When it comes to making video work for your publishing business, a lot is often written about how to produce the video. And yes, of course, creating a compelling video which resonates with your particular target audience is really, really important.
But if video success were a hill, you’d only be about halfway to the summit. A successful video campaign needs more than just a great video. How do you climb the last half of that metaphorical hill? Hang tight, we’ll get you there.
So, in the spirit of reaching loftier heights, today I want to focus on what you should do when you have your finished video. To be clear, we’re not talking creating the content here. I’m working on the assumption that you’ve already done that part (but, if you haven’t check out our video interview with the video PR experts at TNR News for some tips & inspiration).
Before you even think about setting your video loose, be sure you’ve considered the following:
1. Does Your Video Playback on Mobile, Tablet & Desktop
Did you know that video is expected to account for 72% of all mobile data traffic by 2019? (CISCO)
If your video doesn’t play on mobile devices you’re missing out on a lot (like a lot, a lot) of views. You can’t really afford to let this audience pass you by.
The solution is to use a video hosting platform which includes an HTML5 player. That way if Flash isn’t present (i.e. on mobiles and tablets), the video will still play via the mobile compatible H5.
2. How Will You Drive Traffic To Your Videos?
No matter how awesome your video is, it can only start to work it’s magic if people watch it. And for that you need to make sure your driving lots of relevant traffic to it. There’s a few different ways you can do that:
Create and submit a video sitemap to tell the search engines what your video is about. That way Google will know that when somebody queries “insert your golden keyword” they should display your video.
In fact, Moneyweek grew their traffic by 136% once they started following these video SEO best practices.
Share your videos on social media. Video posts tend to see more engagement than text alone, so depending on how big your following you could rack up a pretty healthy number of views.
Even better, encourage those viewers to share with their own networks, too. For this, you’ll need to include social sharing buttons directly in the player. This removes any friction from the process. It’s no harder for your audience to share than simply clicking a mouse button.
3. Have You Branded Your Video Player?
Once you’ve got all that lovely traffic hitting your video pages, it’s a good idea to be sure that your video is reflecting your brand image.
After all, why spend time attracting visitors only to have them wind up landing on a video that’s peppered with another company’s branding (YouTube I’m looking at you).
Be sure that the video player you use can be customized with your own branding. Change the colours so that they match your current web design, and overlay your logo so that when the video does get shared, everyone knows where it came from.
4. How Will You Monetize Your Videos?
OK, so you’ve made sure your videos play back reliably, in great quality, and that lots of people are viewing them.
Crunch time – how do you translate that into revenue for your business? Well, there’s plenty of ways you can do this, but I’ve pulled out a few examples from our own client base. Here’s what some of the publishers we work with tend to use…
In a nutshell, adding pre, mid and post roll video ads means that you can generate an extra revenue stream from your videos. In the same way that you (may) sell advertising space on your website, you can also sell advertising space on your videos.
If you have a lot of traffic to your videos (which you will if you use the techniques outlined above), you can really bring in some healthy revenues.
As an online publisher advertising is critical as it’s a main source of revenue. Running vzaar allows us to further monetize our videos – Mike Lepore, Spine-health.com
Perhaps your model is more like that of Moneyweek (the UK’s largest financial magazine).
Our ultimate aim is to build a large audience of highly engaged readers. To that end, we produce informational videos on the hot financial topics of the day as a way of encouraging people to sign up to our biweekly newsletters. – Andrew Williams, Moneyweek
Adding an email capture form into your videos is perfect, here. It allows viewers to subscribe, straight from the video player. Once again removing any friction. The fewer number of clicks your viewer has to make to complete a goal – the better!
CISI is the largest professional body for those who work in the securities and investment industry in the UK. Members benefit from video seminars, which aim to support members in their professional development.
CISITV is an exclusive member benefit so we really need to be sure that non-members cannot access the video content- Jade Clarke, CISI
If you’re doing something similar you’ll need a platform with:
Before you set out on any video campaign be sure you’ve thought about how you’ll distribute it. Be sure to have a promotional plan in place so that you get plenty of video views, and don’t forget the mobile audience.
Whichever video hosting platform you use, it’s vital that you make sure it has the features you’ll need to achieve your goals, whether that be monetizing your content via video advertising, growing your mailing list, or providing exclusive content for members. Think carefully about what you want to do with video and evaluate any platform so that you’re confident it can give you whatever tools you’re going to need for success…
…That’s exactly what we designed our 30 day free trial to do. For 30 days you get access to all features, and 5GB of bandwidth to play with. Plus, we don’t take any credit card details when you sign up for your trial. So there’s no need to worry – you’ll only be charged if and when you decide we have everything you need.
That’s a full MONTH to test out all the various features, chat with our video experts and start to see the results of your video campaigns. If you’re looking to get kick your video strategy into hyper gear, there’s no better time to get started.