Repurposing Existing Video Content

5th February 2021

Video marketing is super effective, marketers agree, 93% of them say that video is an important part of their marketing strategy So how can you use videos to help market your business? For a lot of businesses, it’s a matter of time and money. Creating a great video to promote your business can take a lot of time, especially if you don’t have a lot of experience in video production. If you do decide to outsource and have someone else make video content it can be costly to continually create an arsenal of fresh video content, to post across different channels. It’s also now harder than ever to get fresh video content, due to the lockdowns and the rules around them. This is where repurposing your pre-existing video content can help.   


Why Should I Repurpose my Video Content?   

Many of us are too focused on making brand new content that we forget the value of repurposing older video content. Businesses often create a video, only to post it once and then never share it with their customers again. Below are a few reasons why you should be avoiding this, and instead look to repurpose video content as much as you can.  

Reach a Larger Audience

When you reuse your videos, you are maximising the potential audience. You can reach a wider audience by promoting video content on different platforms. This will increase the videos reach and improve your overall visibility on Google.   

Greater Return on Investment

Repurposing a video will give you a greater return on your investment. Many businesses will see a video as an investment, but don’t often realise the maximum return they could from it. By reusing a video, you could be generating more conversions and making your video content more cost-effective.   

Become an Expert

Establishing expertise is a great way to gain the trust of customers and this is often the main purpose of content marketing. Repurposing video is another great way to position yourself as an expert in your market.   

Strengthen the Message

Repurposing your videos can help reinforce a message. Your audience will be absorbing a message but in various forms, thereby creating the greatest impact. It is said that an audience needs to see a message seven times before they convert – this is something repurposing your content allows you to achieve easily.  

Improve your brand awareness

Revisiting the same topic, in refreshing and interesting ways, is not only going to develop your perceived expertise but is also going to be great for your brand awareness. More content means more potential eyes on your business.   

How to Repurpose your Existing Video Content

There are many ways to repurpose your video, many of them are very simple and won’t require a lot of time. Let’s take a look at five effective formats you can repurpose your video into.   

1. Reuse the B-roll

B-roll is the cutaway shots we often see in videos. In video production, there is often a lot of B-roll that won’t use in the final edit. The best thing about B-roll is the variety of different shots you will get. Repurpose this B-roll by putting some text over it, maybe a positive review you have received or an interesting statistic. Just make sure you are using B-roll that is relevant to the text that you use, otherwise your new will feel disjointed.   

2. Mini video clips

You can often get many smaller video clips out of a larger video. The shorter the video the more likely it is for the audience to watch the video all through. These smaller more bite-sized videos are great to share across different social platforms.   

It is important that when you’re sharing these shorter video clips across different social channels, that they are properly formatted for the specific social media that they are going to be uploaded on. Think about the aspect ratio of the video but also consider the audience on each channel. For example, longer-form videos work better on YouTube whereas a shorter video will probably get better engagement on Facebook.   

3. Social media graphics

Visual posts often outperform text on social media. If you have a video that included a great quote or statistic, use a still from the video to create a graphic for social media. Often animated explainer videos are great for this!   

Again, if you are taking a still from a video you need to think about the sizing for social media. Each social media has a different aspect ratio for images so bare this in mind. Also, consider the quality of the image, nowadays most videos are shot in 4k so taking a still from them won’t be an issue.  

4. Convert your video into a blog

 Videos are great summaries of information; they are great for getting a concise message across. Creating a blog to go along with your video will allow you to expand on the information in the video and further establish you as an expert. Many tools will transcribe a video for you or you can transcribe it yourself.   

Blogs are also great for improving SEO. Including your researched keywords into a blog will strengthen your position in the search engine results. Writing a great blog post will organically improve your traffic to your website.  

5. Email content

Emails with interesting content, which educate the reader and add value are more likely to be read by the recipient. Instead of sending out a whole video you can break it down into clips and send it in a series of emails. Not only will this give you more content to share but it will also create anticipation for the next email. Plain text e-mails, with one thumbnail image and text alternative, which are hyperlinks to a landing page with your video/animation on work best. They are also more easily tracked, through your e-mail provider and in Google Analytics so you can measure the success of each campaign.  

How can we help?

At Feature Media we’re always looking at ways to offer our customers support and advice about how to maximise a return on video/animation marketing. If you would like to discuss your ideas, please get in touch for a no-obligation conversation. We’re also developing a webinar, if you would like some more information on this please go to our contact page and sign up to receive updates.   

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Feature Media
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