Have you ever watched a short YouTube video that linked you to a longer video, of which the shorter video is a part of, on another website? Chances are yes, you definitely have. In today’s world where content is king and attention spans are fleeting, repurposing video content has become a crucial strategy for companies seeking to maximize their reach and engagement.
In this article, we’ll explore the art and science of repurposing video content, seeing why it’s important and providing practical tips to help you reuse your existing video assets.
Why Repurposing Video Content Matters
Before diving into the how-to, let’s first understand why repurposing video content is a game-changer. Breaking through the internet noise requires a strategic approach because of the sheer amount of content present on it. Repurposing allows you to leverage the time and effort invested in creating a video by adapting it for various channels and audiences. This not only extends the lifespan of your content but also enhances its visibility and impact.
Repurposing is not about being lazy, it’s about being smart and efficient and recognizes the significance of making your content work harder for you. It enables you to cater to diverse audience preferences, capitalize on different platforms and maintain a consistent brand presence without the constant pressure of producing entirely new material.
Let’s take a look at what things you should consider and keep in mind when you want to repurpose your video content.
1. Identify Your Goals and Target Audience
The effective way to repurpose your video content begins with a clear understanding of your objectives and the audience you aim to reach with that piece of content. Are you looking to boost brand awareness to a wider audience, drive website traffic or generate leads? Knowing your goals will guide the adaptation of your video content to align with specific outcomes.
Keep in mind and think on your target audience’s preferences and behaviors on different social media platforms. A video that resonates on Instagram might need adjustments to thrive on LinkedIn or YouTube. Or even different formats of the same video: a new video post on Instagram will need a different approach to how it gets uploaded as a different format like Instagram reels and Instagram stories. Same goes for TikTok and YouTube with their relatively new feature YouTube shorts. Think about the difference between short-form video and long-form content and how both are used for content marketing to different audience segments.
2. Break It Down to Micro
Your original video is an inventory of potential micro-content pieces. You can break it down into bite-sized segments that can stand alone and deliver value all on their own. These snippets can take various forms, such as short video clips, GIFs / animations, audio files or image quotes. Micro-content is perfect for sharing on social media, enriching your email campaigns or even as part of a blog post, which can boost your SEO. Invest in a powerful video editing software that allows you to easily extract and repurpose these shorter clips, or micro-content pieces, without compromising the high-quality.
3. Optimize for Each Social Media Platform
Different social media platforms have different preferences and needs when it comes to video content creation, so tailoring your videos for specific platforms maximizes their impact on new audiences. For instance, Instagram favors square videos, while YouTube thrives on long-form content. Understanding these nuances and optimizing your videos accordingly to fit those types of content makes sure they integrate seamlessly into the user experience of each platform.
A long-form video such as a webinar on a landing page can be shortened into short clips that can be reshared on other social media platforms, linking your audience to the long-form video through the social media posts, which is essentially your new content repurposed from your own longer video content. The marketing strategies of the most successful content creators and businesses keep in mind tailoring their content based on the unique characteristics of each social media channel and audience segments, which ensures maximum relevance and customer engagement.
Another thing you can consider is creating platform-specific intros or outros to address your audience in a way that feels native and true to the platform. Make sure as well that your videos are compatible with various devices and screen sizes to guarantee a smooth viewing experience for your audience and potential customers.
4. Transform Video into Other Content Formats
You aren’t just limited to just reshaping videos, you can rather expand to transforming them into different content formats. Transcribe your videos to create blog posts, infographics or podcasts. You have probably encountered podcast episodes on Spotify that are YouTube videos on top of being just a regular audio podcast, earning double the exposure and engagement.
This content format transformation not only caters to diverse audience preferences but also enhances your content’s discoverability through search engines (SEO). Providing multiple content formats makes sure that your message reaches a wider audience, including those who prefer consuming information through different mediums.
5. Utilize User-Generated Content
Your audience is a valuable resource for generating content. Encourage user-generated content by inviting your community to share their experiences and insights related to your video content. These customer testimonials not only expand your content library but also build a sense of community around your brand.
Implement features that encourage user interactions, such as comments, likes or sharing options. Using the power of your community adds a human touch to your brand and extends the reach of your content.
6. Maintain Brand Consistency
While adapting content for various platforms, it’s crucial to maintain brand consistency. Your brand identity should shine through regardless of the platform or format. This not only reinforces brand recognition but also builds trust with your audience.
Customize your video content with your brand colors, logo and other elements that align with your overall branding strategy. Consistency in branding enhances your professional image and establishes a strong connection with your audience.
Repurposing video content is not just a cost-effective strategy but a necessity in the dynamic world of digital marketing. Embrace repurposing, adapt strategically to different platforms and breathe new life into your content with JW Player, an end-to-end streaming solution and video player. If you want to know how we can help your video strategy, book a call with our video experts!