15 new ways to repurpose your videos: Fresh ideas for 2024
It’s 2024. You have one or more videos in your content library.
Before you plan your next video, consider your existing video content.
What else can you do with this valuable resource?
Be open to new ideas and reimagine your content’s potential.
This guide offers innovative strategies to give your existing videos a fresh twist.
Dive into creative repurposing, optimise for the latest trends, and stay in front of your target viewers.
Your video library is a goldmine of opportunities.
Let’s unlock its full potential together in 2024.
Your 2024 video marketing strategy
The race for attention is on – how do you stay in front?
Let’s tweak your existing video strategy to do more with what you have now.
And align with 2024 trends.
Understanding the importance of video marketing in 2024
The rise of video consumption is hard to ignore.
In research by Lemonlight, 92% of marketers believe that video will play an essential role in marketing over the coming years.
Businesses are creating video marketing libraries to catch their target customers’ eyes and ears.
Search algorithms also favour video content, prioritising video creation.
The future of marketing is video.
In 2024, this is more crucial than ever in capturing and retaining audience engagement.
Key elements of a successful video marketing strategy
A great video marketing strategy goes beyond visually appealing content; it encompasses a blend of critical elements.
Firstly, clarity of goals
What do you hope to achieve with your video content?
Whether it’s raising brand awareness, boosting conversion rates, improving SEO ranking, or attracting new employees, goal setting helps create content tailored to achieve these objectives.
Here are some questions we ask to get inside your head and understand what you want to achieve with your video.
Secondly, know your audience
Knowing your target viewer shapes your video production to resonate more deeply.
Copywriting expert Jason Vana shares this guide to help you get to know your ideal customers.
How else can you understand your audience?
- Analyse your website traffic.Tools like Google Analytics reveal a lot about viewer demographics and interests. What pages do they visit the most? How long do they stay?
- Engage in forums and groups where your target audience hangs out. Listen to their conversations. What are their pain points? What are they looking for?
- Review your competitors and their Google reviews. What are they doing right? What could you do better?
Thirdly, audit your current videos
- What videos are working?
- What aren’t?
- What videos need updating?
Finally, measure success
Video content is not exempt from ROI measuring.
Each video hosting platform, like YouTube, Vimeo, or social media sites, offers analytics tools. These provide valuable data on views, engagement, watch time, and more.
Google Analytics is a powerful tool for tracking and analysing the performance of videos embedded on your website.
Here’s how you can use it effectively:
- Set up tracking. For video tracking, you might need additional setup, like event tracking, to capture specific interactions with your videos.
- Set up goals and events. Create specific goals in Google Analytics to track conversions related to your video, like signing up after watching a video. Event tracking can monitor interactions like play, pause, and completion rates.
- Monitor traffic sources. See where your viewers are coming from. Are they finding your video through search engines, social media, or direct links? This information helps in understanding which channels are most effective.
- Analyse viewer behaviour. Look at metrics like average session duration and bounce rate. This interaction time shows how engaging your video is.
- Segment your audience. Use Google Analytics to segment viewers based on demographics, device used, or location. Segmentation helps tailor your content to different sections of your audience.
- Review the audience retention report. This report shows the points at which viewers are dropping off. Knowing where your viewer loses interest is valuable for optimising the content and length of your videos.
- Integrate with Google Ads. If you’re using Google Ads, integrating it with Google Analytics can provide deeper insights into how your video content contributes to your advertising goals.
If it’s measured, it can be improved.
15 video repurposing ideas for 2024
It takes more than video information to make viewers stop and listen; it takes an engaging video story delivered in an attractive package.
When you repurpose your video content, you have multiple ways to get in front of your audience.
And keep your viewers engaged because they won’t get bored with your content.
For 2024, here’s some repurposing ideas to start with.
1. Create bite-sized social media clips
Extract short, compelling snippets from your longer videos to share on social media platforms like LinkedIn, Facebook, Instagram, Twitter, or TikTok.
