When you repurpose a video, you don’t just save money. You also expand the reach of your original video content and find new platforms for it to connect with viewers and potential customers. Your initial investment multiples when you repurpose videos, creating new value and transforming a corporate or brand video into a whole marketing campaign.
Key Takeaways
- Repurposing maximizes ROI: One video can be reshaped into clips, stills, and posts that extend its value across platforms.
- Reach more audiences: Adapting content for TikTok, Instagram, YouTube, Facebook, and beyond ensures it connects with viewers wherever they are.
- Content fuels campaigns: Your original video can anchor a full campaign, with supporting snippets, graphics, and even blog or podcast integrations.
- Cost-effective strategy: Repurposing is far less expensive than producing new content, while dramatically expanding reach and engagement.
What Is a Repurposed Video?
Whether you’re creating a promotional video, a brand video, or another type of corporate video, it has specific goals in mind for the final product. It is meant to meet specific marketing goals and is likely designed for a specific platform.
When you repurpose that video, you are using existing content to create something new and maximize its impact. That can involve modifying the original video to create short snippets that will resonate on different social media platforms, in blogs, or on your website.
When you repurpose video, it’s a little like recycling. You’re taking the original product and finding new uses for it.
Why Repurpose a Video?
When you create a corporate or brand video, it doesn’t have to exist in a vacuum. The final product doesn’t have to be used for a single purpose, and you may find that repurposing a video expands its reach and increases engagement. Here are a few reasons why you should consider repurposing video:
- Reach new viewers: Viewing habits change from person to person. When you repurpose video, you’re giving new audiences and potential customers an opportunity to connect with your content. A repurposed ad that’s designed for TV can connect with viewers on YouTube, and creating shorter, repurposed videos can make them more digestible for younger audiences.
- Reach across platforms: Social media is a powerful space for marketing, but the demands of one platform may be different from another. A short but sweet version of your video may resonate on TikTok and Instagram reels, while using it as an ad on Facebook may connect with users there.
- Get more bang for your buck: While there may be costs associated with editing when you repurpose videos, it is significantly less expensive than having to write new scripts, hire actors and actresses, and book locations. When you repurpose a video, you are increasing the return on investment from creating your original content.
How to Repurpose Video Content Into a Full Campaign
Your Initial Video Can Anchor Your Campaign
Remember that the initial video you create should be the foundation of your campaign. Whatever else you do, link back to it and make sure you promote your video properly. You put a lot of thought and work into your project, and whether it’s an explainer, a testimonial, or a promotional video, it lays the groundwork for the other content you’ll create.
Shorten for Social Media Clips
Even if your original video is only a couple of minutes long, that won’t fly on TikTok or Instagram, where attention spans are short. Longer videos can be posted on YouTube and will draw in viewers with the right keywords, but you’ll want to edit clips specifically for every platform on which you’re looking to publish.
- For Instagram Reels and TikTok, try for clips that are 15 to 30 seconds long and remember that the video should be vertical. Longer clips can still resonate on Facebook and even X.
- Include corporate branding throughout your video.
- Your captions can provide additional information that the shortened social media clips may not be able to include.
Use High-Quality Stills
Repurposing video content isn’t only about creating other videos. The initial final product you completed will be filled with compelling visuals, so taking those visual elements and creating ads or social media posts with still photos of them can be a great way of expanding your campaign’s reach.
Enhancing those still pictures with graphics and additional information that your campaign is trying to promote will ensure they pack a punch.
Incorporate Into Other Content
Whether your brand has a corporate blog, podcast, or newsletter that it sends to loyal customers, you can repurpose videos to fit seamlessly into your existing marketing efforts. Short soundbites from your video can be repurposed for use in radio or podcast ads.
Creating Videos Meant to Be Repurposed
At Studio Spero, our team of videographers and editors specializes in creative and story-driven productions. That means the videos we create with our clients are meant to be shared and repurposed.
We regularly create collections of videos for social media to go alongside content that will appear proudly on corporate websites, and can help you repurpose videos so that they reach the most people on the most platforms. Even on a one-day shoot, we can help you dramatically improve your online and social media presence with engaging, dynamic videos that can be repurposed however you need.
Make Your Next Corporate Video Count
Corporate videos are meant to enhance your brand’s marketing goals. In today’s social media world, that means that repurposing video should be a part of any creative strategy, and the final product should be designed to be re-cut and reused across multiple platforms.
Studio Spero’s talented team won’t just help you create corporate videos; we’ll ensure they’re ready to be repurposed and shared wherever you need them.
Make your next corporate video count by contacting us today.
FAQs About Repurposing Video Content
Repurposing content means taking something you’ve already created—like a brand or corporate video—and adapting it for new uses. Instead of starting from scratch every time, you can edit your original video into shorter clips, pull stills for social media, or even reuse soundbites for podcasts or ads. It’s about getting the most value possible out of the work you’ve already done.
The 3-3-3 rule suggests that every piece of content should communicate 3 key messages, be delivered in 3 different ways (like video, social media posts, and email), and be repeated at least 3 times so your audience remembers it. For video marketing, this often means starting with one core video and then repurposing it into multiple formats that reinforce your message across platforms.