Video content is rapidly becoming a must-have component for any business’s digital marketing strategy.
That’s why 91% of businesses use video as a marketing tool in 2023.
However, investing time and resources into video production is only the first step. To fully capitalize on your media assets, businesses must strategize accordingly to repurpose video content.
Many businesses produce high-quality videos but fail to maximize their value by repurposing them. To repurpose videos is to take existing material and reformatting or reimagining them for different platforms and audiences. The goal is to increase engagement and ROI from your videos.
In fact, 90% say video marketing has helped them generate leads. And 87% say video marketing has helped them increase sales.
So, there are numerous benefits for businesses that embrace video repurposing strategies:
- Expand your reach by tailoring videos to new demographics and platforms. Turn a YouTube tutorial into a LinkedIn post for the professional crowd.
- Improve SEO rankings by publishing more content with target keywords. Embed videos on blog posts to boost authority.
- Slash production time and costs. Repackage raw footage into multiple formats to save on new video production.
The businesses that continually adapt and reuse their video assets will gain a clear edge.
6 Tactics for Repurposing Video Content
Now that we’ve covered the major benefits let’s explore some stellar tactics to repurpose video content and some examples. The possibilities are endless, but here are some of the most effective techniques to consider:
1. Turn Long-form Videos into Short Segments
One smart repurposing idea is to break up a lengthy, full-length video into short segments.
For example, if you have an hour-long interview with an industry expert, you can snip out 30-60-second clips on key topics to share on social media. Repurposing for platforms like Instagram and TikTok works great using this approach. You can also compile segments from long videos into “best of” highlight reels.
2. Create Visual Social Posts
Social platforms like Instagram and Facebook prioritize eye-catching visuals. You can repurpose video content into creative social posts by extracting key frames, captions, or quotes.
Highlight an inspirational quote from an interview over a nice photo captured from the footage. Or showcase a product benefit with an engaging graphic pulled from your video. Visual social posts expand your reach and may capture new viewers to rewatch the full video.
3. Animate into GIFs
One increasingly popular tactic is to animate segments of a video into GIFs. These short, looping animations work perfectly for email newsletters or social media posts.
For example, an explainer video can be repurposed into snappy GIFs highlighting individual features or steps from the full video. GIFs provide a new dimension for repurposing video content.
4. Transform into Interactive Content
There are now creative tools that can transform pieces of a video into interactive content. For example, you can use software to create branched videos or multiple-choice quizzes based on video footage.
This allows viewers to engage more deeply with your content. There are also options for converting video snippets into infographics, comparison charts, and other graphical formats. Finding interactive repurposing opportunities amplifies results.
5. From Video to Text
One effective repurposing approach is to turn video content into long-form written assets. For example, a step-by-step tutorial video can be transformed into a detailed guide or blog article outlining the same information. Written content is more scannable and SEO-friendly. Ensure your text expands on the video rather than simply transcribing it.
6. From Video to Audio
Extracting audio from existing videos provides opportunities for audio repurposing. You can take soundbites from video interviews to create podcast episodes on various topics. A webinar recording could be repurposed into a podcast discussion. Audio repurposing allows you to insert segments from multiple videos into one new asset.
The sky’s the limit for repurposing video creatively. Analyze your existing library with fresh eyes to uncover new possibilities.
Optimizing Repurposed Videos for Each Platform
A key step in repurposing video content is optimizing each new version for the specific platform it will live on. While the core video remains the same, you must customize supporting elements to cater to each channel.
1. Craft Platform-Specific Titles and Descriptions
One of the easiest optimization tactics is creating unique titles and descriptions for each platform. For example, a fitness video repurposed for Instagram should have catchy copy written in an informal tone that grabs attention. Take a different approach than the formal instructional language used on YouTube.
2. Adjust Video Lengths and Formats
When repurposing video, consider the ideal lengths and formats for each channel. YouTube prioritizes 10+ minute in-depth videos, while TikTok and Instagram favor short 60-second clips. Make platform-specific edits to cater to viewer expectations. You can also convert videos into different aspect ratios, like 1:1 or 9:16 for mobile feeds.
3. Enhance with Interactive Elements
Adding interactive elements in repurposed video content can further optimize results. For example, you can introduce on-screen graphics, polls, or quiz questions to social media videos. Tools like Instagram and TikTok allow overlaying text captions, links, hashtags, and location tags to drive engagement.
Review analytics to see which types of repurposed content perform best on each platform. Continuously refine your optimization strategies to maximize viewership and engagement. Remaining agile and keeping up with ever-changing platform algorithms is key.
