You invested time and resources to make a high-quality video and it worked! The view count kept rising and you sat back satisfied in a job well done. But now the watch count is slowing. Maybe it’s time to think about how you can repurpose video content.
With the right long-term distribution strategy, that first flare of interest could be just the beginning. You can repurpose video content to put it in front of more audiences and share it in new settings.
Two Quick Quality Checks Before You Go Any Further
Before you think about ways to repurpose video content, make sure your video is ready for the big time. It should have transcriptions and captions ready to go. Both of these help improve your video’s reach and accessibility wherever you choose to share it.
Transcriptions allow search engine bots to better understand and categorize your video content. That means you’re more likely to snag organic traffic. Even if your video doesn’t include narration, you can still provide a written walk-through of your visual content to break down key topics. Translating your transcript into different languages can help broaden your reach for international audiences.
Plus, transcription 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.
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.
Ways to Repurpose 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.. 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. Brands in SaaS, real estate, healthcare, and the nonprofit industry may find special value in Vmail.
Once you’ve captured your viewer’s attention through email, draw them to your website where they can learn more.
3. Create A Social Media Campaign
Social media channels have become major video distribution platforms. Users spend an average of 23.7 hours per month on YouTube and 19.6 hours on TikTok.
The optimal video length is less than one minute. But that’s just an average. On social media, shorter is better. Consider how you might break your video into two or even three short social media videos. When you slice your video into bite-size chunks you immediately get more options and opportunities for sharing your content.
So post snippets on your Instagram Reels, TikTok, or Facebook accounts. You can also use an entire collection of videos to create a series or playlist on your YouTube or Vimeo channel.
4. Feature Video on Landing Pages
Dynamically engage audiences by incorporating video on your landing pages. The best landing page videos tell a compelling story and provide value to the viewer. They can also be used to promote your company culture, raise brand awareness, or shed light on specific campaigns.
Your video is a good candidate for landing page placement if it focuses on one thing your viewers want to see, learn, or do. Pair it with a strong CTA and success is almost assured.
5. 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.
6. Educate Customers on A Webinar
Educate and engage with viewers by hosting a webinar and including snippets of your video within the presentation. This can help explain difficult concepts. Plus, it keeps viewers engaged and prevents you from becoming just another talking head.
As an added bonus, sharing your video on a webinar can help you gather immediate feedback from your audience. Pay attention to the questions they ask after they watch. Their response could help inform your next video project.
7. Repackage Video into a Podcast
It seems like everyone has a podcast these days. Over 90 million Americans are weekly listeners. And 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.
8. Grab Images and Imagine GIFs
A video is basically a series of images, so you can 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, printed t-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.
9. 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.
Ready to Distribute and Repurpose Video Content?
A quality business video can go a long way with a creative video distribution strategy. Repurposing video content can help your brand 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.
