While video might be an expensive investment upfront, by repurposing it for a variety of marketing channels, it can be well worth the price point.
There's no doubt that video is powerful. It's one of the most effective ways to humanize your brand and convey complex information in a simple, easily digestible way. So why aren't all companies investing in video production?
Oftentimes, brands think that video is out of their price range. While it is possible to spend only a few hundred dollars on a video, it's likely to be a more significant investment, typically costing $6,000 to $8,000 for a corporate video.
Small companies, in particular, might also worry about whether they'll need to change the video in the future. Startups pivot frequently, and unlike an article or a blog post, a video isn't easy to update with new information when your business changes.
However, that doesn't mean video isn't valuable to startups. Video is still one of the best ways to capture customers' attention and share information in an engaging, memorable way. The key is to make the most of your investment, because video, when used strategically, is well worth the price point. Fortunately, there's a number of ways to repurpose your video in various formats and maximize your investment:
1. Customize your footage for social media.
One of the most effective ways to get your message to the right audience is through social media. But if you're simply sharing the same video on every platform, you’re doing yourself a disservice.
Every social media platform is different, and videos perform differently on each one. The ideal length of a Facebook video, for instance, is just over a minute, whereas YouTube videos receive the most engagement when they're close to 15 minutes long, according to video marketing company Tubular Insights. Twitter and Instagram both have time limits (30 and 60 seconds, respectively), but that doesn't mean you can't include a link to your website or YouTube channel for a longer, more informative video.
Tailoring your video to each of these social channels will help you maximize engagement with each audience, which will, in turn, maximize your investment.
2. Create written content from your video.
When you start thinking outside the box, you can find many ways to use video content creatively. In fact, your video doesn't need to be in video format at all to reach your audience. Using the transcript, you can rework the content from your video into an article, blog post or e-book on the topic.
This can also help guide customers and clients through their journey as they learn more about your company. Maybe they first found out about your offerings through a short clip on Facebook, which linked to a longer YouTube video, which guided them to a downloadable e-book on your website with more information. By giving customers more options to consume your content, you're more likely to reach them where they are.
3. Capitalize on audio formats.
While video is one of the most engaging tools out there to reach customers, not everyone wants to watch videos all the time. Your customers are busy, and they might not have time to stop what they're doing to watch your video, no matter how informative and valuable it is.
Provide content in other formats to give your audience options. Audio is easier to consume than video or written content because we can listen while we drive, work out or run errands. Turning video content into an audio version, such as a podcast, will allow you to spread your message to even more people who might not have time to sit down and watch a video or read an article.
4. Always think three steps ahead.
When you're beginning a video project, keep in mind what direction you might be going next, and film with that in mind. If you're doing interviews, for instance, it can be easy to gather material for a series of videos rather than just one. If you have a theme or plan in mind, you can save a lot of money and effort by filming for multiple projects at once.
Repurposing a single video to accomplish multiple goals
So what might repurposing a video look like in real life? Suppose you hire a video producer to create a two-minute explainer video about a product. Once that's complete, it's carved up into several other deliverables. You get a 30-second ad for Facebook, LinkedIn, etc., which highlights the problem the product solves or pinpoints a specific useful feature and then directs the viewer to a landing page featuring the full two-minute video. In addition, you end up with another short video (30 seconds or less) to serve as a pinned tweet on Twitter.
Then, distribute your video to your email list and include it on a landing page or within a supporting article to reach even more people. Finally, cut the original video into a series of call-to-action videos. For these, the bulk of the explainer video stays exactly the same but with a different CTA at the end of each one targeted to a specific audience.
While video might be an expensive investment upfront, by repurposing it for a variety of marketing channels, it can be well worth the price point. So it might not be a question of whether your company can afford video but whether you can afford not to use video.