The power of Video content: a revenue booster for publishers

Every day, digital publishers pump out vast amounts of content, all with one goal in mind: to keep users engaged, on the site, and clicking for more. Editors use all sorts of tactics—from clickbait to paywalls—to achieve this. But every editor knows one universal truth: online users have incredibly short attention spans.

Right now, the format that allows readers to consume more content in less time is video. People are more likely to click on a video within an article than to read through blocks of text. That's why creating interactive and visual content is so important.

But even when publishers understand the value of video, the thought of producing it sends many into a panic—it seems too expensive and complicated. Here’s the good news: it’s not. There are excellent tools on the market that make video creation simple, quick, and affordable. Let’s explore how to turn video into a monetization tool and why now is the time to start.

Social Media is Eating Your Traffic

Readers today expect more. Particularly younger users expect some form of engaging content—ideally, video. This isn’t a passing trend; video has taken over every platform thanks to its ability to capture attention. But most news sites, focused on text, struggle with video production.

Creating videos requires resources, and for many editorial teams, that’s a luxury they can’t afford. But users won’t hesitate to leave if the site is too slow, the content is too long, or the ads are too intrusive. The solution? Modern tools that automate video creation from existing text. Let’s talk about how to transform your loyal visitors into engaged viewers.

Video Creation Isn’t as Expensive or Complicated as You Think

Today, platforms like Lumen5, Invideo, and Wochit allow editorial teams to create videos quickly and affordably. All you need is your text—these tools do the rest, generating a polished video complete with effects and music. This makes quality video production accessible, even for smaller teams.

And if you lack the resources, don’t worry. Teams like Membrana Media can help by identifying trending topics and producing video content automatically based on traffic surges. No need to chase down trends yourself; the system does it for you, and a relevant video will appear in the article in minutes.

Meeting User Expectations

When users know they’ll find a video in an article, their interest skyrockets. I call this "clear user intent"—users come in expecting video, and engagement increases 3 to 5 times when their expectations are met. This has a direct impact on key site metrics: longer time on the page, more pageviews, and higher social sharing. Videos increase time on the page by 2.6 times, leading to more clicks and engagement.

Video Ads Drive Higher Revenue

Videos don’t just engage viewers—they’re also a huge revenue opportunity. Video ads bring in more money than standard banners, especially when they’re placed in premium spots on the page. In-stream video ads, sold via programmatic auctions, can target viewers based on data, making them more relevant and effective. This lets publishers charge higher rates for these spots, and brands are happy to pay for better-targeted ads.

Relevance is Key

To succeed with video, you need to deliver content that aligns perfectly with the article it accompanies. If the video doesn’t match, trust erodes, and over time, engagement will drop. But if you insert short, on-topic video reviews within articles, readers are much more likely to watch them all the way through.

For example, OBOZ.UA, a leading Ukrainian news site, works with Membrana Media to produce 900 themed videos each month. The result? A 25% boost in overall RPM and a doubling of revenue thanks to the integration of a solid video strategy.

Sound and Interactivity Are Game Changers

Advertisers pay a premium for video ads with sound. The more sound-enabled ads you have, the more revenue you generate. But it’s not just about flashy ads. Premium publishers are defined by the quality of their content and the relationships they build with their audience.

In today’s market, filled with clickbait and low-quality content, it’s a commitment to quality and a loyal audience that will make a publisher stand out. Loyal readers are the foundation of a sustainable business model that benefits both the publisher and their advertisers.

It’s Time to Start Producing Video

If you haven’t started creating video content yet, now is the time. With easy-to-use solutions available, you can start building your mini-YouTube. Membrana Media’s video production team is ready to help publishers scale their video efforts, creating engaging, relevant content that meets audience expectations.

Don’t wait—start laying the foundation for your video strategy today!