It’s no secret that there are more channels and platforms through which you can distribute your video content than every before, no matter the nature of it.
So, it only makes sense to create different videos for each different channel and community, but who has the budget for that? Not many, which is why creating multi-purpose videos is so important nowadays.
And as longtime NY / NJ video production pros, we know a thing or two about getting the most out of your video content, so read on for a few tips for producing video content that will serve more than one purpose and platform.
What is multi-purpose video?
In terms of explaining what multi-purpose video is, it’s probably easiest to start by explaining what it’s not, which is repurposed video. For those who don’t know, there’s a difference between repurposing video content and creating videos to serve multiple purposes from the start.
Repurposing simply means either adjusting video content that you’ve already made to better suit different channels and mediums or adapting other kinds of content into videos. For some tips on that, check out this great post from the Content Marketing Institute, Case Study: How to Repurpose One Video Into 8 Assets.
Creating multi-purpose videos, on the other hand, isn’t about adjusting or adapting content after it’s been created, but creating video content that’s intended for use on different channels and platforms from the start.
It makes sense. After all, all these new platforms and avenues to explore in terms of displaying your videos require their own exclusive approach and tone or it won’t work, so preparing for video productions with that in mind from the start needs to be mandatory now.
The preparing for different purposes should start ASAP.
Whether you create different versions of the same video for different platforms or you maximize each video shoot so that you can get multiple videos out of them, there are so many ways to approach creating multi-purpose videos.
But take it from us as veterans of video production in NY and NJ, no matter which approach you take, the common denominator is more time needed in pre-production. Remember, like mentioned earlier, there’s a difference between repurposing videos and creating multi-purpose videos.
And with repurposing, you may be able to get away with simply breaking previous videos up into chunks better suited for certain platforms or making some kind of teaser to use as a pre-roll ad out of content you’ve already created.
When creating multi-purpose videos, on the other hand, it’s all about getting to the planning and preparing as early as possible, well before anything’s been created, to maximize the possible purposes of your video production efforts. For some general pre-production tips, check out this recent post, Film and Video Pre-Production Tips for Creating a Better Production and Better Project.
Don’t underestimate the power of the teaser.
Video teasers can be a great way to utilize some of these new platforms to promote your video content, and one way to do a little multi-purposing is to factor them into the plans from the start, even if it requires some extra time and effort.
Remember, a huge part of finding and sustaining success on any and all of these new platforms these days is creating content that feels exclusive to each community that watches it.
That’s why you don’t want to always have to simply hope that you’ll be able to get decent teasers out of your videos once they’re complete to display on different social media sites, your website, etc.
Instead, factor them into the plans from the start. Think about the different platforms on which a teaser could help promote your videos and then do what you can to create different versions of teasers specifically for each one.
Obviously, this may not be possible for everyone, and you may have to choose a single platform that should yield the best results or create a teaser that could work for a few, but the point is, when it comes to using teasers, the more exclusive the better, and planning from the early stages will only help.
Some other tips and ideas…
While sound recording and design should always be considered critical, if you’re creating an interview-based video, you could ensure the sound quality’s very high and script or outline the interview so that it’ll work for podcast purposes as well.
Another multi-purposing-during-production option is to get some behind-the-scenes content, whether images or video, to use to help promote the project and video on different platforms.
You can also plan to create a series of connected short videos. That way, you can utilize all of the appropriate new platforms and channels that favor shorter video content, like Vine and Instagram for example, for each of the pieces and then put them all together in the end in a long video for use on the platforms with communities that enjoy longer content, such as YouTube.
If you do it right and plan the production so that you and/or the video production company you’re working with can hammer out all the short videos in one or a few shoots, think of how much you’re getting for your efforts.
It’s all about getting the most for your efforts.
The bottom line is that it’s a new day and age, and while this incredible array of new platforms and channels on which you can promote and present your videos is great news for so many reasons, that doesn’t mean it’s easy to succeed on them.
And as time goes on, more platforms will emerge and will continue to and the existing communities’ preferences and expectations have only gotten and will only continue to get more distinct and demanding. They all want content intended specifically for them.
On top of that, while high-quality video production’s gotten easier achieve, it still takes know-how and experience and it’s not free, which is why creating multi-purpose videos is so important now. It’s all about achieving an exclusive appeal on each platform and getting more bang for your buck. Who doesn’t want that?
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video production, a commercial, a feature film, etc., KVibe creates to inspire.