In June we covered five publishers who were using videos on and off their digital pages to promote their brand or reader engagement. Since a new report from Business Intelligence drives home the importance of video – stating "online video audiences are expected to double by 2016, reaching 1.5 billion globally" – it seems appropriate to keep the focus on how publishers can use video to keep audiences’ interest.
Let’s start with WIRED. This publication received significant attention as one of the first magazines to push the boundaries with their digital edition. Sometimes on the bleeding edge of what digital could do, WIRED soon settled into offering a balance of interactivity their digital audience craved without letting their edition get to heavy. (Note: have you asked your digital provider how to add interactivity that works on mobile and desktop platforms? If not, ask now!)
WIRED has again taken a digital platform to the next level by creating several video series based on topics their audience has shown interest in. You can see all of their series on their branded YouTube page by clicking here, or enjoy a video out of their Angry Nerd series:
In addition to giving readers additional content that’s very appropriate to the snippet-style, shareable video medium, WIRED also brands the video well to point readers back to the magazine. They also encourage participation by asking viewers to reply with their own video.
If your audience is more technically or artistically inclined, a How-To series might be more appropriate in providing the additional value digital audiences are seeking. Elle Canada pleases readers with an interest in nail fashion by providing basic How-To videos which promote many of the styles seen in the pages of the magazine. Click here to view one now:
Whatever your video strategy, keep in mind that there are certain "rules" to keeping videos viral-friendly. Keep the clips short, for one. Make sure they appear in a player that is share-ready, such as YouTube. And don’t be afraid to advertise! If you don’t want to bother readers with advertising during the video – which is admirable – play with the space around the video. Situating key advertisers next to related content can be a benefit to viewers and advertisers alike.
Don’t have a production team at the ready to cut, edit, and compile your video? Contact Nxtbook Media. As part of the Creative Services department, Nxtbook helps brands create video campaigns to boost engagement and awareness.
July 10th, 2013 by Joy Beachy