Content Syndication: Monetize & Reach More Viewers With Your Streaming Network

Content Syndication: Monetize & Reach More Viewers With Your Streaming Network cover

Streaming platforms like Netflix and YouTube changed the way the average person consumes content seemingly overnight. Previous barriers to accessing content like rigid programming schedules are a thing of the past now, as the vast majority of video material is available instantly on demand. There’s no longer a need to wait for a DVD to arrive in the mail—and as a result, content consumption has skyrocketed. You may still be adjusting monetization strategies to match this new reality. So as you look to leverage the spike in viewership, you may want to consider content syndication: the process of distributing material through multiple digital channels.

Over-the-top (OTT) streaming network distribution helps you to get more eyes on your content catalog by making it accessible through multiple different online platforms. In this article, we’ll explore how you can use both OTT distribution and social media to monetize your video content.

Distributing Video Content Through Streaming Platforms

The key is to consider the financial viability of these three fundamentally important options for content distribution based on your company’s needs. To this end, you should consider some of the more standard monetization models for content aggregation.

  • Transactional Video On Demand (TVOD): This is a notably lucrative model that requires viewers to pay before either downloading or renting each video. TVOD content fits the traditional pay-per-view streaming model; yet much like the cable version of this delivery method, the expense for the customer is relatively high considering the fact that they have free entertainment available through other channels. This means that you may want to reserve this model for particularly high-value content, such as live events.
  • Subscription-Based Video On Demand (SVOD): This model asks the customer to pay a recurring subscription fee to access your content catalog. This model is a good way to repurpose your preexisting syndicated content to add value to your service. SVOD is the most ubiquitous model for today’s streaming giants like Netflix or Hulu; however, you’ll likely already need an established viewership to generate signups.
  • Advertising-Based Video On Demand: This final option relies on ad revenue for profit and doesn’t cost your viewers anything. As such, it offers the lowest barrier to entry for your audience, allowing you to attract new viewers more readily. Of course, many of your loyal customers would prefer ad-free content—but this model lets you scale up your audience size without asking for a monetary commitment from viewers.
content syndication
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Choosing a Platform for Content Syndication

Choosing your monetization model doesn’t demand a one-size-fits-all approach. You can mix and match models according to the value of your content or your target audience demographics. But no matter what models you choose, one of the most fundamental decisions you’ll make is where to store and distribute your content from.

Obviously, the type of content you produce may impact your platform choice. You may choose to leverage the fact that your audience is already on social media to attract greater viewership. Conversely, you could partner with an existing streaming platform to take advantage of their existing infrastructure. Or, you may want to partner with your own OTT service to maximize your viewer’s access across devices.

Obviously, the type of content you produce may impact your platform choice. You could partner with an existing third-party streaming network to take advantage of their existing audience and infrastructure. You may want to consider your strategy for how you launch your own streaming OTT network to maximize viewership access across devices or do both — which has become the most adopted method to date.

Let's face it: in today's work of content consumption, OTT networks have the advantage of allowing viewers greater flexibility, compared with traditional network broadcasting. This distribution method also provides content owners with more control over their catalog and limits social media platforms’ capacity to exercise financial and creative control over users.

That said, you may also choose to leverage the fact that your audience is already on social media to attract greater viewership. The key is to maximize the reach and monetization which converting your audience in this case.

Leveraging Content Distribution Services

Leading OTT service providers like dotstudioPRO are the preferred digital distribution method for legacy media broadcasters, as they offer unparalleled convenience.

This powerful OTT video management platform comes with the following capabilities:

  • Transcodes the content on ingest in to correct playout format
  • Store your content catalog in the cloud
  • The CDN automatically delivers each individual user’s viewing requests based on their connection type
  • Optimally delivers your content to your viewers at a quality that best fits their connection.

dotstudioPRO also makes it easy for content owners to navigate the transition to a digital-first business model with a highly intuitive video content management system. Enterprise-level content owners can leverage dotstudioPRO’s ability to distribute to large streaming platforms.

However, even if your ultimate goal is to use an OTT system, you may need to first scale your audience through social media. To this end, let’s explore how you can use the platforms your audience is already on to build your viewership and increase the profile of your content.

Monetizing Your Video Content Syndication Through Social Media

Social media is an excellent tool for content syndication. You can use popular platforms to increase your reach and expand your following, all while building a body of content worth subscribing to or paying to access. Plus, you leverage the social platform’s existing infrastructure to rapidly monetize both your preexisting and planned material.

Let’s look at some key monetization structures for the leading social media platforms.

