Five Fundamentals of Marketing and Managing Your Stock Video Business
COW Library : Adobe Creative Cloud : Rod Harlan : Five Fundamentals of Marketing and Managing Your Stock Video Business
You work hard at capturing great video content. Whether it’s your full time job or you simply do it for fun, you have probably considered turning it into extra cash flow at some point in your career. However, if you’re anything like the content creators I know, the confusion over the best way to manage and market your stock video business has kept you from getting started. In this article we’ll examine the five fundamentals of managing and marketing your stock video business.
All stock marketplaces take a percentage of each of your sales. They’ll usually keep a larger percentage (than what they pay you) to cover the overall expenses they incur hosting and marketing their marketplace and to pay themselves a profit. However, all stock marketplaces do not use the same percentage. Before you upload your work, do some research. Look into each companies payment structure and submission restrictions. You’ll find that most companies will give you a different percentage of the sale depending on various rules and requirements. You can see Adobe Stock’s royalty and payment structure HERE.
Any website that allows you to sell your stock video assets will have technical, quality, and legal standards for every submission. Most marketplaces will not have a problem with you having your stock video clips for sale on multiple sites at the same time. This is good for your business because it opens you up to more sales opportunities than if you simply worked with one stock provider.
However, there are numerous sites that will pay you a bonus percentage if you sell a group of your clips exclusively with them. This can be a great strategy for increasing your profit if you find that a certain marketplace caters more to a specific niche than another. You can go exclusive with them for a period of time to maximize your profit potential, before you distribute your clips or templates to other sites.
Once you’ve done your research on what companies pay their contributors, for both standard and exclusivity contracts, start submitting your work. Submit, submit, submit!
The titles and keywords you give your footage can make or break your sales. Most marketplaces have the same basic standards for titling and keyword description. Generally speaking, your title should read like a sentence. It should be descriptive and relevant to your video clip and you should avoid using trademarked, brand, product or people’s names.
Additionally, repeating the same word in a title is frowned upon and is considered spamming. Likewise, you don’t want to excessively repeat keywords in your description. They should be very descriptive and precise and should relate directly (literally and figuratively) to your clip or template. Keywords should also be listed in order of importance.
Once your business starts growing, you’ll need to find a way to keep track of what’s selling and what’s not. Obviously, you want to give your audience more of what they want! Using analytics is your best tool for this type of data tracking. When you know what’s selling, you can hone in on the most popular current trends so your next video shoot or motion graphic template creation session isn’t wasted on irrelevant material that no one wants to buy, ultimately saving you both time and money. Trends are constantly changing so your work needs to keep up with what’s in demand.
You may hold a highly specialized niche in the videography world (like shooting aerial footage with a drone) but keeping up with the current trends can help you focus your work even more which can translate to better stock video sales.
You may find that some marketplaces will do the analytics for you. They will keep track of your sales and provide relevant surrounding data so you don’t have to. If this service is offered, you should jump at the chance to learn this system and how to best use it to your advantage.
You’ve worked hard creating a collection of videos to sell on some of the best stock video platforms, so now is the time to get your work noticed! While proper titles and keywords help your clips to be discovered within each prospective marketplace, don’t be shy about getting your work recognized outside of these platforms as well.
One way you can do this is by creating your own personal web site and portfolio. Having a website allows you to showcase your full body of work and gives you control over how your product is presented to customers.
If you are a Creative Cloud user, Adobe provides two ways for you to present your stock footage collection, Behance and Adobe Portfolio. Besides creating a web site or portfolio you should also take advantage of existing social media sites like Instagram, Facebook, YouTube, and Vimeo. Posting the clips you are most proud of will help your work get more attention. Make sure to include information that directs the viewer where to buy the video clips if they’re interested.
In a Nutshell
You can earn money from clips of footage sitting on your hard drive right now! You just need to get your footage out there. The best way to do that is to upload it to various stock footage platforms. Once its up, make it stand out by giving it an accurately descriptive title and adding key words. Then, keep track of your sales to help you identify what’s trending so that your future footage sells quickly. Take action today to see what you can do to get your stock video uploaded, noticed and sold!
This article is sponsored by Adobe Stock