Repurposing Content: Think Bigger When Developing Video Campaigns

For most video campaigns, your brand will set out to create a video with a specific goal and platform in mind. Perhaps you’re shooting a series of spots for TV or a new brand introduction video to live on your website. Once that video is complete and it’s put where it needs to go, too many companies move on to the next thing without thinking of all the ways they can repurpose that content. 

Repurposing your video content is a great strategy for many reasons. First, you’ll get more for your money. Video production is not cheap, so it’s smart to use that content in as many revenue-generating ways as you can. Second, using similarly themed content across multiple channels creates a seamless omnichannel experience and maintains brand consistency. You can take the longer video meant for TV and cut it down into platform-appropriate pieces, helping more viewers see that content.

Consider all the ways you can use existing video content on other platforms:

• Put it everywhere: Make sure you’re incorporating your full video in as many places as you can. Even if the spot was intended for TV, upload it to your YouTube channel, put it on your website and even incorporate it into a blog post or online resource.

• Cut it down: Videos longer than one minute probably have multiple sections that can stand on their own. Pull out shareable portions of your video to post on social media channels, emails, newsletters and other platforms that suit short-form video more. Bite-size clips can even make fun GIFs!

• Use stills creatively: Photography taken during the video shoot or video stills can also be used in a multitude of ways. Turn these images into social media graphics with quotes from the video, use them in image-heavy newsletters or tie them to your branding efforts on other materials, both digital and physical.

• Share videos internally: Even if you created your videos with a consumer audience in mind, they can still be useful as training materials or sales resources for your internal team. Create a database where your employees can find them easily.

The easiest way to make sure you’re getting the most out of your video campaigns is to think ahead. Plan an entire campaign with video at the center and think about all the ways you can capture content from that single shoot to be used across many channels. 

Do you want graphics for social media, as well as short clips to accompany the main piece? You’ll need a photographer on set and a creative brief that allows you to get the right shots. This ensures that you’re getting everything you need while filming, so there’s no need to attempt to recreate the shoot later.

At Spin Creative, we help brands bring their stories to life through video production and other creative content. Say hello to learn how we can help you build a better video campaign.