Video is now an essential part of every digital strategy. According to Cisco, video will account for almost 80% of all internet traffic by 2020. And with Google and Facebook both making VR and AR a central focus in their new products, the way we consume video is only set to change further. Conversational video intelligence and the general trend towards shorter content has also led to a rise in short-form video formats such as micro-video, vines or Snapchat-like videos.
What is incremental video billing?
Incremental video billing is the practice of drip-feeding the revenue from your video content over time, across multiple revenue streams. This means that video content you produce may be monetized across a variety of channels such as affiliate marketing, premium memberships, product sales, etc. In addition, video content may be repurposed into other formats such as teasers, highlights, podcasts, etc. to maximize the value of your investment. One of the most common examples of this is known as "native advertising". Native advertising is when a company pays to place its ad on another company's website. In this way, the advertiser pays less to promote their product because the user is already on the site. The user is also more likely to click on an ad if it fits in with the style of the website.
Make users care about your product through storytelling
Storytelling has always been an effective way to engage an audience and make them care about your product. Remember — nobody buys a vacuum cleaner because they want to buy a vacuum cleaner. They buy it to solve a problem. So when it comes to video, you should focus less on features and more on benefits. Avoid the mistake of creating a traditional product-focused advertisement and instead go for a more narrative-driven approach. Use video to tell the story of how your product came to be, who created it and why. Find a genuine story behind your product. Tell the story behind your company and how the product came to be. Make viewers relate to it and develop a personal connection with your product and brand through the video. This will make them want it more!
Create a sense of urgency with scarcity and exclusivity
It may sound counterintuitive, but increasing the perceived value of your product or service through storytelling can also be a great way to create urgency around them. Image hosting site Imgur, for example, once launched a "creative crowdfunding campaign" focused on the release of their latest product — the Community Uploader tool. The company invited their active community members to preview and test the product before the official release and offered them special access and perks to the Uploader before anyone else. The company also stressed the "limited availability" of the early testing program, promising that the new product would be available to anyone who missed out on the campaign after a few days. We're all human, and we all like to feel like we're getting something special before others. Once you build up that sense of exclusivity, you can charge more for your product.
Data-driven video marketing
As with any digital marketing channel, video marketing is always best when it's data-driven. This means that you are closely monitoring the performance of your video content and adjusting your approach accordingly. Video marketing is particularly complex and can be challenging to measure, especially when it comes to the number of views, conversions and click-through rates. The good news is that there are a number of tools to help you track and measure your video marketing efforts. Google Analytics: This is the obvious choice for tracking your video traffic and performance, particularly if you're uploading your video content to YouTube. Social tracking: You can use social-tracking tools such as Hootsuite to track the performance of your video across multiple social channels including YouTube and Facebook.
Leverage the "ground floor" of live events
As video consumption grows, brands are looking for new ways to engage and interact with their audiences. Discussing the latest trends, product launches, or hosting live events can be a great way to not only engage with your audience but also generate new video content. If you choose to host a live event, you can use video to bring that event to your audience in real time. You can also use video to record your event and repurpose it as a video series afterwards. This could be a great way to engage with your audience and allow them to connect with your brand on a more personal level. Make sure you are consistent with your branding and that your video feed has the same level of production value as your pre-recorded video content. Your event video should also be edited and published in the same timely manner as your pre-recorded video content so that it doesn't become stale and irrelevant.
Build an audience first — then monetize it
In a lot of ways, video marketing is similar to blogging: You should first focus on building an engaged, responsive audience before trying to make money from your videos. As such, you can use a lot of the same strategies for attracting visitors and building an audience for your videos as you would for your blog. Getting distribution for your videos is just as, if not more, important than the content. You need to get eyes on your videos, and the best way to do that is to get your videos in front of as many people as possible. To do this, you'll want to make sure your videos are on a few different channels — you should use YouTube, but you should also consider putting your videos on Facebook, Instagram, and TikTok (or any other platform where you can find an audience). There are a few ways to get your videos in front of as many people as possible.
Video ad placements in blog content
Blogs are a great way to attract traffic to your website. If you're monetizing your blog with video ads, you can increase the number of impressions, clicks, and conversions even more by placing your video ad in the blog content instead of above it. This allows you to diversify your ad inventory while also making video ads less intrusive — a win-win situation. When placing your video ad in blog content, you can use different types of video ad placements. You can choose to place your ad in the middle of a blog post. You can also choose to place your ad at the end of a blog post, before the blog comments section, or between blog posts. To place your video ad in the middle of a blog post, you'll want to first highlight the blog post headline and then click on the "Insert" button. After that, you'll want to select the "Video" option from the "Media" drop-down menu. Then, you can select the video ad you want to display and click on "Insert".
Video ads in between blog posts and articles
If you have a longer-form content series such as a multi-part tutorial, you can place your video ad in between your content posts. You can do this by clicking on the "Insert" button at the bottom of your blog post and then clicking on the "Video" option from the "Media" drop-down menu. After that, you can select the video ad you want to display and click on "Insert". You can also place your video ad immediately before your longer-form content. To do this, you'll want to click on the "Insert" button at the bottom of your blog post and then click on the "Video" option from the "Media" drop-down menu. After that, you can select the video ad you want to display and click on "Insert".
Use video to boost your organic SEO game
Video is also a great way to build backlinks and improve your blog's SEO. You can do this by uploading your videos to YouTube and then creating a blog post that links back to the video. You can also create a transcript of your video and link back to your blog post from the transcript. Another option is to use a video transcription service. These services can help you create a transcript of your video and then link back to your blog from the transcript. Video SEO is not a one-time thing. It will take time to build