Well actually, it is. For every video view, Purina Friskies is donating one meal to cats in need across the country. Several other brands and YouTube Stars have created similar initiatives, either pledging donations/money for each view or donating the advertising revenue the video generates.
People don’t need an excuse to watch online videos—they’re already watching billions of hours of video each month. Brands and YouTube personalities that use online video viewership to support charities and other initiatives offer an irresistible value exchange. People want to watch video content; if they can support a cause simultaneously, it’s a win-win.
Brands are definitely willing to trade viewership for donations. Not only are they increasing awareness and engagement with the brand, but they are also creating positive brand associations. Online video has the power to facilitate these kinds of value exchanges and as a result, is a tool many are using to make the world a better place.