Viralize Team

How to boost engagement and make money from videos

In a world suffused with video content, pairing videos with articles can feel both necessary and daunting. Given that more video is uploaded every 30 days than major U.S. television networks have created in 30 years, a refined video content strategy is a prerequisite.

The first part of creating a video content strategy is, well, incorporating video into your online content; yet, creating professional videos can be time-consuming and require large budgets. Realistically, what do you need? An art director, a scriptwriter, a videographer, an editor. A very deep inhale and exhale. A script, a shooting location, an actor, a guy with a clapperboard (“and action”). An even longer inhale and exhale. Who has that kind of time, money or patience?

If creating video sounds like a production, here are five quick and easy solutions to integrate video in your content strategy. From refreshing older articles with fun social videos to implementing your own homemade clips, you will learn how to amplify editorial and engage readers with these easy video integration tips. Moral of the story: The clapperboard returns to storage.

1. Revitalize current or older editorial with video content

Forrester research values one minute of video at 1.8 million words.

Forrester research values one minute of video at 1.8 million words. Click To Tweet

We all know that only Stephen King has time for 1.8 million words. Enriching editorial with multimedia, however, is vital to increase time spent on your website. The New York Times increased multimedia content and raised time on site to a 5-minute average.

Plus, articles without multimedia can feel so 2010.

If you want to spice up published editorial, consider incorporating clips from top video platforms like, YouTube, Vimeo or Dailymotion. Embedding clips can refresh old content, increase your SEO ranking and appeal to visual learners.

Say you need to refresh a piece written over a year ago that talks about budget travel. You could embed a Youtube video from a budget-minded travel blogger like Drew Binsky to add more information and a personal perspective.

Another easy way to embed videos is with Viralize’s Matrix format or Stream format. With Matrix, readers can view two to five videos that appear within the article text. The cross-device Matrix Unit allows publishers to create a video playlist for readers, showcasing a series of videos that can substantiate and relate to your editorial.

If you have an article about traveling in Europe, consider embedding videos that tangentially relate, such as videos on various delicacies in different European countries, economic travel tips and European history.

Looking to make money from videos? Integrating the Matrix or Stream formats allow you to deliver pre-roll and mid-roll advertisements that help monetize your content. With pre-roll and mid-roll advertisements, the publishers earn on a CPM basis.

Right now is an optimal time to monetize your website with digital video ads, especially since US advertisers have increased spending on these ads by 68% in the last two years. The Matrix and Stream formats allow you to provide engaging content and monetize simultaneously.

2. Create short, in-house video content to showcase your business’ personality

Whatever video content you offer, just make it personal. Tell us something about your office, employees, culture. Tell us anything that we can’t learn from reading your articles. Think of an Instagram story. It takes 20 seconds to make, it is ultra-casual and can be embedded in a website. You can even edit them with free and simple apps like <FilmoraGo and Quik.

Handcrafted, short videos or GIFs can explain step-by-step processes, showcase photo collections, capture impromptu fun moments or communicate updates. They humanize your company, adding real faces to your business in a laid-back way. To be frank, it doesn’t have to be professionally produced to be personable.

Wired Editor-in-Chief Nicholas Thompson’s videos discuss the day’s most interesting thing in tech, often featuring poor camera angles and lack of white balance. He regularly boasts thousands of views.

If you’re a tad more tech-savvy and want to flex your editing prowess, take inspiration from Vogue's "73 Questions" series, in which their sassy interviewer asks celebrities, like Saoirse Ronan and Zac Efron, rapid-fire questions.

But if you’re still not convinced, consider that when online video content includes behind-the-scenes content, 87% of people prefer it over TV Broadcast. Vogue’s efforts haven’t been without reward. With over 41 million Insta, Twitter and Facebook followers and likes, Condé Nast’s fashion powerhouse offers a backstage view into celebrity life has helped them build the third largest social media following for a magazine brand as of March 2018. Forty-one million social followers may be a lofty goal, but creating personal videos fosters interest in your brand.

3. Cover a trend

Remember that white and gold, or was it a blue and black dress? Or when that one kid was so inspired by Daniel’s white Vans that he yelled “Damn, Daniel” more times than you can count. The NY Times covered both of those historic milestones. For future events, you can too.

Articles about trending videos or events capitalize on viral content and attract new readers. As a sports website, for example, you can highlight the latest Wimbledon or World Cup upsets through a response video, short commentary or opinion piece. FBE built 17.6 million followers from viewers’ love of commentary. The brand creates videos in which teens, kids and parents react to current pop culture news.

What’s vital about these articles and videos is their timeliness. Like a Twitter hashtag, people aren’t interested in commentary four weeks after the event. Pick a trending video, embed it and add to the conversation.

4. Enrich your article with supportive video content

Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service. By combining both mediums, you can engage a spectrum of readers.

Perhaps, you’re writing an article about the medicinal quality of pandas for resolving your Monday Blues, and you need a video of a panda causing adorable trouble. You could grab that video from the Viralize Video Library.

Viralize’s library offers videos from over 50 leading content creators in 29 IAB content categories. Pull a video from the library and embed that video into your website in just a few clicks. You can simultaneously take advantage of our video ad monetization solutions with instream formats.

5. Support content with social video

If you read through one Buzzfeed article, you’ll notice just how often writers use GIFs. GIFs are all over social media and in WhatsApp. They’re entertaining, relatable and often hilarious, building writer-viewer rapport. Short videos—think Instagram’s 15-second to 1-minute videos, Twitter videos and live Facebook videos—are easily found via hashtags and can be quickly embedded and incorporated into articles.

The shorter, the better. While a 1-minute video retains about 60% of viewers until the end, a 5 to 10-minute video retains about 35% of viewers (Wistia). Search with hashtags on Instagram or Twitter or with keywords in the Viralize Video Library. A quick perusal of the top results will provide numerous videos suited for your audience. Lest not forget, cite your sources.

Let's Recap

All of that video production hullabaloo isn’t necessary.

Integrating video into your online strategy can be fun and easy with the following techniques:

  1. Embed videos from YouTube, Instagram or other social sharing platforms to refresh older editorial.
  2. Produce simple in-house video content that reveals company culture, behind-the-scenes clips or simple how-to's.
  3. Add to the conversation by taking inspiration from viral videos and timely events.
  4. Support articles with relevant video evidence by embedding specific clips from YouTube, Vimeo or the Viralize Video Library.
  5. Use short, fun social videos like GIFs to engage your audience.

From commenting on the latest viral videos to utilizing social clips, GIFs and Insta-vids, you can create a quick and easy video content strategy that increases time on site while gaining reader retention.

If you liked this article and want to start monetizing your site with a video advertising platform, you can read our publisher guidelines on getting started andsign up for Viralize here.

Feel free to contact us if you have any questions.

Share it!Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedIn
arrow-up Created with Sketch.