News publications face two big problems: staying on top of breaking news and distributing that news before the competition does.
Many news organizations use video to drive traffic to their sites, and while video is highly engaging, it’s traditionally costly and time-consuming. But that doesn’t mean you can’t add an effective video strategy to your distribution process.
Two news organizations—Lee Enterprises and InvestorIntel—found a unique and cost-effective way to create videos at scale and increase their ad revenue.
Using Moovly, they:
- Automated the video distribution process so their teams could focus on writing beats and getting more clicks than competitors
- Gave advertisers access to Moovly’s video editor so their advertisers could create better ads with less investment, freeing up more capital to invest in ad placement
Today, we’re discussing why news organizations need to add video to their strategy if they want to thrive, as well as discussing how Lee Enterprises and InvestorIntel saw success using Moovly.
Benefits of using video as a news organization
Unique visitors of newspaper websites trend upwards year-over-year, showing that people are more and more likely to head over to your news site to stay informed. When news breaks, your first priority is writing and publishing an article on your site so you can drive people to read the article—and collect ad revenue.
While search engines can drive a significant amount of traffic to your site, you shouldn’t rely on them. Google can change the algorithm at any point and industry giants will often gobble you up in the search results.
Instead, diversify traffic acquisition and article distribution using video. Let’s go over the main ways you’ll benefit from using videos.
Earn more revenue through ads
Moovly lets you earn more revenue through your ads in two ways:
- By posting frequently to social media, you can drive more visitors to your articles. More visitors to your site equals more ad revenue.
By white-labeling Moovly’s video editor, your advertisers can save money and create sleek video ads to place on your site. Attractive video ads keep viewers engaged for longer, increasing the CPM—and earnings—you receive on each video. As a bonus, your advertisers can invest their video-production savings into more ad space.
Be the first to publish breaking news on your socials
With nearly half of Americans saying they get their news from social media “sometimes” or “often”, adding breaking news to your social channels is non-negotiable.
Use Moovly to create videos and post those videos to your social accounts the minute you publish a piece. The best part? The entire process is automated so you can keep your social feeds full of relevant and timely information, and drive traffic back to your news pieces.
Create news videos at scale
There’s no limit to how many videos you can create through Moovly’s video automation. As long as you’re publishing articles, Moovly is making videos.
Build trust with your audience
Despite people wanting to get their news from social media, as a news source, social media has the lowest level of trust. It’s essential your followers trust you as a source, otherwise, they won’t click to your articles.
Moovly’s API video tool helps build trust in two ways:
- Be confident your videos are error-free: people question the credibility of news content when it has many errors. Since Moovly pulls content from your published pieces (which your editor has already combed through) your videos will be error-free, helping you build trust with your followers with quality content
Focus your attention on trust-building initiatives: with Moovly creating content for you automatically, your team can focus on high-value tasks, like interacting with followers, to build trust
Reduce content creation costs
Traditional video production—like hiring an agency—is pricey, and the more videos you need, the more you’ll pay. However, with Moovly, your video production costs remain stable and affordable every month.
Increase your rankings on search
Google loves video, and often places videos high in the search results, and sometimes (as seen in the example below) even before news articles.
Videos frequently appear before the top stories in the search results on Google. Image via Google
Adding videos increases your chance at ranking high on Google to secure more clicks and impressions on your ads.
Organize your videos into playlists on YouTube
26% of Americans get their news via YouTube. Of the news channels on YouTube, 42% are independent while 49% are news organizations. Viewers watch both independent and established news organizations, creating a level playing field for smaller news organizations.
Using Moovly’s API Video Automator, each video you create automatically can be uploaded to YouTube and organized into specific playlists. If you cover a wide range of topics, your subscribers can find the exact video they want to watch without sifting through hundreds of your videos.
Additionally, you can collect an additional stream of revenue by playing ads on your YouTube videos.
Build a following on social media
While YouTube might seem like the perfect platform to upload your news videos, nearly all YouTube news channels reach their audience on multiple platforms. Through Moovly, you can post automatically to a variety of social media platforms allowing you to grow all your social accounts on autopilot.
3 ways your news organization can use Moovly
Interested in learning how your team can add video to your process? Let’s take a peak into the ways Lee Enterprises and InvestorIntel uses Moovly to increase ad revenue and streamline their distribution process.
1. Create videos from your RSS feed
One thing jumps out while looking at InvestorIntel’s playlists on YouTube: they have thousands of videos—most created within the last year.
InvestorIntel created thousands of videos automatically for their YouTube channel with Moovly. Image via InvestorChannel
Creating this vast content library is out of reach for small teams doing it by hand. With Moovly, InvestorIntel creates thousands of videos via their RSS feed, on autopilot.
Here’s how it works:
- Your organization publishes a new article
- The article is published to your RSS feed
- Moovly’s Video Automator creates a branded video clip based on your RSS feed automatically
- You choose how you’d like to distribute the video. Here are some different ways:
- After Moovly creates the video, it will be automatically published to YouTube in the specified playlist
- After Moovly creates the video, it will be automatically published to your social media channels
- The videos (which have been created and published automatically) will drive people to the article on your website where you can earn money from advertisments
2. Create videos from your Content Management System (CMS)
Turn every article you publish into a video without lifting a finger by creating videos automatically using Moovly’s API and your content management system. The process is the same as above:
- Your organization publishes a new article
- The article is published to your CMS
- Moovly’s Video Automator creates a branded video clip based on the article
- You choose how you’d like to distribute the video. Here are some different ways:
- After Moovly creates the video, it will be automatically published to YouTube in the specified playlist
- After Moovly creates the video, it will be automatically published to your social media channels
- The videos (created and published automatically) will drive people to the article on your website where you can earn money from advertisments
3. Offer advertisers a branded video creation platform
The more money your advertisers spend on video production, the less they’ll have to put towards their advertising budget.
White-label Moovly with your logo and branding and give your advertisers access to create sleek video ads. They’ll save on video production costs, and in turn, will have more money to put towards advertising on your site.
Not to mention, with Moovly’s powerful drag-and-drop editor, your advertisers can create videos that grab—and hold—the attention of viewers, helping you earn even more revenue as viewers watch the videos for longer durations.
Increase your ad revenue with Moovly
With consumers wanting to get their news via social platforms like YouTube, video is a non-negotiable for news publishers. But creating video the traditional way is too slow and costly.
Using Moovly, your team can automate the video production process and give advertisers a professional tool to create their ads.
Schedule a call to start using Moovly!
Dana is a freelance writer who works closely with B2B SaaS brands to create content people enjoy reading. When she’s not working, you’ll find her sipping on a warm cup of tea and reading a good book (the scarier, the better). See what she’s up at www.dananicoledesigns.com
