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Rakuten Marketing Blog

High Demand for Video Content Creates Picture-Perfect Content Publisher Opportunity

Posted on Fri, Jul 28, 2017 @ 15:07 PM by Daniel James

High quality video content is sought after by both advertisers and consumers. As the popularity for well-made video content grows, there's a huge opportunity for content publishers to capitalize on. 

Video content is in high demand from advertisers and consumers - and this opportunity is perfect for video content publishers.

High Demand for Video Content Creates Picture-Perfect Content Publisher Opportunity

Video content’s rise in popularity has been noticed from almost every angle. Consumers love having on-demand and live video content to learn more about products, watch reviews, or see the way products are used. Publishers and advertisers in the affiliate space are responding by trying to give the shopper what they want and create more meaningful, engaging content. But as more content gets produced, saturation and decrease in quality becomes a concern.

Digiday recently published an article examining the challenge of quality for video advertisers. The article observed that the shift to digital video content has been ongoing, but that the demand for good video content outweighs the availability. The article interviews Digital Investment Lead at Mindshare Christine Peterson, who said that “There’s still more need for high-quality video content,” because of the high demand. She also noted that “There is a much more fine microscope on quality” for video content, meaning that the expectations are going to be higher and content publishers need to bring their A game to video content production.

The article also noted that advertisers often look for two things: high-quality content, and content that appeals to a range of demographics.

There’s no question that the appeal of video content is high for publishers and advertisers. In a survey conducted last year by eMarketer, 35% of respondents said that viewing a video on a product made them more likely to buy the product. The article also notes the challenge in creating video content, citing postproduction as the biggest issue. Gilles Rousseau, the Senior Vice President of Sales and Marketing at Splashlight, said that video post-production is “expensive, time-consuming, and requires significant technology to retouch.” A Think with Google study from July 2016 also showed the impact video has on shoppers: there was a 50% year over year growth in YouTube searches for product reviews.

Even with the challenges in production and the expectations in quality, the demand is there. A 2017 survey from eMarketer on media habits for teens and Millennials showed that 57% of teens said they watch more short digital videos now compared to a year ago, and 35% said they watch about the same amount as a year ago. Comparatively, 45% of Millennials watch more short digital videos now, and 44% said they watch about the same. Digital video is growing in younger generations, and given that these generations are some of the most diverse, the need for video content to appeal to a wide range of demographics (as noted by Digiday) is real and very critical.

Ready, Set, Action! Creating High-Quality Video Content For Affiliate Marketing

Clearly, the demand for video content is real for consumers and advertisers. Content publishers looking to take advantage of this demand, however, need to be more engaged and focused on the medium. Creating video content is much more than filming with a phone and throwing something up on a content site or social media channel.

Content publishers looking to get into video content publishing, or looking to improve upon their current video production efforts, should consider some of the following:

Consider Your Setting: Smartphones and built-in webcams have given content creators the ability to film from virtually anywhere with ease, but you must consider your setting before pressing record. Is the area well-lit and easy to see from the camera? Does the sound pick up well or is there an echo? Are their visual distractions not being considered? These can make a huge difference in the quality of your video, and should be something you keep in mind.

Create Engaging Content: You wouldn’t put the cart before the horse, so you shouldn’t rely on the medium to carry your content. Instead, create meaningful content for the medium. If you’re creating a review video, have conversational talking points so that it remains engaging and doesn’t feel like you’re talking “at” the audience. If you’re showing a how-to video or a product usage video, use detailed shots to highlight what you’re talking about, and let the visuals demonstrate what you’re verbally discussing. In other words, don’t make a piece of video content for the sake of making a video. Take advantage of the medium and consider what makes it impactful to your audience, then execute.

Don’t Waste Viewer’s Time: A long video doesn’t mean it’s a good video, and users know that. In fact, they prefer you get to the point and not turn 60 seconds’ worth of content into a 10-minute diatribe. In fact, a 2015 survey from Animoto found that viewers prefer videos that run one minute or less. Of course, if you have more to say and it’s meaningful to the viewer, take the time and say it! Just make sure that you’re showing the visitor you value their time as much as they do by keeping your videos concise and to-the-point.

For more insights into creating video content with a purpose, check out our blog post on 10 strategies to creating video content that viewers will love!

Tags: Video, Advertisers, Content Marketing, Industry News, Affiliate Marketing, Publishers, Content 101

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