You spent the time and resources to make a high-quality video and it made a big splash. The view count just kept going up and you sat back satisfied in a job well done. Then the watch count slowed. Is it time to retire that video?
Not so fast. That first flare of interest was just the beginning. You need a distribution plan that’s as strong as your video. You can repurpose video content to put it in front of more audiences and share it in new settings.
Ways to Distribute Video Content
Maximize video ROI with a smart distribution strategy. You may already have used one or two of these techniques, but you haven’t fully distributed your video until you’ve tried all of them.
1. Screen Video at Events
Bring your business video into the real world. Traveling to a trade show? Consider playing your explainer video on a loop at your booth to help entice passersby. Members of your sales team can also bring the video on a laptop or tablet to show at sales meetings. A strong explainer video can provide an overview of your product, and make it easier for your sales team to get right to tackling the more difficult follow-up questions or concerns.
2.Engage Through Email
Include snippets of video within your email campaigns to provide specific tips, showcase products, or advertise events to customers. Once you’ve captured your viewer’s attention through email, use this opportunity to draw them to your website where they can learn more.
3. Create A Social Media Campaign
According to Social Media Today, online video will account for 80 percent of all internet traffic by 2020. Social media campaigns allow organizations to experiment with different messaging to promote the same material over and over again across multiple channels. Small snippets of video can help you target specific audiences.
4. Don’t Forget to Transcribe Your Video
When you think about distribution, transcription may not be the first task that comes to mind. But a clean transcription can help your video go further. It creates more interactive experiences by allowing you to link out to product pages or other content that provides more in-depth information. This will help increase time-on-site and help make it easier for people to get the information they need.
Plus, transcriptions allow search engine bots to better understand and categorize your video content. That means you’re more likely to snag organic traffic.
If your video doesn’t include narration, you can still provide a written walk-through of your visual content by breaking down key topics. Creating a transcript first can help make captioning your video easier. Translating your transcript into different languages can help broaden your reach for international audiences.
5. Add Captions and Subtitles
Like transcription, adding captions may not sound like a distribution tactic, but it can help improve your video’s reach. Captions can help make video more accessible to viewers who choose to watch without sound. Including captions in different languages allows you to reach international audiences as well.
6. Lodge Video on Landing Pages
Dynamically engage audiences by incorporating video on your landing pages. The best landing page videos tell a clear story, provide value to the viewer, and include a clear CTA. They can also be used to promote your company culture, raise brand awareness, or shed light on specific campaigns.
7. Place Video on Product Pages
Visitors who land on a product page are likely searching for more specific information, which signals that they may be closer to making a purchasing decision. This is where breaking up your explainer video into smaller sections can be especially powerful.
Tailored video clips are a quick way to give viewers the specific information they’re looking for while keeping the energy high.
Ways to Repurpose Video Content
Before we dive into the ways to repurpose video content, let’s pause for a moment and talk about video length. The optimal video length is less than two minutes. But that’s just an average. In many cases, shorter is better.
Consider how you might break your video into two or even three shorts. Longer videos might be able to divide even more. When you slice your video into bite-size chunks you immediately get more options and opportunities for sharing your content.
8. Educate Customers on A Webinar
Educate and engage with viewers by hosting a webinar and including snippets of your video within the webinar presentation. This is a great option if your video helps explain difficult concepts. The dynamic visual of a video will outperform traditional slides when it comes to capturing viewer attention.
2. Repurpose Video into a Podcast
It seems like everyone has a podcast these days, and the number of podcast listeners grew 37.5% from 2017 to 2020. And the trend didn’t stop when lockdowns loosened up. That number is continuing to rise.
You might think starting a podcast is an overwhelming goal. Do you really have time to create more content? If you already have video, you’re more than half-way to a great podcast. Just split the audio off and, viola, instant podcast episode.
Or follow the newest trend and start a video podcast. Then you’ll have tons of video content to distribute and repurpose.
3. Grab Images and Imagine gifs
Remember that a video is basically a series of images, grab the most interesting stills to use in blog posts, website content, and as thumbnails. You might even print them on promotional material like flyers, tee-shirts, or brochures.
You can also skim through your videos in search of graphs, charts or relevant stats. Then repurpose these as infographics, social media images, or illustrations for blog posts.
Finally, pick a few frames to turn into a gif that can be used on social media, in email, or anywhere else you want to grab viewer attention. The video below will show you how to make a gif using Adobe Photoshop.
6. Think Internally
You might create videos with your customers in mind, but they’re not the only potential audience. Consider what your employees might learn from the videos you’re making. Using video internally can help boost employee engagement by making mundane topics more interesting.
Embed videos into your training process, stick them in a shared drive, or send them to employees via email.
10. Create A Blog Post Series
Unlike straight transcription, blog posts (or a series of blog posts) can more deeply explore different topics covered in your video. You can also use blogs as an opportunity to move viewers deeper into your funnel with call-to-actions that prompt direct communication. Other benefits include:
- More focused SEO for targeted topic keywords
- More content for your website, which also helps with SEO
- Better crosslink opportunities to other areas of your website
- Increased avenues for content distribution
You can build a blog series around your videos, or you can use videos to help enhance your blogs. Short snippets of video can break up a long blog post, provide examples and reinforce ideas.
Distribute and Repurpose Content
A quality business video can go a long way with a little creativity behind it. Repurposing video content can help your organization make the most out of your content with assets you can promote across a variety of mediums.
Discover more creative places to promote video content, or contact IdeaRocket to start making your next video with support from our video experts.