Men’s Health is trying to produce video more efficiently, and more affordably.
In June, Men’s health reportedly set up a room in its New York offices as a designated social video studio, producing a high volume of videos for its social media profiles, to supplement its existing long-format videos. Since June, the new videos have garnered 6.4 million Facebook views, reaching 25.6 million people, according to the magazine.
The idea was to significantly simplify video workflow; the videos are shot with an iPad Pro in a pre-lit studio. Monetization is still being worked out; many of Men’s Health social videos don’t meet the 90-second threshold to earn ads from Facebook’s burgeoning mid-roll ads program. The magazine is getting sponsors for the videos instead.