Why Repurpose Video Content?
Brands often invest heavily in crafting the perfect video to represent their story, product, or message. It's a familiar scenario: a brand pours significant resources, both time and money, into producing a high-quality video, only to be utilized once and then shelved. This approach is a missed opportunity and an inefficient use of valuable assets. What if we told you that the costly video you commissioned doesn't have to gather digital dust after its initial use? That singular video can be a treasure trove of content, waiting to be repurposed in myriad ways to maximize your brand's digital marketing strategy. While we'll delve into the 'how-to' in later sections, let's first address why repurposing is a game-changer.
Table of Contents
BENEFITS OF REPURPOSING YOUR VIDEO CONTENT
Maximize Investment
Creating quality video content often demands significant time, effort, and financial resources. By repurposing this content, you're ensuring you squeeze every ounce of value from that initial expenditure. Instead of a one-and-done approach, repurposing allows for multiple uses and applications of the same content, multiplying its return on investment.
Reach Different Audiences
Different platforms cater to various demographics and user behaviors. For instance, while YouTube might appeal to a broad audience seeking in-depth content, social media platforms like TikTok or Instagram may cater more to younger demographics, preferring shorter, more dynamic content. By tailoring and repurposing your video for each platform, you can ensure that your message reaches and resonates with a broader spectrum of potential customers.
Optimize for Different Platforms
Each digital platform has unique specifications, best practices, and user expectations. A video optimized for YouTube may not perform well in its original form on social media platforms like Instagram Stories or Twitter. Repurposing involves adapting and tweaking the video content to align with the platform's norms, ensuring optimal user experience and engagement.
Reinforce Brand Message
Consistency and repetition are foundational to effective branding. Presenting your message across various formats and channels reminds your audience of your brand's values, offerings, and uniqueness. Each touchpoint deepens your brand's imprint in the consumer's mind, making them more likely to recall and engage with you in the future. v
Boost SEO
Search engines appreciate diverse and fresh content. Repurposing video content into different formats, such as blog posts, infographics, or snippets, can significantly enhance your digital footprint. Boosted SEO can lead to improved website traffic, higher domain authority, and better rankings on search engines. Moreover, videos are known to increase the time users spend on a page, a factor positively correlating with SEO rankings. Check out our blog on Video Search Engine Optimization (VSEO) to learn more!
Efficient Use of Resources
Continuously creating fresh content from the ground up can strain your brand's resources. Repurposing allows you to mold existing video content into various forms, saving time and effort. It's a sustainable strategy that ensures you always have a reservoir of content to share, reducing the pressure on content teams and budget allocations.
HOW TO REPURPOSE EXISTING VIDEOS
After recognizing the myriad benefits of repurposing video content, the logical next step is understanding the 'how.' Repurposing isn't about rehashing the same content verbatim; it's the art of creatively adapting and molding it to suit different platforms, audiences, and purposes. As the digital landscape continually evolves, so do the opportunities to leverage video content in innovative ways. This process requires a blend of strategic thinking, creativity, and a keen understanding of the nuances of each digital platform. A single long-from video can be broken down into multiple uses. As we transition to exploring the myriad ways to repurpose your video, remember that each technique should align with your brand's voice, goals, and the specific needs of your target audience.
1. SNACKABLE CLIPS FOR SOCIAL MEDIA PLATFORMS
Short-form videos or short video clips stand out as succinct and potent vehicles for capturing audience interest. Think of them as the digital equivalent of hors d'oeuvres at a banquet: bite-sized, delicious, and whetting your appetite for the main course.
The digital landscape is vast and varied. Each platform caters to a different audience behavior and attention span, from Facebook's quick scrolls to Twitter's rapid tweets. Recognizing this variability is crucial. For instance, while a 45-second clip might work wonders on Instagram, you may need to tighten it to 15 seconds for TikTok or expand it to 60 seconds for YouTube Shorts. It's not just about truncating but about strategically selecting the most impactful moments that encapsulate the essence of your main content. A long-form video could be broken down to create video ads for shorter attention spans.
Enter the new-age titans of short video content:
YouTube Shorts: Designed as YouTube's response to the burgeoning short video trend, Shorts are quick, vertical videos tailored for mobile viewing. When repurposing for Shorts, focus on visually arresting imagery and clear call-to-actions (CTAs) prompting viewers to check out the full YouTube video.
Instagram Reels: Instagram Reels offer a 15 to 60-second window of opportunity. Given the platform's emphasis on aesthetics, ensuring your teasers are engaging and visually cohesive with your brand's Instagram aesthetic is crucial. Integrating popular music or trending formats can also enhance visibility.
TikTok: A behemoth in the realm of short content, TikTok thrives on trends, music, and challenges. When repurposing video content for TikTok, consider the platform's culture. Can a portion of your video be turned into a challenge? Is there a trending sound that fits your content?
