You just finished a big “about us” video for your company - but you shot a lot more footage than what ended up in the final cut. With the help of an in-house editor or a video editing service, those great clips don’t need to languish on a hard drive.
Video shoots are time consuming and costly to produce, so the ability to take advantage of all the footage you have is a big win for your company or client. Repurposing footage is different than simply reposting - you are creating an entirely new piece of media that should feel distinct for viewers.
Here are five ideas for how to repurpose content into exciting new videos that will help grow your online audience and keep customers engaged.
1. Supercuts
(the editing technique, not the hair salon)
You might know “supercuts” as a social media trend, where enterprise (and patient) video editors sift through hours of footage to find examples of a theme, and create montages based on that theme. (Think epic movie explosions or people on reality shows saying “I didn’t come here to make friends.”)
Supercuts are also a great way to promote your organization and get more mileage out of previously recorded video footage, and with a little forethought, they don’t have to take a lot of time.
TIP: Interview with Supercuts in Mind
Anytime you interview multiple people from the same organization, or as part of a series, get in the habit of asking them some of the same questions. (Check out this post for advice on starting that question list). Not only can this help you get the best material for your primary video, it can also provide an easy opportunity to edit together different quotes on the same topic into a supercut. Think ahead to future occasions and gather material on these subjects.
Does your organization or client have sustainability initiatives? Ask about these for an Earth Day video. Interviewing medical professionals? Ask what Doctor’s Day means to them.
TIP: How To Select the Best Responses
Use Premiere’s auto-transcription feature to search through interviews for keywords and phrases related to your theme, and pull these clips into a sequence. Then continue to refine your selections, eliminating repetitive statements and highlighting honest and enthusiastic responses, until you arrive at a cohesive message.The goal isn’t to include the most responses, but the best.
In this video for the software company Cavallo, we combined customer testimonials from several different shoots along with voiceover and graphics to make a hard-hitting case for the value of the product.
2. Social Media Mini-Clips
Different video lengths and formats work best on different platforms. Say you created a three minute “about us” video in widescreen format, 1920x1080. That probably looks great on your website, but you might have trouble retaining viewers on other platforms. By shortening your clips and converting their dimensions, you can repurpose video content for distinct sites and apps.
Again, a little forethought during production can give you a lot of flexibility with your content in post-production. If you plan to create vertical and horizontal videos from the same footage, make sure you are framing your shots with both in mind.
In this video for Flexaust, we took a clip from a longer behind-the-scenes video and transformed it for YouTube shorts. Not only are the length, dimensions, and captions different, but the content is too. A viewer who is casually scrolling through YouTube probably wants to be informed and entertained. Try to catch their interest, but leave the hard sell for later.
TIP:Format is Everything
For platforms typically viewed on phones, like Instagram Reels and YouTube Shorts, you’ll want to use a vertical format. Square formats, such as 1080x1080, do well on LinkedIn. Consult an up-to-date resource to find the ideal dimensions for each platform, since these specs can change frequently.
Make sure to place your most important elements, like graphics, text, and faces, within text-safe areas, so that they are not cut off on different devices or covered up by icons. You can find text-safe overlays to help guide you while editing.
TIP:Create a Distinctive Caption Style
Speaking of text, captions gain added importance on social media sites where viewers may or may not be listening to audio. Add bold, quick captions to keep people engaged if they are watching without sound. For added emphasis and to mimic the flow of spoken language, try highlighting important words or phrases in a bright color. Check out our guide on how to create captions in Adobe Premiere.
TIP: Length Matters
While knowing the maximum allowed length for various platforms is a good place to start, you should also try to understand the ideal length. Different algorithms may prefer shorter or longer videos. And if you are planning on boosting your video with a paid promotion, these guidelines may be different.
One great thing about digital video marketing is the ability to analyze metrics in real time. See which videos are performing the best, and how long into each video before attention starts dropping off, then adjust future videos accordingly.
3. Blooper Reels
Everyone loves a blooper reel, and outtakes can be a great way to present a more relaxed and familiar side of your organization. (After all, even the Geico Gecko flubs his lines every once in a while). These can get great traction on social media and increase buy-in from employees as well. And this is one place where you can actually repurpose video content by using your mistakes, so take advantage of it!
TIP: Find Humor in the Edit
Not all of your subjects are going to be comedic geniuses. For a blooper reel to work, you may have to create the humor within the edit. Make quick cuts and employ repetition. Someone mispronouncing a word once may not be funny, but the fifth time is sure to get a chuckle. And with the right musical cues or sound effects, the frustration of the actors or interviewees can also be comedic.
TIP: Tread Cautiously
Being on camera is a vulnerable position, especially if you’re working with non-actors, so be aware of your subjects’ sensitivities and keep the tone lighthearted. You want to poke fun at the process without embarrassing anyone. Make sure to find the correct time to release these - near the holidays, or as an April Fools joke - and avoid coinciding with any sensitive announcements or dates.
4. B-Roll Sizzle Reel
Sometimes you can let great visual elements speak for themselves. Impressive drone footage, timelapses, or action shots can be combined to tell your company’s story without words. This kind of video can be set to an uptempo music track and posted on social media, used as a website banner, or displayed on a big screen at trade shows.
This is a simple b-roll short we created for Neuropeak Pro, featuring football star Kirk Cousins:
TIP: Slow It Down
As attention spans get shorter and graphics get bigger and bolder, it can be tempting to make each video louder and flashier. Instead, try taking a cue from Amtrak, and give your audience a moment of b-roll zen:
5. Reimagine Still Photography
Don’t ignore your archive of still photography as a potential video asset. Use motion design to make photos come alive, incorporating kinetic text and other graphic elements. This style of animation can create an impactful brand video or project highlight reel. Look to your company’s Style Guide for design inspiration, and use text or voiceover to tell your organization’s story.
TIP: Use Archival Photos
People are fascinated by vintage photographs, and they can be a great way to tell the story of your organization’s past. They can also be used to contrast the past with where you’re headed now.
In this brand video for Garza Labor, we created a graphic treatment of old photographs starting at 1:30 to evoke the earlier generations that inspired the company’s founders.
We Can Help Repurpose Your Video Content
Keeping your social media channels updated with fresh content and creating videos quickly can be daunting. By thinking ahead during production, and keeping your footage and photographs well organized, you can repurpose content to generate new videos without turning on a camera.
If your team is overwhelmed by editing needs, we’re ready to help. Reach out to us to discuss our Edit-Only service, and get all your post-production needs met quickly and professionally.
