How to Maximise Your Media
Maximising Your Media: The Art of Repurposing Video Content
Consistently creating fresh, engaging content can be an extremely daunting task for businesses, brands, and corporations alike. Which is where the power of repurposing content comes into play. Transforming your existing assets into a plethora of fresh content for you to use at will.
A project we were recently engaged in exemplifies this approach perfectly. We were tasked with taking a pool of 5 existing long form assets, and developing them into short form videos so they could be easily distributed onto various social media platforms. The end result? From those 5 videos alone we delivered 95 total assets back to our client.
The Challenge of Breathing New Life into Existing Videos
Our client approached us with a clear vision: to extend the lifespan of their existing video content by adapting it for social media. With this clear goal in mind, we got straight to work crafting short-form video content into 2 formats (landscape and portrait).
Now, we do have to offer a kudos to the team behind the original assets, husband and wife duo Angle Photography. Their great work laid a solid foundation for us to edit upon.
Props are also given to our client who knew exactly what they needed from the get go and clearly communicated their needs to us, greatly reducing time otherwise spent going back and forth.
Side note: Clear and concise communication is extremely important when engaging in video projects. Communication from both the client and the editor. Without the client first knowing and clearly expressing what they want, even in an idea/brainstorming format, we the editors are then at risk of delivering a product that doesn’t tick all of your boxes. But when both parties are on the same page, a great story can be told. Together these elements make for a seamless planning, production and post-production process.
The Importance of Tailored Content
This project highlights a crucial lesson for digital marketers: the need to tailor content to fit the unique dimensions, behaviors, and expectations of each social media platform. A ‘one-size-fits-all’ approach falls short in a landscape where users scroll through social content at lightning speed. Our attention span is diminishing at rapid rates. We need to ensure we’re putting in the extra work, going that extra mile, working through all of the little intricacies in order to cut through the noise and reach consumers.
Adapting the format and messaging to suit each platform, is one of the ways businesses can do this.
The Strategic Edge to Stretching Your Assets
Repurposing content is more than a creative exercise; it's of vital importance strategically. Money doesn’t grow on trees (unfortunately). So, in a resource-constrained world, the ability to multiply your content assets without proportionately increasing your investment is a competitive advantage. It's about stretching your assets to their fullest potential, ensuring your brand's message reverberates across the digital sphere. And if you don’t have the time or resources to do this in-house, that’s where we come in :)
Conclusion: Embrace the Power of Repurposing
Our journey with this particular client is a compelling case for the strategic repurposing of video content. As businesses navigate the ever-evolving demands of digital marketing, embracing the art of repurposing is not just beneficial—it's essential for staying relevant, engaging your audience, and maximising your return on investment.
Whether you're sitting on a goldmine of existing video content or considering your next production, remember: every asset holds the potential for reinvention. Unlock the full potential of your media library. Get repurposing.
