Video content is one of the most popular ways people share ideas, communicate, and research products to buy.
By 2022, video content is estimated to account for 82% of all consumer internet traffic.
That’s 15x higher than it was in 2017.
According to Cisco, video currently accounts for 80% of all global internet traffic.
More and more affiliate marketers are utilizing video content to promote their affiliate offers and build an audience online.
In this article, we’re going to take a look at the reasons why you should be utilizing video content.
We’ll also cover:
- The equipment you need to create video content
- The step by step process of filming and editing your first video
- The different types of video content for affiliates
As a bonus, we’ll also look at how successful affiliates are using video content with real-life examples.
Let’s dive in.
- The Importance of Video Content in Affiliate Marketing
- Pros and Cons of Video Content Marketing for Affiliates
- What Do You Need to Get Started Creating Video Content?
- How to Make Videos for Your Affiliate Business
- Types of Video Content
- Examples of Successful Affiliates using Video Content Marketing
The Importance of Video Content in Affiliate Marketing
To be a successful affiliate marketer, you need to connect with your audience on the channels they use.
You also need to create content in the formats that they find most appealing.
Video is a highly engaging content format that can generate tons of conversions and affiliate sales.
Watching video content is how a vast number of people choose to spend their time online.
Key Video Content Stats
- Including a video on a landing page can boost conversions by up to 80%.
- 64% of people have made a purchase after watching a video about a product or service.
- People retain 95% of a message when they view a video, compared to 10% when reading text.
- 72% of people would prefer to learn about a product by video than by text.
It’s not just video platforms like YouTube that are seeing massive growth in video consumption.
Social media is becoming more and more video-based.
Both Instagram and Facebook have incorporated a Snapchat “stories” style video content feature over the last few years.
The ability of video content to engage people online is unrivaled.
According to Digital Information World, social media video posts generate 1,200% more shares than images and text posts combined.
If you want to give your affiliate content a shot in the arm, you should consider how you can use video content to generate conversions and affiliate sales.
Pros and Cons of Video Content Marketing for Affiliates
Video content offers some significant advantages for affiliate promotion…
…But it also comes with downsides and challenges that don’t come with other promotional tactics.
Let’s quickly go over the pros and cons so you can decide if video content is a good option for you.
The Pros of Video Content
Video Content is Highly Engaging
The key advantage of video content is that it is one of the most engaging content formats.
According to a 2018 study by Buffer, video content on Facebook performs better than any other type of content:
Of the top 500 posts on Facebook in 2018, 81% were videos.
The same study revealed that video posts on Facebook achieve 59% more engagement than any other type of content.
Video Content Boosts Conversion Rates
Not only is video content engaging, but it’s also very effective at converting viewers and convincing them to take action.
As an affiliate marketer, it’s good to think of your job as helping people make better purchasing decisions.
You do that by answering questions and providing the information people need before deciding to make a purchase.
Video is the best content format for answering people’s questions, showing people how to use a product, and highlighting the benefits the product offers.
It’s not just affiliate marketers that use video content in this way.
The clothing retailer Zappos uses video content featuring their customers and employees using and discussing their products.
Zappos claims their video content helped to increase sales by up to 30%.
Video Content Can Be Repurposed
The versatility of video content is another critical advantage over other content formats.
Once you have created a video, you can repurpose it and use it on your other channels and content projects.
For example, once you create a video product review for your YouTube channel, you can include it on your website as part of your written review.
You can then re-edit the video and shorten the length to post it on Facebook.
It costs more to produce video content, but you can reuse your footage and offset the initial cost by re-purposing the video content across your promotional channels.
The Cons of Video Content
Video Content Requires More Resources
To produce high quality written content, you need a laptop and some time to write and edit your content.
The overheads are minimal.
That’s not the case with video content.
Creating a semi-professional studio setup can easily run into thousands of dollars.
However, there are lots of cost-saving hacks to bring down costs.
If you own a smartphone with a decent camera, you don’t need to go out and spend thousands on a DSLR.
Alongside the financial cost, you also need to dedicate more of your time resources to creating video content.
It takes a lot more time to produce a 5-minute video than to create a 1,000 word blog post.
Video Content Isn’t Compelling for Every Audience
Video content can be a highly engaging and compelling content format, but it doesn’t work well for every type of audience.
Watching videos and reading content tap into different parts of the brain.
If a visitor is browsing the internet or swiping through social media with no defined objective, they are more likely to engage with video content.
