The power of video to inform, educate, entertain and engage is now well established.
Some recent statistics highlight this:
1. Video equals higher viewer retention. The information retained in one minute of online video is equal to about 1.8 million written words. (Source: Brainshark)
2. Video attracts two to three times as many monthly visitors to a site and doubles their time spent on the site and has a157% increase in organic traffic from search engines. (Source: MarketingSherpa)
3. Blog posts incorporating video attract three times as many inbound links as blog posts without video. (Source: SEOmoz)
4. Of the 80% of internet users who watched a video ad, 46% took some sort of action after viewing the ad. (Source: Video Brewery)
availability of video is now almost universal: YouTube alone has over 1
billion users uploading over 300 hours of video every minute. The
number of hours per month that people are consuming on their platform is
up 50% in 2015 compared to last year. By 2019 90% of all online
activity will be related to video consumption – this is truly the video
Consumers have led the
video revolution - the fact is people want to consume information via
video more and more. Publishers need to develop a video content strategy
which provides insights into how video can positively impact both their
existing print and digital content platform and enhance their audience
experience whilst also providing additional opportunities for their
commercial partners to associate with the wealth of content available.
Advertisers will follow consumers and their behavior has definitely shifted towards video viewing, participation and sharing.
Recent changes by Facebook, Instagram, Snapchat and Twitter have
introduced new video based viewing and social sharing features bringing
social video into the mainstream and into our hands via mobile.
access to numerous platforms offering video content solutions and the
ability to create their own branded video content destination on the
web, advertisers and agencies have more options than ever to connect
with audiences through video.
This change will only continue at an even faster pace, as technology becomes an enabler and consumer habits change.
WHAT DOES THIS MEAN FOR PUBLISHERS?
Whilst video is not the be-all-and-end-all for publishers, they must now have a plan for how to integrate and use video for the benefit of their subscribers, audiences and commercial partners.
video content to support and enhance a publishers' core assets and
capabilities is now seen as essential in a world where the digital
social web and technology have made access to video content ubiquitous.
in-house publishing capabilities with a specialist video agency partner
to provide new skills, expertise and on-going support is one way that
publishers can utilize existing resources to quickly establish
meaningful video content. For others, new working environments,
management and compensation structures may be needed to attract and
retain this new kind of talent. Here are 3 things publishers embarking
on integrating video content as part of their overall strategy need to
1. VIDEO CONTENT STRATEGY
define how, when and why you are creating content. What are the KPI’s
and how will success be measured. The video content strategy is a plan
to provide a clear understanding of your current situation, revealing
your goals, monitoring your progress, measuring your success and
outlining the rewards.
is also very important that the strategy informs the creative approach
to video production values to ensure consistency with the publisher’s
brand, tone of voice, positioning and values. This seems like a given
but there are numerous examples of videos being incompatible with a
corresponding publisher assets, magazine and/or digital publication.
This relies on publishers, editors, writers, marketers and external
partners working as a team to ensure the video produced integrates
seamlessly with the written word and visuals of the publication.
how the video content strategy aligns with overall business objectives
is key to success. Is the objective to build brand awareness or
affinity? To increase readership or get subscribers? What media types
and channels are most appropriate to achieve the prescribed goals? All
subsequent decisions—about tools, partners, and technologies—will flow
subsequently from this essential content strategy.
traditional publishers to effectively incorporate video content
publishing as part of their brand ecosytem, measurement also needs to be
considered. Traditional metrics such as impressions and click through
rates matter less, while publishing metrics such as views, unique
visitors, repeat visitors, video completions and time spent begin to
matter more. Social metrics, such as likes, shares, comments, volume of
traffic from social media channels, and share of voice also take on
2. VIDEO CONTENT PILLARS
are opportunities to produce video around the existing publisher
content genres and ‘tent-pole’ articles or initiatives that are
generating interest, online traffic, comments or views. Magazine and
print publishers are in the enviable position that they have a wealth of
written and visual content and an existing and connected audience. The
key is to produce regularly and consistently.
content pillars for publishers, say food or motoring or finance, it is
possible to develop a consistent approach to a video content calendar –
providing consumer based video of a regular tactical nature based on
relevant ‘news-worthy’ events or stories – this can include content such
as filming regular seasonal recipes, new car reviews or journalistic
video that reports and/or highlights relevant topical stories, seasonal
This can be
interwoven with or used to supplement and support pre-defined content
themes or arcs in-line with published articles. This content is likely
to be longer form with more in-depth story led, informative or
entertaining content and more thoroughly planned and produced. This is
where audiences engage and connect with the brand and it’s values at a
3. OPTIMIZATION – NEW WORKFLOWS
content can add tangible value to an organization but it needs regular
maintenance and care. Flexibility in this environment is as important as
streamlining production and approval workflows. Online video content
creation, like other digital endeavors, requires optimization. Rapid
testing, learning and publishing on a continuous basis are all signs of
success. Creating an infrastructure that supports and produces video
content on an ongoing basis means that publishers need to strive for a
flexible, adaptable content culture which embraces new ways to entice
audiences to interact with content.