Creating a brand film or video does not have to be a one-off thing. You have probably spent loads of effort, money, and time to create your video production to get as many viewers as possible. What many brands don’t take into consideration is that they can utilize the audio, video, and unused topics by turning them into new content.
In fact, repurposing your video content and utilizing it in other mediums can increase your return on the investment. You can even base an entire content marketing strategy around a single brand film. The key is to create new content from the old content, not just duplicate it.
Why Should I Repurpose My Brand Films?
There are many benefits to repurposing your brand films so that you can tell the same story in new, creative ways. Some of the biggest benefits include:
- Improving your website’s SEO rankings
- Distributing your content across more channels
- Increasing your video and page views
- Stretching out the life of old content
However, the most important reason to repurpose your video and audio content is to improve the ROI on every video you make. You may have one video that you post to YouTube and your website, and it does moderately well. If you repurpose the video into 10 other forms of media and distribute that content across multiple channels, your ROI has huge potential to expand if you execute a good repurposing strategy.
The point of repurposing your film content is to increase your brand awareness and save your business time and money. It’s much easier to build your brand name and save time with multiple pieces of content, like blogs, social media posts, and short video promotions. You may even discover new ideas that emerge from the original film content.
Ideas for Repurposing Film Content
Video is just a series of still images pieced together, which means your video likely contains some good images you can use for your brand’s marketing. You can use these images for social media posts, your brand’s website, print media, and a whole host of other picture-related content.
Depending on the product, still images can be more effective than video. Even a few pictures can spice up blog posts or other videos.
The audio you produce from a brand film is often overlooked as a potential source of new content. Consider using the audio for voiceovers or taking quotes from interviews using them in your marketing.
One of the most fruitful ways to capitalize on your audio content is to transform it into a podcast. Podcasts’ popularity has grown steadily in the past decade, increasing 180 percent in total US listeners since 2009. Roughly 25 percent of the US population listens to podcasts, and the strongest penetration is in the 18 to 34 age demographic.
People love podcasts, so why not give them what they want? Repurpose your film content into podcast segments with your own spin or additional content.
Not only will you build brand awareness, but you may also generate some revenue from the repurposed audio content. Ad revenue for podcasts is growing rapidly, with an 80 percent increase from 2017 to 2018 and a 50 percent expected increase going into 2019. Podcast revenues are estimated to surpass $1 billion by 2020. Repurposed audio content may be a great way to get your feet wet in the podcast industry.
Adjust Video Length
A simple way to extend the life of your brand films is to chop them up into smaller, bite-sized videos. Movies do this all the time. In order to market the movie, the production companies will cut small clips and distribute them as trailers or advertisements.
Smaller videos tend to be easier to distribute across many channels that support different types and lengths of content. Longer lengths are great for movies or YouTube, but social media sites are not so welcoming.
Facebook users watch videos with an average length of 1.3 minutes. Instagram and Twitter are not much better, coming in around 30 and 45 seconds respectively. Today’s technology has shaved our attention spans to eight seconds, so shorter videos may capture your audience’s attention easier.
Consider cutting the original brand film into small clips and releasing them on social media websites as a series. Whatever you choose to do, this approach is almost guaranteed to garner more views and better engagement than releasing one brand film.
Utilize Other Media Formats
Aside from podcasts and smaller videos, your brand film can be repurposed into other media formats that supplement your brand marketing. Some of those formats include:
- Blog Posts: By far the easiest way to repurpose your video content is by transcribing it and turning it into blog posts. You can also post the transcript on your video channels like YouTube. A disadvantage of video is that Google cannot find keywords without some help, so this makes it easier for Google’s algorithm to find your content.
- Social Teasers: Use short clips to create social media teasers for your services, products, or even the brand film itself. You can also use these shorter videos at company events in order to add more professionalism and flare to your presentations.
- New Types of Videos: If you have a brand film that serves up educational content, turn that into a how-to or explainer video. Just like podcasts, you can add extra elements that spice up the video. You could even splice old films into your new brand film and create a whole new film or short video.
The point of repurposing content is to create more content without the extra effort required to create something new. Repurposing audio and video content is a proven method for increasing your viewership and brand awareness.
Ask yourself, “Where does my audience hang out the most?” Are they socializing on social media sites? Do they browse YouTube or Vimeo? Are they ravenous readers or podcasters? Find out where your audience is, and repurpose your brand film to cater to them!