Quality content is still ‘king’, but that’s where it starts when you want to make money from your content. In 2022 it’s all about outreach, collaboration with established media companies, and the use of innovative technology.
For all companies, the identification of potential customers is in paid media under considerable pressure due to the upcoming ePrivacy regulation and the demise of third biscuits. Customers only make themselves known when they also get something valuable in return: premium content. Many companies are therefore well on their way to also taking on a publisher role, to support the marketing process or, for companies with a large reach of their own, possibly as a new revenue stream, as Albert Heijn does with sponsored products. for example.
But quality content is just the beginning. Seasoned content creators like Chantal Janzen, Beau van Erven Dorens or well-known YouTubers like Kalvijn and Bram Krikke also find all kinds of limitations when maximizing their content revenue. because there is a middle man that makes the wide reach possible: YouTube for influencers, and media companies like RTL and Talpa in the case of TV celebrities. In this article, we look at these challenges and give you practical tools to make smart use of new techniques and established media companies.
The building blocks for content monetization
The barrier to entry for content creators has dropped dramatically as the technology gets better and cheaper. Almost everyone can take good photos with a smartphone, efficiently edit a video, a meme generator or write creative text using one of many new AIinstruments† With some dedication a good ending is reached, which makes a real creator economy originated. You only make a real difference when you distribute your content on a channel with reach (like this article, for example). To be fair, this article would not get as many readers on our own website, because the traffic there is simply less.
You build that reach through media companies plugging into your content, or you create it organically on your own channel or social media. If you have a strong media personality and are already known, an RTL will see bread in your content much sooner. Making good agreements is of great importance: do you receive a single amount for each episode made or do you also participate in the transmission-income? The change from linear to On demand Viewing should also cause a similar shift in returns, as that is where the focus is now on for the younger audience. Content creators themselves are sometimes reluctant to do so, because they don’t really know what is technically possible.
From technology to audience
The big streaming parties like Netflix, Videoland or Disney+ employ the developers themselves and as pure gamers they can decide for themselves how to distribute and market the content. Smaller content creators and independent production houses have to choose between collaborating with established media parties or entering the market themselves, which has also become easier due to all sorts of developments.
On the one hand, there are social networks like TikTok and now also YouTube, Instagram and Facebook that reward content creators with a creator fund for the traffic they bring. Its content is freely available, but it features paid advertisements before and during consumption, of which the creator also receives a percentage. For your own subscription model there is Outside the Boxservices of which Patreon, Fangage and OnlyFans are the most used. These options are sometimes interesting for established influencers, but seem less suitable for independent production companies that are built around Dutch celebrities.
Stars with their own range
For stars with their own reach, setting up their own platform with a paywall is quite feasible, such as LINDA.nl and &C (Andc.tv). You can choose to pay a pay per viewmodel or a monthly subscription with access to more content and/or extra incentives† Building your own platform is an investment, but one that fully unlocks all future returns.
The next question is what combination of revenue models can be used to achieve the best profitability. Lead in choosing a particular form of contentmonetization is the audience: to what extent are they really fans? What ways to pay for content are they open to? The more captivating the audience finds the content, the more open they are to more possibilities. Sometimes there are also options to add other revenue models, such as combinations with e-commerce, marketplaces, and… brand contentthe call line extensions†
The rise of NFTs
The fan base it is also important for NFTs, which are actually new forms of contentmonetization be be. The emphasis in NFT is currently on harvesting and trading. For example, television celebrity William Shatner (Captain Kirk) sold his 10,000 packages with 125,000 digital photos in just 9 minutes on the Worldwide Asset eXchange (WAX) Blockchain. But the question is to what extent do fans want to have an episode of Chantal’s Pajama Party? Fans especially want to see those episodes. What can be interesting is viewing the content with an NFT ticket and then passing or selling it within your circle of friends. The content creator also receives a percentage of this, and in addition, it is sometimes clear to the content creator who owns the ticket (viewer).
However, there is still not a large audience for NFTs because you are kind technology expert must be to exchange your euros to crypto, a purse create and top up with your cryptocurrencies and then buy an NFT with them. As this process becomes easier, audiences will grow and NFTs can complement your content strategy and become part of content creators’ revenue models. NFTs can also become an important part of providing access to exclusive content, physical events and digital rightsmanagement.
New mix, same audience
With the growth of video on demand and the accessibility of new techniques brings the audience closer to content creators. But whether you choose to reach out through established media companies or through a digital partner helping you with new techniques, the principle of ‘cutting out the middleman’ remains a dream for now. As a content creator in 2022, you choose a mix of different revenue models, media companies, and direct channels with yours. fan base The most important thing is to have the courage to innovate, but always staying true to your own media brand and associated audience. Otherwise you run the risk of becoming old news.
About the author: Sander de Vries is Director of Accounts and Marketing at Triple.
Do you want to stay informed about the latest news in your field? Follow Emerce on social media: LinkedIn, Twitter and Facebook.