When you're at the beginning of your video content journey, it can be super exciting being able to roll out new videos and content every single day/week/month. However, as time goes by, chances are:
you run out of refreshing ideas
your marketing budget is tight; OR
your video content is outdated and needs updating
Whether you're a big or small company, I know you constantly seek out ways to spend your budget wisely so that it won't break the bank. And one of the best things you can do to get great results with minimal monetary investment? Recycle and repurpose your video content.
But before doing so, here are things that you need to know. First of all, videos are not limited to video platforms, like Youtube and Vimeo, they can be repurposed into different formats for more solid branding. Second, not every video can be recycled and repurposed. You need to ask yourself about your target audience and the desired achievements before revamping your video content. Third, know where to look for content that deserves renewing. I would suggest recycling your evergreen content (to stay relevant) and your most popular videos (to ensure traffic and engagement).
All set? Alright, here are five ways to renew your video library. Dive right in!
1. Give your video content a written or infographic re-haul
High-quality content can always produce more high-quality content, and the audience can benefit from both, regardless of the genres.
One of the most popular examples for this is creating a blog post based on the video transcript. The greatest advantage of doing this is that you have more room to explain the information in depth.
In fact, about 70% of people find themselves most engaged with videos under 2 minutes. This percentage follows a downward trend as the video length increases. Therefore, companies are making shorter videos. Nevertheless, they might be losing site visits, high-quality leads, and intensive social media shares. Instead, based on your most popular 2-minute videos, build a 2,450 word blog post and discuss in more detail stats, facts, figures or trends that you didn't have much time to explain through the video.
Another great way is to turn your video into an infographic and re-share it with your audience. In fact, 65% of people are visual learners. I highly recommend you use infographics and/or videos to reinforce the knowledge and help people memorize your message faster and longer.
2. Turn your video into a podcast
If you have educational videos, you can turn it into an iTunes podcast. The content can either be of the same length or altered to fit the new format.
The reasons for doing this is because the podcast audience is bigger than you may think. According to Convince and Convert's 2016 research, there are 57 million podcast listeners in the US in 2016.
The sweet thing about having a podcast is that you reach a larger audience. Podcasts are nowadays highly approachable via mobile devices, such as smartphones, tablets, iWatch, etc. Therefore, your content is now consumed by those who are driving, jogging, running, working out, eating, even sleeping or showering!
Pro tips: If your original content is more than 30 minutes, try to cut it down to around 16 minutes, the length that a lot of users prefer.
3. Develop multilingual subtitles and reshare with your audience
Even though English is considered the business language for most markets, a whopping 60% of Youtube audience is from non-English countries. So it's going to be super cool if you pay attention to small details and personalize your audience's experience with multilingual subtitles.
By translating your video content into the languages that your audience speaks, you're able to boost the number of views, increase retention, watch time and even search engine rankings.
Pro tips: To increase engagement with your audience, turn on community contribution after uploading your video and ask for a contribution from your audience. Then give a shout out to the contributor on your social media account and call for shares.
4. Create social media teasers from 'hero' videos
Another way to refresh your video library is to create teasers from your 'hero' videos. Consider cutting some parts from the video and throw them into a clip of 10 to 30 seconds. These mini attention-grabbing videos can then be used as teasers for your new product, the latest feature update or some mini games on social media platforms such as Facebook, Instagram, and Snapchat.
Pro tips: Internal tests by Facebook revealed that captioned videos saw an increase of 12% in view time, compared to non-captioned ones. Click here to learn more about how to add closed captions to your Facebook videos.
5. Cut and merge bloopers into behind-the-scenes
It's okay if you stay neat and 'professional' to your audience. But no one can be against a friendly and down-to-earth brand who can laugh at themselves. Bloopers like this Friends blooper is a great way to entertain your audience. So instead of giving your funny fail moments an unexciting spot at the end of your video, give them the whole stage with a short blooper video.
Pro tips: Use hashtags like #bloopers, #fun and #your_company_name in the video description for better branding on Facebook. You never know when people search for those keywords and get hooked with your brand thanks to your bloopers!
Recycling and repurposing video content is a great way to breath new life into your old content, save your money, drive more traffic and engage your audience. So keep these tips in mind and give your future video content a new lease on life with minimal fuss.