Your target demographic doesn’t exist on a single channel, and neither should you. This doesn’t mean you need to coordinate separate marketing campaigns for each channel, though! Brands can—and should—reuse video content across all channels to maintain a consistent brand voice and cut down on production costs.
Here are some ideas to help your brand leverage an omnichannel marketing strategy based on reusable video content.
1. Put the whole video on your landing page:
Company websites lend themselves well to long-form video content. If a potential customer has made it to your landing page, they’re probably in the middle of the sales funnel and more inclined to finish a video that’s more than a minute long. Plus, reusing a video wholesale is easy. All you have to do is upload the original file to your company’s landing page.
2. Display videos as customers browse your store:
Physical retail stores use video, too! Much of what your brand publishes online can be adapted for in-store screens and signage. The best part of in-store marketing is that you don’t have to worry about holding the consumer’s attention. Video runs constantly in the background, and customers can view it at their leisure. The video doesn’t have to be a certain length, either—string together some B-roll footage and put it on repeat!
3. Turn clips into a GIF:
In a world where the average attention span is only eight seconds long, GIFs have become an integral part of every marketing strategy. Pick the best highlight from a long-form video that’s only a couple seconds long and turn it into a GIF. Build a comprehensive omnichannel marketing strategy by embedding GIFs into e-newsletters and social media posts. They’re great at grabbing people’s attention and, unlike longer videos, the consumer will probably watch it multiple times!
4. Snag an excerpt for social media:
It’s okay to put a full-production video on channels that favor shorter forms—just break the video into smaller chunks! Divide longer videos into bite-size pieces and launch a series using Instagram’s IGTV feature, Facebook or Twitter. Choose snippets that convey a full message in
a short amount of time for the best results.
Brands should determine the best way to reuse video content on an individual basis. Every digital marketing strategy looks different—what matters most is that your ad campaign accurately reflects your brand voice and engages your target audience. Only you (and the consumers) know what’s best for your brand!
Spin Creative has the experience and expertise needed to leverage your brand’s content in an omnichannel strategy that produces better conversion rates and a stronger online presence. Say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