Tools and Resources for Repurposing Video
Repurposing video requires the right tools and resources for editing footage, managing content, and scheduling delivery. Here are some recommendations for streamlining video repurposing efforts:
1. Video Editing Software
Robust video editing tools like Adobe Premiere Pro and Final Cut Pro provide extensive options for repurposing. You can quickly snip segments, add graphics, reformat for different dimensions, and export new files. While advanced software has a learning curve, the creative control is unmatched. More lightweight tools like iMovie or Shotcut are easier for beginners.
2. Content Management and Analytics
Using a content management system helps organize, track, and analyze your repurposed video content. Google Analytics provides data on video engagement across platforms. Tools like BuzzSumo give insights on top-performing competitors’ videos to inspire new repurposing ideas.
3. Automation and Scheduling
Scheduling and automating the distribution of repurposed content saves time and ensures consistency. Social media management platforms like Buffer, Hootsuite, and Sprout Social have excellent automation features. These tools allow you to upload repurposed video assets and schedule them to go out at optimal times.
The right resources and tools are invaluable for streamlining the video repurposing process. Assess your team’s needs and budget when researching options. With planning and leveraging technology, you can build a high-powered video repurposing workflow.
Best Practices for Repurposing Video
When executing a video repurposing strategy, there are some best practices to follow for optimal results. Here are a few top tips for repurposing video content effectively:
1. Maintain Brand Consistency
While repurposing may involve altering a video significantly, the new versions should uphold your brand identity. Ensure factors like imagery, voice, tone, and messaging align across repurposed formats. Repackaging the same core content in different wrappers.
2. Prioritize Quality Over Quantity
Don’t sacrifice quality in the interest of repurposing more content. If only a short video segment works for a new format, only use what is effective. Low-value repurposed content can reflect poorly on your brand. Set clear guidelines for what level of change warrants creating a new asset.
3. Secure Rights and Permissions
When repurposing user-generated or third-party content, ensure you have the proper licensing and permissions first. Give credit when repurposing content you did not exclusively create and own. Follow ethical and legal standards closely to avoid issues.
4. Analyze Performance
Use analytics to determine which repurposed content resonates best with each audience. Double down on high-performing formats and pause ineffective ones. Be ready to continually adapt your approach based on data. Repurposing flexibility lets you course-correct quickly.
Following these best practices will ensure your repurposed video content aligns with your brand strategy and helps achieve business goals. Dedicate time upfront to plan your approach.
Maximizing Your Video Investment for Optimal Returns
Every video in your library holds the potential to reach an entirely new audience, depending on the medium you transform it into. By repurposing, you’re not just recycling – you’re broadening your content’s horizon and giving it a renewed purpose.
This guide provides a starting point to help you on your video repurposing journey. We’ve covered the manifold benefits of repurposing, from extended reach to improved SEO and cost savings. You now have an overview of effective repurposing tactics, optimization strategies, helpful tools, and more.
But if you’re looking for a done-for-you repurposing solution that lets you focus on your business, Springzo is the answer.
Recognizing the untapped power within existing video assets, Springzo is your strategic partner in the art of video repurposing. We understand that to repurpose video is to reinvent it, ensuring it resonates with diverse audiences while staying relevant.
Springzo offers a comprehensive suite of services tailored to your repurposing needs, from transforming videos into engaging infographics to crafting compelling blog posts.
With the right approach and a partner like Springzo, the content you already have can become your most versatile marketing asset. Ready to unlock the multifaceted potential of your video library?
Reach out to Springzo today and watch your content’s impact multiply through strategic repurposing.
FAQs
1. How can I repurpose live videos?
Live video platforms like Facebook and Instagram provide capabilities to repurpose livestreams. You can download replays to edit into segments or repurpose key screenshots as images and quotes.
2. How often should you repurpose the same content?
Avoid repurposing any single video asset excessively. As a general rule, reinvent a given video into 2-3 new formats within a 6-12 month timeframe before retiring it.
3. Can I repurpose video content from competitors?
No, you should only repurpose video content you have the rights to use. Repurposing others’ content without permission raises legal issues.
4. How can I make repurposed videos rank better on YouTube?
Use strong metadata, optimize descriptions for SEO, and promote repurposed videos across other social platforms to build engagement signals.
5. Does repurposing work for long B2B videos?
Yes, snippets from a 60-minute webinar can become social media clips or quoted stats on social media. Tailor repurposed lengths for each platform.
6. How do I track my repurposed video content performance?
Use UTMs and analytics to track key metrics like views, completion rate, conversions, and ROI for each repurposed video asset.