Beyond just the clip's length, consider the platform's unique features. Use captions on Instagram Reels for added context, leverage hashtags on TikTok to tap into trends, or employ YouTube Shorts' features to drive subscriptions. You could create ads from long-form videos and run them on each platform.
2. STILL IMAGES
Still images extracted from videos offer a rich tapestry of content repurposing opportunities. By strategically repurposing still images from videos, brands can create a cohesive and immersive experience across multiple platforms, driving engagement and reinforcing their message in diverse formats.
Social Media Posts: A powerful frame from a video can stand alone as an impactful post on platforms like Instagram, Pinterest, or Facebook. Such images can captivate the audience, prompting them to delve deeper into the associated video or content.
Quote Overlay: If a particularly powerful statement is made during the video, overlaying this quote on a relevant still can be a potent combination, ideal for sharing on platforms like Twitter or Instagram.
Blog Headers: When creating a blog post related to the video, a still image can be used as the header or featured image. This creates a cohesive theme and visually links the blog content to the video.
Thumbnail Selection for Videos: Platforms like YouTube allow custom thumbnails for video uploads. A striking still image can be the perfect candidate, giving viewers an enticing glimpse of the video's content.
Email Campaigns: Instead of solely relying on text, including a compelling image from the video can increase engagement in email newsletters or promotional campaigns.
Print Materials: If you're advertising an event or workshop related to the video topic, still images can be featured on brochures, posters, or handouts.
Website Banners: Enhance your website's visual appeal by using stills as banners or backgrounds, especially on pages that link to or discuss the video content.
Presentation Slides: Integrating still images into your slides can add visual depth and reinforce key points if you're giving a presentation on a topic covered in the video.
Testimonials and Reviews: If your video includes positive testimonials or reviews, still images capturing these moments, combined with a short quote, can be powerful promotional tools.
Story Highlights or Covers: On platforms like Instagram, where you can have story highlights, using still images as cover photos for these highlights can give viewers an idea of the content theme.
Ad Campaigns: Online advertising platforms often require a mix of visual and textual content. Using a still image from your video ensures brand consistency and can intrigue viewers to click on the ad, leading them to the full video.
3. BLOG POST(S)
Blogs, traditionally text-heavy, have seen an evolution with the integration of multimedia elements. Among these, videos stand out as dynamic tools that can amplify the blog's impact. When done right, a video can serve as the centerpiece of a blog or as a supplementary element, offering readers a choice in how they consume information.
Break Textual Monotony: A long-form blog post, while information-rich, can sometimes overwhelm readers. Integrating videos at strategic intervals offers readers a visual and auditory break, making the content more digestible. This multimedia approach caters to varied learning styles, appealing to both readers and viewers.
Enhance User Engagement: Videos can captivate an audience, drawing them into the topic at hand. A well-produced video can simplify complex topics, showcase product demonstrations, or share testimonials, enriching the blog's content and making it more relatable.
Boost SEO: The time a user spends on a webpage, known as "dwell time", is an indirect ranking factor for search engines. By integrating videos, you can potentially increase visitors' time on your blog, signaling to search engines that your content is valuable. Furthermore, a well-optimized video can drive traffic from video search results.
Leverage Video Stills: Extracting high-quality still images from videos can serve multiple purposes in a blog. These images can be used as:
Title Headers: A compelling visual at the beginning of a section can set the tone and provide context for the following text. Illustrative Graphics: Within the content, images can illustrate points, offer visual examples, or break up long sections of text. Featured Images: Many blogging platforms allow a featured image for articles. An image from your video can be used here to give potential readers a glimpse of the content's theme.
Transcriptions and Summaries: If the video contains significant spoken content, consider adding a transcription below the video. This not only aids accessibility but also provides additional text for search engines to index. Alternatively, you can create a written summary or a bullet-point list of the video's key points, giving readers a quick overview.
Embed vs. Link: When adding a video to your blog, you can either embed it directly into the post or provide a link to a platform where it's hosted. Embedding is more seamless for the user, while linking can drive traffic to platforms like YouTube, where you might have a significant presence.
4. PODCASTS
With the rise in popularity of audio content, especially for audiences on the move, converting your video into a podcast can tap into a new demographic.
Extract the Audio: Use video editing software or audio extraction tools to isolate and save the audio track from your video. Ensure the audio quality remains clear and crisp during the extraction process.
Edit for Podcast Format: Unlike videos, where visuals aid in conveying the message, podcasts rely solely on audio. Edit the content to remove visual cues or references, and ensure the narrative flows smoothly in an audio-only format.
Enhance with Intro/Outro: Create a consistent introduction and outro for your podcast episodes. This can include a brief overview of the episode, branded music, or call-to-actions, helping to structure the content and build brand recognition.
Upload to Podcast Platforms: Distribute the repurposed content on popular podcast platforms like Spotify, Apple Podcasts, and Google Podcasts. Ensure you provide a compelling description and use relevant keywords to improve discoverability.