2. Repurpose for video ads
Tailor snippets of your video content for online advertising campaigns on Seek, LinkedIn, Facebook, Instagram, or YouTube.
3. Create longer interview videos
For every interview filmed for your video, we only use the best grabs to incorporate in the main video.
But there’s usually so much unused interview content begging to be repurposed.
We love to see a complete, tidied-up interview in a stand-alone video.
An example? If you have the MD talking about the company values or journey, you can share this story on your website About page.
4. Develop blog posts
Use your video content as a basis for detailed blog posts. Transcribe the video or use its main points as a starting point for the words you write.
And, of course, add the video to the post.
5. Create an email series
Break down your video into topics and use them as a content series for email newsletters, providing value and driving traffic back to the full video.
6. Create GIFs
Turn noteworthy moments from your video into GIFs for emails or social media engagement.
7. Produce a behind-the-scenes video
If your video production company keeps all your footage on file, they’ll have some fun behind-the-scenes content from filming.
Bloopers, repeated takes, candid comments, laughs and smiles – when edited together, you have a BTS video that shares authenticity.
And authenticity is loved by every viewer.
8. Video highlights reel
Like a BTS video, but this time, it’s a compilation of the most engaging or essential moments from one or more videos.
Often cut to music only with critical points as titles.
9. Produce a case study website page
If your video includes customer stories or testimonials, repurpose these segments into a dedicated case study section on your website.
10. For training videos, produce podcast episodes
Strip the audio from your videos and use it as podcast content.
This audio training is a practical way to reinforce the video training, as it’s easy to listen to while driving or multi-tasking.
11. Interactive PDFs
Again, this works well for training video content.
Create an interactive PDF with clickable elements leading to a video series and related resources.
12. Create a video FAQ section
Extract questions addressed in your videos and use them to create a video FAQ section on your website.
13. Produce a photo gallery
Capture stills from your video to create a photo gallery, each accompanied by a caption or short description, ideal for your website and social platforms.
14. Voice-over for different audiences
Re-record the voice-over in your video to cater to different audiences or languages, broadening your reach.
15. Video roundups
Create end-of-year or periodic roundups using clips from your various videos, offering a recap or a look back at highlights.
This video roundup is a fun idea for a Christmas video to share with employees and customers.
SEO strategy for video content: A must-have in 2024
SEO isn’t just for text; video content needs SEO love, too.
Intelligent optimisation can make your videos appear more often in search results, so stay ahead by understanding the SEO trends predicted for 2024.
Realising the worth of SEO in video content
The Internet is a bustling marketplace.
With videos taking over digital consumption, don’t lose your content in the crowd.
SEO isn’t exclusive to web pages.
It’s equally essential for video content.
A video SEO strategy not only boosts visibility but also creates more engagement and, in consequence, increases conversions.
If you want your video to emerge as the needle in the haystack, showing up when and where it’s supposed to, then SEO is your magic wand.
In 2024, as video content continues to dominate, applying SEO strategies will be more critical than ever.
Learning the tricks: Optimising videos for search engines
You understand the ‘why’ of video SEO.
Now comes the question of how to make it possible.
1. Rename the video file with your best keyword phrase
What do your target viewers type into an online search?
Add this keyword as close to the start of your file name as possible.
I use the video type as the keyword for the videos I host on Vimeo.
An example is ‘marketing-video-production-client-name’.
2. Host the video on a platform with extensive SEO possibilities
Their SEO features include adding keywords, metadata, transcripts, and custom thumbnails, making your video more searchable and visible online.
A quick summary includes:
- Enrich your video with a catchy yet SEO-friendly title and description.
- Use an inviting thumbnail that piques curiosity.
- Add tags and categories.
- Include a video transcription in the description to give search engines more text to crawl through.
- Reputable backlinks increase the likelihood of visibility on search engines.
- Ask your website tech person to create a video sitemap. Sitemaps provide search engines with detailed information about the video content on your site, which can lead to better indexing.
