Budgets for influencer marketing campaigns are going way up. Why? Because the average cost per engagement is going way down! Simply put, it works.
Streaming video views are up, but publishers and advertisers are still searching for the best way to monetize them. That's led to a healthy video ad evolution, reports Ooyala.
Without actually producing any video of its own, Twitter became the star of the 2018 NewFronts, providing much-needed reach for publisher video efforts.
In a joint blog post with our video content syndication partner VideoElephant, we untangle common misconceptions about incorporating third-party videos into your content strategy
Telling visual stories isn’t just about having decent content. It’s also about extending the life of these stories, growing richer narratives, and building a library that is greater than the sum of its parts. Licensing syndicated content plays a key role in helping publishers achieve these goals.
But understanding exactly how content syndication works isn’t always straightforward. We overview the industry problems addressed by licensing content, identify three common misconceptions about incorporating it into your video strategy, and discuss how it can jumpstart your video business.
Challenges in Building an Expansive Content Library
Video content is king.
Video is the ultimate medium for storytelling. Cisco projects that global internet traffic from videos will make up 82% of all internet traffic by 2021. Web publishers who have successfully implemented a video content strategy have seen improvements in SEO, user-experience and monetization opportunities.
Problem #1: Video content is expensive.
There are a lot of hidden costs associated with creating the best video possible, including fees for production staff, hiring talent, equipment, design, sets, food, and insurance. Creating high-quality video content is still a significant investment. As the current online video environment shows, sustaining a heavy production schedule is almost prohibitively expensive.
Problem #2: Video content is hard to scale.
Managing and expanding a portfolio of third–party content providers can be extremely labor and resource intensive. Video libraries require uniform encoding, metadata, and an over-arching taxonomy to be managed and navigated. Add to this the rights and licensing issues presented by third-party content and very quickly it becomes clear there is a lot of work to be done to scale your video library effectively.
Problem #3: Video content is hard to keep up–to–date.
There are a number of reasons why it’s hard to keep video content up to date, one of the key being production time. Creating high quality video content is certainly a time-consuming process that requires significant resources. Similarly, it’s tough to keep your videos as current as possible because topics, trends, and breaking news change rapidly. It is necessary to have the ability to refresh your library continuously.
Content syndication is designed to overcome these challenges, but some common misconceptions might stand in the way of making it part of your video strategy. We’re here to address them.
Myths about Video Content Syndication
Myth #1: Only small companies need content syndication.
Traditionally most forms of media have been syndicated and companies large and small have benefitted. It may seem safe to assume that larger publishers would have the resources to produce substantial original content. However, this is often only partially true.
While these companies typically create premium quality videos, they normally want to expand the breadth of their offerings in a way that their production budgets may not always cover. Outsourcing content extends their library and frees staff for additional priorities. The NY Times, for example, syndicates Bloomberg’s content.
Myth #2: Content syndication means losing control over your brand and limiting your monetization opportunities.
Some publishers believe that drawing from multiple content sources could dilute their brand and complicate their monetization models. It’s important to remember that as the publisher, you’re in the driver’s seat, and licensing video content does not result in a loss of control. Premium publishers integrate syndication into their overall content strategy, planning out a strategic mix of both original and licensed content that is consistent with their overarching vision.
Many content syndication solutions offer monetization as well as the player and content (bundled/all-in-one solution). In this case the publisher will not have the ability to control the ads served and hence not have access to the full value of the inventory or the user data associated.
It’s important to have ownership of your ability to monetize video. Opting to work with a content-only solution allows you to access great content while retaining control and ownership of your monetization strategy.
Myth #3: Implementing content syndication costs a lot of resources.
Even after building an outstanding content library, delivering that content can seem daunting for many publishers. Conventional wisdom might have you believe that it requires a dedicated engineering team or a complex web of software developer partners. The truth is, advances in technology have not only made it possible to automate much of the processes required, but also ensure that the content being outsourced is relevant and delivered quickly.
A One-Stop-Shop Content Solution from JW Player and VideoElephant
JW Player has teamed up with VideoElephant to offer the best in content syndication for our video publishers. With more than 1 million videos in its library, VideoElephant aggregates content throughout the Web and makes it available through JW Player.
