If you're a video creator, you know how much time and effort goes into producing solid videos for social media. We know, because we do it for our other companies month after month.
Whether you create videos for YouTube, Instagram, LinkedIn, or TikTok, you may find yourself asking, "Is there some way I can reuse this content so it doesn't go to waste?"
Yes, there is! This is what we call content repurposing, and it's made for that exact... eh, purpose.
There are a many ways to do it, and fortunately video content opens up the most opportunities for repurposing for other content types!
...that's because, unlike any other medium, videos combine the best of speech, imagery, and auditory forms of communication.
So, repurposing your video content may seem like a no-brainer, but if it were easy, then everybody would be doing it. Yes, this process can in fact be time-consuming without the right tools in place. You may be wondering, Is it worth all the effort?
There are a few obvious reasons you should be repurposing your social video content.
If you have already gone through the trouble of creating a strategy, writing a loose script, filming, and editing a social video, you've already done the hard part. There is no reason to start fresh just because you want to share your content in other ways. Repurposing your video can help you to work smarter, not harder!
Social media videos generally don't carry many benefits in regards to Search Engine Optimization, or SEO (a.k.a. getting found on Google).
The only exception to this includes videos uploaded to YouTube, which is a search engine itself. We certainly encourage this, as we do the same. However, YouTube videos can only act as a traffic source to your website, and in the end, don't help to improve your website's SEO – which is the most important from a marketing standpoint.
If you want to increase the SEO for your own website and build your site's authority on a particular subject, you will need convert your video into a format that can be easily indexed by Google and other search engines. The obvious answer is to convert your video into a blog post.
In addition, converting your video to a podcast can also yield additional SEO benefits, as Google has begun to implement Podcast SEO.
While each social platform has its strengths, you shouldn't rely on just one platform for reaching your audience.
For instance, while you may have your video posted on Youtube, there are other platforms out there that can help expose your content to a larger audience.
You could transcribe your video and post it on Quora or Reddit, or any other platform that supports text posts. You could create 1-minute snippets from your video and post it on TikTok of Instagram.
So, do you think repurposing is worth the effort? We sure think so!
Now, let's talk about the different ways you can repurpose your social video content...
Most people speak around 130 words per minute. If you create a 4 minute video for social media, that is roughly 500+ words that are ready to be repurposed into a shiny new blog post on your website!
Today it is so easy to transcribe video content into the written word. There are various services out there that can do this for you (including Duplikit 😄). Once the video has been transcribed and formatted, it can then provide massive SEO value for your own website.
Simply publish the transcription as a blog post, along with an embed of your video, and you are ready to go!
On average, social media users are browsing over 300 feet of social content in a day. That's a lot of scrolling! That also means you don't have much time to make an impression. It's for this reason that short-form video content has risen to prominence on virtually every social network.
If you're already creating long-from video content for your website or Youtube, you should be repurposing those videos on each of your social channels. While 10-20 minute videos work great for YouTube, most social platforms tend to favor short, bite-sized videos (and platforms like Instagram and TikTok don't even allow for longer than 60 seconds).
Repurposing your video into micro pieces of content, or "micro-videos," is the best way to make the most out of your video content on social media. And the best thing about it is you can often take a single video and convert it into 4-5 micro-videos to post over the course of several days.
Then, by resizing your video to square or vertical sizes and adding a headline and captions (which has become the new standard), you're micro-videos have the potential to capture the most attention on social.
Podcasting, as a content marketing channel, has been exploding over the last several years. That's because it's one of the most effective ways to reach people when they're not fixated at a screen. In addition, Google has recently announced they are transcribing and indexing podcast episodes so that they can be included in search engine results.
There is a good chance that your video or videos series could live as a podcast. All you need to do is extract the audio from the video file(s), add an intro/outro, and prepare the audio for a podcast host.
If you need help repurposing your video content into a blog, micro-videos, or podcast, you are in the right place!