However, if a visitor has a clear goal they want to accomplish, they are more likely to engage with written content.
That’s why choosing the right type of video content is so vital for engagement and conversions.
We’ll cover video content types later on.
Video Isn’t Easy to Update and Keep Evergreen
You can easily update a blog post or a product review to keep it evergreen and relevant.
If you create a text-based review and the merchant updates the feature of the product, you can edit and republish.
That’s much harder with video content.
Your appearance, setting, product, etc., will all likely change over time.
Once you have published your video, it’s much harder to go back and make a few updates to keep the content updated and relevant.
What Do You Need to Get Started Creating Video Content?
Here’s a breakdown of the recommended equipment you need to produce quality video content that will set you apart from other affiliates in your niche.
There are also some cost-saving hacks to help you produce a high-quality video on a shoestring budget.
Recording footage on a DSLR camera will help you capture high-quality footage.
A key advantage is the ability to change lenses depending on what you’re filming.
Switch to a macro lens, and you can get vivid close-ups to make your affiliate products look great.
However, these cameras range from a few hundred dollars to $10k+.
If you own a relatively new smartphone, you can get great footage with the right lighting and a tripod.
Your iPhone has a perfectly acceptable camera to get started creating video content.
Smartphones and DSLR cameras come with inbuilt microphones, but if you’re even a short distance away from your camera when filming, your audio won’t sound great.
Bad audio is a headache when it comes to editing your footage, and it’s a sure-fire way to get your audience to abandon watching your video content.
There are a bunch of affordable microphone options out there.
The right type depends on the video content you’ll be filming.
If you’re in a studio, a clip-on mic is an ideal solution.
If you’re filming outside, you should probably invest in a shotgun mic.
Buy a tripod and use it to film all of your video content.
You might think you can hold your phone steady, but when you start editing your footage on a monitor, you’ll see how shaky hand-held footage is.
If you’re filming on your smartphone, you can pick up a small tripod for less than $20.
For a DSLR, you can pay anything from $25 to $100 for a tripod.
You don’t need to spend a lot on expensive lighting equipment to record your video content.
Here are the basics you need for home studio lighting:
- 3 lighting stands
- 3 clamp lights with bulbs
- 3 extension leads
There’s plenty of free and paid editing software options when it comes to editing your footage.
Lightworks offers a free downloadable version that provides everything you need to create professional-looking video content.
However, the free version does have its limitations.
The file formats for saving your video are restricted, and you’ll need to upgrade to a paid plan to access the upload straight to YouTube feature.
If you want to use more advanced editing features, Adobe Premiere Pro is an excellent option with powerful customization and audio elements.
How to Make Videos for Your Affiliate Business
Creating video content is much more challenging than writing a blog post.
In this section, we’re going to go through the step by step process of creating your first piece of video content.
Define a Goal for Your video
Before you start recording any footage, you should have a defined goal of what you want to achieve with your video.
Just like any piece of content you create, your video should serve a purpose.
What action do you want your audience to take after they finish watching?
For example, if you’re filming a product review, you want your audience to purchase the product after watching your review.
A defined goal will help you when it comes to writing, filming, and editing your video content.
Write a Script
Even if you’re creating a short informal vlog, you should outline what you are going to cover in the video.
For more in-depth video content, you need a script.
This will save you time later when it comes to filming and editing your footage.
Writing a video script is a similar process to writing a blog post.
Start by creating an outline of the points that you want to cover in the video.
Like your written content, you want to include a hook in the introduction that convinces people to keep watching.
Don’t waste too much time with your introduction and get straight into the “meat” of your video.
People won’t stick around past the first few seconds if you make them wait.
The significant difference between writing a blog post and writing a video script is the use of language.
Video scripts are usually written in the first person and use more conversational language.
When you’re writing, keep in mind that it takes longer to read your script out loud.
For example, a 500-word video script will result in a video that is around 3 minutes long.
Reading your script aloud will also help you identify any awkward sentences or phrases in your script.
Try to make your script as smooth as possible and easy to read aloud before you start filming.
Getting to Grips with Your Camera
Most modern smartphones come with a decent camera that is ready to use out of the box.
However, there’s a couple of things you need to keep in mind before filming.
First up, you want to make sure that you have enough memory to store the video footage you record.
There’s nothing more frustrating than getting halfway through a shoot and running out of storage space.