Through our combined solution, you can access complete, premium video from household brands on an efficient and scalable pricing model. The content is all made available through a single platform and linked to your JW Player account for seamless delivery—this means content from VideoElephant delivered through JW Player can fit into your current content strategy, and you retain full control over the advertising. Access the total CPM value of your inventory, gain total control of the ads served to the users, and review all of the data associated.
In the current environment of media consumption, not taking advantage of the premium video content being produced across the digital world would be a missed opportunity. To learn more about content syndication, watch our upcoming webinar, featuring:
- Rotimi Oyewole, Product Manager, JW Player
- Johnny O’Neill, Senior Account Manager, VideoElephant
- Brian Cullinane, Chief Revenue Officer, VideoElephant
Check out VideoElephant’s blog post here.
Schedule time with a video expert to learn more about implementing an excellent video content strategy.
The post Deconstructing 3 Myths about Licensing Syndicated Video Content appeared first on JW Player.
Tight budgets are no problem. These 5 free online resources will help marketing teams work better together, create impressive videos, and attract more views.
The Wibbitz platform creates videos in minutes, not hours or days, and it now offers a wider font selection, templates, and more.
At TechSmith, our goal is to help content creators take advantage of the power of video in their daily jobs.
But, making the video is just half of the equation.
Choosing where you host your video content is one of the most important decisions you’ll make in the planning process.
Today, we pit YouTube vs. Vimeo!
What is the difference between YouTube and Vimeo?
Two of the most popular hosting platforms today are YouTube and Vimeo. They’re both great options for hosting. We offer YouTube outputs from Snagit and Camtasia, and Vimeo from Camtasia (Windows only).
These outputs make it simple to host your videos in the location of your preference.
There are some big differences when it comes to YouTube vs Vimeo and understanding those differences will help you select the right option for you.
The first question I always ask myself before I ever push record on my camera: who is my audience? You should ask yourself the same question because YouTube and Vimeo have different communities of users.
YouTube’s community is large, with over 1 billion users that watch hundreds of millions of hours of content – each day! With that many people comes risks. You may run into some questionable, highly offensive users that are not afraid to tell you exactly how they feel about your video.
YouTube’s larger audience produces more content, but keep in mind that quantity doesn’t always equal quality.
Vimeo has a much smaller community. Of its 170 million viewers, about 42 million are in the United States.
Vimeo’s community is generally very supportive, and has many users that offer more constructive feedback than you may find on YouTube.
Another notable distinction between the two is that with a smaller community, you will often find higher production values.
Vimeo offers four membership options: Plus, PRO, and Business, Premium. They each have different levels of storage and support as you can see in the chart below.
Vimeo does offer a basic, free membership, but it limits you to 500MB maximum storage per week.
Alternately, YouTube is completely free with unlimited storage when it comes to hosting. YouTube focuses on making money with their advertising, not monthly or yearly payment plans like Vimeo.
That said, YouTube offers a $9.99/month subscription service called YouTube Red, which allows you to view videos without ads.
In addition to being able to watch videos ad-free, you will also have access to a slate of original programming, the ability to download videos so you can watch offline later, as well as a music app.
Updating your videos
Have you ever uploaded a video, then realized you needed to make a change to it? Vimeo allows you to replace a video after it has been uploaded without losing that video’s stats. This can be very helpful if you realize you made a mistake in your video, or something like a name needs to be updated.
On the flip-side, when you upload your video to YouTube, it cannot be changed without completely deleting the file and re-uploading. This means that you will lose all of your views and stats in the process.
If you use YouTube, double and triple check spelling and content, because once you post it, you can’t fix it! I have been hoping for a long time that YouTube will activate this feature, but so far, it hasn’t happened.
YouTube will detect copyrighted music and images almost immediately upon upload, automatically disabling these elements if you don’t have permission to use them. This can help make sure you’re not infringing on a copyright unintentionally.
Vimeo on the other hand, isn’t as strict and won’t disable your content. If you choose Vimeo, be aware that it technically is stealing if you don’t own the rights to any media in your video. It is imperative to use good judgement when sharing your work.
You may notice that YouTube has ads all over the place both on the website and within the video player. As a marketer, you have tons of options to reach your specific audiences with highly targeted ads on YouTube, but as a viewer it can be overwhelming.
