5 Ways to recycle and repurpose your video content
By Nancy Habeeb Bou Saleh
Creating and producing high-quality videos takes a significant amount of time, effort, money, energy, and resources. When video content is created, it’s created for a specific purpose, target audience and distribution. And when finished, your video might have a short lifespan!!
After your video has been completed, you may find that you need to take that content and manipulate it for a new purpose, a new target audience, or a new form of distribution. This is called repurposing video.
Repurposing your video content will help you extend your video’s overall shelf-life and reach. Repurposing is reusing the video or parts of the video in a new way, so it can be utilized across your other marketing channels and campaigns. With some planning and a thoughtful approach, repurposing allows you to tell your video story in dozens of different ways and show it to different audiences.
Here are 5 ways to repurpose your video content in order to get the most from every video project.
1. Use more distribution channels
First of all, videos are not limited to video platforms like YouTube. Videos can be repurposed into different formats for more solid branding. With that said, there are more ways that you should consider to distribute your existing videos. Other channels include Vimeo, Facebook, Twitter, Instagram and many more!
Take your time to build an audience on every channel you choose, in order to get maximum exposure. By doing so, your audience will be prompted to view and share content related to your brand. HINT: Upload videos natively to each channel and not by posting YouTube links
In addition to social media, it is also very important to embed videos on your website and blog, use videos in your email marketing campaigns, in corporate internal communication and in business meetings.
SlideShare is also a great place to gain the attention of a B2B audience. Depending on the types of video you’ve got, consider taking content from a few of your videos, and turn them into presentations to upload to SlideShare.
2. Turn your videos into blog posts
To boost ROI further, convert your video content into in-depth articles and blog posts. Videos that are at least five minutes long are perfect for repurposing into blog articles. The average 5-minute video contains around 750 words, which is right in line with the average blog post length.
All you have to do is take your handy video transcript, think about what you want to focus on for the blog article, and then edit the content slightly to enhance it and ensure it flows better in a written form.
Bonus Tip: Try to post the video and the related blog article on the same webpage to allow people to choose the format they prefer. This is a good way to reach a broader audience with the same content.
3. Develop shorter versions of your videos
We are now living in an age of short attention spans. So it’s unlikely that you’ll keep viewers’ attention for several minutes of your video, especially if you’re using social media channels to promote, where short and snappy is generally better.
Therefore if you have some long videos, try breaking them into several shorter video clips or series for sharing on Facebook, Twitter, Instagram and other social media platforms. Making your video into an ongoing series will keep viewers coming back for more and increase engagement.
4. Transform your videos into other content
Video is just one medium to communicate your message. You can take the same essential content and transform it into any other form (info graphics, images, podcasts….), which is a useful way to multiply the number of marketing resources you end up with.
Take a few key facts or ideas from your video, and repurpose them into an info graphic. Not only are info graphics visually appealing, they can also give the reader just as much information as your video content piece when done correctly.
In addition to info graphics, you can always pull still images from your videos and use them in other content pieces: on your website, in your social media platforms…
Do you share audio content with your audience, such as through a podcast? If yes, and if the audio from your videos makes sense on its own without the visual component, consider extracting and publishing it standalone on iTunes and other podcast sites.
5. Consider developing and adding multilingual subtitles
Even though English is considered the business language for most markets, it would be wise to translate the script of your videos and upload them as subtitles where possible.
By creating multilingual subtitles you can attract non-English speakers. Another plus would be the fact that by translating your video content into the languages that your audience speaks, you will be able to boost the number of views, increase retention, watch time and even search engine rankings.
Video content has become a huge marketing trend over the last few years, and repurposing your video content as mentioned above will save you time and money as you use video marketing for your business, and allows you to extend the value of your investment in video creation.
Nevertheless, note that not every video can be recycled and repurposed. You need to ask yourself about your target audience and the desired achievements before revamping your video content.
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