Video consumption is at an all-time high and shows no sign of slowing down. In fact video viewers are expected to reach 1.6 billion by 2016.
As the number of video viewers continues to rise, so too does the number of individuals and businesses using video to convey a message and connect with their target audience. But in an increasingly crowded video space, content creators are scrambling to get their videos seen by their desired audience.
The smart people are looking beyond YouTube for video exposure and video distribution. And the really smart cookies are thinking of ways of better monetising their video content for greater success.
Do you know that last year 75% of video views happened outside YouTube (Reel SEO, 2014)? Creating an engaging video and placing it on their YouTube channel followed by some social media promo just isn’t enough anymore (unless perhaps you’re a multinational company with a million dollar marketing and advertising budget).
So with YouTube no longer king, what are you doing to stay on top of video viewing trends?
Whilst the online video landscape may be growing more complex, there’s no reason to fret. Start exploring new video platforms and technologies and be willing to put more time and energy behind your video campaigns – then you’ll start getting the results you want.
Here are six ways innovative content creators are expanding their reach beyond YouTube…
1. Placing content on their own publishing site
This may seem like a straight-forward ‘no brainer’, yet so many content creators do not do it. They’ll upload their video to YouTube thinking that’s where it belongs and fail to embed it on their website for additional views and exposure. You put a lot of work into your website and its promotion so making sure there is video content to capture readers’ attention is worthwhile. Ensuring your video is located in a permanent area that you manage will stand you in good stead. In fact people who build in video content to their blog posts receive 15% more engagement and time on site than posts with images and text (Percolate, 2015).
2. Using Facebook and Twitter’s native video players
In the past year both these social media giants have made massive strides in their use and availability of online video. They know their users love to watch online video and so they’re making it easier for them to upload video. In January 2015 ReelSEO announced that Facebook are now accounting for 60% of all global video shares, and direct video uploads are overtaking YouTube shares on the social network for the first time. Whilst many would say this is largely down to Facebook’s autoplay feature, it’s still worth utilising Facebook’s own video player and using their advanced targeting options to gain optimum exposure. Currently it is businesses and brands who are making the most of Twitter’s video player, which allows them to upload 10 minutes’ worth of video content and offer teaser trailers.
3. Utilising the shoppable video distribution network TAGGLED
Not only does TAGGLED allow businesses/brands to create shoppable video content but they have a network of Publishers to distribute videos on a pay-per-view basis. For businesses that want to engage with true video commerce with the added benefit of a ready-made distribution channel, TAGGLED is a no brainer. And for Publishers who want to introduce video content on their website/blog that will not only increase time spent on their site, but earn them money at the same time, TAGGLED is an attractive option.
4. Giving video lovers access to exclusive content via paid subscription
Many big name content creators (mainly video bloggers) have signed up with Vessel and Vimeo on Demand to offer early access to new content to their millions of fans worldwide. These online platforms are taking the lead from Netflix and Amazon Prime and it’s likely their approach will be a huge success considering the fact that online video users are ever-growing. This new approach is likely to appeal to the super-fans of vloggers who want to be one of the first people to view unique content and are willing to pay a relatively small monthly subscription fee. Whilst it’s early days for Vessel in particular, the calibre of creators they have signed up shows the faith that the creators have in the new system and their willingness to look beyond YouTube in the hopes of making more money. Vessel is offering creators 70% of all advertising revenue and 60% of subscription revenue (above the 55% cut of ad revenue they ordinarily get from YouTube). Meanwhile Vimeo PRO users get to keep 90% of their revenue.
5. Making fashion and beauty video content shoppable for viewers
The extremely successful affiliate arm of Pop Sugar — ShopStyle Collective — launched a brand new video monetisation platform at the end of 2014. It’s a place for fashion and beauty vloggers to upload their video content and link directly to the items they feature for their fans to shop. This is done using the aforementioned TAGGLED video tagging technology. Vloggers are limited to using the products of the brands affiliated with ShopSense and get paid on a per-click basis. Pretty nifty if you have a decent amount of traffic going to your blog.
6. Pushing videos out via an Affiliate Channel for distribution
The savviest of brands are first making their videos shoppable and then pushing them through their Affiliate Channel as dynamic content for publishers like bloggers to use on their sites. Video views increase, conversions double and the Publisher gets paid for sharing.
The world of online video viewing is noticeably expanding and it’s an exciting time for video creators of all kinds as more and more video sharing platforms emerge. It’s likely that a mixture of video sharing platforms will generate the most success for you and your video campaigns. Not every platform will suit your needs but it’s worth experimenting to see what works for you and your type of video content.