Today, marketers need to be ‘everywhere’. Wherever their customers are (which is often many places), they are there. TikTok, YouTube, Google, Instagram, Apple & Spotify Podcasts and their own website, to name a few. Marketers are churning out video content and other medium at pace to ensure they are visible and engaging across all their customer channels.

As all marketers know by now, content is king. However, creating high-quality video content is daunting, time-consuming and expensive. And while video content has emerged as a powerful tool for engaging audiences and driving conversions, many companies fail to fully capitalise on its potential.

As a result, savvy marketers are constantly seeking ways to maximise the return on their investment on their content marketing (ROI).

Thankfully, this a ‘two birds one stone’ situation. The secret lies in content repurposing. This is a strategic approach that can stretch the lifespan and reach of your video assets, in turn, boosting your ROI. In addition, it is also time-effective and relatively straight-forward to achieve in-house. In this article, our team at Bearded Fellows explore how video content repurposing may be your winning ticket to effective content and excellent return on investment.

What is content repurposing?

Content repurposing is the strategic practice of transforming existing content into new, engaging formats to extend its lifespan and reach a wider audience. In the context of video content, repurposing involves extracting valuable insights, key messages, and engaging segments from your videos. Once extracted, they can be adapted into different content formats. For example: blog posts, social media reels/shorts, single image posts, carousels, infographics and podcasts.

The economics of repurposing your content

Imagine investing in a high-quality video content agency, only to let your content gather dust on your website or YouTube channel. That’s akin to buying a brand-new car and leaving it parked in the garage.

By repurposing your videos into various formats, you can extend their reach and engagement to be accessible to all different levels of your marketing funnel. Effectively, this can double, triple, or even quadruple their ROI. Think of it as creating multiple streams of value from a single investment. You’re not just getting more out of your videos; you’re also saving time and resources, as you don’t need to constantly create new content from scratch.

6 potential ways to repurpose your video content

If you’ve invested in an epic brand video or explainer animation, you may be wondering how you can repurpose your content into different formats for your different channels. Below are five ways we advise our clients to repurpose their video content for increased ROI across their campaign.

Short-form social media content:

Leverage your content into ‘shorts’, suitable for TikTok, Instagram (Reels) and YouTube (Shorts). These bite-sized clips are optimised for short-form algorithms, capturing attention and driving traffic to your original videos.

Could you break down your explainer video into multiple shorts to create a series? Could you update the voiceover with a fresh narrative? Or could you use it in your Instagram highlights to create an easily-accessible ‘how-to’ guide?

Perhaps you could pull some of the behind-the-scenes content from the day itself to showcase your brand personality and culture. Whatever your approach, repurposing your video or animation content into short-form social media snippets is a quick win with (pretty much) guaranteed success.

Repurpose footage as GIFs:

Tone-of-voice dependent, making short 3s GIFs can be a great way to respond to your community online and have a bit of fun. This works particularly well if your video content is lighthearted and humorous in it’s approach.

Photo content:

This may sound quite obvious, but pulling photos from your video content is a great move. From behind-the-scenes imagery to final versions, extracting imagery from your video or animation content is a great way to grow your brand stock imagery for your website, socials and blogs.

Post it on your website blog:

Sometimes, your target audience wants to scan their eyes over the text and hunt for the key takeaways without having to scroll through the video or commit 10 minutes to the full story. Other times, they may wish to dive deeper and learn more about a specific insight you mentioned in your video.

Either way, repurposing your video content into blog format is a great way to continue to engage your target audience and to meet them wherever they are. Not only this, but it will help to establish your brand as a thought leader in the industry. Simultaneously, this will provide fresh content for Google to crawl, which is great for your SEO.

Create infographics:

If your video provides lots of data and statistics, an infographic could be a great way to go. Extract your data and create a scrollable PDF or web page that summarises your findings, making them visually engaging and digestible for your audience.

Plus, your infographic (if embedded in a web page) may be a great way to create backlinks to your website – another SEO booster.

Create a themed compilation:

This is more relevant for a B2B audience, but creating themed compilations on YouTube or on a members site is an awesome way to drive value and keep your customers involved. For example, you could create a “Product Demo Highlights” compilation for your website or a “Customer Success Stories” compilation for YouTube.

A perfect example of this is our Remington ‘How To’ campaign video, take a look at them here: Remington Campaign.

Remington creative video campaign by Bearded Fellows

How we do things differently at Bearded Fellows

Video content repurposing is not just a marketing tactic; it’s a strategic approach that maximises the value of your video assets. By embracing repurposing, you can extend the lifespan of your videos, reach new audiences, and ultimately, boost your ROI.

At Bearded Fellows, we take all of this into account. Where possible, we will provide you with many different variations of your video or animation content channel-dependent. So if you need GIFs, shorter versions, one for your paid social ads and one with captions – we’ve got you covered.

While blogs and infographics aren’t part of our services, we will dive deeper into how you plan to use your content within your overall campaign, and inject creative ideas and work with your in-house teams to go above-and-beyond with your deliverables.

So, if you’re investing in video marketing in 2024, make sure to consider how you’ll repurpose your content. Don’t let your videos sit idle. Expand their reach, create lots of awesome content and boost your ROI.

Video Content Repurposing: The Smart Way to Boost Your ROI