How To Cash In When Your Content Goes Viral

Want to make money with your blog? Have a viral video. Okay, that’s easier said than done, but if you can have video content go viral, it’s much easier to capitalize on the attention for revenue.

This fall I’ve had 3 pieces of content “hit.” I wrote a piece about having a favorite child for Babble that was picked up by everyone from Good Morning America, to Fox and Friends, to Maclean’s Magazine.

I wrote a piece about Charlie Brown being too much about bullying without consequence that was the topic of newspaper editorials and radio station chatter.

Now I’ve posted a video from the Calgary Hitmen’s Teddy Bear Toss that has caught the eye of ESPN, NBC Sports and more than 260 000 YouTube watchers.

VIDEO ON A SCREEN > WORDS ON A SCREEN

I’ve noticed something very interesting about the curation of viral content. When it is a viral word document that is being spread, it’s very easy for people to paraphrase and explain what was happening in the original piece. There is little or no reason for people to move past the secondary source to read the primary source of the content.

All the blogs that wrote about my favorite kid syndrome, or belittled me for saying Charlie Brown was bullying simply piggybacked on the viral content idea I had created and kept the traffic for themselves.

The video I posted, however, is the key piece of information that needs to be shared. Even if a secondary source online is sharing the video, it’s hard to paraphrase or describe the video and leave the audience happy. They will embed the video, or link to it, thereby driving up the views of the content. I don’t need people to click back to my content, they can watch my video on Yahoo!, HuffPo, or SportsNet and I still win.

MONETIZE YOUR CHANNELS

I have my blogs and video channels monetized. It’s nothing special, I have had Google Adsense since it debuted and have made a few hundred dollars a year off my content – nothing special. When I had the huge spike in virality for creating controversial content, there was no radical increase in revenue. My web traffic increased marginally, but it was nothing dramatic.

Then my video took off. People shared it. People embedded it. I gave permission to mainstream media to use my footage in their broadcasts, and it didn’t dent my traffic. It went from 15 000 in the first few hours to more than 100 000 the first day.

The click through rate on video ads is about 10%, the click through rate on banner ads next to my written content is < 1%. The rate paid for video ads is very small compared to the rate paid for banner ads in written content, but you make up for it in volume very very quickly. When my video went viral I made more in a day than I had made the entire year.

CAPITALIZING ON CURATION

video referralsWhen you write catchy content, it’s too easy for people to rip it off, paraphrase it, and steal your eyeballs. When you produce catchy visual content, people will still rip it off, and embed it in their stream, but now you get the benefit of having your ad code follow the content. They can get the traffic to their pages, but you will get the revenue the video creates. It’s a great way to win the battle of content creation vs content curation.

With a little rough math based on my views and revenue, I figure PSY has made nearly $2M just in the ads running alongside the more than 850M plays of Gangnam Style. Not bad.

A TALE OF TWO VIDEOS

One footnote to this story: I actually posted 2 videos of the Teddy Bear Toss to YouTube. One told the story of our visit to the arena, had some highlights from the game before climaxing in the tossing bears about 1:40 in. The other video was right to the money shot – 4 seconds after the video started, bears were flying.

The videos were also headlined differently. One talked about the 2012 Teddy Bear Toss, while the other specifically told people to Watch 25 000 Teddy Bears. The money shot with the active headline has trumped in viewership by a factor of at least 100.