It’s no secret that COVID-19 has upended the advertising industry – and publishers of all types have been getting creative in their search for new ways to diversify their revenue streams. One solution: partnering with brands to produce engaging sponsored video content that can fit natively within an article and a social feed.
GOLF Channel is one branded content example of a publisher that has done this successfully. Started by golf legend Arnold Palmer in 1995, the 24-hour sports network has expanded over time to reach up to 80 million users around the world weekly. Their courses and travel ratings and reviews site, GOLF Advisor, serves as a resource for golfers to help them connect with courses and resorts.
Not originally a video-centric site, GOLF Advisor has discovered the power of video to get the word out while partnering with various sponsors. They’re currently creating an average of 32 videos a month. Using the Wibbitz platform has allowed them to create high-quality content “that has to look extremely polished,” within budgetary constraints, says Brandon Tucker, senior managing editor of GOLF Advisor & Courses.
For example, to supplement their sponsored article on the newly revamped Horseshoe Bay Resort, one of their premium resort partners, GOLF Advisor’s team created the following sponsored video with Wibbitz. It offers readers an immersion into the rolling hills and beautiful waters of the course nestled in Texas Hill Country, in a way that text & images just couldn’t accomplish on their own.
Here are four more of the best sponsored content examples of how publishers are using sponsored video, to benefit both their readers and the bottom line.
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Practical advice for budget-conscious consumers who care how they look
Shape Magazine appeals to readers concerned about how they look, but also concerned about how much it costs to make them look good! In an article offering insights into “What 4 hairstylists would buy at Ulta with just $30,” readers are provided with product recommendations from those who know. Embedded within the article is a video that provides additional information about the product—and its use.
Better beverages demand better containers
Who wants to just read about great coffee and tea glassware options, when they can actually see what these important products look like when they’re actually being used? An article in Food&Wine offers details about the glassware, while the embedded video displays options ranging from the elegant to the practical. Videos (like the one below) of beverages being poured, steaming, or just sitting in place ready to be consumed, are quite likely to drive clicks and purchases.
What else is for breakfast?
Reading about a cereal’s “super colorful aesthetic,” isn’t quite the same as actually seeing the cereal, its colors and texture in larger than life images. Magic Spoon cereal gained traction on Instagram, but this article in Health magazine takes a deeper dive into why the cereal is becoming so popular, any why it has become the go-to breakfast of choice for dieticians concerned about helping consumers maintain good health through health-protein, low-carb, vitamin-reach food choices. While the cereal itself will keep you full for longer, the video is guaranteed to make you hungry!
You can’t read clean, but you can see it!
A HelloGiggles article, “Here’s Why Everyone, Including Gwyneth Paltrow, Is Obsessed With This Clean Makeup Brand,” talks about the benefits of ragingly popular clean make-up brand, Saie, but their sponsored video below really brings the product to life. Models demonstrate the difference the foundation, mascara, and other products can make—all at a very approachable price point.
When it comes to diversifying income streams, partnering with brands to produce sponsored video content can expand your reach and improve your bottom line. Make sure to blend the value your readers are looking for with engaging, actionable content to keep them coming back for more.
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