3 Ways successful editors increase their video inventory

3 ways successful editors increase their video inventory

Editors at publishers of every size are facing a big question: how to consistently increase video inventory?
Audiences want video content. They want it on social and they want it alongside written content on websites. It’s what builds and retains a following in this video-centric age. But the business guys come to editors asking for more video, it’s not just the consumers they have in mind. They’re also thinking about advertisers.

The Pocket Guide to Social Video

Advertisers are all about online video. They know that video is the most effective format for advertising, because it lets you quickly convey information and elicit emotional response. To get viewers to watch video ads, though, they need to be tied to the content they are actively interested in.

That’s why advertisers are so interested in pre-roll placement. It gets their ad in front of a piece of content that the viewer is definitely interested in (they hit “play” after all). While there’s never a guarantee someone will sit through or pay attention to an ad, even if it is in front of the content they want, it’s still the best way to get video ads in front of viewers.

Not only do editors hear from the business side that more video is needed, but it’s also coming to them from social teams who are consumer-focused. The need for a robust video offering and a constantly growing inventory is two-fold: to satisfy and engage social audiences, and to fulfill the interests of advertisers (in turn, reaping the financial rewards). Keeping up with that kind of demand may sound daunting, but it doesn’t have to be a herculean task.

Make everything a video

One more step...

The first place to start thinking about increasing video output is alongside new articles. If someone is writing about it, then you can make a video about it, too. Whether that is the responsibility of a dedicated team or if individual writers are tasked with crafting accompanying video pieces is a question of organizational strategy. Either method can work, and one may be better than the other for different sizes or structures of publishers. The key is to find a video connection for every non-video piece of content.

But you’re not only tied to creating video for new pieces. Look to your archives for inspiration! Likely, you have evergreen content – stories that never get old or have recurring relevancy – that you can transform into video. This repurposing of concepts is a direct, efficient way to conceptualize additional video content. Those reusable pieces are great for social, where they can be pushed out again and again, over time.

Recut your content

Consider that videos themselves can be repurposed and re-edited. You can re-use assets, even make multiple videos about the same big story.Some stories may bubble back up in the newscycle – don’t be afraid to re-use content you’ve already created.

Coverage surrounding high-profile, recurring events (like, say, awards shows or sports tournaments) always involves retrospective looks and comparisons to years past. Integrating assets or a perspective from the new year into a pre-existing asset can be simpler and less time-consuming than starting from scratch.

Push video everywhere you can

Remember that videos can exist in more than one place, increasing the potential return in advertising dollars and social impact, compared to the time your team spends creating creating. While there are some variances in the absolute best practices between social networks, a video that works well on one is unlikely to be a total dud on another.

The biggest element to consider right now is the aspect ratio most favorable to viewing on a particular network. While shifting a video’s aspect ratio used to require completely recreating a piece, Wochit offers tools to rapidly and easily export a video into multiple aspect ratios, as best-suited to its destination.

It pays – literally – to have a robust and growing video inventory. The more places you can push video content, the more potential advertising dollars are available. And the more opportunities exist for new audiences to engage with your content. All signs suggest that the interest in video, both from consumers and advertisers, won’t be slowing down anytime soon. The aggressive pursuit of video gives you a direct line to those ad dollars, while also delivering what your audience wants.

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