How to re-purpose your video content in 5 ways

Ideas and budget need not be in unlimited supply when creating video content.  All your existing videos are reusable resources that can be re-purposed and live on much longer than their original aim.

Re-purposing a video allows you to take something you’ve already created, put a new spin on it and give it a new lease of life for little effort and budget. Helping you to reach new audiences, reinforce your product or brand messages and improve your organic search.  What’s not to love?

Here are our top 5 tips for getting the most out of your video library.

1) Re-use footage in existing videos to make new ones

Your video library provides you with a tailor-made bank of footage.  This can help you create additional spin-off videos with maximum efficiency.

We are working with one of our clients to create a new testimonial video by rounding up all the different testimonials they have within their video library. We also worked with the Portfolio Group, re-purposing footage and still images from their team away days to create a “why work with us” recruitment video.

2) Create shorter edits/GIFs for Social

Breaking the longer videos in your library into 10-30 second short clips or GIFs is an easy way to extend the shelf-life of your videos and reach new audiences.

We worked with Kenwood to produce 3 30 second teasers for Facebook to support the sales of their Spiralizer product in the UK. Cut from the original hero video, each teaser focused on a different vegetable, demonstrating how the Spiralizer could create a suitably tasty dish. The teaser variants allowed Kenwood to reach new audiences by appealing to different motivations for using the product.

3) Develop a “Behind the Scenes” video

No doubt, your video library will have a collection of funny fail moments from shoot day. Some may have been added to the end of a video, others may never have made the original cut. A “Behind the Scenes” video is a great way to share your funny fails and humanise your brand to engage with new audiences on social media platforms.

Even better, if you have extra footage of your shoot location, rigs, sets and Director from your shoot day, this can be included in the “Behind the Scenes” video and used as a teaser or a preferential glimpse to a new product, event or feature to your social media followers. It could also be shown at company conferences to share the “making of” story with your wider team and office subsidiaries. John Lewis do a “Behind the Scenes” video every year for the making of their infamous Christmas advert.

4) Make videos multi-lingual

A whopping 60% of Youtube audience is from non-English speaking countries. If your company operates in other markets, personalise your audience’s experience by re-purposing some of the most popular viewed videos in your library by adding multilingual subtitles or language voiceover.

By translating your video content into the languages that your audience speaks, you’re able to boost the number of views, increase retention, watch time and even search engine rankings.

Our work with Kenwood has meant we have translated many of their core videos into many languages from German to Arabic, helping them communicate more directly with their consumers worldwide. Here’s an example we did for their kCook appliance.

5) Take the content offline

High-quality content can always produce more high-quality content. Look at your video library and consider whether there would be value to your target audience to re-purpose some of your videos into offline content such as blogs, Slideshare presentations, Infographics or web images.

One benefit of re-purposing video, based on its transcript, into offline content is that you have more time to explain information in more depth, providing stats, facts, figures or trends that you didn’t have time to explain in your video. Also, don’t overlook the video blog post. For your core videos in your library, create a quick blog post with an optimised title, short introduction to the video and the video embedded. It is incredibly effective from an SEO standpoint.


Recycling and re-purposing video content is a great way to breath new life into your old content, save you money, drive more traffic and engage your audiences. So keep these tips in mind when planning your video content plan – it will extend your marketing budget and improve your video ROI.


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