It’s no secret that a good marketing video takes a lot of effort. So, how can you ensure you get the most out of it as possible?
In this post, we explore eight ways to generate multiple marketing assets from a single video, with tips for each one. These fresh ideas will help you get more mileage out of every marketing video you make.
Perhaps the simplest idea is to take one longer video, and cut it down into shorter clips for advertising on different platforms. We like this approach because you’re not just repurposing video content you already shot, you’re also sharing a consistent message and reinforcing your branding with different audiences.
Start by identifying any interesting soundbites, calls-to-action, or main selling points from your video. Then, assemble these segments into an ad with a video editing program.
The length a video ad can be varies quite a bit depending on where you’re sharing it. It’s smart to have a destination in mind before you put your ad together. You might find different cuts work better for audiences on different platforms.
For example, we produced this video for our marketing site as part of our Superheroes series:
We also cut it down to a much shorter version to use in advertising campaigns:
Another example comes from our How To Video series. Granted, we were having some fun with this concept over Halloween. However, the cut down from a full length video to a much shorter promotional video for the series really works.
Here is the full length video from our How To Video episode about horror lighting on a budget:
And here is the promotional cut we made for the How To Video series:
As you can see, you don’t always have to shoot new footage to make an ad. You can mix content from other shoots together in a creative way to make something completely fresh.
2. Still Images
Another easy approach to generating content from your videos is to take still images and use them for other promotional purposes. For instance, we often use this approach when creating social media posts to promote a blog post.
Not sure how to grab a frame from your video? This is really easy to do with the SproutVideo platform. In just a couple clicks, you can easily grab any frame from your video to use in a marketing campaign.
Navigate to the video you’d like to use to generate a still. Then, scroll down to open our custom poster frame picker. Select any frame from your video to use as the poster frame. Then, right click on the new image in the poster frame picker, and select Save to download the image to your computer. Be sure to switch back to your original poster frame if you don’t want to use the still image you just generated as your poster frame too.
3. Blog Post
Some types of video are a more natural fit for this approach than others. For instance, interviews with experts, a new take on a current trend, or educational content are all perfect blog fodder.
However, there’s almost always an angle you can write about for any type of video. Say you produced a series of ads for your business. You can write about what it took to make these videos, or the way your branding is evolving through these ads.
For example, after making an explainer video for our video website features, we wrote about how we produced that explainer video for less than $4k. We felt the lessons we’d learned through that process would be helpful to share with other businesses facing similar challenges.
The smartest approach to this idea is to plan it ahead of time. For instance, if you know you’ll write about the making of your video, you’ll probably want to capture some behind-the-scenes images or video to include with the post.
Of course, that’s not always how things work out. As they say, constraints are the mother of creation. It’s all about finding the right angle that will hook your audience.
4. Audio Tracks
While this tip works best for videos with dialogue, you can usually repurpose the audio from your video in different ways.
For instance, if you interviewed an expert, you could take that audio track and use it in a podcast. You can also extract testimonials, voiceovers, and interesting soundbites to use in ads, podcasts, or other videos.
For videos without dialogue, it’s all about reusing the music or sound effects. The applications might be more limited than for dialogue, but this is still a smart way to get the most out of your content.
By saving on audio production, you’ll maximize your video budget. If you’re able to extend your video content into podcasts, you’ll also be able to reach new audiences.
Presentations can be an easy way to digest information. This is a good option for videos that contain detailed procedures or lots of data points.
For example, if your video is a deep-dive into a topic, an expert interview, or contains step-by-step training instructions, you can take the same content and break it out into slides. You might even be able to use still images from the video on your slides (see tip #2).
You won’t want to use every single frame for this purpose. Try to capture the key points from the video and condense information as much as possible. Keep it very visual so the presentation is more in keeping with the original video on which it’s based.
Presentations can be shared on SlideShare (owned by LinkedIn), or offered as a download to your audience. This is a particularly nice option for anyone looking for a summary of the information provided in your video.
Translating a concept from a video to an infographic is not as complex as it may sound. For instance, you can convert just one major takeaway from your video into an infographic.
In many ways, an infographic is not that dissimilar from a storyboard for your video. If you created one for your video, you could save time by loosely mapping your infographic to your storyboard.
To avoid getting bogged down in the production of your infographic, plan out the key concepts you want to use from your video. Take stills from the video to help plan the infographic visually.
Then, check for any visual elements you can re-use directly from the video. For instance, if you have any motion graphics in your video, you might be able to use the same graphic files to make your infographic.
If you’re a little design-challenged, never fear. There are a lot of tools available online to help with infographic creation. Canva, Piktochart, Venngage, or Photoshop or InDesign are all great choices.
You can never have enough b-roll! B-roll footage is content you can use to smooth over edits, illustrate dialogue, provide context, or add an artistic touch to a new marketing video.
Any footage can serve as b-roll in a new video if you get creative. For example, we used footage from our Superheroes series in a totally different video promoting a new feature release (catch it at 0:10):
By keeping your video clips organized and accessible in a central location, you’ll have a good sense of the b-roll available to you when you start a new project. Review your video library periodically to keep it up-to-date and refresh your memory of older content. You’d be surprised at how many uses you can find for different types of footage.
8. Expert Quotes or Written Testimonials
This tip is perfect if your video features an expert or executive speaking about a topic, or customers talking about the benefits of your products or services. You can extract those quotes and use them as written content in other marketing materials. Don’t overlook this valuable source of quotes!
The best way to track this is to transcribe your videos, and make a note of any soundbites that jump out at you. Track and share the quotes in a central way so other members of your marketing team are aware of them.
We hope these ideas will help you maximize the value of your investment in video. If you have any other ideas about unexpected ways to leverage your video content, share in the comments below!