Secondly, make sure that you use the “Do Not Disturb” option to avoid incoming notifications or calls distracting from your shoot.
If you’re shooting with your smartphone, you can skip the next section and go down to “Filming Tips”.
Smartphones are a great way to get started with video content, but you’ll probably want to upgrade to a more advanced camera as you produce more content.
Most YouTubers and affiliate marketers choose to use a DSLR camera to capture their video content.
If you use a DSLR, you need to be aware of a few features and settings before shooting your video.
This is important for capturing smooth video footage.
You need to make sure that your camera’s shutter speed matches the frame rate you want to capture.
Shutter speed controls how often your camera captures an image.
Your camera captures multiple images per second to create video footage.
You can find the shutter speed settings in the menu of your camera.
Sometimes this setting is listed as “FPS” (frames per second).
To give your video a high-quality cinematic feel, set the shutter speed to 1/50.
This will replicate the number of frames that film cameras capture to give the appearance of fluid motion.
Aperture controls the size of the opening of your camera lens.
It’s measured and controlled by the f-stop setting.
The lower the f-stop number, the more light the camera allows to reach the sensor in your camera.
A low f-stop number is an excellent way to highlight a subject in the foreground and blur the background of your video image.
When you choose a high f-stop number, you restrict the amount of light that reaches the sensor in your camera.
This is an effective way to maintain the focus on multiple subjects that are different distances from the camera.
A high f-stop enables you to maintain a sharp focus on both the foreground and the background of your video image.
ISO controls how sensitive your camera’s sensor is to light.
Most cameras measure ISO in numbers in hundreds and thousands.
If you go into your camera’s ISO settings, you’ll see a range of around 100 up to 6400.
The higher the ISO, the more sensitive the camera is to light.
The ISO setting also impacts the quality of the image.
A High ISO setting can result in a grainy, low-quality image.
Low ISO numbers produce a crisp, high-quality image, but you’ll need to make sure you have enough light on your subject.
If you’re in a well-lit home studio, you should be able to choose a lower ISO setting.
If you’re filming in a poorly lit location, you’ll need to increase the ISO setting and sacrifice some image quality.
White balance helps your camera to understand the color temperature of the location you are filming.
Different types of lighting produce different color temperatures.
For example, a fluorescent light you might use in your office produces a cooler shade compared to a warm incandescent bulb you might use in your bedroom.
Before you start filming, you need to tell your camera the color temperature of the location.
Your camera probably comes with an auto white balance feature.
Don’t use the auto white balance feature.
Instead, choose one of the pre-set white balances (daylight, indoors, etc.) or adjust the custom setting until you get a suitable color balance.
You’re probably already aware of how important it is to focus your camera to capture a crisp image of your subject.
Most DLSRs come with auto-focus features that work well for still photography…
...But you should never use the auto-focus feature for shooting video.
Because of the movement in front of the camera, the auto-focus will cause your camera to continually hunt for a clear focus of the subject.
This will likely make your video footage unusable, and the noise of the camera adjusting focus constantly will make a mess of your audio.
Using manual focus isn’t too tricky, and with a bit of practice, you’ll quickly become comfortable using it.
The easiest way to use manual focus is to zoom in on the subject you want to film and use the LCD screen to check the detail of the image.
Use your focus ring to adjust the focus until the image is crisp.
Once you’re happy with focus, zoom back before you start filming.
When it comes to filming, there are several hacks and best practices to help the process run smoothly.
Unless you’re filming an interview, you shouldn’t shoot your video in one long take.
Break up your script into smaller sections and have it visible on your laptop while filming.
You can place the laptop just out of view of the camera and refer back to it when needed.
Record each section of the script and re-shoot until you have a good take for every section.
Once you think you have a good take, always shoot one more than you think you need.
That way you’ll have plenty of options when it comes to the editing stage.
After you’ve reached the end of your script, go back to the start and record another take of the introduction.
The introduction is the most important part of your video.
You’ll be more confident after shooting your script, and you should be able to provide a better delivery the second time around.
Pro-tip - “Shoot for the Edit”
You can save yourself time and headaches when it comes to editing your footage if you follow some simple rules while shooting.
Always leave a few seconds at the start and end of each take.
This makes it easier for you to edit your footage later.
If you record a vital line and immediately stop recording, you’ll struggle to achieve a smooth transition when you edit your footage together later.
Recording B-Roll Footage
You should record lots of b-roll footage to make your editing job more straightforward.
