Million Media

See Things Differently

ANALYSIS: How To Make Money With Your Video

Following in the footsteps of the mighty YouTube, Google and MySpace video, come a new breed of video share models, who perhaps aware of the copyright litigation heaped upon their predecessors, are offering video authors a share of their revenue. Of course, a question remains over whether the person who uploaded the video is actually the copyright owner – we anticipate legal fireworks if/when it’s established uploaders are earning money from content they do not own. All of the sites claim they review the videos for infringement but will this be possible if the volumes increase. Further, in many cases ownership may be far from clear since the average person does not tend to get waivers from the people they film. But legal issues aside, these sites represent a fascinating opportunity to video authors.

revverRevver offer video authors a 50/50 share of revenue, with 20% offered to ‘sharers’. See their own comments here for details. Labels such as Sub Pop! and VP Records have created channels. The interface is super-smooth, the widget is easy to create and they have built-in tools to link to, DIGG and Furl. The adverts are placed at the end of the clip and are unobtrusive but remain visible.

metacafeMetacafe is more established and has more videos and viewers. It offers ‘Producer Rewards’ and will license content, i.e. start paying you, only once the video has recieved over 20,000 views and an average rating over 3.0 out of 5. They offer to pay $5 per 1000 views, so 20000=$100, 200000=$1000, 2m=$10,000 (So using the same calculations, Avril Lavigne’s Girlfriend would have earned over $181,000 on YouTube) Metacafe don’t have the share links on offer, and instead, increase their syndication via partnerships with other websites and search tools. The site is more cluttered than Revver and the video was less clear.

revverVeoh offers revenue opportunities but not via the ad share model. It provides video authors with a platform to upload and share videos (similar to YouTube) but has more powerful, additional features well worth investigating. The first is it’s ability to push content on to MySpace, Google and YouTube, saving time updating each profile. Second, it can transcode video to iPod format and offer it as a download. And third, you have the option to charge people to watch your video and hence the reason it belongs within this analysis.

Marketing Recommendations: Clearly, there is significant scope for video authors (i.e. record companies and artistes) to monetise their video content. The popularity of YouTube, MySpace, Google and of video sharing in general, has paved the way for commercial models. Joost is the most high profile example of a company attempting to earn revenue from combining an on-demand video platform with targeted advertisers. However, the companies above offer smaller producers a multitude of ways to begin their own efforts, albeit on a smaller scale. Create eye catching videos but also  begin uploading behind the scenes footage, live recordings, artiste idents and even advertisements. Start placing exclusives on the video sites that pay, not on YouTube. Also Tag your video and add to the book marketing sites. Ensure fans know they can place the video on their own sites. Remain vigilant on other people making money from your content – use the ‘copyright violation’ notification emails supplied by each of these companies. And above all, get creative. Who knows what sells best on these networks. Clearly humour works best, but so does a great idea such as OK Go.


About Neil

Neil Cartwright founded Million Media in 2006 with the aim to help people understand digital marketing and use it to their advantage. The vision hasn't changed but the technology has.

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This entry was posted on June 14, 2007 by in blogs, communities, developers, music.
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