As savvy social media managers, we are always in search of effective strategies for reinforcing online presence. A considerable amount of time and energy goes into creating quality content that engages and educates our target audience. But what if we told you that there's a way you can maximize your content reach while reusing the same piece of content? Your answer lies in video repurposing - a content marketing strategy that is fast becoming a go-to resource for many businesses.
Understanding Video Repurposing
Anyone familiar with recycling will grasp the concept of video repurposing quickly - it's fundamentally the same procedure but in a content production context. It involves transforming a single video into several unique forms of content, each designed for different platforms or audiences. These can be blog posts, infographics, podcasts, webinars, social media posts, and various content of short length suitable for channels like TikTok or Instagram reels.
Why Should Social Media Managers Care About Video Repurposing?
The first and utmost reason is efficiency. Creating quality videos is a time-consuming and expensive process. Yet, the newest algorithms and reducing attention spans often let even high-quality video content reside in feeds briefly. By repurposing, however, social media managers can extract maximum value from their efforts and investments.
Repurposing also ensures that your message reaches a broader audience. Not every user is active on all platforms, and different platforms appeal to different demographics. Video repurposing allows you to share your content on multiple platforms, making it accessible to an expanded viewer base.
Besides, repurposing encourages consistency in sharing valuable content, a critical factor for maintaining an active digital presence. It fills content calendars across various channels while keeping brand messaging consistent.
Key Steps to Implementing Video Repurposing Effectively
1. Identify Your Best Performing Videos:
Let the audience decide what content they find most engaging, and use these videos as your starting point for repurposing. Audience engagement and viewer retention metrics can be excellent indicators of impactful videos.
2. Break it Down:
Videos often cover multiple points or include different sections. These sections can be converted into standalone micro-videos, GIFs or images, each delivering a distinct message. For instance, an interview can be segmented into Q&As, an educational video into chapters, a webinar into key takeaways, and so on.
3. Adapt to Each Platform:
Different social media platforms have different guards: audience demographics, content preferences, video length limitations, to name a few. Adjust and customize your repurposed content accordingly, instead of a one-size-fits-all approach.
4. Use SEO Wisely:
Enhance your repurposed content's visibility by embedding relevant keywords, hashtags, and captions. They improve the discoverability of your content by search engines and social platform algorithms.
5. Keep the Branding Consistent:
Either by using the same color scheme, fonts, closing slides, or logos across all repurposed content, keep your brand's voice consistent. It maintains brand identity and increases brand recall.
6. Revisit and Update:
Online trends keep changing, but the value in your content doesn’t. Revisit your old content regularly. With minor updates and tweaks, they can be presented afresh.
In the vast universe of digital content, non-stop content creation can be draining and unsustainable. But video repurposing introduces a sustainable way around, letting you keep pace without burning out. It’s all about amplifying your content's mileage, maximizing reach, and maintaining a robust online presence.
Indeed, video repurposing isn't just an efficient content strategy; it's a treasure chest of potential waiting to be unlocked by smart social media managers. So buckle up and dive into the world of repurposing because, in this era of content saturation, recycling is not only for the environment but for your video content too!