In a perfect world, you’d publish brand-new, highly engaging videos every week. There’d be a camera crew at hand, ready to shoot and broadcast your company to the world. However, budgets have their limits, so it’s a good idea to make the most out of your campaigns. And there are ways to make them feel fresh and not sloppily rehashed.

Throwing a campaign into your desktop’s trash is as reckless as burning money. Thinking outside the box along with some editing can go a long way in revamping a campaign, spreading awareness and getting a return on your marketing.

Why repurpose video content?

The rule of 7 – that’s why.

This rule is firmly embedded in every marketer’s mind when they’re doing the hard slog. It takes an average of seven interactions between a consumer and a brand for a sale to occur… Seven!

That’s why we repurpose content. Consumers need more information than ever to part with their money. So much competition exists for their attention that they’ll need to feel compelled to choose your business. Let it be said that this applies to B2B as well as B2C.

Before you start repurposing videos, make sure that you archive your videos – and in a way that it can be found again. In fact, maybe have a back up for the backup. The first stage of evergreen video marketing is to keep your repository easy to search and access. Now let’s get into how to optimise your video content’s potential.

Tip #1: Vary your distribution channels

Long-form Youtube videos are begging to be repurposed.

Video generates the most engagement across social.

LinkedIn users are 20x more likely to share a video on the platform than any other type of post.

Recycling content works to improve engagement on your social channels. Create snippets that you can share across social in a series. Changing the size of the video is crucial. You don’t want the top of the speaker’s head cut off, or for any font to drift off the side of the screen.

Here’s a break down of the recommended video specs and dimensions that you’ll need for different social channels:

Regular Facebook Video:

Recommended size: 1280 by 720 pixels

Minimum width: 600 pixels

Supported aspect ratios: 16:9 (horizontal), 9:16 (full portrait), 2:3 (vertical), 4:5 (vertical), square (1:1)

Instagram in-feed video and video ads

Square video: 600 by 600 pixels (1:1 aspect ratio)

Horizontal video: 600 by 315 pixels (1.9:1 aspect ratio)

Vertical video: 600 by 750 pixels (4:5 aspect ratio)

Twitter horizontal videos

Recommended size: 1280 by 1024 pixels

Minimum size: 32 by 32 pixels

Maximum size: 1920 by 1200 pixels

Twitter Vertical Videos

Recommended size: 1200 by 1900 pixels

Minimum size: 32 by 32 pixels

Snapchat Video Specs

Recommended size: 1080 by 1920 pixels (9:16 aspect ratio)

Recommended specs: .MP4 or MOV, H.264 encoded, between 3 and 10 seconds long, maximum file size 32MB

Linkedin Shared Videos

Maximum size: 4,096 by 2,304 pixels

Minimum size: 256 by 144 pixels

Supported aspect ratios: 1:2:4 to 2:4:1

#2– Create a social teaser video

Creating hype and excitement stems from those sneak peeks.

You may be familiar with influencers using this technique before a new line drop. However, any business can create this sense of anticipation. Turn heads by focusing on how this new launch is a big leap for both your company and your industry. 53 percent engage with a brand after watching a video on social media.

And so, creating dialogue – especially through video – on a regular basis before a launch makes it more likely that they’ll head straight to checkout on the launch day. The plan is to already have completed the rule of seven (which obviously isn’t hard and fast), so that you’re customers are eager to purchase your new offerings.

#3– Landing page video

Landing pages with a video have an 80 percent increased conversion rate.

Think about keeping this style of video under two minutes, and about 90 seconds is best. It’s enough to get your essential message across while holding onto users’ attention. What goes without saying is that a landing page video tends to need a crisp, professional finish. As long as the original video quality is good, editing the footage and sound can transform the feel and end result.

#4– Convert webinars into snippets

I’ll refrain from using the common term “digestible snippets” because we’re not talking about biscuits here. Saying that, so long as you’re using a high-quality microphone and camera, webinars can be a goldmine of content. Especially, over the past few months where Hangouts and Zooms are commonplace – there’s likely been some really good discussions. If you haven’t done so already, think about recording any meetings that get into product details or provide value and engagement for your audience. The key then is to break these down, so that they capture and retain attention.

#5 – Behind the Scenes (BTS)

This last one showcases personality, adds variety to your content and lets viewers into your brand’s character. Using BTS footage gives you the chance to connect with customers on a personal level. A community doesn’t have to be “Hey guys! DM me and join our private community”. People can feel a part of a community simply by letting them into the lighter side of your company and creating a sense of endearment.

We are the makers of big, little and everything-in-between campaigns. We can also help you to make the content evergreen and show you the ropes so that the effects of our work together produces the best results for your business.

Send us a quick message to start collaborating with us here at Videoworks today.

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