How to repurpose your corporate video for social media
We are specialists at scripting, planning and producing live action, animation and motion graphics video content for a range of professional service industries.
Our team loves thinking differently to generate innovative, entertaining and engaging videos for our clients and their audiences. But we don’t stop there.
In this blog post, we’ll explore how you can extract even more value from your video content by repurposing it for new platforms and potentially new customers.
We’ll explain the benefits of such a strategy and reveal how, in our team’s expert hands, your video content can go further and do more than you ever imagined.
Why should I repurpose video content?
It’s a reasonable question. If you’ve invested money, time and energy in a corporate interview video or explainer videos, why should you mess around with it? Especially if it was originally created for a niche or specific audience.
The answer is: there are so many benefits in repurposing content. A survey by wyzow is the latest to highlight the appetite for short-form videos, with 73% of respondents preferring it to a text-based article, website or post.
That’s a hefty viewership, ready and waiting to consume your video content.
Then there’s the opportunity to tap into fresh audiences or explore new marketing channels using your repurposed videos. Publishing to the same platforms again and again may feed your target audience, but it’s also limiting it too.
Finally, if you repurpose video content, you can quickly piggyback trends and get an extra SEO boost. It also goes without saying that revamping existing videos costs less than creating new social video content.
All that from potentially one video.
Best practices for repurposing video content
When it comes to reusing or repurposing video content, quality really does count. Look at which of your longer videos performed well on specific platforms, then dig a little deeper to find out why.
This is the content you need to focus on when finding ways to repurpose videos – and give them a new life beyond your landing page.
Could your last explainer video or company interview be repurposed in different formats and be used to generate more leads?
Is the same topic from several months ago still fresh enough to attract and engage an audience from a new marketing channel?
If some of your best quality videos are slightly dated but their marketing message remains relevant, they can also be reworked.
How do you repurpose content for social media?
Facebook, Twitter, Linkedin and the like are a match made in heaven for video but surprisingly, not every business capitalises on it.
Corporate videos, at first glance, may seem like an odd fit for colourful, fast-moving social media posts. Trust us, they’re every bit as valuable to your company as they are to Gen X.
It’s important to understand how the different social media channels function, so your repurposed content will look good and engage.
A video template that works on Instagram, Linkedin or Facebook won’t necessarily do the same on TikTok or YouTube.
Specs and aspect ratios
We all know about the intense rivalry between the world’s biggest social media platforms. So it comes as no surprise to learn that the desired size of content – known as ‘specs’ or specifications – behind them is different.
There’s more to repurposing your corporate content than making sure it’s a vertical video.
Let’s take a look at each of the major platform’s video format requirements.
Aspect ratio: 1.91:1 to 4:5
Video length: 1 second to 2 minutes
Aspect ratio: 16:9 to 4:5 and 9:16
Video length: one to 15 seconds
Aspect ratio: 9:16
Video length: 1 to 30 seconds
Aspect ratio: 16:9 to 9:16
Video length: 240 minutes (4 hours) maximum
Aspect ratio: 1.91:1 to 9:16
Video length: 1 to 20 seconds
Aspect ratio: 1.91:1 to 1:2. It’s recommended that videos are either square (1:1) or vertical (2:3, 9:16).
Video length: 4 seconds to 15 minutes
Aspect ratio: 16:9 to 9:16
Video length: 0.5 seconds to 2 minutes and 20 seconds
Aspect ratio: 1:2.4 to 2:4.1
Video length: 3 seconds to 10 minutes
Aspect ratio: landscape format 16.9, square 1:1, vertical format 9:16
Video length: 3 seconds to 30 minutes
Company page video
Aspect ratio: 4:3 to 16.9
Video length: 3 seconds to 30 minutes
Aspect ratio: 16:9, 1:1, or 9:16
Video length: 5 to 15 seconds, or 60 seconds if 4 15-second are connected
Aspect ratio: 16:9 but other aspect ratios are also supported
Video length: 1 second to 15 minutes. Verified accounts can upload longer content.
Twelve ways to repurpose your video content
There are lots of ways you can repurpose your corporate video content to maximise value and engage new audiences.
Here are our top 12 ways to get the most from your investment.
1. Cut your video marketing into bite-size chunks
The simple, most obvious way to repurpose video content is to break it up. There’s a lot of value to be extracted from longer-form content.
As our video format specs above demonstrate, literally a few seconds can be enough to satisfy a social media platform’s technical requirements.
Even better, there are a lot of ways of repackaging existing videos into smaller snippets that are perfect for social media posts.
2. Create YouTube playlists
Posting repurposed video content for YouTube playlists is a great way to build up an online library.
It’s also superb for generating backlinks: make sure to use the right keywords and tags to drive viewers to your website.
