Now referred to as “the future of marketing”, video content is quickly becoming the best way to connect with and engage audiences. About 93 percent of all marketers use video for online marketing, sales or communications. Why? Because it works!
Video increases engagement, enhances user experience, supports SEO, conveys more information in less time, evokes emotion and overall — performs better than any other form of content collateral. Now for the but.
It’s also more expensive to produce, and puts greater pressure on limited budgets and resources.
That doesn’t mean marketers can afford to cut video from their content marketing or internal communications strategy. Instead, they need to figure out a way to make video a sustainable practice. They need to extend the reach of existing video content to maximize their investment.
This is typically the point at which, ideas dry up faster than the Sahara Desert. But fear not! Video is incredibly dynamic, and we’re here to offer a brainstorm of ways to extend the reach of your existing video content. Hope you have an umbrella handy!
General rule of thumb: don’t stop at posting your video to your website, or a single video platform like YouTube. If you want to reach as many people as possible, you must distribute your video to as many relevant channels as you can, and this will require a video distribution strategy.
Create an email campaign featuring the video
Deploy video on multiple social networks (Facebook, LinkedIn, Twitter, Instagram, Vine, Vimeo, etc.)
Feature the video on your blog page
Promote the video on distribution platforms (Outbrain, Taboola, Google AdWords)
Without further ado — here’s how to extend the reach of existing video content:
1. Share Your Video More Than Once
You should repost or re-distribute at least a few times over the span of a week, and again in a month or two to reach as many audience members as possible and inspire a greater reaction in the form of likes, comments or shares.
2. Turn Your Video Into a Blog or eBook
Transcribe your video and clean up or supplement the message. Promote the content as an article on your blog page or an eBook to create a new opt-in offer. Push these new content pieces out through multiple channels and link back to or include the original video.
3. Repackage Your Messaging
Titles and descriptions help viewers decide if your video is worth their time. Give your video a fresh heading and caption, different branding or a new CTA and redistribute to see if these elements improve viewability stats.
4. Rip The Audio and Create a New Vehicle
If your video’s audio can stand alone, use it to create a SlideShare presentation or a podcast. The messaging will remain the same but the vehicle will open up new platforms for promotion (like iTunes Podcast) and will help your message reach new audiences.
5. Repurpose Video Components
Chop up Long-Form Videos Into Smaller Clips
If you have a long-form video (like a recruiting video) splice it into short 15-second segments that can stand alone or act as “trailers” for the full length feature. Host the full length video on your website and distribute the smaller clips to different social media channels like Instagram or Facebook to inspire clicks back to your website. Bonus points if you give your video clips a unique hashtag to increase searchability, expand reach, and inspire even more social interaction.
Tweak Existing Video For New Display
Let’s say you have a promotional video that includes testimonial content. By removing the interviews and replacing them with visual statistics, you can transform the video into a trade show loop.
Break Down Your Videographic
If you have a videographic (animated video) you can break down the graphics and use them for other types of content collateral, like supporting graphics in a blog post or eBook, a static infographic or an ad.
6. Re-use The Same Video For a Different Purpose
Back to that promotional video…if it was good enough to attract a steady stream of new leads, it’s probably also good enough to attract new talent. Turn it into a recruiting video! Likewise, use a product highlight or explainer video to onboard new employees. Re-using the same video for a different purpose may require some tweaks to the story, but ultimately — you’ll end up with two solid pieces of video collateral for much less. Get To Work!
We hope this helped spark some new ideas on how to give that old video content a fresh start! It’s important for internal and external marketers to remember — consistency is key when it comes to peddling video content. Don’t just use these ideas to up-cycle, use them to maintain a steady flow of communication.
Got a bunch of old video content just laying around in basement? Give us a shout and we'll help you find even more ideas to dust off the cobwebs and breath some life into it.