When you record each section of your script, you might move your hand, change your posture, or any other movement or adjustment that will make it challenging to edit your footage together side-by-side.
These “jump cuts” can be disguised by using b-roll footage.
B-roll footage doesn’t focus on the subject of your video.
It can be close-up shots of the product you are reviewing, the location or studio, or anything else that can be used to mask jump cuts when editing your main footage together.
The Editing Process
Once you’ve captured all the footage you need, it’s time to start editing.
You should have multiple takes for each section of your script.
Before you start making any edits, watch your footage in full and note the best take for each section.
You then need to edit these best takes together and make sure that your message shines through clearly.
Keep the video length as short as possible - You want to communicate all of the necessary information as efficiently as possible.
Avoid jump cuts - If you have plenty of b-roll footage, you can use these shots to break up your main footage and make the transition between sections as smooth as possible.
Focus on your message - Make sure that your main message and the purpose of your video is clear. You can emphasize the purpose of your video by including a CTA at the end of the video to encourage your audience to take action.
Editing your footage is the final step in creating your video content.
As you become more skilled and publish more video content, you might want to create title cards and graphics.
You can use these elements as branding for all of your video content.
Types of Video Content
Setting out to regularly publish video content can feel intimidating when you’re getting started.
But it’s not as difficult as you might think.
As with any content you produce, you want to focus on creating the types of content that your audience has shown an interest in.
Once you know what your audience likes, produce more of that type of video content.
Here’s a rundown of the different types of video content you can produce:
Vlogs are a simple and affordable way to get started with video content.
You can easily create a vlog using just your smartphone, a script, and some basic free editing software.
Although a vlog doesn’t have the same quality as a studio-based production, it does have an authentic feel that can make your video content more relatable.
Lots of affiliates, entrepreneurs, and YouTubers publish regular vlogs.
Here’s an example from the YouTuber Hannah Meloche:
Some big brands imitate the low-budget vlog style to lend authenticity to their brand’s video content.
Vlogs are a great way to build a transparent and trusting relationship with your audience.
You can use your vlog to document a project or story and show your audience how to achieve a goal or overcome a problem.
Interviews are great for growing your reach and building authority.
You can increase your credibility by featuring an expert or thought leader in your niche.
Even though an interview isn’t scripted, you should have some outline and plan of what you want to cover during the interview.
When you are interviewing a guest, try to keep them talking, and guide the conversation towards the topics you want to discuss.
Here’s an example of an interview from the affiliate marketer Jeff Rose’s YouTube channel:
The more interviews you do with respected people in your niche, the more you build your credibility.
Interviews can also significantly boost your reach.
Your guest will usually share the interview on their social media channels and drive traffic to your website or YouTube channel.
Webinars are a great way to build an audience with actionable, engaging, and educational video content.
In simple terms, a webinar is a live video event that you invite people to attend.
You can promote your webinar through social media and email marketing to drum up interest before you go live.
To encourage people to attend, make sure you are offering value and giving people a reason to sign up.
Here’s an example from Well Right:
You can use webinars to promote your affiliate products to your audience directly…
…And you can use a webinar as a lead magnet to build your email list.
Once you have finished the webinar, you can publish the footage on your website or YouTube channel.
4. Tutorials/How-To Guides
When people want to learn how to do something, they turn to the internet to find out how.
According to research from Think With Google, 91% of smartphone users use their smartphones for ideas when they want to complete a task.
These are called “I want to do” moments.
What’s more, people usually search for video content when they conduct these “I want to do” searches.
According to the same study, 67% of Millenials state that they can find a YouTube video on anything that they want to learn.
You can create how-to and tutorial video content and use your affiliate products as a resource that people need to complete the task.
Because the content is so actionable, it increases the chances of people converting and clicking on your affiliate links to purchase the product.
Here’s an example from Kristofer Yee:
By helping people with great video content, you can also build trust and credibility.
When people trust you, they’re more likely to listen to your product recommendations and click on your affiliate links.
5. Product Reviews
Product reviews are one of the most profitable types of video content for affiliates.
When people search for a product review, they’re in the final stage of the buyer’s journey and close to making a purchase.
Here’s an example from Social Nope:
Reviewing products on-screen helps people to understand how the product works.
They can see the product in action.
You can increase the chances of conversion by answering the common questions people have…
...And by showcasing the benefits and results people can achieve using the product.
