Video is an opportunity, whether you're driving traffic from social platforms, increasing time users spend on site, or building premium subscriber content, the right video formats can transform how your stories are experienced.
This guide explores the most effective video strategies for publishers, including practical use cases for each. If you're sitting on a library of written content, it's time to bring it to life with video.
Repurpose Articles Into Explainer Videos
Explainers are one of the most adaptable video types for publishers. Break down complex stories, data heavy reports, or trend pieces into digestible video summaries. You can narrate key points over animated visuals, add stock footage, or even record voiceover slideshows.
This is especially effective for evergreen content or topics with SEO traction. Repurposing lets you reach new audiences on TikTok, Reels, or YouTube without reinventing your editorial wheel.
Weekly News Recaps for Loyal Readers
If your site covers ongoing news or industry updates, use video to offer weekly roundups. These can be hosted by your editors, stylized with motion graphics, or kept casual with webcam style updates.
News recaps work well as email content too, you're able to embed them in newsletters and drive engagement back to your site. You can even gate the full version for subscribers only.
Behind the Scenes and Editorial Insights
Give your audience a look inside your editorial process. Interviews with writers, production walkthroughs, or “how we covered this story” content humanizes your brand and builds trust.
These videos don’t need to be highly produced. Authenticity plays well here, it's fine to go with smartphone videos, casual conversations, and raw edits as they often perform best when posted to Reels or Shorts.
Exclusive Subscriber Only Video Drops
Use video to add value to paid memberships. This could be early access to content, exclusive interviews, full length webinars, or documentary style deep dives. These premium videos give readers a reason to go beyond your free tier.
Platforms like ours at AudiencePlayer make it easy to restrict access to subscriber-only content, track engagement, and promote these videos across your free content funnel.
Animated Social Clips for Promotion
Turn article quotes, statistics, or soundbites into animated clips for TikTok, Reels, and Shorts. These short form videos are ideal for top of funnel awareness, especially if you use trending audio or meme style edits.
Always include your branding, a strong call to action, and a clear link back to the full piece on your site or OTT platform.
Build Your Own Video Channel
Video doesn't just live on YouTube anymore. With AudiencePlayer, you can build a branded video platform to host interviews, explainers, deep dives, and more all without being at the mercy of the algorithm.
Start Your ChannelFAQs: Video Strategy for Digital Publishers
What’s the easiest type of video for an online magazine to start with?
Explainer videos and narrated articles are easiest to start with. You can repurpose existing blog posts or articles into simple voice over videos or animated text slideshows.
Should publishers post on YouTube or their own platform?
Do both. Use YouTube and social platforms for discovery, then link viewers to your owned platform where you control monetization and audience retention.
What video tools work best for publishers?
Start with tools like Descript, Canva, or Adobe Express for editing. Use AudiencePlayer if you're building your own video platform and want to monetize directly.
How often should we publish video content?
Start with 1–2 videos per week. Consistency matters more than volume. As you scale, you can increase frequency based on your audience’s engagement.
