Leveraging videos for marketing is a powerful strategy to build awareness, communicate meaning behind a brand story, and promote your business. As marketers, we know developing or coordinating a quality marketing video can be time consuming and expensive. However, we know it’s worth the effort and resources. People gravitate toward captivating stories that evoke emotion. Forrester Research proves this: one minute of video is worth 1.8 million words.
Make the most out of your video investment by repurposing your content in ways that maximize its value and potential. Let’s walk through some ideas to creatively recycle or reuse your hard work.
Transform Videos into Shareable Bites
One of our favorite ways to repurpose video is to break it down into short clips for social media.
Take your three-minute video and chop it up into a handful of quick snippets. These short, digestible bites can help you get extra mileage for your video while driving social media traffic back to your website using a compelling CTA. Keep in mind that organic reach is very low these days, so repurposing isn’t just smart: it’s necessary, because less than one percent of your social media followers will see your content each time you post. If you share video bites often and strategically, your video is more likely to be found.
Let’s talk about a recent example. After helping our client Action Floor Systems develop a corporate brand video, we created a short clip for Instagram as another method to drive viewers to the full YouTube video.
This tactic is a simple way to reach more people utilizing one piece of content – especially since social video can generate 1200% more shares than text and images combined.
Spread the Love Beyond YouTube
Often, marketing videos are created and simply placed on an About Us page and left there. When you spend time creating an impressive piece of content, ensure it’s used in multiple places. This could include embedding your product- or service-related video in any relevant landing pages, which is an especially smart tactic considering a video on a landing page can increase conversion rates by 80 percent.
Consider publishing your video in more places besides just YouTube. YouTube is great if your target users are on that channel, but you’ll likely reach a wider audience if you vary your posting channels. Consider posting on Vimeo, publishing to Facebook, adding it to your website’s homepage, and more.
In addition, think about anchoring your video in a company blog post to share a deeper explanation of the points covered and support the video’s visibility in search engines with a written component. In addition to seeing how far the viewer scrolls on the blog post through tracking, you can see how long someone views a video – or where they drop off. This can be a good indicator if the video placement is working.
Snag Some Photo Stills
Give videos a second life by reusing custom, branded stills on your website, social media, or in e-newsletters. Take screen grabs of product videos, equipment time lapses, or employee interviews to use in other content efforts. Extra points for eye-catching, branded graphic overlays!
We love doing this with our own clients to make sure branding is consistent and corporate videos are getting the most bang for their buck. See how we helped Breakthrough develop a compelling social sharable from their mission video.
Leverage Repurposed Video for Paid Digital Ads
Though platforms like Facebook and LinkedIn are “free,” as we mentioned in No. 1, reaching the right audience organically can be difficult – especially with recent algorithm changes.
Putting money towards a paid video ad can be an effective way of reaching your intended audience. Here’s the good news: they drive results. A research study by Promo revealed that:
“70% of respondents said they visit a publisher’s site … very often after watching their video. Another 60% said they visit the publisher’s social media with the same level of engagement, and 58% said they react to videos they watch online.”
Add Visual Differentiation to Email
If you’re struggling with your click-through rate in your email marketing initiatives or looking for engaging newsletter content, consider adding some differentiation by making your video the star of the show.
MarTech Advisor shares that incorporating videos into your email can increase click-through rates by 300 percent. People are drawn to video because it delivers a message quickly and concisely while requiring minimal effort from the viewer.
Embed your video at the top of the email, or, better yet, utilize a large, clickable preview image that takes viewers to your website to watch. Use the full-length video, an eye-catching GIF, or a short clip to drive interest.
Energize Your Pitches
Like emails, which need visual distinction to attract clicks, customer presentations and media pitches can benefit from the use of videos.
Show your sales crew just how valuable marketing content is by embedding the video in a PowerPoint template for customer presentations. Include talking points in the document notes to make things even easier for sales peeps.
If pitching stories to the media is your thing, consider using brand or introductory videos as background support for pitches, proof points for subject matter expert opportunities or contributed articles, or as part of an introduction email.
(If developing a holistic PR strategy isn’t your cup of tea – don’t worry, we have a team of PR professionals who know media relations, event planning, and more like the back of their hands.)
Get Creative, See Results
Next time you produce a marketing video, make the most out of your hard work by repurposing it in at least three different ways. Whether you break it down into short, snackable clips, share it in email, or use it as a paid digital ad, there are so many ways to easily and creatively repurpose video content.
If you haven’t worked with us before or seen the recent video we created for an AMA event we hosted, check it out. We have in-house video specialists that are pros when it comes to quality marketing videos.
Looking for more ideas or need help creating video content? That’s our specialty. At Element, we’re always on the hunt for ways to develop content that drives measurable results. Contact Element today to find out more about how we can work together on big ideas that boost your bottom line!
