Vimeo Targets Marketers With New Stock Video Platform

Vimeo, the streaming video platform, is launching a store dedicated to stock video footage, called Vimeo Stock.

In addition to curated stock footage currently available to the market, as well as new footage, Vimeo Stock will also feature exclusive material shot by Vimeo contributors. They will be making their video available to license for the first time.

The company says more than 50% of the footage on Vimeo Stock will be exclusive.

While the Vimeo platform is ad-free, the new stock video offering was created with both marketers and content creators in mind. Vimeo CMO Harris Beber tells Digital News Daily that conversations with brands and marketers “helped shape this product and platform.”

“Video is becoming exponentially more important. By next year, 80% of internet traffic will be from video,” Beber says. “The demand on marketers, brands and agencies to put more video content in the world is growing, just because engagement is so much higher than other content. 

“The level of quality and expectation is still as high as it ever was, but the budget and resources haven't grown to support that,” he added.

For creators, stock footage can be the thing that makes a video, with footage of the Alps or Manhattan able to set up a scene using only imagery. Conversely, creators may be able to license their footage for inclusion in the marketplace, potentially bringing them a new revenue source.

Beber says after talking to Vimeo’s creator community, it found “there was a gap in the level of quality that met their needs” in terms of stock footage. The hope is the offering will meet the needs of the creator and advertiser constituencies.

Vimeo is a popular platform for marketers to host their video content before deploying it, with hosting, organizing and distribution capabilities baked into its workflow. Vimeo says the stock footage offering will incorporate directly into the existing software.

Vimeo Stock will sell nonexclusive content for $79 in HD and $199 in 4K. Exclusive content will be sold for $299 in HD and $499 in 4K. Vimeo paid subscribers will receive a 20% discount on orders.

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