The key to a profitable product review is to cover all the information that people need before making a purchasing decision.
6. Live Streaming
Live streaming is an effective way to build an audience online.
It’s having a significant impact on the way people consume video content and spend their time online.
Between 2019 and 2020, the four largest live streaming platforms reported a 99% growth in hours of video watched.
Live streaming is appealing to people because it comes with a level of unpredictability and suspense.
Because the video is live, we don’t know what could happen next and what we could miss if we don’t watch.
It’s also an excellent format for increasing audience engagement...
...Live videos enable audience members to interact in real-time.
Here’s an example of a live stream from the YouTuber Chloe Ting:
You can boost engagement by encouraging your viewers to join in with the conversation and addressing their questions in the comments.
This is a great way to engage your audience with actionable content, like the workout live stream example above.
According to Facebook statistics, live streams generate 10x more comments than standard video content.
7. Video Emails
Adding video content to your emails can be a powerful way to increase engagement and open rates.
According to Campaign Monitor, simply adding “video” to your email subject line can increase open rates by 19%.
Once you have convinced people to open your email, keep your video message short and to the point.
When you post a video product review or host a webinar, people have chosen to seek out your video content and watch.
That’s not the case with video emails.
People usually check their inbox for new emails on their smartphones.
They don’t want to watch a long video.
Video Email Best Practices
- Keep your video email under 2 minutes in length.
- Add subtitles so people can understand your video without hearing the audio.
- Get straight to the point and highlight the benefits of what you are offering.
- Include a strong CTA to encourage your recipients to take the next step and commit to the action you want them to take.
You can reuse your video emails by utilizing audience segmentation.
If you create a video to welcome new subscribers, you can use an autoresponder to send the video email to new people who sign up for your newsletter.
You can use giveaway video content to boost your reach on social media, drive traffic to your website, and grow your email list.
You’ll need to provide a good prize, but the increased reach and boost to your list of subscribers can be well worth the cost of your giveaway.
By publishing short videos promoting your giveaway and encouraging your audience to share and sign up for your email list, you can quickly gain the attention of a wide audience.
Here’s an example from Julia K Crist:
You can start with a couple of promo videos on social media and then utilize a live stream to reveal the winner.
Examples of Successful Affiliates using Video Content Marketing
Now know how to create your first video and the types of video content you can use to build an audience and promote your affiliate products.
Here are three examples of successful affiliates using video content to provide you with some extra motivation and inspiration.
Marques Keith Brownlee
Known by his YouTube channel name MKBHD, Marques Keith Brownlee has built an enormous following of viewers that regularly tune in to see his latest technology-focused videos and product reviews.
Back in 2013, Vic Gundotra, Google’s Senior Vice President, called Brownlee “the best technology reviewer on the planet right now.”
His YouTube channel currently has 11.9 million subscribers, with estimated monthly Adsense earnings of £8k - £127.8k.
However, Brownlee also sees significant earnings from affiliate promotion of the products he uses and reviews on his channel.
When asked on Twitter about his revenue sources, Brownlee stated that affiliate sales were a significant source of income.
Danielle Mansutti is a U.K. based YouTuber and affiliate marketer.
She creates video tutorials, vlogs, and product reviews covering beauty, fashion, and well-being niches.
Her YouTube channel currently has over 1.6 million subscribers…
…She also has a substantial audience of over 500k followers on Instagram.
Mansutti earns an estimated monthly £99 - £1.6k in revenue from Adsense.
However, the majority of her earnings are from affiliate marketing.
In the descriptions of her videos, Mansutti places affiliate links for the products she uses and reviews.
Kassandra Reinhardt is one of the most well-known YouTubers and affiliate marketers in the Yoga niche.
Reinhardt’s YouTube channel, “Yoga with Kassandra,” currently has over 1 million subscribers.
She earns an estimated £873 - £14k in Adsense revenue per month.
But a large amount of her income comes from promoting affiliate products like Yoga Club.
Alongside Adsense and affiliate marketing, Reinhardt also sells video yoga courses through her website and on Udemy.
It’s easier and more affordable than ever to get started with video content.
You don’t need to spend a small fortune on equipment to get started.
A smartphone and free editing software are all you need to make your first video.
Once you’re more comfortable in front of the camera and more experienced in producing video content, you can upgrade your setup and improve your production values.
As with all affiliate marketing content, focus on offering value and growing an audience to build a sustainable source of affiliate revenue.
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