A Guide to Repurposing Video Content

Repurposing your content is a great marketing strategy that allows you to give new life to your best-performing content and allow it to reach a new audience. Repurposing written content such as blogs and articles is easy to convert into different forms, but what about video? Here is our guide to repurposing video content.

One way of repurposing your video content is to turn it into audio content, such as a podcast. Podcasts are incredibly popular right now and are often accessed on the go, such as during commutes to and from work, on walks, or even while exercising. 

Turning a video into a podcast will require some extra work such as recording a voiceover or commentary to contextualise the piece, but it will allow your content to reach audiences during times when watching video isn’t an option.

If any of your videos are webinars, then one way to repurpose them is to turn them into online courses that your audience can access at any time as a valuable learning resource. 

This could mean presenting the videos as a lesson alongside a write-up or summary of the key points, a deep dive that unpicks the points made even further, or providing an interactive component for the learner, such as questions based on the content.

Converting blog posts into video content can work wonders, so why can’t it also work in reverse? Having a text version of your video can be great for audiences to revisit the key points and information presented, and are also an opportunity to improve your website’s SEO. Some people even prefer text-based information, as it allows them to read it at their own pace.

Another way to repurpose your blog content for social media or general shareability is to convert the key information or quotes into infographics, which you can then post in a carousel on Instagram and Facebook. This type of content is much more likely than others to be saved and revisited by your audience as it makes the content easy to digest. 

Short-form video is incredibly popular across social media, particularly on TikTok, YouTube’s Shorts and Instagram’s Reels. Condensing your longer videos into a short-form video, or multiple short-form videos, allows you to reach a potentially entirely new audience by posting on these platforms.

Building on the previous point, if you do repurpose your video into shorter clips, you can then release these over a series of days on social media or video-sharing channels. This will keep viewers ‘tuned in’ to your channel, ready to view the next instalment when it is released.

These short-form videos don’t all have to be from the same original video either; they can be collated from different videos provided they all tie together in an informative way.

If you want to draw more attention to your videos rather than converting them to another form, then one way of repurposing the footage is to use it to make a short, snappy trailer that will generate excitement for the full video.

A teaser is easy to share and doesn’t take long to watch, making it much more likely to be watched on social media channels where attention is often fleeting.

Customer testimonials are a great way to build trust in your brand and, if you have any video testimonials, these could be a great way to advertise. 

Customer testimonials are often featured on a brand’s website to build trust for new customers but, by combining the testimonial (or key parts of it) with a demonstration of what you do and a call to action, you can create an engaging video advert that will be perfect for sharing across social media.

Repurposing video content allows you to reach new audiences without shooting entirely new videos, and there are many different ways your best-performing content can be repurposed. 

By understanding the habits of the audience you are trying to reach, you can focus your strategy on the channels that they use, and create the content that will be most effective there.If you are looking for advice on editing your existing videos or creating new ones, you can read about our filming and editing services.