THE COMBINATION OF PLUMMETING BANDWIDTH COSTS, and the proliferation of mobile devices such as the iPhone, iPad and Androids that are both viewing devices and video cameras is one of the reasons for the rapid proliferation of on-line video.
In 2011 on YouTube alone, 48 hours of video are uploaded every minute (see right). comScore, Inc, a leader in measuring the digital world, released data from the comScore Video Metrix service showing that 178 million U.S. Internet users watched online video content in June 2011, for an average of 16.8 hours per viewer. The total U.S. Internet audience engaged in more than 6.2 billion viewing sessions during the month, an all-time high.
Hand in hand with the meteoric growth of online video is video advertising. According to eMarketer, video advertising is growing faster than all other online ad formats, and this year eMarketer estimates online video will surpass rich media in terms of ad spending. US online video advertising spending will grow 52.1% to $2.16 billion, up from $1.42 billion last year, when the video ad market grew 39.6% (see left).
Along with the tremendous opportunity, there is also an inherent challenge for publishers, brands, trade associations, educators and communities: How do you engage your audience to watch your videos? Can you filter your unique message, and be a trusted voice for the educational & entertainment needs of your audience? Will you keep track of what’s relevant for your audience today and tomorrow while increasing video inventory and monetization opportunities?
As Steve Rosenbaum, CEO of the Waywire curation platform says in his book Curation Nation, “As the web gets noisier, the signal-to-noise ratio gets harder for technology to solve without a final analysis by a human.” Enter the online curator, utilizing curation tools.
We Need Curation and Curators for our Web Experience
Curation is a word that’s been traditionally associated with art gallery or museum directors – basically, people with the professional expertise and recognition to qualitatively select, organize, and look after the items in a collection or exhibition to communicate a broader message. Today that definition is expanding to mean “someone who is deeply familiar with their specific areas of expertise.”
Fellow curation expert Clinton Forry at content-ment.com says, “Curation goes one step beyond aggregation by adding an active, ongoing editorial component.”
Here’s his explanation of the process:
• Curation involves, in some part, a manual task
• Curation starts with sources to parse
• Content is evaluated individually based on established editorial criteria
• Content is weighted based on context, current events, branding, sentiment, etc.
• Approved content is published on appropriate schedule
Curation Tools for Web Video Marketing
Curation tools can work well for companies that realize the importance of having a lot of videos with quality content, but simply don’t have the resources – budget, crew, time, etc. – to create them on their own. While you don’t absolutely need any aggregation tools to do your own curation of video, it’s proven to be an effective and time-efficient way of gathering content based on established criteria. It is particularly powerful if you have that content regularly delivered to feeds, such as RSS/MRSS, email, automated searches, and Facebook wall posts.
What makes a good curation tool? One that can aggregate all the sources of video curated from available web sources or uploaded from members of your community.
Video Curation Requires Planning
Good curation of video content requires a strategy. Think of curation as a human editing function, before you can rely on any tool to take that over for you. “There should be a thoughtful gathering of material around the content, as well as the level of engagement you’d like to create,” says Rosenbaum. That requires context, which most of you already understand for your market given the combination of experience and expertise you have in your field.
Basic planning tips for doing video curation for your website:
• Research sites that are producing their own unique video content (or are already serving as curators), and find out what content you can rely on from them that relates to your own business model and target audience interest. Also, pay attention to what types of video content on what sites get a lot of traction with sharing and commenting.
• Ask colleagues in your field what videos they’re putting out or finding success with.
• Ask your audience what videos would they like to see
• Ask yourself how much time you are willing to put into reviewing content that comes in. How often will you feature new content? How often will you add your own unique content? How much time will you work with others on curating content for your website?
Developing A Video Site Strategy
When looking for an online platform, look for tools that provide fully featured publishing platforms with high levels of flexibility and offer monetization components, such as video pre-roll and syndication options.
• Feature videos that are interesting, relevant and valuable to the need of your consumer or community member.
• Think more about how the videos tell a story.
• This means you need to weed out videos that are commercials for other businesses or may not be meant for a public audience. (A lot of videos online may be posted for a particular individual or company, rather than for the general public.)
• Include videos that are related to the theme of your brand, but may not necessarily be about your products.
• Add your own unique content to the videos. Adding your own title and short description is helpful. Also, consider opportunities for providing further context when you have something you think is particularly valuable.
• Commentary can work very well, along with a summary of the key points, as well as any high-level tips people can take from it.
• Find recent content – look for sites that regularly update their video content around recent news or events related to your area of interest. Video curation can make you an excellent
Whatever format you decide on, we recommend having clear thumbnail images, titles, and short descriptions for what you want to display.
Videos shouldn’t demand your audience to devote a lot of their time. Good video curation should include finding short pieces as introductions to particular topics, which you can include around longer pieces.
How many videos should you have? How many should you present on a gallery page? How big should you make the main video, and related videos? What descriptive content should you have around the videos? All of that is going to depend on your audience preference, and your ability to present the videos in a clearly organized manner. Here are some general tips:
• Have a diverse collection of videos – some can come from you, some can come from other sites, some can come from the manufacturer or vendor, and some can come from users.
• Don’t have too many videos on one page – 20, 50, 100 – all that may be good; but it really depends on how much you want to give your users to process and how you chose to build engagement through your messaging.
•Make the presentation video easy to watch. If you’re featuring a lot of videos, having one large video in a player on a page with related content sources available can be helpful.
Develop A Monetization Strategy for your Curated Video
Hand-in-hand with your Video Curation strategy is your monetization strategy for your video. To learn more, you can read our White Paper “Making Money With Online Video,” available at http://enterprise.waywire.com/wp-content/uploads/2014/09/Gorilla-Nation-white_paper.pdf.