Generate income with your content in 2022

Quality content remains ‘king’, but that’s where it starts when you want to monetize your content. In 2022, it’s about reach, collaboration with established media companies and the use of innovative technology.

For all companies, it is important to identify potential customers paid media under significant pressure due to the forthcoming e-Data Protection Regulation and the disappearance of third part cookies. Customers only make themselves known to you when they also get something valuable in return: premium contents. Many companies are therefore well on their way to taking on a publishing role as well, to support the marketing process or – for companies with a large reach of their own – possibly as a new source of revenue, as Albert Heijn does with sponsored products, for example.

But quality content is only the beginning. Experienced content creators like Chantal Janzen, Beau van Erven Dorens or well-known YouTubers like Kalvijn and Bram Krikke also encounter all sorts of limitations when maximizing their content earnings. Because there is one intermediary that makes the wide reach possible: YouTube for the influencers, and media companies like RTL and Talpa for TV celebrities. In this article, we look at these challenges and provide you with practical tools to make smart use of new techniques and established media companies.

The building blocks for content revenue generation

The barrier to entry for content creators has been dramatically lowered as technology has improved and become cheaper. Almost anyone can take great pictures with a smartphone, edit a video efficiently, one meme generator or write a piece of creative text using one of the many new AItools† With some dedication, you come to a beautiful ending that makes a sand creative economy occurred. You only make the real difference when you distribute your content on a reach channel (such as this article). To be fair, this article would not get near as many readers on our own website because the traffic there is simply lower.

You generate that reach through media companies that connect your content, or you create it organically on your own channel or social media. If you have a strong media personality and are already known, an RTL will see bread in your content much faster. Making good deals is of great importance: do you receive a lump sum for each episode made or do you also share in streaming-income? Shifted from linear to on demand Seeing should also lead to a similar shift in yield, as this is where the focus now is on the younger audience. Content creators themselves are sometimes reluctant to do so because they do not really know what is technically possible.

From technology to the audience

Large streaming parties such as Netflix, Videoland or Disney + hire developers themselves and, as pure players, can decide for themselves how they distribute and market the content. Smaller content creators and independent production companies have to choose between collaborating with established media parties or entering the market themselves, which has also become easier due to all possible developments.

On the one hand, there are social media like TikTok and now also YouTube, Instagram and Facebook that reward content creators with a creative fund for the traffic they bring. Their content is freely available, but contains paid ads before and during consumption, of which the creator also receives a percentage. For your own subscription model there is out of the boxservices of which Patreon, Fangage and OnlyFans are the most widely used. These possibilities are sometimes interesting for established influencers, but seem less suitable for the independent production companies built around Dutch celebrities.

Stars with their own range

For stars with their own reach, it is quite possible to create their own platform with a payment wall, such as LINDA.nl and & C (Andc.tv). You can choose to pay one pay per viewmodel or a monthly subscription with access to more content and / or extras incentives† Realizing your own platform is an investment, but one that fully unlocks all future returns.

The next question is which combination of revenue models can be used to achieve the best return. Leading in choosing a particular type of contentrevenue generation is the audience: to what extent are they really fans? What ways are they paying for content? The more captivating the audience finds the content, the more open they are to more options. Sometimes there are also opportunities to add other revenue models such as combinations with e-commerce, marketplaces and … branded contentthe so called line extensions

The emergence of NFTs

That fans is also important for NFTs, which are actually new forms of contentrevenue generation to be. The emphasis in NFTs is currently on collection and trade. For example, TV celebrity William Shatner (Captain Kirk) sold his 10,000 packages with 125,000 digital images in just 9 minutes on the Worldwide Asset eXchange (WAX) Blockchain. But the question is to what extent fans want to own a section of Chantal’s Pajama Party. Fans especially want to watch these episodes. What might be interesting is to see the content with an NFT ticket and then pass it on or sell it in your circle of friends. The content creator also gets a percentage of this, and moreover, it is sometimes clear to the content creator who is the owner of the ticket (the viewer).

However, there is not a really large audience for NFTs yet because you are nice technically savvy must be to exchange your euros for crypto, a wallet create and fill up with your cryptocurrencies and then buy an NFT with it. As this process becomes easier, audiences will grow and NFTs can complement your content strategy and become part of content creators’ revenue models. NFTs can also become an important part of providing exclusive content, physical events and digital rightsmanagement.

New mix, same audience

With the growth of video on demand and the availability of new techniques brings audiences closer to content creation. But whether you choose reach through established media companies or through a digital partner who helps you with new techniques, the principle of ‘cut out the middleman’ remains a dream nowadays. As a content creator in 2022, you choose a mix of different revenue models, media companies and direct channels with your own fans. The most important thing is to have the courage to innovate, but always be true to your own media brand and the associated audience. Otherwise you risk becoming old news.

About the Author: Sander de Vries is Account & Marketing Director at Triple.

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