How many times have you spent hours on a blog post for it to go nowhere? Repurposing blog posts for other mediums is a second chance at content promotion and not only makes the most of your hard efforts, but also allows you to reach new audiences, with people tending to enjoy consuming information in either written or video format.
With videos likely to account for more than 80% of all consumer internet traffic by 2020, the video medium is taking the online world by storm. Often, readers don’t have the time to read and fully digest an entire blog post and may skim over headers and images to digest the key points. Video is one of the best ways to repurpose content, allowing you to quickly capture the attention of your consumer and engage them throughout.
The more your video engages viewers, the more likely they will share your video with others and interact with your brand. It is true what they say, that a picture paints a thousand words, but video content still needs to be easy to digest to keep consumers interested, and of course, relevant to your audience.
Thankfully, you no longer need to be a technical genius to produce engaging video content due to the increasing popularity of social media, which is a great way to promote your video content across multiple channels. With more than 50% of videos being watched on mobile devices, the importance of social media is evident. Here are just some of the ways to repurpose content for video.
With more than one billion unique visitors per month and more than 500 million hours of videos being watched every day, YouTube is one of the best platforms to get your content onto. By repurposing blog posts on YouTube, you can not only develop more of a personality to your brand, but you can drive more traffic back to your site.
One of the main benefits of repurposing content for video is that it lets you connect with your audience in a more personal way. According to Google, 6 in 10 YouTube subscribers would follow advice on what to buy from their favourite creator over their favourite TV or movie personality, which highlights the influence this platform can have on consumers.
When deciding how to reuse content, you might decide to record a video summarising your content and provide a link to the blog post so they can read the rest. Bear in mind that the more conversational your tone, the more natural you will come across to viewers. You could also create screen capture videos using programs like Camstudio, which visualise how to do something described in a previous blog post. Since searches related to “how to” on YouTube grew 70% from 2014 to 2015, this is a great way to repurpose content.
One of the main benefits of repurposing content for Facebook Live is that the immediacy of the content appeals to viewers, with 80% of Livestream’s survey respondents saying they would rather watch live video from a brand than read a blog. Although running live content can be daunting, by repurposing articles, you already have the foundation for what you’re going to say in the video.
Depending on the length of your blog posts, you might decide to summarise the content into one live video, or alternatively, you could divide each section into a broadcast and create a series of live videos, which can work really well. Beauty brand, Benefit Cosmetics, broadcast a weekly themed video series, ‘Tipsy Tricks’ where they film makeup tutorials and ask viewers for their input on how they would like the video to play out.
Facebook revealed that users comment up to ten times more on Facebook Live videos than on regular videos, which shows the impact of this kind of engagement. Facebook Live video also has its own notification system, notifying users who have recently interacted or engaged with your brand, which gives greater prominence to live videos.
Instagram has over 600 million users and is fast becoming one of the most popular social media platforms. Unlike blog posts which store content in the long-term, Instagram Stories are only accessible for a short period of time and are a great way of repurposing content for social media
into digestible snippets of information.
Many media brands use Instagram Stories to show off their headlines, while other brands, like e-commerce sites, create an Instagram Story showcasing a summary of their best selling products. So rather than simply regurgitating blog post content, you could use Instagram Stories to give your viewers behind the scenes access to your blog post, showing them who made it happen.
Instagram Stories also allow users to add text to your videos, so as well as providing video content, you might also pull out important statistics that will draw the user’s attention back to your blog. Be sure to also include a link to your blog post so they can read more.
With video Tweets having increased by over 50% since the beginning of 2016, video is a large part of the real-time conversations happening on Twitter. A great way to repurpose content for social media, videos on Twitter are six times more likely to be retweeted than photos and three times more likely than GIFs.
While Twitter videos were previously limited to 30 seconds, video Tweets can now be up to 140 seconds long, giving brands more time to play with and the opportunity to summarize blog content before directing users to the blog post while still keeping them engaged.
With 93% of Twitter videos being viewed on mobile, it’s also vital that you optimise your video content for mobile.
While it was previously a platform used primarily by teenagers and celebrities, more and more brands are now using Snapchat as a platform to promote themselves through stories. With over 10 billion videos watched on Snapchat every day, there is ample opportunity to repurpose articles on this platform.
As with Instagram Stories, you can repurpose blog posts into bite-sized Snapchat Stories that viewers can consume in less than a minute while adding a fun twist to your brand and stepping outside the norm. Sour Patch Kids quickly gained popularity on Snapchat after pulling off funny pranks on the public and showcasing them as part of their Story. Their Stories also feature Blue Kid, a life-sized Sour Patch Kid, which gained Sour Patch Kids 120,000 new Snapchat followers.
The more personal your brand appears on Snapchat, the more likely viewers will engage with your Stories. Sharing behind the scenes tips and asking your audience for their input works well. With 45% of Snapchat users posting Stories at least once a week, regularly posting will keep your brand in the minds of consumers.
Which platform do you use most for video? Comment below with your top tips.
Guest Post Author Bio:
Arash Asli, the CEO of the online scheduling and marketing platform Yocale.com has been featured in major publications including Forbes, Huffington Post, and Inc. He is honoured to have been named the Business in Vancouver’s Top Forty under 40 business executive. @arash31
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