The Top 5 Mistakes Web Publishers Make with Video and How to Avoid Them

The Top 5 Mistakes Web Publishers Make with Video and How to Avoid Them

VideoElephant.com is an online marketplace where hundreds of thousands of professionally produced videos from premium content providers can be instantly purchased, downloaded and published on your website. VideoElephant works with web publishers to provide premium video content with a worldwide lifelong license. VideoElephant is offering Brightcove customers $1,000 worth of free videos to redeem at videoelephant.com/brightcove.

As a Web content publisher, you're most likely aware of the often touted, but not necessarily well understood, 'Content is King' mantra. You're also keenly aware that video (and especially mobile video) is no longer a "nice to have" tactic for attracting viewers—and advertisers--and is now an outright necessity. But, even if you're fully aware of video's importance, it can be easy to falter when it comes to developing video strategy and effectively executing it. How so, you ask? Publishers can easily fall into the following traps:

1. Not outsourcing enough video content
Whether you own and run a niche site dedicated to fishing or gardening, or a big media juggernaut such as BuzzFeed or The Upworthy, one simple fact remains: the beast needs to be fed.

At VideoElephant, we work with a lot of Web publishers who have invested time and effort into building their website's ability to attract and monetize visits; however, they've often overlooked the fuel that will ultimately drive their performance forward – fresh and engaging video content. By outsourcing this pain point, publishers can get back to what they're best at and focus their efforts on issues such as monetization and visitor engagement.

2. Not investing in a mobile-friendly player
If you're reading this, you're probably already engaged in video—or evaluating your options--and so, you're on the right track in terms of video and mobile responsiveness. You'd be surprised, though, at the number of publishers that we work with who aren’t working with video responsively. According to a recent ABI research report, mobile short-form video is growing faster than any other video category. The bottom line is, if you're not going to have responsive video, there's almost no point in having video at all.

It's generally accepted that in a growing organization, the more you can outsource your pain points, the more focused your efforts can be. Indeed, Google's algorithm police will begin to punish you soon, not only for failing to have video but for failing to have responsive video that will play on any device.

3. Relying too much on syndicated or 'rented' content
You also might want to avoid the syndication trap – which can work on some levels for publishers who need content quickly. It's an unfortunate trend that many publishers simply embed videos from YouTube; however, when you embed syndicated content or share only YouTube content, you weaken your brand, and more importantly, your monetization capabilities.

VideoElephant offers publishers video content on a worldwide license in perpetuity. This is essentially a 'lifetime' license that has no global publishing restrictions - meaning, it's yours to monetize forever – and ad revenue generated around the video content doesn't have to be shared with a syndication network or a content producer. Whilst building out your own content library may seem daunting, your audience--and your pocket--will thank you in the long run.


4. Not publishing relevant video content alongside editorial
This is such an easy mistake to make, and many Web publishers fall into the habit of segregating video easily. It can be difficult to find a fit between your own original editorial content and third-party video. But in order for video to have a global impact on the ranking of a website, it needs to be integrated across everything.

A good way of negotiating this is by asking editorial to come into the loop – planning video acquisition in advance of editorial articles. You can also use great pieces of video content to spark ideas for editorial. It takes a bit of a shift in thinking to make video the first priority, but it's a hugely important step in today's publishing climate.

5. Not developing your own monetization systems
Working with an ad network is most definitely a good thing – it will help you access the brands that you may not be in a position to negotiate with yourself and fill any unused inventory you can’t fill on your own.

This should not be your only monetization channel. You'll need a good old-fashioned sales and marketing team who will build relationships with advertisers that want more than syndicated engagement with your audience. By dealing with 'star' advertisers yourself, you'll be able to offer them sponsorships, thought leadership pieces, and a greater and more meaningful level of interaction with your audience.

As a Web publisher, you want great content, lots of video, well designed usability, excellent audience engagement, genius SEO, relevant advertising and, ultimately, tons of revenue. But, sometimes it seems as though you just don't have a roadmap to get there.

Don't worry. When it comes to video, we've got you covered! Between May 12th and June 30th, we're giving Brightcove customers a $1,000 voucher to spend on video content on the VideoElephant platform. The voucher will expire on June 30th. You'll be able to transfer your videos directly into your Brightcove Video Cloud account. With over 70,000 videos in a range of genres – from producers such as AFP, National Geographic, ABC, Sky, Press Association, New York Financial Press, Newsy and VideoJug – chances are you'll find the right content for your website. Happy Publishing!

Redeem your $1000 voucher here by June 30th.