Video publishing sites are making multimedia content a staple of multiplatform strategy
How do you define video publishing sites? Digital magazines that host their own video? Can they distribute via social media? Are platforms like YouTube and Vimeo fair game?
We say yes. To all of the above. Like any other content built for multi-platform publishing, video produced by digital magazines will help develop audiences and generate revenue. Currently, monetizing video content means making digital advertising a priority, but there are other advantages, as well: the chance to go viral, or to at least to get some meaningful engagement via Facebook and Snapchat, as you’ll see below in recent coverage from Digiday.
Vox Media Establishes Itself as a Major Digital Publishing Force
It’s no secret that Vox Media is a successful enterprise. As a multiplatform publishing startup whose strength comes from a niche mindset, they exemplify what we outline in our Mequoda Method.
Video comprises a major component of the Vox approach. And now, it’s being described by some industry observers as the new Condé Nast, Digiday reports. NBC Universal’s recent investment boosts Vox’s value to $850 million.
“They’re still gaining traction for some of their brands and continue to grow but have built a modern-day publishing business with unique voices, perspective, and modes of distribution which set them apart from many other legacy competitors,” Digitas LBi Chief Investment Officer Adam Shlachter told Lucia Moses.
Video Publishing Sites Devote Resources to Snapchat
Vox is one of many video publishing sites to seek new audiences with Snapchat, which enables brands to post short videos through its Discover feature. Though they haven’t started posted, Vox is hiring Snapchat specialists, as are others due to the demands – and revenue potential – of the format, Digiday reports.
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Serious Eats Digs In to Monetizing Video Content
Serious Eats web series The Food Lab is launching, and serves as inspiration for publishers with little background in producing video. Serious Eats considers the project an experiment, Digiday reports.
“If you’re talking to an advertiser and you say, ‘Give me half a million and I’ll make an awesome video,” they’ll say, ‘Well, yeah, anyone can do that.’ They want to see that you can do great editorial stuff on your own, and then they’ll want to be next to it,” Chief Content Officer Chris Mohney told Sahil Patel.
“We have zero historical data about how our audience responds to video. And zero data on how we can use video to expand our audience beyond the core base. We need to do both. Preaching to the choir doesn’t increase your long-term viability.”
Unilad’s Effective Facebook Video Formula
Have you heard of Unilad? One of many Millennial-male-driven publishers, it’s now among the top 5 video publishing sites on Facebook, with 416 million June views and 6.7 million fans, Digiday reports. How? By posting content in large quantities – 50 videos a week – and encouraging community and partnerships.
Do you count yourself among video publishing sites? Tell us about your experience in the comments!
To read more about video publishing sites in the news, visit Digiday.