1. Youtube

YouTube is one of the preeminent video-sharing platforms on the web. Capturing the attention of a dedicated YouTube audience can be lucrative even for enterprise-level content owners. That said, you’ll need to prove that you meet the platform’s minimum guidelines before you can monetize your channel by applying for the YouTube Partner Program. In order to qualify, you’ll need to:

  • Accumulate over 4,000 valid watch hours and at least 1,000 subscribers
  • Integrate an AdSense account with your channel
  • Have no community guideline strikes
  • Comply with the platform’s monetization policies

Once you’re accepted into the YouTube Partner Program, you have several options in terms of monetization. Commonly-used models on the platform include turning on YouTube ads for your content or obtaining and integrating sponsorships or affiliate links. Channels with large viewerships also frequently sell merchandise.

Live streamers can make use of platform features like Super Chat & Super Stickers, which allow watchers to pay to have messages or animations highlighted in your chat stream. The bottom line is that you can utilize several of these monetization streams to increase your YouTube revenue.

Distributing Video Content Through Streaming Platforms
Source: Shutterstock

2. Linkedin

LinkedIn is frequently overlooked by content owners, as it’s often viewed simply as a platform for job seekers and recruiters. But the fact is that many of your competitors aren’t maximizing their presence on LinkedIn. They are instead focusing on other social media platforms—meaning there’s less noise for your video content to cut through. This in turn can boost the profile of your content on the app.

Sponsored content is the best way to directly monetize content published on LinkedIn. However, the platform also offers more indirect marketing impacts that can drive revenue by proliferating your branded messaging in a professional space.

You can upload your video content directly to the platform’s timeline, post links to published materials hosted on other websites, or use LinkedIn Live to stream to your followers in real-time.

LinkedIn is an ideal way to leverage content syndication in a professional setting that caters to corporate clientele. So live stream your product launches, post behind the scene videos, and create engaging content that highlights your products and services.

3. Facebook

Facebook is the biggest social media platform and reigns supreme in terms of global popularity. The potential audience on Facebook is extraordinarily large and diverse—so don’t overlook this channel!

Facebook’s Ad Breaks program requires that your videos meet certain criteria. If you can establish eligibility, you can monetize your content catalog by setting up in-stream ads through Facebook’s Content Studio.

Other features like Facebook Star also allow your viewers to send virtual contributions during a live stream. You may also want to use the platform’s Brand Collabs Manager to connect with brands looking for influential partners. (However, bear in mind that this program does require that over the last 60 days, your stats show 15,000 post engagements, 180,000 minutes viewed, and 30,000 one-minute views for three-minute videos.)

There are multiple ways to monetize your content catalog on Facebook, many of which grant you the benefit of a potentially global reach. For this reason, you shouldn’t miss the monetization opportunities this more established platform presents.

social media content syndication
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4. Twitter

When considering social media platforms for your video content syndication, Twitter probably doesn’t immediately come to mind. However, the platform excels at spreading short bites of information quickly. This means that you can easily cut clips and use them to build a notable profile on the app.

Short-form videos can be uploaded directly through your Twitter account, or you can funnel viewers to other platforms by posting links to your content. Also, you can utilize Twitter Live to create video content in real-time.

Of course, as with all other social media platforms, the size of your audience determines your revenue potential on Twitter. So once you’ve established a strong following, you can monetize your profile by working with brands to create sponsored content.

Twitter might not be front of mind for video distribution—but the platform carries a great deal of potential in terms of generating buzz around short-form content.

5. TikTok

TikTok is the leading video-sharing app at the moment. This means that video content owners might want to start building their social media presence on this new platform. The app practically has a monopoly on the younger generations’ attention—so to reach your future viewer base, you likely need to have some sort of TikTok presence.

Luckily, TikTok is perfectly structured to share video content, meaning that content syndication through your account will be relatively easy. However, the main challenge you may face on this app is an oversaturated video marketplace. You’ll need to adapt your messaging to meet the more flashy short clips that go viral on this platform. This may be difficult for legacy media organizations—but repurposing the latest trends for your brand is one way to adapt to the more playful and less structured messaging that speaks to younger generations.

There are two primary ways to monetize your views on TikTok. As with most other social media platforms, you can obtain brand partners and create sponsored content. Otherwise, you can join the TikTok Creator Fund, which pays you according to your engagement and views.

video content syndication
Source: Shutterstock

Leverage Content Syndication With the Right CMS for Video

The popularity of streaming videos across distribution and social media platforms proves that the medium will continue rising as the leading way to consume digital content. As a content owner, you’re uniquely positioned to leverage the growing importance of clips and recorded footage—a highly monetizable commodity.

Social media is not the end game in terms of digital content distribution, but it does offer a gateway for enterprises that want to build more brand awareness and elevate the profile of their content. However, you’ll likely want to consider partnering with a OTT distributor like dotstudioPRO.

dotstudioPRO offers all of the infrastructure of a CMS for video catalogs—but also gives you more versatility and control over your content. If you’re prepared to take the next step in content distribution, it’s time to make the switch to OTT streaming. It’s the premier option for legacy media operations that need to seamlessly transition to modern, digital-first methods of content consumption.

What are you waiting for? Reach out to dotstudioPRO today to request a meeting.

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