrating products all the time, but we do also see them in advertising, with an emphasis on sales messaging.
Digression: Earwax removal videos (my latest obsession) are content, but it’s a bit funny to see how these medical professionals react to becoming YouTube stars. They clearly come to enjoy having an audience, and over time begin creating content specifically for their subscribers (as opposed to in the beginning, when they are simply filming their procedures). I have to assume there are business gains from these endeavors: certainly Dr. Pimple Popper has customers that have sought her out because of the videos. On the other hand, it seems that she does discount her services for some customers, in return for letting themselves appear on YouTube. There are certainly industry-wide impacts in terms of awareness and engagement. I think it’s fascinating that these things get literally millions of views, from subject matter that was initially perceived as either mundane or disgusting.
If you think that the defining feature of advertising is paid brand visibility, that’s not necessarily true. Product placement remains content, unless it begins to author the content. We live in a branded world and interact with products all the time, so it makes sense that characters in entertainment media would do the same. James Bond has to drive some kind of car, after all. But the audience is sensitive to the false note when characters begin to deliver advertising messages. (Seinfeld handled this perfectly, by the way).
In the same vein, not all “sponsored” or “related” links are advertisements. Often if I’m reading a news article, the “related” articles are relevant and useful, even if the placement was paid for. On Amazon, the “people who searched for this also looked at…” links are INCREDIBLY useful. And movie trailers are perhaps the most eagerly anticipated advertisements of all.
The short definition of advertising is any unsought intrusion on a person’s normal, self-directed consumption of media. It’s not about what it is, it’s about how intrusive it is; how much it insists that you stop what you are doing and pay attention to it. If it is a natural progression, or is relevant to the current activity, it becomes content.
Or, to put it even more simply:
Content is relevant
Advertising is irrelevant
Villon adVentures 