In 2020, video content made up 82% of all internet traffic – and that number continues to grow. Videos on social networks like TikTok, Instagram, and Facebook are visible for only a few hours, yet tend to perform well on these platforms. After that, the videos are drowned out by new content. In contrast, videos hosted on YouTube, Vimeo, and similar sites can continue to build traffic for years. This is why cross-posting is so important. It adds length to the life that your video will be viewed online.
The challenge many companies face is producing enough content to consistently post on all these platforms. So, what is the best answer?
The answer is to repurpose content. Yet, what many organizations typically do instead, is cross-post.
What is cross-posting?
Cross-posting is posting the same content to multiple social media channels. While it is easy and tempting to post the same exact message to multiple channels, this does not provide you with success.
Different types of people use different social media platforms for a reason. Each platform has a certain demographic and is suited for different needs. A person using Pinterest is often on the platform for very different reasons than a person using Twitter. One may be looking for interior design inspiration and the other is reading news updates.
By not understanding who your audience is, you are missing an opportunity to engage with those people. The solution to this is to understand your audience and repurpose your content – remake it into what your audiences will like.
What is repurposed content?
Repurposed content is also referred to as recycled content. Just as an old notebook can be recycled into cardboard, your content can do the same. An original video can be made into many different, shorter videos that highlight different viewpoints.
While maintaining the integrity of the content, through edits, formatting changes, and length changes, your content can be repurposed and reused. This way, your content can thrive on different social platforms and engage different audiences.
For example, if an organization has an event and records it, they may post a short reel on Instagram to highlight the even and post speaker highlights to Facebook. Then, the company may post the entire event on YouTube. It is the same content, “cross-posted,” but repurposed so that it can thrive on different platforms.
Benefits of repurposing content
Businesses benefit greatly from repurposing content. It is cost-effective, efficient, and allows you to engaged with different audiences on multiple platforms.
A long-form video can start at around 5 minutes. This is also the type of video that we specialize in here at BW Productions. We create content, deliver it quickly, create it on-brand, and use it to help grow your business. We also provide companies the option to have that content repurposed to help the content live longer on multiple platforms. We love helping our clients get the most out of their videos.
Types of repurposing
If your business has an event, here are some of the different types of repurposing options a video can provide you.
- Highlight reel.
- Speaker spotlights
- Event overview
- Behind the scenes
- Hype video for future events
- Article transcription/ blog posts
- Social media graphics
- Email content
By recycling your content and turning it into different forms of content, you are being efficient and getting the best bang for your buck from video content.
While this piece of content can be repurposed and distributed across multiple channels, it can sometimes be difficult to increase views on a single social media platform.
How do I get more views on a single platform?
Because social networks are a pay-to-play proposition for distribution, a majority of reach will come from boosting posts. Posts can be boosted to custom audiences, local areas (for retail stores and service businesses) Facebook, Twitter, TikTok, Snapchat, and even LinkedIn. All share the same 3 stage funnel structure for their ad system. This means that boosting posts is the same methodology across all of them.
Businesses that realize the production of content must be done with an eye towards distribution within all of their networks will benefit the most. The easiest place to begin is at the very top, with long-form content.
Also, different platforms have different demographics that use them. By understanding who your followers are, you can create repurposed material that better suits their needs and interests. Engaging your followers with the material they enjoy is very important to success on a platform.
Basically, the life span of a single video can be increased by repurposing the content. That content can be more engaging by changing the message according to the platform and the audiences you have on that channel. Views of the repurposed content can be increased by boosting the post.