Promote on Existing Channels: Share the new podcast episode on your brand's existing marketing channels. This can include social media, newsletters, or even a mention in subsequent video content. Use snippets or highlights from the episode to intrigue potential listeners.
5. INFOGRAPHICS
A well-designed infographic can simplify complex topics and provide a quick, visually appealing overview. They're highly shareable and can drive traffic back to your main content.
Highlight Key Points: Videos often cover a breadth of information. Infographics can distill the most important and impactful points into easily digestible visuals. By converting the main takeaways from a video into an infographic, you provide viewers with a concise summary to which they can refer back.
Enhance Data Visualization: If your video contains statistics, trends, or any form of data, an infographic is a perfect medium to visualize that information. Through charts, graphs, and icons, complex data can be presented more comprehensively.
Sequential Breakdown: If the video follows a process, step-by-step guide, or timeline, an infographic can lay out these sequences in a clear and linear manner. This makes it easier for viewers to understand processes or follow along with instructions.
Boosting Engagement on Social Media: Due to their visual nature, infographics often perform well on platforms like Pinterest, LinkedIn, or Twitter. Sharing your infographic on social media can attract a broader audience and direct them to the original video content.
Embed in Blog Posts or Articles: While the original video can be embedded in blog posts, accompanying it with an infographic can offer readers a quick overview or recap. This can be particularly useful for those who skim articles or might not have the bandwidth to watch the full video.
Printed Material: Unlike videos, infographics can be easily converted into printed material for offline marketing. Whether it's handouts at a trade show, posters for an event, or inserts in a magazine, the repurposed content can reach audiences outside of the digital realm.
6. EMAIL MARKETING
Embedding videos in emails can boost engagement rates. Ensuring the video content aligns with the email's central message is crucial.
Boost Open and Engagement Rates: Including the word "video" in your subject line can increase open rates. Within the email, videos capture attention, increasing the time recipients spend interacting with the content.
Clarify Complex Topics: Videos can distill intricate subjects into easily understandable visual narratives. Instead of lengthy text explanations, a concise video can convey the message more effectively and engagingly.
Promote Exclusive Content: Tease exclusive video content in your emails. By offering something unique, you reward loyal subscribers and incentivize further engagement with the brand's other platforms.
Improve Conversion Rates: Strategically embed videos, such as product demonstrations or testimonials, to influence purchasing decisions. The visual endorsement can resonate more effectively than mere textual descriptions.
Re-engage Dormant Subscribers: Capture the attention of inactive subscribers by showcasing captivating video content. This dynamic content can reignite their interest and enhance the probability of further interactions.
7. BEHIND THE SCENES CONTENT
Humanizing the Brand: BTS content offers a genuine glimpse into the people and processes behind a brand, making it more relatable. Brands can form deeper emotional connections with their audience by showcasing real individuals and their roles.
Showcasing the Process: Offering a peek into content creation's or product development's intricacies can bolster appreciation and value perception. It highlights the craftsmanship, effort, and dedication that go into creating the final product or content.
Building Anticipation: Releasing BTS content before the main content can be an effective teaser. It stokes excitement and curiosity, ensuring the audience is eagerly awaiting the main release.
Enhancing Engagement: BTS content's raw and unfiltered nature tends to captivate viewers. This spontaneity can lead to increased engagement, with audiences more likely to interact, share, or comment.
Storytelling: Every creation has a backstory filled with challenges, triumphs, and pivotal decisions. BTS content narrates this tale, providing context and depth to the main content and drawing the audience into the brand's journey.
CONCLUSION
When repurposed with care and creativity, a single video becomes a versatile asset, resonating across a plethora of platforms and reaching diverse audience segments. Whether it's embedding in emails, adapting for podcasts, distilling into infographics and blog posts, or using other innovative strategies, this approach stretches the potential of one video far beyond its original intent. By maximizing content reach and engagement in such a manner, brands ensure their message reverberates widely and highlights the profound potential within every video piece. This strategic repurposing sets brands on a path to deeper connections, broader reach, significantly enhanced ROI, and extended marketing budget in their digital marketing campaigns.
REPURPOSE VIDEO CONTENT WITH VISIONAERY PRODUCTIONS
Visionaery Productions is here to help with your video production needs. Our full-service video production company has a team of experts who will help you create high-quality, engaging videos that resonate with your audience and drive results through video marketing strategy. Visionaery Productions works with budgets of all sizes and varying scopes.
We are happy to repurpose your video for your social media channels, blogs, or other marketing channels.
Visionaery specializes in commercial video, corporate video, and drone video services. We partner with highly impactful brands to channel their vision and values into creative video marketing that makes it easy for people to resonate with their mission.
Contact Visionaery Productions today to book your discovery call! Our video marketing services will take your vision to new heights!
