Video marketing may be one of the most underestimated tools in the industry. Most would assume that once a video has served its primary purpose, it then becomes unusable. These people are wrong. Video can quickly become one of your best marketing tactics once you learn the art of repurposing. Repurposing is reusing the video or parts of the video in a new way in order to fulfill different goals and reach new audiences. With video’s wide versatility, it’s quite simple to get all the bang for your buck. Here’s everything you need to know to become a repurposing pro:

Why Repurpose?

Depending on your platform, video can serve a wide range of goals. Repurposing video can help to further these goals by offering the following:

• More click-throughs. Videos intrigue consumers. If the content of your video is relevant and entertaining, it becomes that much more likely that consumers will click-through to your site or other content.
• Consumers stick around longer. It is much easier for consumers to click away from a giant block of text than it is for them to click away from a human voice. Viewers spend about 88% more time on a site containing video as opposed to those that don’t. This means more time for them to develop a liking for your product.
• Viewers will trust your brand. Videos such as testimonials make your brand come off as more genuine. Testimonials from users are a great way to prove your brand’s credibility and reliability amongst consumers.
• It’s free. Repurposing video has almost no cost to your brand as the content has already been produced. Reusing video properly means a higher ROI for you, while simultaneously furthering brand objectives.

General Guidelines:

• Don’t repurpose just to repurpose. You may find that older video content nicely aligns with a more recent blog post or article. That is the perfect time to promote your old video alongside the newer content. If your video and written content aren’t meshing, don’t try to force it.
• Remember your audience. Not all content works for all platforms. Social platforms like Facebook and LinkedIn share very different types of viewers. By tailoring your video appropriately, you ensure a much more successful connection to consumers.
• Look at what works. By taking the time to pinpoint which types of videos are generating the most views, you can create complementary written content in order to appeal to what you know consumers want.
• Don’t go too far back. Content is almost guaranteed to become out-of-date at some point. Today, the lifespan of content and information becomes even shorter. Before you consider repurposing a video, ask yourself: Is this content still relevant?
• Identify the best way to repurpose your content. There are so many options to repurpose that it can become paralyzing to choose. This is when you must look at the general goal you have in repurposing. Promotional video marketing may be better suited for social sites like Twitter or Facebook where audiences are more likely to click away. More instructional videos may be better suited as part of a playlist on YouTube or Vimeo since consumers are more likely to be searching specific content out.

How to Repurpose On Your Marketing Channels:

On Your Social Media Platforms:

• Take the most interesting parts of videos to intrigue readers. Once you have their attention, you can direct them to click through to your website for more information.
• Use it to introduce yourself. As we’ve mentioned, consumers love to watch video, and it can be a great way to start yourself off on a positive foot.
• Use it to give them a taste of what’s to come. Use video to keep consumers on the feed, but give them an idea of what to look on for on your platform.

On Your Website:

• Show yourself as a personable brand. By having viewers greeted by a video describing the brand and its product, you instantly create a more likable environment for your consumer. Use this initial feeling of amicability to direct them further into your site.
• Show off your product highlights in a clip comprised of multiple videos. This “best of” footage shows consumers exactly what you’re capable of with no extra effort on your part.
• Show testimonials from clients and consumers to authenticate your brand. By showing viewers actual people as opposed to words on a screen, your brand develops a trusting relationship with its potential consumers.

In E-mail Campaigns:

• Encourage click-throughs to your site. As you know by now, consumers are enthralled by video. Capture their attention in the e-mail video, but promise to deliver the complete information only when they click through to your site.
• Place the word “Video” in your subject line. Even the thought of a video makes it that much more likely that a consumer will open your e-mail in the first place. Then use the above tip to seal the deal.
• Tease the actual video. You don’t necessarily need to embed video in your e-mail to garner attention. By posting the promise of an enticing video, you’ll have intrigued consumers enough to follow-through to your desired location so they can get the full deal.

Would you like to learn more about video repurposing, or about any other video topic? Reach out to IDR for additional information and answers to all your questions. You’ll discover why we’re Orange County’s premier producer of TV commercials, infomercials, and online videos for a wide range of businesses, organizations, and brands.