If you have spent a lot of time and effort to create niche content and now it’s time to officially launch your show, fear not! We know that a lot of planning, brainstorming and nerve-wracking decisions have to be made before the official launch of your niche show, and therefore, we are here to help. In this blog, we will discuss in detail as to how to promote niche content and beyond. But first, let’s understand what exactly does niche streaming mean?
Niche content caters to a relatively smaller audience targeting specific taste groups. Unlike OTT behemoths like Netflix and Spotify that have tons of audio and video content, niche streaming platforms have smaller content quantity which covers very specific topics. For example, Magic Stream is a VoD service that caters to an audience who are interested in magic tricks only.
Niche streaming players are distinct from their more popular streaming service counterparts as they are providing genre-specific content for a particular audience instead of providing general content for a larger group of audience.
Also Read: Creating your Niche: Competing with OTT Biggies
Things like creative aspects, the format of your content release, etc need to be decided before your launch date. Decide the style of creatives beforehand like a short teaser for your content, social media promotions or opting for a dedicated cloud server to host your niche audio/video, etc. The way you are going to release your show also needs to be thought of beforehand. For example, if you’re doing an ongoing release, you’ll want to promote the series as a whole instead of individual episodes.
The best way to launch and promote niche content is to showcase it on your video streaming website. This might be in the form of a banner or pop-up on the homepage, launching a dedicated webpage for your content so that your viewers can easily find it.
Opt for a cloud video streaming platform like Muvi Server to host your videos across multiple platforms and devices like website, apps etc. Muvi Server has a clean and simple dashboard making it very easy to upload and manage your content.
Social media is highly engaging and is the best platform to promote your newly released/upcoming niche audio/video content. And many platforms offer advanced targeting capabilities, which make it easy to get your content in front of a niche audience. One tried-and-tested tactics is- do not reveal too much on social media as ‘too much curiosity killed the cat’. Take cues from Netflix and stick to leveraging social to create awareness and drive your audience back to your website for the full experience.
If you maintain an active blog section, then creating a blog series regarding your niche content release would be a good idea to generate interest. You can introduce the series with an announcement post about your latest release, interview guests about their experience, create some behind-the-scenes blogs, and encourage people to comment on your blog about their views and initiate a conversation with your audience. And don’t forget to add video to your blog posts!
Also Read: How to Get Started with Video Marketing
Sending a catchy newsletter announcing your latest release can work really well in to promote niche content. Including a GIF in your newsletter will increase open rates by 37%! Send an announcement to relevant email lists while also building a dedicated list of subscribers. Try to create short, curiosity-building content that can tease your subscribers to find out the time to watch your content!
If you have surplus budget, you can include paid advertising campaigns to promote your niche content. Advertising can be a great way to reach new audiences or to re-engage existing viewers through retargeting. Including hyper-targeted display ads will let you target a specific audience.
For more information on display ads, read our blog Getting to Know Display Ads: An Introduction.
If you’re sharing your show on multiple channels like social media, emails and through multiple campaigns, make sure you include UTM codes so that you can easily segment your data in Google Analytics and track the content performance. To promote niche content, however, you have to keep one thing in mind- your UTM code needs to be consistent, else you will have problems tracking it . You’ll want your entire team to use the same naming convention and letter case for the various fields.
Practicing these tips will surely help you draw a large share of the audience to your niche content and generate a lot of excitement around your latest release. The key to promote niche content here is to select a cloud video streaming platform like Muvi Server for hosting and managing your video/audio seamlessly. Its multiple-monetization feature lets you monetize your content according to your best suited model. Flaunting a clean and simple dashboard, Muvi Server delivers multi-format audio and video files across devices and platforms irrespective of content volume.
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Written by: Sreejata Basu
Sreejata is the Manager for Muvi’s Content Marketing unit. She is a passionate writer with a background in English Literature and music. By week Sreejata spends her time in the corporate world of Muvi, but on weekends she likes to take short hiking trips, watch movies and read interesting travelogues.
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