When you’re creating original video content, you obviously want as many people as possible to view it. The good news is you don’t have to rely solely on video platforms to get the word — or should I say, footage — out.
You can repurpose video content to reach more of your audience in the spaces where they spend their time. That way, not only is your hard work showing up in front of more eyeballs, but you’re also getting additional mileage for the video you spent time and resources on.
Here are a few different ways you can give your content an encore presentation.
How to Repurpose Video Content
Repurposing your video content means you’ll be publishing it to another channel. Before doing so, you’ll want to know:
- Which channels make sense for the type of content created
- Where your audience spends their time
- What your goals are for reusing the video
Developing a content marketing strategy can help you answer these questions and make sound business decisions. In fact, you may find that reusing content on more than one additional channel makes the most sense for your organization.
Now, let’s look at a few different ways you can apply it to other online marketing spaces.
Sharing your videos on social media is a simple way to get in front of people who are already interested in you — and those who could be. With a few clicks, your content can be in the feeds of your audience in seconds. What’s even more appealing is the consumer preference for videos on these platforms and the higher engagement rate over other types of content, which you can see for yourself in this handy infographic.
If you’re thinking of distributing videos in this channel, you’ll want to consider the audience and the goal. For example, your home improvement tutorial may get more traction on Facebook than Twitter — or you might be surprised to find these types of videos are going viral on TikTok.
If your goal is to increase brand awareness, then you may want to repurpose video content in your paid advertising campaigns. You can also use videos for retargeting people who are already familiar with you. Either way, video ads are shown to increase clickthrough rates (CTRs) by 300 percent, so it’s worth the consideration.
You can try advertising in search, display, and social media channels to reach your target audience. If you’re not sure which one is right for you, be sure to check out the differences between search and display ads, as well as paid social.
Here’s an example of display video advertising for Buick:
Yet another way to leverage your video content, blog posts offer a natural environment for your “moving pictures.” Videos can seamlessly support your written content by embedding into your post. This works well for all types of video, from how-to content to product or explainer videos.
To give you an idea of what this looks like, here’s an example from a recent Slack blog post. It features a video testimonial to support the copy, which is sort of a case study for one of its clients.
Video works well in email marketing, too. Subject lines with the word ‘video’ in them are opened seven percent more than ones without. The use of video in email content also boosts clickthrough rates by 65 percent, and reduces unsubscribes by 26 percent.
But aside from the statistics, video is an effective way to engage your readers. Instead of a lengthy section of copy, you can integrate videos for a TL;DR (“too long; didn’t read”) version that gets right to the point.
Last, but certainly not least, your website is an ideal destination for repurposing video content. In fact, data show adding video to a landing page increases conversions by 80 percent, and makes it 53 times more likely to reach Google’s front page.
When adding video content to your website pages, you’ll want to make sure it’s the right type of video for the page. For example, your home page might feature an explainer video or a product video, so people can learn about your company (or product or service) from the get-go. It can keep them on the page for longer and increase the likelihood of them navigating to other pages.
Learn More about Video Content Marketing
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