Repurposing video content: 14 ideas to use in 2021
Too many businesses get great video content – and then let it gather dust. A shame, because with the right ideas and strategies, you can get a lot of great marketing content from one video.
Repurposing video content is about converting existing video content into not only other video types, but also other content formats. From this, you can reach a wider audience, strengthen your messaging, and achieve a greater ROI (on top of the already-impressive ROI that video marketing offers).
Looking to make the most of your video content? Get started on repurposing video content with our 14 ideas for 2021.
Creating new videos from existing videos
1. Make a compilation video
Got a few video clips waiting to be reused? Put them together in an engaging compilation video. For example, we regularly produce showreels of clips from our films that all fit a certain category, e.g, ‘product films’.
Also, many companies and organisations produce ‘end of year’ videos to recap their content and achievements. These typically feature a combination of video clips and still images. Check out this End Of Year showreel we produced for Engine MHP + Mischief:
Here are some more compilation ideas:
Company anniversary/milestone video
Company culture highlights
2. Cut down into bite-size clips
Is the video content you’re repurposing more than 1-2 minutes long? Not everyone has the time (or attention span) to watch a video of that length. That’s why it’s a great idea to turn parts of your video into bite-size clips to get your message across in short, sharp bursts. Indeed, on social media platforms like Twitter and Instagram, short-form videos tend to perform better.
Clips should focus on individual talking points/messages. Make sure that the shorter clips you create make sense as standalone videos. Clarity is key.
3. Create teasers for longer videos
Short teasers are great for social media platforms that limit your video length. For instance, in-feed videos on Instagram have to be 60 seconds or under. If your original video is longer than this, it gets stuck on the Instagram TV tab.
So if you want to get people on Instagram to watch your entire video, create a teaser that engages people. To do this, repurpose the first few scenes of a video – or any part that inspires curiosity. Then direct users to watch the full video with a call to action. Teasers can also be a great way to preview and build anticipation ahead of a video being published.
4. TL;DW / SUMMARY VIDEOS
In some ways, TL;DW (too long; didn’t watch) videos are like teaser videos. They take existing longer-form video content and condense it into a shorter, easier-to-consume video. But, they differ in that they aim to summarise rather than tease your longer-form content. And they’re usually longer than teaser clips.
TL;DW videos work best with educational/informative long-form content like webinars, interviews or recorded live streams. Use TL;DW videos to feature highlights and key points from the original video, cutting out longer parts. These can then encourage viewers to watch the original full-length video and/or tune into your next webinar/live stream.
5. PRODUCE A YOUTUBE CHANNEL TRAILER
Visit the page of one of your favourite YouTube channels. Chances are, they probably have a channel trailer or a featured video on their home tab. YouTube Channel trailers are a way to showcase what your channel is about and what kind of videos you post. Repurpose scenes from your existing YouTube videos and edit them together into a short and snappy trailer.
To add a trailer to your YouTube channel page, go to YouTube Studio and click on the ‘Customisation’ tab. There, you can choose a trailer for people who haven’t subscribed and a featured video for returning subscribers.
6. Repurpose horizontal content into vertical story content
Vertical videos work great for Facebook and Instagram Stories and mobile video sharing platforms like TikTok and Instagram Reels. Instagram also lets you save Stories as highlights on your profile. So that gives you another place to showcase your repurposed video content.
What is the best way to make vertical video content from your original video? Don’t simply zoom in on the video. This will often mean important aspects get left out of the frame. Instead, use video editing software and set it to a 9:16 aspect ratio for vertical video (we recommend a 1920 x 1080 pixel resolution). Then edit your video footage to fit the new frame size.
You will also want to trim your video content to fit the length requirements for different platforms:
Instagram Stories: 1 to 15 seconds per clip
Facebook Stories: 1 to 20 seconds per clip
Instagram Reels: 1 to 30 seconds
TikTok: 5 to 15 seconds per clip
7. design a Facebook cover video
Did you know you can use a video as your Facebook page’s cover photo? Repurpose existing content to best promote your company – similar to a YouTube Channel trailer – while also fitting the cover video dimensions.
The video you use must be a minimum resolution of 820 x 312 pixels. However, 820 x 462 pixels is recommended. The ideal aspect ratio is 16:9.
But that isn’t all you have to consider. On mobile, the cover video will crop to 640 x 360 pixels. So check that the main video elements and any text is centred and fits within that crop (Facebook allows you to reposition the video when you upload it). Otherwise, important content might get cropped out.
Repurposing videos into other content formats
8. repurpose into animated gifs
Movement is eyecatching. That’s what makes animated gifs so powerful. You can use them on most digital platforms, including social media sites, blog posts and emails.
There are several free and paid online video-to-gif converters. Popular ones include Giphy, Ezgif and Gifski. For higher quality and more control over the final product, you can use Adobe Photoshop’s Timeline feature.
9. Website and landing page images
Of course, you can also produce great still images from your video content. At Blueprint Film, we’re in the habit of generating a bunch of high-quality stills from every video we publish. Why? High-resolution stills can serve as great visuals for your website. No more having to rely on boring, generic stock photos. Use stills as headers, background images, blog images and more.
10. images for social media
High-quality video stills also make for easy yet effective social media content. They work especially well for more aesthetics-centred platforms like Instagram and Pinterest. Play around with image settings and filters to make your image stand out. Then share stills as posts, or use them as banner images for your profile.
11. produce blog content from videos
What about repurposing video content into written content? If you’re stuck for ideas for blog posts, try writing a blog based on an existing video.
Here are some ways to do this:
Embed your video into a blog post and write a summary to accompany it and encourage people to watch.
Write a round-up featuring multiple videos, linking to them all.
Copy your video transcript into a blog post and edit accordingly.
12. design shareable infographics
Do you have video content that contains any data, statistics, graphs or instructions? Turn it into visually appealing and shareable infographics.
For instance, we use stats and imagery from our social videos and then turn them into Instagram infographics for people to swipe through and share.
If you aren’t used to producing infographics, use a design tool like Canva.
13. Base an email campaign on your video
Does your company or organisation use email marketing? Another use for your video content is to create engaging content for your email marketing campaigns. Similar to blog posts, you can embed your video (or link to it) in an email campaign. Or you can take key points/ideas from your video and use them to structure and write compelling email content.
14. repurpose video into podcast content
Creating podcast content is an effective way to widen your audience profile. And it’s easy to do when you have existing video content to repurpose.
You can either base your podcast content off of an existing video and expand upon what it covers. Or you can directly use the audio from your video in your podcast. First, convert your video into an audio file. Tools like Audacity and Garageband are great for this. Then edit it and publish it as a podcast on SoundCloud or any other podcast platform.
Stay tuned for more advice and resources on video marketing and content creation. Remember to subscribe to our newsletter to get our best content delivered straight to your inbox!
Gemma recently joined the Blueprint Film team as our marketing coordinator. She takes care of our social media, email marketing and advertising campaigns. Her strengths lie in following trends, conducting research and writing compelling copy.