You have spent ages creating a brilliant piece of video content but how do you ensure that the content has a long lifespan? Repurposing video content is one way that allows you to reuse the content in a variety of forms to ensure you get the maximum exposure and financial benefits from it.

Why is Video Content Important?

Before we begin to divulge the secrets of repurposing content, we must look at why video content is important. Video content is not just a fantastic way for customers to gain an understanding of a product or service, it has so many marketing purposes too.
1. Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text (Insivia)
2. Marketers who use video grow revenue 49% faster than those who do not. (Wordstream)
3. Video is 12 times more sharable than written content and images (Small Biz Trends)
4. Video gets 66% more marketing qualified leads (Optinmonster)
5. A video on a landing page can boost conversion rate by 80% (Wordstream)
6. 83% of marketers say that video has increased their time on page (Wyzowl)

Ways to repurpose content

From the impressive statistics above, you can see how important video content is from a marketing perspective. As marketers, we haven’t got the time to continually create video content, it can be a time-intensive project and uses a lot of resources, so we need to find ways to repurpose what we have.

Repurposing is simply recreating content in a variety of forms. This allows you to attract more people to your offerings. So, how can you utilise your video content and repurpose it across multiple channels?

Podcast

Video is great, but it is also demanding on the senses, requiring you to stop what you are doing and watch and listen to the content. You can repurpose the audio into a podcast if you have produced a long video. Over 20% of people listen to a podcast weekly and is perfect for those who are multitasking; commuting, doing housework, studying, and even working! Podcasts have grown in popularity over the years, with over 19 million people in the UK listening to podcasts regularly.

The beauty of podcasts is that they allow you to target niche markets, so you get a more engaged audience. Your listeners feel connected to you when listening to your podcast. Podcasts are great for customers’ learning as audio helps people retain information.

There is plenty of software out there for you to transform video into a podcast. Audacity is a free open-source program allowing you to convert your file to MP3 as well as enabling you to cut and edit your clip. You can upload your podcast to sites such as Soundcloud, Audible, Amazon Music, Google, Spotify, etc.

Blog post

While technology has evolved, and there are many ways in which you can connect to an audience, blogging is still a trusted medium. Blogging allows businesses to increase their visibility. The more blogs a business creates the more chances they have of being found on SERPs (Search Engine Results Pages).

Marketers love blogs as they are a terrific way for brands to build a connection with their audience. Blogs build the relationship between a brand and its customers by building trust.

Blog posts are still exceedingly popular with 409 million people worldwide reading at least one blog per month and two blogs are published every second on the internet.

You can either transcribe your video or reword your video into a piece of written content. You can add bullet points to make sections easier to read or even break the video down into a series of blog posts. Don’t forget to make the blog engaging by adding in imagery or stills from your video (or even embed small clips of video into your blog!)

Short form videos

HubSpot compiled research that suggests that it is becoming increasingly hard to capture someone’s attention and that most people stop watching videos after about a minute. This meme perfectly sums up the perception of long-form and short-form video content.

Have you ever turned off a video online because it was too long? Even if you captivate your audience from the start, they may not want to watch the whole thing. You can turn your one long-form video into more bitesize chunks that you can share with your audience over several days, weeks or even months. At the end of each video, you can get the audience to subscribe to be aware when the next video in the series is made, which in return can grow your email subscribers too.

Using this type of content could also work well on TikTok, YouTube shorts or Instagram, giving a strong call to action to follow you for the next episode in the series. Alternatively, you could even upload all the videos at once so people can binge-watch.

Webinar

You have made a video and written a blog, why not also repurpose your content as an online webinar? These are great for knowledge sharing. Using already available content, your webinar can be less formal in tone and may even be longer than the video form as you use your natural voice. Free webinars are a fantastic way to attract new people to your website and your products and services.

You can turn some of the video content into slides and talk about each one. At the end of your webinar, you can send a copy of the slides and any other material you like to those who signed up for your webinar (even if they did not attend).

For hosting your webinar, we particularly like Go to Webinar.

SlideShare

A bonus one for those who repurposed their content as a webinar and used slides on there. Now use those slides again and create a SlideShare. SlideShare’s are great for building knowledge, but you can do SlideShare’s about anything. For example, a quick search on SlideShare had offerings such as Alan Rickman’s top 10 movie roles (spoiler: Snape beats Hans Gruber), best images of animals, to technology and social media. With plenty of topics, you will be able to find a place for your offering.

Infographics

These are a popular way of digesting information. When done correctly, infographics are visually pleasing and can present data, facts, knowledge, and information very quickly. You can use an infographic as a standalone graphic or as part of a blog/webinar/social image.

Infographics with small bits of text are easier to read than going through paragraphs of information. If you are a whizz at design (or have a team of designers) then this will be a doddle for you. For those of you who are not confident in design, Canva has some free templates that can help get you started. The example below is something we quickly made on Canva to go with this blog:

What does great repurposed content look like on social media?

From a customer’s viewpoint, HubSpot noted that 54% want to see more video content from brands they follow on social media. With that in mind, what factors do you need to consider when posting a video to social media?

You may have already shared a link to your long-form video on social media, but you can also break the video down into posts, reels (Instagram), stories and carousels.

There are several things to factor in when you want to post repurposed content on social media.
1. You may need to alter the video dimensions and time limits as they differ across each platform. We have attached a cheat sheet to get you started on this blog.
2. With 85% of videos on social media watched without sound, you need to ensure you have video captions if you want to capture the audience’s attention. People may watch videos on social media when commuting from work, or while watching tv. Additionally, videos with captions are accessible for those in the deaf community.

Facebook
Did you know you can post videos up to 4 hours long on Facebook? As we said earlier though, nobody willingly watches a 4-hour video on social media! We suggest a short video of a few minutes long. You can post a video natively to Facebook, you can go live on Facebook, or you can post a 15-second video to Stories. For in-stream and live video, we recommend using landscape format, and for stories, use vertical format.

Instagram
On Instagram, you have several options for video. A native video for up to 60 minutes, live video, stories (like Facebook these are for 15 seconds and in a vertical format) and lastly Reels (vertical again but for up to 1 minute long). For in-stream video, we recommend a square format of at least 600 x 600 pixels (although 1080 x 1080 would be even better). Your stories and reels are vertical videos.

TikTok
The video site is so much more than just dance crazes. TikTok has grown massively over the past few years. At its beginning, you could only post a 15-second long video and TikTok has recently increased this to 10 minutes, although the optimal video length is said to be between 21-34 seconds. A vertical format works best here.

Social media sites always will prioritise content that is published natively on their site rather than links to a different site. So to maximise your reach, post each video natively to each social networking site you decide to publish content on.

By following the suggestions in this blog, you can turn your 1 long form video into multiple types of content across a multitude of sites, and appeal to more audiences which in turn increases the lifespan of your content.

At LOCALiQ we are passionate about marketing, you can visit our solutions page or contact us today to see all how we can help you achieve your marketing goals.

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