As a marketer, you’ve probably done your fair share of repurposing and updating your company’s written content assets. It’s a somewhat tedious but oh-so-worthwhile task. But when it comes to video, a lot of businesses tend to blame the content itself if it fails to engage a wide enough audience rather than trying to repackage it and improve distribution.
Guess what? Video is actually quite simple to repurpose. With some planning and a thoughtful approach, one video story can be told in dozens of different ways.
Why Repurpose Video Content?
- Improved SEO
- Better audience targeting
- Wider distribution
- More video views
- A way to refresh outdated content
OK, so now you’re ready to start repurposing your videos but maybe aren’t sure where to start. The easiest way to get started is to do two things: transcribe your video content and break it into shorter clips. Here are the reasons behind this approach and some helpful tips:
Transcribe Your Videos
I’m sure you’ve watched a TED Talk or two. Their videos are highly engaging, but the other thing that TED does right is transcribing each piece of video content they post. These transcriptions are featured below the video in an interactive format and also form the basis of blog posts that repurpose the original video content. Here’s an example: video with transcript and repurposed blog post. Another version of the talk was also uploaded to YouTube and also included closed captions:
Transcribing your videos has a lot of benefits. For starters, transcribing your videos can make them more search-friendly because closed captions are something that Google can index (Google can’t read visual content, just the metadata that accompanies it).
There are tons of services to choose from for transcribing videos and it’s very affordable and fast to do. You can check out speech-recognition software like Dragon, or Camtasia. For a human touch, there’s Speechpad, which costs about $1 per audio minute for transcription. Or you can always enlist the help of an intern.
Break Your Videos Into Shorter Clips
How your audience interacts with video is based on where they view it. To engage viewers, it’s best to customize your video to the platform where it will be shared, whether it’s your website, Facebook, Twitter, Instagram, YouTube, or elsewhere.
When you plan out your video content and budget, make sure to speak to your videographer about customizing the video’s length for different platforms. If you didn’t do that, don’t worry – it’s something that can be completed in-house or given back to your videographer for a low fee. Here are some suggested video lengths:
- The optimal video length for YouTube is around 10x longer than it is for Facebook – 14.5 minutes for YouTube versus 1.3 minutes for Facebook.
- Twitter video’s maximum is 30 seconds
- Instagram’s video maxes out at 60 seconds
Viewers who are entertained and informed by these shorter versions will often continue to your YouTube channel or website to watch the full video. And remember, these customized video versions receive more views and better engagement if you upload them natively to each social platform.
9 Ways to Repurpose Your Transcribed, Shorter Videos
Now that you’ve transcribed and broken your videos into shorter clips, you have written and visual content that you can play with and repurpose in various creative ways. Your efforts definitely shouldn’t end at pasting the transcript below your video and sharing the shorter clips on your various platforms. Here are some ideas that can help you get started on making your video content more accessible:
- #1 Use the text from your explainer video and turn it into a “How it Works” page broken into steps.
- #2 If you have several testimonial videos from different customers, you can string together clips from different customers based on theme. Find out more about this on the Veed.me blog.
- #3 Use clips from a corporate video to showcase different awesome elements of your company culture or zero in on a cool section of your office for a tour/behind the scenes look.
- #4 If the nature of your video is educational, it might work well as a podcast. You can upload it to iTunes (or a different platform) in both audio and video format.
- #5 Repurpose your video transcripts into blog content. Taking it a step further, you can rework your headline and copy in various different ways, and post the video and written content as a blog post on platforms such as LinkedIn, Medium, and your company website. And you can use the shorter clips to promote the content on your social platforms.
- #6 If your corporate video features the senior leadership team, depending on the content, you can take direct quotes and turn them into or an “Our Story”/ “About our Founder(s)” page.
- #7 If you have a video that follows an interview style, you can use shorter clips or quotes to form the basis of a Q&A/FAQ page.
- #8 Use the transcription to add subtitles to your videos. The version with the subtitles can work well in situations such as trade shows where you want to loop or show your video(s) to prospects, but it might be difficult to hear.
- #9 If your video is outdated, rather than just scrapping it, you can consider using it as a silent background video.
Video is one of the best forms of content for repurposing and there are lots of different ways to get creative with it. The easiest way to get started is to transcribe your video content and break it into shorter clips, based on theme and suggested length for various social platforms.
From there, you can use your new written and visual content in various ways to stretch the life of your video(s), improve SEO rankings, target your audience in better ways, increase distribution, and get more eyes on your content. Hope this gives you some inspiration. Let us know in the comments below if you have any questions or other creative suggestions!