You can organise your content into different categories, but avoid cluttering up your YouTube page so you don’t overwhelm the audience.
3. Turn it into an Instagram Reel
In the same way that a Hollywood film studio publishes teaser trailers of forthcoming attractions, you can use an Instagram snippet to advertise longer video content.
Of course there’s no reason why you can’t cross-post that clip on multiple social media platforms as part of a broader digital marketing strategy.
Just make sure the specs are right and everything links back to your website or landing page.
4. Generate Stories for Instagram, Facebook and Snapchat
The Story feature across these major social media platforms is the ideal mechanism for repurposed video content.
In 10 to 15 seconds, you can present your brand, product or service to a huge audience.
Again, those specs are important – Instagram Stories accepts vertical only videos, but it makes up for that by automatically splitting longer content into 15-second clips.
5. Create regular recap clips
Short-form snippets can be used to update existing customers about your company’s latest news in weekly or monthly recap clips.
As well as making an informative, entertaining social media post, recap videos are a great content format to embed in newsletters. Everyone stays up to date thanks to your digestible, quality content.
6. Create snippet videos from webinars
Lots of companies invest a great deal of time and resources in their webinars, yet have a blind spot when it comes to getting the most out of their added value.
They are a superb resource for creating video content for social posts.
You can generate interest by creating highlight clips of your webinar, and use it to boost attendance for the next one.
7. Generate leads from your video content
Another excellent way to repurpose video content is using it to enhance your content marketing and generate more leads.
Send out an email blast that includes a form to be filled in. After that’s done, recipients can be sent a link to gain access to your quality video. Exclusivity builds loyalty.
8. Turn customer testimonials into online video ads
Every business should value their customer feedback. If you can create videos of your clients singing your praises then this is invaluable content.
They’re incredibly versatile too. They can be turned into a Facebook cover video to build trust among online groups and communities.
You can also edit several testimonials together with a great soundtrack to create a ‘sizzle’ reel video to engage your audience.
Finally, repurposing video content, in which customers talk about your product or service, as targeted ads can be worth its weight in free advertising gold.
9. Generate infographics from your videos
Infographics turn all kinds of data into easy-to-consume visual displays that are perfect for social channels.
They can help you punch up salient or important points from your latest corporate video, or draw consumers’ attention on specific platforms to the latest trends, research statistics, or industry figures.
Repurposing content into infographics can also be created to match or complement your company’s branding, keeping it at the front of your audience’s minds.
10. Repurposing content for podcasts
One of the most effective ways to repurpose video content is to use the audio feed from the video specifically to create an audio podcast.
Figures from Statista reveal that 53% of people who listened to podcasts at least once a month did so while relaxing. That’s quite the captive and engaged audience.
When repurposing existing content for a listening audience, it’s essential to ensure the sound quality of your audio content is extremely high quality.
It’s also worth ensuring all the visual value from your video translates to an auditory sense.
11. Create a blog post from video (not everyone is on social media!)
Many people consume video content but there is still robust demand for written content. So it makes solid sense to create a blog post from your videos (or even shorter clips).
You don’t have to transcribe every word from all video types. Save time by getting the key points down that are linked to the buyer’s journey.
It will also ensure the reading public has access to your brand message.
Creating blogs from your videos is also handy for increasing landing pages’ visibility to search engine spiders.
12. Use LinkedIn, Insta and Facebook Live
Live broadcasts on social media can be really fun, but making sure your audience comes back for more can be tricky.
The solution? Create an ad using your own video content.
It’s simple: put together a recap of your last live show, record a snippet from the latest one, or a teaser of what’s to come next time.
Not only does it repurpose more video content, It’s a low-cost way to generate excitement and buzz around your business.
Repurpose video content for your social media strategy
The vast majority of businesses have some sort of social media presence. Some may stick to a specific platform, while others post content across all the major sites.
They’re ideal outlets for repurposed video content, helping businesses find a new audience on different platforms.
There’s no limit to what types of video you can publish on social platforms – it all depends on your content marketing strategy.
Product demos, explainer videos, product tutorials, even a blooper reel, can be created from existing content. Posting them on different channels or in a different format, will help expand your target audience.
With each new post, your chances of increasing engagement grow. You’re then able to repurpose content confidently and maximise its value for longer.
Let us repurpose your video content
Our Founder and Executive Producer Nick Coombes said: “I love short-form content. While working on a big flagship video is great, I like the challenge of having to get a message across really quickly. The constraints of social content can result in some really creative ideas.”
Our video editing team brings all their expertise, passion and appetite for innovation to the table for every client.
Our flexibility means we can scale up or down as each project demands. We are looking to build long-lasting, reliable relationships through our friendly and honest approach.
If you want our help to breathe new life into your video playlist, or need a professional video editing hand to create quality content, contact us today.