In 2019, 93% of users consider video creation a priority, but 43% of marketers say that they don’t have the time, resources, or budget to create new videos*.
Here are 10 ways you can repurpose your current marketing video(s) to create new video content and make the most out of your video marketing investment. As we like to suggest: “shoot it once and show it everywhere!”
1. Embed your video in a blog post
81% of video marketers feature their videos on their brand’s website*. While this is a great way to engage your website visitors and get them interested in learning more, it won’t bring a lot of new traffic to your website. This is because search engines cannot understand what is being said in a video that you have embedded, and therefore do not know what the content is to rank it in search results. Search engines can read the text in your blog posts, though, and if a search leads someone to your blog, you’re much closer to getting them to the rest of your website.
If you get your finished video transcribed, you can use some or all of that written transcription, along with the embedded video, in the body of your post. That should make it more likely for your content to come up in search results based on keywords used in your video. (As always, make sure that your keywords are relevant to the content of your blog.)
But don’t clog up your website pages with full transcriptions of every video! You can embed your video into a blog post along with the transcription and add a strong CTA at the end that directs people to call or visit your website.
2. Include your video in a marketing email
Using the word “video” in an email subject line boosts the open rates by 19% and inserting an eye-catching video link in the body of your email leads to a 200%-to-300% increase in click-through rates*.
While you can’t actually embed a video into an email (because the file size will be too large to send), you can “fake” an embed by linking a thumbnail image to the embedded video on a page of your website. And to get even more clicks on your “embedded video”, you can use a GIF instead of a still image as your thumbnail to instantly catch people’s attention when they open your email.
3. Post your video on Social Media
Social media users account for a large chunk of video views in 2019. 82% of Twitter users say that they watch video content on the site and 100 million hours of video is watched on Facebook per day*!
Facebook, Twitter, and LinkedIn all allow you to upload your videos natively to their sites, which allows your videos to auto-play on viewers feeds. Because these videos automatically play without any audio, you should make sure to include captions or subtitles in your video so that people who don’t turn the audio on can still understand what the video is saying. You should also add a CTA to the end of your video telling viewers a phone number they can call or a web page to view for more information, and include a link back to your website in the post.
Before posting your full video on social media though, you should consider how long it is. 95% of viewers will watch a video that is longer than 1 minute, but 60% will stop watching by 2 minutes in*.
4. Post a trailer on Social Media
If your video is longer than a minute long, you can post a short trailer for the video on social media and include a link to watch the full thing on your website. When choosing what to include in your trailer, make sure you are including the most interesting parts with a good hook that will make people want to keep watching once the trailer ends.
Using a trailer is also a good way to share your longer video on Instagram, which limits videos to 60 second in length.
5. Share short snippets on Social Media
You can create multiple short videos out of one long video by cutting it up into short snippets. Pull out the best quotes throughout your video and you can post these short videos one at a time over the course of a month or two.
These snippets are also great for Snapchat which has a 10 second limit for videos that are selected through their memories feature, which lets you share prerecorded videos.
6. Share short snippets as “Stories”
While you are sharing your short snippets on Facebook, Instagram, and Snapchat, you can also add them to your “Story”. When you add your video to a Story, it will appear at the top of your followers’ feeds for 24 hours. This gives your video prime real estate and makes it more likely to be seen by your followers.
7. Share still shots with quotes from your video
Go through your video and grab some eye catching stills. You can post these stills on Instagram with short quotes from your video and include a link to your website for viewers to watch the video or learn more about your company.
8. Use the unused raw footage
Unless your video was pre-scripted, you probably have a lot of raw content that was shot, but didn’t get used in your finished video. Go through the raw footage and see if there’s anything you didn’t already use that could be put together into a new video or used as short snippets on social media.
9. Create and share a blooper reel
If you had a lot of outtakes when filming, a fun way to share new video content could be to create a blooper reel and share it on social media.
10. Create a video ad for Facebook or YouTube
4.6 billion video ads are watched online each year and the average user spends over 16 minutes watching online video ads every month*.
Facebook and YouTube video ads can appear either within other videos, as posts within users Facebook feeds, or as banners along the side or top the screen. You can use your full video or a shortened version of your video as a video ad. Non-skippable YouTube ads can be no longer than 15 seconds, but there is no limit in length for Facebook ads or skippable YouTube ads.
Adding captions is an important part of producing online video. Not only do captions help with accessibility for viewers who are deaf or hard of hearing, but they also help your videos get more views. Search engines like Google can’t listen to the audio in your video. Instead they crawl the video looking for text in order to determine the content and display it in the appropriate search results. They find this text in the description and tags that you’ve added, as well as in the caption file if you’ve added one. Read More