Niche Video Casts Get Marketing Dollars Too

Posted by By at 19 March, at 04 : 26 AM Print

Niche Video Casts Get Marketing Dollars Too

vlogIf you’re looking for a way to make some money in video podcasting you’ll want to find an area of content that isn’t overcrowded. Of course, the video game, and tech shows are all over the place, what you’ll want is something completely different yet interesting enough to grab a crowd.

Looking through iTunes, I can find tons of untapped niche markets that could bring old advertisers to new media. Want to test the waters before you start down the road of video podcasting? Start a blog.

This sounds like old school marketing but this is your petri dish to start building relationships with companys and PR agencies. If you become a small “professional” in your field of blogging, from yarn, wood, tools, clocks to gardening you’ll start receiving e-mails asking to post reviews, news and events for people in the industry. Once you grab a few PR agencies and establish relationships with them, they’ll send you press releases, product demonstrations and perhaps hook you up with interviews with company owners.

As you build your reputation over the course of three to six months you can start experimenting with some video content as you roll your blog into a vlog. Now, you can push out new shows and begin to build a small viewership of a few dozen or a few hundred downloads. Once you’ve got your fan base started, four months after producing some video shows and providing evidence that people care enough to come back and watch your episodes, you can start pitching to sponsors.

Some people will say you need 1,000 to 2,000 views a day to get sponsorship but that’s highly dependent on your industry. You can get sponsorship with as low as 450 views per show if you price it right and provide content that’s so niche and specific that your viewers actually desire the products of your sponsor.

Using a $30.00 CPM ($30 per 1,000 viewers) model, you can sell a sponsor a full episode of your video show for around $12 (considering you don’t have 1,000 viewers yet) and still get them interested. Why? Because $12 to gain 450 highly focused eyes on a brand is huge value to anyone that understands new media. Plus, when six months down the line their ad is still in the old video and new viewers typically drive through old archives to catch up and see what you have covered in the past. Their old sponsorship grows with the audience of your show, long after they paid the measly $12.

Companies will spend millions of dollars to reach 2% of a large pool of viewership. You’re just asking for $12 to gain 100% attention of the viewership pool, sounds tempting, no? A single episode will not build huge brand awareness and your sponsor knows this; they will buy a block of episodes to test the waters. Realistically, without at least three to four episodes on your show there is no way to track the impact. So, even if they decide not to renew, they’re probably already in it for $36 to $48 which goes into your pocket for your hard work.

It is hard work. Don’t expect to toss your mug on a camera and get people to throw money your way. You’re going to have to prove to them that you’re energetic, consistent, trustworthy and have the passion to get the job done. Of course, $12 an episode isn’t going to make you rich, but everyone has to start somewhere.

You start at the bottom and work your way to the top. If you think there is an easier way, show us. Otherwise, get out there and produce great content and watch your community grow.

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2 Comments

  1. Even if the niche is crouded, if you can come with a unique selling point, or some kind of content that they can’t get anywhere else then you can still dominate. You will still want to distribute your video to the masses including commercial video sites like adwido

    Shell, 8 years ago

  2. Yes, more of a “niche of a niche” if you will. It’s always easier to create your own market but the risk can be great if you have to invest a lot of capital in something that might not work. However, if you can find a niche that may be a bit crowded but validates a market, you can make your own home within it. I find one great way to be unique is to be friendly, inviting and base a personality around your brand. People like a history and personality and seem to be drawn towards hosts that are fun to watch and full of energy and passion.

    Derrick Schommer, 8 years ago


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