Video Content & Publishing


video publishing

Video content has truly come of age in the 21st century. Online platforms like YouTube and Vimeo opened up possibilities that most people never thought possible. For instance, 400 hours of video are uploaded to YouTube every minute and more than 4.5 billion videos are watched every day.  As of 2016, the growth rate for people watching YouTube is estimated to be at 50% going forward. How does it affect the publishing model? Publishers and digital publishing service providers can appeal to a larger market. Video content marketing is one of the innovations that are taking publishing forward.

So, what are the various ways publishers can use video to their advantage? Here’s a few.

  • Supplemental Video Content – Some publishers are providing supplemental video content with instructional eBooks in schools, colleges and other learning institutions. For instance, the eBooks could provide the theoretical content and the videos could provide the practical side of things. Studies have shown that 40% of students in 2016 are more likely to learn from visual content as opposed to the written word.
  • Promo Videos – Using the same ideas of trailers for movies, publishers could create promotional material that could be used to promote an upcoming book.
  • Training/ Instructional Videos– Instructional videos are being used on a regular basis for people who are in need of such materials. For instance, educational publishers could use instructional videos to train students in a chemistry lab on how to safely use lab equipment. There are several subjects where instructional videos could be used.
  • Simulations/Interactive Videos – These types of videos are being regularly used for on-the-job training for adult students. For example, construction/factory workers could be used to complete simulations in order to be promoted to a floor manager or foreman. EMT professionals could be given practical training in the comfort of their home on the best practices of EMT on how to deal with trauma, accidents and other medical emergencies.
  • Video Content Management – While this seems out of the ordinary, it’s actually a wonderful revenue model. By creating stock footage and acting as a video content management system, publishers could lease out their various videos to professionals at a price. Not only can they sell videos as part of their asset management system but it could include text, images and graphs. It all depends on what market/segment they wish to cater to.

Fun Facts about Online Video Content

  1. Mobile Video users increased from 2015 – 2016 by over 75%
  2. Videos in Emails leads to a 250% in click-through-rate
  3. Videos on Business landing pages increased ROI conversions by 65%
  4. People who watch videos regularly are 92% more likely to share videos with others
  5. On the corporate side, 62% of executives would rather watch video than reading text
  6. 40 % of online activity is spent watching video
  7. $120 billion will be spent on content marketing, video marketing and social media by the end of 2016

Video content will continue to evolve in the years to come. Perhaps Publishing will evolve into Virtual Reality as most other video content providers have started to embrace the new technology. So many possibilities await the publishing world!