How to Repurpose One Video Across Different Platforms

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“Humans are incredibly visual and powerful, moving images help us find meaning… [and] video helps capture and contextualize the world around us.” 

– Dan Patterson

The human brain loves videos.

In fact, our brain processes visuals 600,000 times faster than text. That’s why humans can retain up to 95% of a message when it’s communicated in a video compared to 10% when reading it in text. 

So, it’s no wonder that these days, all successful companies use video marketing to engage with their customers and boost their sales. Videos allow you to grab your audience’s attention, craft a captivating narrative, show your products or services and humanize your brand.  

Have you been crafting engaging videos that bring a ton of value to your audience? 

Terrific: make the most of the content you’ve already created by reusing these videos on different platforms.

And to help you, we’ve listed below four creative ways to repurpose your existing video content and boost your engagement.

Embed the Video to a Blog Post

You’ve just created an awesome how-to YouTube video showing your viewers how using your app can easily solve their problems. The visuals are striking, the narrative is on point, and it has gained really good traction. Fantastic. Why don’t you reuse this video on your blog?

Google loves video content, and the algorithm will rank your website higher if it features SEO-optimized videos. This means you’ll get more organic traffic.

Some companies have even seen a boost of 250% in their organic traffic when they add a video to their blog post.

And because search engines and blog visitors love fresh content, you could also turn this video into a written blog post. As a best practice, host your video on YouTube as self-hosting can be expensive. Then embed the link into your blog post, and you’re done.

Add the Video to your Email Marketing Campaign

Videos and emails go together like bacon and eggs, pancake and maple syrup, or peanut butter and jelly. Just like these food combos enhance each other’s flavors, adding videos to your emails will help improve the overall result.

Including a video in your emails can increase the click-through rate by 300%. Want to know another secret? Personalizing your video with your subscribers’ or customers’ names can also increase your open rate. Not sure how to personalize your video with your customers’ names? Amnesty International does it really well with their personalized thank you videos showcasing their donors’ names and how their contributions have helped millions. They embedded the customized videos in their thank you email marketing campaigns and, thanks to this personal touch, managed to increase their click-through rate by 83%.

For the best results, use the word video when you personalize the subject line. Create an eye-catching thumbnail and embed your video link in the body of the email.

Click send and watch these new subscribers sign up, and new customers roll in.

Use the Video on your Site’s Pages

We know that search engines favor websites and content featuring videos. We also know that consumers prefer watching videos over reading text. And we know that their brain can retain information better and for longer when it is communicated through videos. 

So, use your how-to videos on your product page to increase your conversion rate as visitors get to understand how your offer can help them. Have you spent time and energy creating fun behind-the-scenes videos that show a little vulnerability for your social media? Why not combine a few of them and post this inspirational piece of content on your about us page? This will humanize your brand and help your audience better connect with you. Got an amazing corporate video? Place it on your landing page to wow your prospects, make a great first impression and reel them in.

Create Shorter Videos to Use on Social Media

Social media platforms encourage users to post regularly, and your audience wants to see more video content from you.

So, whenever you create a professional and engaging video, you should maximize your return on investment and repost the content on your social media channels. When repurposing your videos, you need only to remember this: each platform has a different kind of audience and accepts different types of formats. That’s why you should make sure to tailor the format and the content of your video to each platform. Optimize the content for social media by creating shorter, bite-sized versions from your main video.

YouTube

Viewers across the world watch over 1 billion hours of video on YouTube daily. No wonder 55% of marketers use the channel to promote their offers.

YouTube content tends to be longer than the content found on other social media platforms. Videos between 7 and 15 minutes seem to be the ideal length. Use crisp, engaging, and educational content like how-tos, tutorials, series, educational and unboxing videos to maximize your completion rate. SEO is also important on YouTube. So, when you’re ready to post, don’t forget to tag your video with keywords and optimize your title, and video description. Another best practice is to add a transcript for those who listen to videos with the sound off.

Facebook

85% of Facebook users watch videos with the sound off, so optimizing your video content for sound-off viewing is key here. Make sure to add text overlay to add context when necessary and use powerful visual cues to tell your story. The ideal length for a video on Facebook stories is 20 seconds, while the best duration for an organic post is between 24 and 90 seconds.

Instagram

Instagram is a heavily visual platform. When posting on your feed, your video will become part of a much bigger puzzle and needs to showcase your brand personality. Be original with your content but stick to your brand’s cues and use powerful and striking imagery to entice your audience. The ideal duration for Instagram videos is between 26 and 30 seconds.

Twitter

The popularity of videos on Twitter continues to grow with an 84% increase in watch time year-over-year. Twitter users are looking for videos based on the latest trends and news. So, it’s important to craft a compelling video that is relevant at the time of posting. How-tos, behind-the-scenes, or GIFs tend to perform well on the platform. Keep your videos short, ideally 15 seconds or less, and don’t forget to add captions. Add your logo at the very beginning, and use a splash screen or sound to grab your audience’s attention in the first few seconds.

TikTok

TikTok is all the rage. The video platform has been designed for creators to share short, fun, and punchy videos. The ideal length is between 9 and 15 seconds. Your videos should be latching on the latest trends, so do your research before posting. And keep in mind that, to be successful, your videos need to show the human side of your brand and be fresh, dynamic, and engaging. That’s because TikTok users are looking for authenticity and come to the platform to lift their spirits.

As you can tell, the sky’s the limit when it comes to reusing your fantastic videos. There are tons of creative ways that you can repackage your content and maximize your hard work. So, make sure to follow our tips as this will improve the longevity of your work and help you reach new audiences. 

We always keep our cameras running, so if you need help with your videos, reach out to us and let’s have a chat. And if you’re after some awesome resources on video strategy, production, trends, and tips, check out our blog section.

Richard Tiland

Richard Tiland

Bio: I’m Richard Tiland, president of New Evolution and dk3studios. I’ve always had a passion for video. Even as a kid folks were always asking me to take the camera out of their face. Over the last 15 years, as I watched video grow I grew with it. I learned not only the skills required for making a high quality video, but the marketing techniques needed to bring in the best results.

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