What is "Hybrid Content"?

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If you want to supercharge your content marketing program, perhaps the best and fastest way is through “hybrid content.” Hybrid content consists, in most cases, of a video created by a third party in combination with commentary about the video, such as a summary or opinion piece that focuses or broadens the scope of the video. By embedding the video in a post on your site and then writing an article about it, you create hybrid content consisting of someone else’s original work augmented by your own.

The point of hybrid content, of course, is that it’s much easier and faster to create than original content, but provides the same benefit—unique content on your site that can be pushed out to social networks and indexed by search engines, both of which drive traffic back to your site. (For an example of a hybrid post, check out Apocalypse Soon: Adrift in the Information Economy.)

Hybrid YouTube Content

YouTube is the best example of a platform that enables hybrid content by allowing any of its users to embed videos on third-party sites. Note that I’m not talking about just embedding a link to a video that will lead back to the YouTube channel that originated it. Rather, I’m talking about embedding the video in a post on your own site, so that visitors actually watch the video on your site.

YouTube stipulates in its Terms of Service (TOS) that anyone that uploads a video to YouTube grants all other YouTube users the right “to use, reproduce, distribute, prepare derivative works of, display and perform such Content to the extent permitted by the functionality of the Service and under these Terms.) (See Article 8.1.b)

Hybrid Linkedin, Facebook, and Other Content

Linkedin and Facebook make the same sorts of stipulations but on a more limited basis—not all video content on these platforms can be embedded. In addition to the big three social platforms, there are any number of independent media outlets that allow embedding of content. (For an example, check out Cheddar.)

How to Tell if a Site Allows Embedding


The easiest way to tell if a platform or media outlet allows embedding is to look for an “Embed” option associated with any particular video. On YouTube, for example, the embed code is in the Share menu, which sits just below the video, itself:

On Linkedin, if an Embed code is available, it will be in the post menu (three dots in the upper right corner of the post):

The same is true for Facebook:

Note that both Linkedin and Facebook also enable you, in some cases, to embed articles. While Facebook supports embedding a link to an article that lives on Facebook, Linkedin allows (in some cases) the embedding of articles in iFrames, right on your sight (the same process as embedding a video).