Vimeo takes pride in keeping their site free from ads and you won’t see one playing before, during, or after your content. This is because, as I said before, they make their money on memberships.
On the plus side, both sites offer a wide array of analytics for your video that can be extremely helpful when determining who is watching your video and how they are viewing it.
The downside is that you will have to be a Plus Vimeo member to receive the advanced analytic access (you can see a breakdown of stats available in Vimeo plans here.)
Both platforms offer stats on views, comments, likes, shares, total plays, and geographical data, but YouTube offers a little more.
YouTube also offers insight into traffic sources, gender, what devices your viewers are using, and audience retention. Another feature of YouTube is the ability to add annotations or “clickable hotspots” on top of your video that allows viewers to interact.
Vimeo offers password protected content. This can be great if you are reviewing content with clients and want to keep it hidden. Vimeo offers a variety of other privacy options as well.
So…. Where Should I Host?
In the end, it really depends on the audience you are trying to reach because both platforms offer great resources for businesses who are expanding into the world of digital video.
Where do you host your videos? Which features are most important to you? Let us know in the comments!
Note: This is an update of a post originally published November 2015. It has been updated to reflect changes to the hosting platforms.
*Sharing to YouTube from Snagit is only supported for video, not image files.
Vimeo is TM + © 2018 Vimeo, Inc. All rights reserved.
YouTube is © 2018 YouTube, LLC
Understanding your video content is essential for improving content strategy, engagement, and monetization
You did it—you’ve spent substantial time and resources to create the perfect, attention-grabbing video. Now the question is: How do you get as much mileage out of it as possible? Well, as the yogis would say, turn the gaze inward.
Metadata, the “data about data” that describes what your video is about, is a key component of a successful video business. If you want a more streamlined editorial process, greater viewer engagement, and better ROI, make sure you have an excellent understanding of your video content.
Creating accurate descriptions of your videos is the foundation of strong search rankings that help viewers discover your content. The benefits, though, go beyond search.
Increases Editorial Efficiency
Metadata not only gives editors an easy way to locate their videos, but it also allows them to repurpose particular segments.
In the example below, timed metadata parses out particular video portions into seconds of footage. It then organizes them by tags and narration (in plain text) specific to each segment. This method zeroes in on the exact parts of a video that an editor may want to reuse or identify, saving time as well as resources from what can be a manual editorial process.
Boosts Viewer Engagement
The better the metadata, the better you can deliver more personalized and targeted videos to your audience. To extend your video’s reach, create descriptive metadata that matches the video with similar content. Our JW Recommendations engine uses metadata in determining what kind of related content to surface.
Metadata isn’t only text-based. Previews are a great way to tell viewers quickly what they can expect to watch. Similarly, a good poster image or a teaser clip makes your videos more enticing and boosts views.
Strengthens Monetization Opportunities
Excellent video metadata also helps advertisers figure out where to place their ads. When marketers know the content of your videos, they can tailor their ad strategies to the distinct audiences who are watching. What emerges is a more granular and accurate picture of who their ads reach and where these viewers engage. By reinforcing brand safety, metadata fosters more effective ad campaigns and, for you as a publisher, greater ROI.
Enter Metadata in the JW Dashboard
Metadata is the first tab you see when you click on videos listed in your upload queue. You can add tags, write a description, set publish start/end dates, and fill in a number of other fields to populate information about your video.
It’s expensive to produce a good video, so it’s important to give it legs. Metadata allows that video to attract more viewers, save more editorial resources, and make more money. When it comes to increasing engagement, dig into the core of what the video’s about.
To learn more about enhancing your videos with metadata, schedule time to talk with a video expert.
OnlineVideo.net got an exclusive first look at the IAB's roadmap to video ad experimentation. Here are 5 steps for connecting with consumers.
Assess if your company is ready to make video your #1 source of revenue
At JW Player, we make a big deal out of being a video-first publisher. But what does that actually mean? Which questions should your company ask on the way to owning that definition and making video your #1 source of revenue?
If you’re getting your strategy off the ground, have no fear. This decision tree puts a lighthearted spin on assessing the type of video publisher you are and the next steps you can take…but only if you manage to reach the end. Good luck and see you on the other side!
*Click image for full PDF*
To learn more about becoming a video-first publisher, schedule time to speak with a video expert.