Predicted SEO trends for video content
Keep your video content afloat by looking ahead and adapting to predicted trends.
These trends include:
- Optimising for voice searches
- User intent and semantic search
The rising importance of voice search
One of the upcoming SEO trends is voice search compatibility due to the increasing usage of digital assistants.
Optimising your video content for voice searches puts you ahead of competitors who miss this approaching trend.
How do you do this?
1. Focus on natural language
People use natural speech patterns when using voice search. So, use conversational language in your video’s script, titles, and descriptions.
2. Use long-tail keywords
This is a keyword phrase that contains at least three words and mirrors how people naturally speak.
3. Create detailed descriptions
Write longer, informative video descriptions. Include relevant keywords and phrases that voice search users might use.
4. Use transcripts
Add transcripts of your videos in the description box. Transcripts make the content accessible to search engines for voice query matching.
5. Incorporate question-based content
Voice searches often start with who, what, where, when, why, and how.
Develop content that answers common questions about your topic.
You add this question-based content to the video’s narration.
6. Optimise for local searches
If relevant, include local keywords and phrases, as many voice searches are location-based.
Include local keywords and phrases in several places:
- Video title: Use local keywords relevant to the content and the target location.
- Video description: Integrate local phrases and location-specific information in the video’s description box on the hosting platform.
- Tags: Add local keywords as tags when uploading the video.
- Transcripts and captions: If your video narration mentions a location, your transcript and captions will include local references.
The soaring usage of mobile devices
Equally growth-poised is mobile optimisation.
So, videos optimised for mobile viewing will predictably have a competitive edge.
Optimising videos for mobile viewing involves several steps:
1. Responsive design
This ensures your video displays correctly on different screen sizes, particularly on smaller smartphone screens.
2. Compress video files
Optimise video file sizes for quicker loading on mobile devices without compromising quality.
3. Shorter duration
Mobile users often prefer quick, digestible content.
4. Clear and legible text
Use larger text sizes in your videos to ensure readability on small screens.
5. Optimised thumbnails
Design video thumbnails that are clear and engaging, even on small mobile screens.
6. Mobile-friendly platforms
Host your videos on mobile-friendly platforms, like YouTube and Vimeo, for a smooth viewing experience.
A shift towards user intent and semantic search
Google’s algorithm updates indicate a shift towards user intent and semantic search.
User intent and semantic search are related but different.
User intent refers to a person’s underlying purpose or goal when searching.
User intent is more about the human aspect of why a search is performed.
It’s about understanding what the searcher is looking for.
Semantic search is the process search engines use to understand the context and meaning of search queries.
Semantic search is where the focus swings from keywords to understanding the intent behind those keywords.
To align content with both semantic and user intent search:
1. Understand user intent
Know what your audience seeks – information, a specific answer, comparing one service against another, etc.
2. Topic-focused content
Create video content that thoroughly covers a topic, addressing various subtopics and related questions.
3. Use natural language
Write conversationally, reflecting how people speak and ask questions.
4. Include contextual keywords
Use relevant keywords, synonyms, and related terms that add depth and context to your narration and description.
5. Structured content
Organise your video description clearly with headings, bullet points, and paragraphs to make it understandable. A well-structured description helps viewers and search engines quickly understand what the video is about.
6. Utilise schema markup
Apply structured data to web pages where the video is embedded to help search engines better understand the context of your content.
It helps improve SEO for the page where the video is featured.
7. Create quality, valuable content
Ensure your content is informative, accurate, and helpful to the reader.
By focusing on these strategies, your video content resonates with user intent and aligns with semantic search principles.
Boosting your video’s discoverability and relevance.
And superior SERP positioning.
Let’s make your brand’s story one worth telling and re-telling.
I’ve suggested new ways to repurpose your videos.
Over to you to take action:
- Choose one idea to stretch your video content further.
- Optimise your videos to be more discoverable.
- Stay on top of trends to enhance your content’s reach.
Here’s to mastering your video content refresh.
Video on your radar?