How to Repurpose Video Content for Social Media

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By Adrian Cruce

The assumption that video content should be created, shared on a single platform or your website, and then not used elsewhere is wrong. It means content creators are overburdened because they’re needing to work three times as hard to plan, script, present, and record, and then publish new video content more often than necessary.

A second assumption that most people follow all social channels is also wrongheaded. People are too busy to consume everything shared around a brand. Even if they’re subscribed to multiple channels for a given brand, they don’t have the time to watch numerous video clips daily. They pick and choose, and skip ones that they recognize from another platform.  

Repurposing video content is necessary to create more from less. It’s budget-friendly and it requires far less time than filming new videos. Here are some ideas about how to repurpose videos to reduce the workload and not get overwhelmed.

Transform a YouTube Video into a Short, Pithy One

A longer YouTube video may have been 20 to 30-minutes duration. This might be typical of channels for your industry or niche, but it is far too long for fast-moving social media users. It’s necessary to find ways to reduce the playing time to something more digestible on the move.

Work on a presentation script that can be timed down to what is expected on the social platform. This might be a one-minute introductory clip, combined with a newly edited main video section for the other 2-4 minutes. This creates a 3-to-5-minute video.

To figure out what segments to include, either go back to the original concept to confirm the key points to get across or rewatch the video to acquire them directly.

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A complex, multi-layered video may require serious surgery to keep the salient points and skip the rest. Someone familiar with digital video editors will be needed to skillfully work their magic without losing the flow or essential points along the way.

Audio Only Version?

If the information is digestible in an audio-only format because it doesn’t need to reference diagrams or imagery, an audio recording may do well.  

The social media platform should accept this format with followers who are happy to receive it. If they’re used to videos, then don’t bother. However, if there’s a mix of video and audio-only content, or it’s a dedicated podcasting social site with shared audio content, then that’ll be fine.  

Audacity is a great software to use for adapting video into an audio format. SoundCloud is online and can do what’s needed, too.

The shared audio clip should have a new introduction. This will reflect that it’s an audio version of a longer video clip. It will also make it clearer that the audio recording has been made especially for that platform, rather than being done as an afterthought or bonus. The latter is a turnoff for people who may feel like they’re getting leftovers and value the recording less.

Create an Infographic

Some social channels are more visual than others. Pinterest comes to mind, but Instagram is popular and visual too.

An infographic is a visual depiction of data or other information. It allows people to scan down and across taking in the information shown.

For data-driven facts, an infographic isn’t just about providing an image to share on an image-oriented social platform. Don’t discount that it may be a superior way to present such information. Jump on any opportunity to present key points in a new visual way. It will pull in people to the brand who might have skipped the video altogether.

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Canva is a simpler solution than Photoshop to create infographics in less time. Give it a try; they have royalty-free images available to use too.

Repurpose Webinar Videos to Cover Individual Points

Webinars are usually lengthy affairs. They can explain subjects in greater clarity than done elsewhere.

It’s also possible that certain audience questions were asked and answered for the first time. These individual Q&As can make for excellent short videos for social media because if one person thought of it and couldn’t find the answer, other people will probably have done so too.

The conversational tone in a webinar may be different from the content usually posted on your social media channel. It’ll be necessary to create a new video introduction to explain where the content originated. This way, it won’t feel out of context. Also, for people who attended the webinar already, they can decide whether they wish to rewatch this clip or skip it.

Instagram Post

A longer video may not be something all users of a website wish to watch. They’re pushed for time. A shorter, written message might be perfect though.

The original video may have contained some interesting points that you don’t want followers on a certain platform to miss out on. Therefore, even though they may still choose not to view the original content, even if it’s embedded in the written message, put it there in case they do (someone will ask for the link). 

A message on IG is necessarily short. But this forces you to come right to the point, hit the target dead-on, and post it live. While you may feel like this is cutting yourself short, the reality is sometimes people need to be enticed to consume longer content.

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Longer Post from a Video

A long-form content social platform where original articles can be published is another possibility. Alternatively, if your site has a blog, then it could be published there based on the transcript of the original video.

To transcribe it, there are websites to upload or link to the video. They have teams of people to transcribe for you. Another option is to use an AI system like to go in a different direction. Depending on whether you are using human or computer-generated transcription services, it may be necessary to edit them for accuracy. Don’t assume everything comes back correctly because it’s easy to mishear the spoken word, especially with a strong, unfamiliar accent.

There are many ways to use your video and repurpose it into something else. Take the most common content on a social platform as an indication of what to create. This increases the chance of the new piece of content being accepted, re-shared with others, and generating a conversation.