3 Tips for Custom Video Launches
Stack Media, Inc. co-founder shares insight on the platformâs potential.
Stack Media, Inc. was founded in 2005 as an athletic print publication, but itâs come a long way in the last eight years with a teen readership in print that now tops 4.88 million per issue. While the company was originally founded as a traditional publisher, itâs evolved to multiplatform media companyâaccording to comScore, Stack.com is ranked among the top 15 largest U.S. digital sports properties with 8 million unique visitors per month.
The company introduced video content into the mix in 2007 and currently has a library of 7,000 original videos that generate about 12 million views per month. In 2008, STACK Media launched a custom video initiative to include clients like Gatorade, Nike and Adidas, among others.
Here, we detail Stackâs strategies for building a business with custom video from co-founder Chad Zimmerman. Check back with FOLIO: this week for the second half of the list.
1. Determine if Custom Video is Right for You
- Think about your core clients. Does your advertising base care about video?
- Have you done research with your audience? Does your audience care about video? Donât assume an âIf you build it, they will come,â strategy.
- Will your brands translate to video? Ask yourself if your content niche lends itself to brand integration, sponsorship or truly custom content.
2. Getting StartedâProduction Capabilities and Budgets
- When launching this type of initiative, you can start with freelancers if you donât have internal staff, but maintain control and oversight. As volume grows, bring projects in house. A team of 1-3 talented producers-editors can do a lot to propel this business. Remember to keep things lean. A shoot for digital video shouldnât require more than 1-2 cameras.
- Remember that many RFPs wonât have a production budget. Use a percentage of the media spend to fund custom productionâthis will help to set the scope and scale of the project. If marketers like your concepts but want something bigger, this is a great opportunity to upsell the project.
- Once youâve closed the deal, always get the client involved to ensure focus and direction is on point. Donât forget to be carefulâagencies can sometimes get caught up on ânew and innovativeâ and lose site of audience needs and/or budget constraints.
3. Be the Expert
- Know what your audience wants from videoâlong-form or short-form? Entertainment, how-to or episodic? Heavily produced or raw and voyeuristic? Remember, authenticity is always key.
- Donât be afraid to suggest new concepts if the marketerâs ideas are off pointâalways bring ideas back to whatâs best for your audience. If the audience doesnât care about it why create it?
- Offer format and concept options. Provide your client with product/service overviews and testimonials. Try to introduce product integration into more authentic stories. Offer sponsorships of existing or new content package, but avoid promising viral videos since this can't be guaranteed.