If you’ve ever visited the KVibe blog, then you know how we feel about the value of using film or video production for corporate or commercial purposes. At this point, it should simply be a no brainer.
If you don’t have a company website, you need one. If you have a company site, but you don’t have a homepage video or any video content on your site, then you need to give some serious thought to producing some.
However, this post isn’t about the value of video for commercial or corporate purposes. Like we said, that’s a given. Today, we’re not talking about purposes at all. We’re talking about repurposing.
While producing video with a decent level of quality is more manageable than ever, it still takes a considerable amount of time and money to do so. That’s why figuring out ways to reuse content for your videos, or to reuse the videos themselves, could be a game changer for your company.
Topic development can be doozy.
Until you’ve actually had to brainstorm and develop a concept for content yourself, it may be difficult to understand how hard it can be to come up with that initial launching point. And the thing is, a poorly chosen topic could render a whole lot of work pointless.
That’s why it helps to repurpose topics for videos that you’ve used in the past and have had some success with. Whether it’s an old blog post or you use key points of a speech to form an outline for your video production, repurposing the topic for your video can be a huge time, and money saver.
Think about it. If you’ve already spent the time coming up with a relevant topic, one that has proven to be of interest to your target audience and one you’ve researched thoroughly, then why waste time coming up with a totally new one? The inherent differences of the mediums will ensure the video has at least somewhat of a unique quality compared to its counterpart(s).
Repurposing topics doesn’t have to be something done solely in hindsight either. It helps to think long-term right from the start. If you develop a solid concept for any piece of content, think immediately about how it can be part of a long-term strategy, and how video can support it.
What are some of the different possible purposes?
So, now that we know a bit about the value in finding and reusing topics, let’s go over some of the different ways you can use your videos once they’ve been completed. It’s worth noting that having a plan in place for this kind of multiple functionality, before production begins, is crucial.
Whatever they are, the changes you make to each version of your video should be dictated by your intended purpose, platform, and audience. After all, a video could be used to recruit employees or pitch to investors, as much as it can be used to sell products or promote services.
The basic approach to repurposing video is to start with a longer, 60-second piece for something like your website homepage. Then, depending on the other platforms and audiences you’d like to it to reach, cut a few shorter snippets out of it and alter them for their new home and the specific eyeballs they’ll reach.
By doing that, you increase the reach of the video production and you also get the opportunity to customize each piece for whichever audience it’s intended for. Remember, different audiences expect different things from their content.
The platforms differ too.
We touched on it a bit above. It’s not just about cutting the video into separate versions intended for separate groups of people. You can also get more out of your video by posting different variations in various places rather than just your website homepage.
Vine and Instagram videos, for instance, are being used increasingly to send messages in the form of quick videos. Facebook is another place to consider creating a cut of your video for. If you’re clever you can reuse your videos here, or at least a variation of them, as part of a long-term marketing plan.
You can also implement a video, or part of it, into an email as part of an email marketing campaign, or use it to help your company stand out at trade shows and industry conferences. The same video can wear many hats, with a little work of course.
Another thing: Here at KVibe we’ve executed a lot of film and video productions and, as long as the crew knows what they’re doing, there usually isn’t a shortage of footage. Conversely, there should be plenty extra.
So, whether you take a shorter clip out of your original cut or you use extra, unused footage from the shoot to make something a little different, either way works. Just take the time to customize it for its new purpose and target audience.
Repurposing is incredibly beneficial, but do so carefully.
By repurposing proven topics for your video production and by tweaking and reusing the videos themselves for multiple purposes, you can help give shape to your online voice and presence, and help keep the brand message consistent.
There is a multitude of new platforms and channels on which you can deliver and display your video. But it’s always important to remember that these various platforms are populated by a variety of people.
So, while it’s entirely possible and incredibly advantageous to create different versions of the same video production for different reasons, some serious work is required.
The last thing you want is to overuse it. If you do too much with one piece of video content, you could risk dulling the impact it has on the viewer. So, by all means, repurpose your video. Just do so carefully.
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.