Videos are today's marketing assets that deliver maximum returns. They can be used in various media platforms and still generate optimum ROIs. Though videos have the highest share of consumer engagement on social media, content marketers still find it challenging to build a long-term sustainable audience for their video marketing initiatives.

There is no doubt about it – almost everybody is using videos today. But not everyone is making a lot of money out of them yet. That's why a business needs to repurpose its video assets, as well as create video assets from existing content, and not just publish them once and forget about them. Repurposing video assets enables marketers to leverage the full potential of their videos in terms of viewership and engagement, which is great for brand visibility.

Why Should You Repurpose Video Content?

Making a video can be costly if not executed correctly, specifically if you hope for a good return from it. Not to mention the time and effort spent to produce a single video going to waste if you don't get any outcome. If you have old video assets, make sure to reuse them for the following reasons:

Video Content is King

Videos deliver greater viewership and engagement than any other form of content. A single piece of video can be used in various ways: social media posts, emailers, and much more. Compared to traditional content like blog posts, videos attract more attention and therefore a greater audience across the internet. That's why videos are the king of content. There's no better way to learn new information than from a video. 

Video Optimisation

The basic idea behind repurposing video content is to optimise your SEO efforts. When you upload a video on YouTube or Vimeo, it takes time for Google crawlers to index your videos resulting in poor SEO performance. If you know how to optimise your videos well for search engines, you stand a chance of gaining more traffic from Google searches using your full library of videos whether published on YouTube, Vimeo or some other platform – resulting in more traffic to your website.

Work Smart, Not Hard

Repurposing content in various forms saves you a lot of effort and time. Swap the idea of spending countless hours shooting, editing and promoting an entirely new video with repurposing your existing videos. You can accomplish much more when working smart instead of hard.

Further, a study has compiled various research on how marketers reuse video content:

• Marketers who repurpose content-to-videos or vice versa, get more than 35% social media engagement, with 60% of them receiving similar results.
• Marketers say that video ads generate 47% higher Click Through Rates (CTRs).
• About 59.3% of ads in video format get more clicks on Facebook.
• Reusing videos can increase conversion by 30%.

What Types of Videos Can Be Repurposed?

Every type of video can be repurposed, but here are some examples of videos that can be repurposed for different platforms:

Brand Videos

Company's official brand videos like interviews, event videos, product demos, etc., can all be repurposed in relevant ways to feel fresh and engaging.

A short company demo video could be used to create a long format video for emailers or white papers. An interview with the CEO can be used as a Q&A blog post on your website. A session at an industry event can become an infographic about what happened there.

Tutorial Videos

This is part of an effective content marketing strategy. You can repurpose your tutorial video into a presentation, case study, or webinar recording by just adding your voiceover to it. This can be done conversely. If you have tutorial articles, you may use it to make how-to videos.

Product Demonstration Videos

Your product demo videos are great for showcasing how to use the product in real-time. But they can also be enhanced with relevant graphics and text overlays to make them more informative and engaging without additional production work. You can then use these in wider marketing campaigns and as product marketing videos for various stages in the buyer journey. 

Customer Testimonial Videos

Brand advocates love to share their experience using your products or services on social media, blogs, etc. Use their words, images, and footage from customer testimonial videos in blog posts or podcasts.

How to Repurpose Video Content to Maximise ROI

It’s widely agreed that marketers who leverage the power of video repurposing can achieve greater engagement and exposure for their brand. But how exactly do they go about doing this? Well, there are several ways to approach video repurposing, including:

1. Edit and Recut a Video

You can cut your video for different social media platforms. For example, you can edit a longer-form video into several short clips of 3-4 minutes each to make it more suitable for Facebook or Twitter or even shorter ones that are 30 second teasers. You may also want to add subtitles or visual effects to make the video stand out from others on the same social platform.

2. Make Audio-Only Versions

Another way is to create an audio version of your longer-form content and upload it along with an image or graphic that will be shared on multiple social channels, including Pinterest, Instagram, Tumblr, etc. This option is good for marketers who have B2B leads in their clientele, in which case having images could drive better engagement than videos.

3. Add Questions at the End

You may also want to add questions at the end of your long-form video and upload it on YouTube. Then, share this URL in different social media communities like Facebook, LinkedIn Groups etc. This technique works well for marketers who need quick feedback from the target audience to know their likes, dislikes, or what type of content they would like you to produce more often.

4. Create SlideShares

SlideShare presentations are another great way to repurpose videos. All you have to do is upload your long-form video on YouTube and share a link on your LinkedIn profile. Once you've done that, all you have to do is create a slide presentation using the same information and images from your video and upload it on SlideShare.

5. Summarise Video Content

Last but not least – you may also want to summarise your video content and upload it as a blog post for additional shares across different social media platforms, including LinkedIn and content syndication across blogs such as Medium. This technique works great for long-form videos at least 20 minutes in length and it’s a great quick win for SEO. 

Conclusion

Video repurposing is way more effective and cost-efficient than producing fresh video content. The best part is you can repurpose the same video content multiple times for different social media platforms without much effort. So, take your time and learn all there is to know about video repurposing to generate maximum ROI while keeping costs under control. Good luck!