Looking for ways to save time and still maintain a strong social media presence? Wondering how to make repurposing video content part of your strategy?
Content production for social media can quickly become expensive, whether you manage it in-house or outsource it to content creators. When you repurpose video or image content, you can turn a single photo or video into multiple social media posts without having to produce entirely new creative. This is good news for your marketing budget and your content team.
Repurposing video content and images also offers your team the opportunity to test out different formats. Sure, short-form video has been huge over the past year. But is short-form still the best solution, or should you incorporate more photos and carousels into your feed? After you post content in multiple formats, you can review analytics and make data-informed decisions.
To maximize the value you get out of repurposing content, carefully plan your content calendar and creation process. I use a combination of Google Drive for creative asset storage and Airtable for content planning. With these tools, I can keep track of all the different iterations I’ve created and ensure that I’m sharing the right formats at the optimal times.
6 ways to repurpose short-form video on social media
From remixing to cross-posting across multiple channels at once, short-form video is one of the most flexible content types. Get more mileage out of your short-form content by using the tips below.
#1: Share as Stories
Want to get more views on a great reel you’ve posted? On Instagram and Facebook, you can repurpose content by sharing reels to Stories, effectively linking back to the original post.
But if you’ve noticed that these reel shares tend to get low views and engagement, try uploading the video directly to Instagram Stories instead. This approach works best if you download a draft before posting the reel or if you saved the video prior to editing.
Take advantage of Stories’ placement by using the interactive stickers available on your account. For example, you can use the add yours sticker to encourage followers to join in on the conversation.
#2: Try various iterations
Wondering if your reel flopped due to the topic or editing? If one of your reels is underperforming, consider archiving it and creating a different version.
For example, you could add different text overlays, adjust timing for text, or play with different filters. You could also shorten the video, add more cuts, experiment with different transitions, or see if another audio track works better.
Pay close attention to the analytics for all versions tested. The more you iterate on reels, the better you can understand what works for your audience so you can create fewer versions of future short-form videos.
#3: Add to remixes
Want to turn your short-form video into a conversation with a brand or creator? Reels Remixes are great for responding to a customer review, engaging with influencer content, or joining a conversation with another brand.
To remix a reel, find the one you want to add to your video and select Remix from the menu. Choose whether you want the videos to appear side-by-side or one after the other. Select the portion of the original reel you want to remix, and then add your short-form video.
The Remix toolset is relatively limited, but you can add text, stickers, and audio to your reel. When you publish it to your profile, Instagram automatically credits the original creator.
#4: Use as short-form video replies
Remixes are great for responding to or engaging with existing content. But what about when you want to respond to a comment on your own content? On most social media platforms, you can reply to comments on short-form videos with new short-form videos.
While you can film a reply on the fly, you don’t necessarily have to. Instead, you can repurpose a short-form video or a series of clips that you’ve already created.
First, find a comment you want to engage with and tap Reply. On Instagram Reels, you’ll see a camera icon appear, along with a prompt to reply with a reel. On YouTube Shorts, you’ll see a remix icon, along with a prompt to reply with a short from a clip of YouTube videos.
When you tap to create a short-form video, you’ll see an automatically generated sticker with the original comment for context. While you can move the sticker to a different part of the screen, you can’t remove it from the video.
#5: Turn into GIFs
Want to make your short-form video content incredibly easy to share? Turn it into a GIF and make it shareable. Use an app like Giphy to upload your short-form video and select as much as 30 seconds to GIF-ify. You have the option to add filters, stickers, and text.
Then create the GIF. You can save it to your organization’s Giphy account so only your team can access it, or you can upload it to Giphy to make it shareable by anyone through social media and other channels.
Now you can get creative. Add your custom GIFs to tweets, share them in Facebook posts, or post them to LinkedIn. You can even use GIFs in story replies, provided you’ve uploaded them to Giphy.
#6: Cross-post across channels
Options for cross-posting short-form video are somewhat limited, but you can still get this content type distributed efficiently across channels. The simplest approach is to enable the share-to-Facebook option when posting an Instagram reel.
TikTok also gives you the option to post content to other channels like Instagram. But it’s important to note that you’ll need to complete the process manually, and you’ll probably want to remove the TikTok watermark before uploading it to Instagram.
4 ways to repurpose long-form video on social media
Long-form video can seem slightly less versatile than other content types. However, you can still get a lot of value out of repurposing long-form video across social media channels.
#7: Cut into short-form content
Producing high-quality long-form video can be particularly resource-intensive. By cutting longer videos into short-form content, you can maximize opportunities to distribute your content and attract viewers.
Most social media platforms don’t have a built-in option to turn long-form content into short-form, but YouTube does. Open any long-form video and tap Remix. From the menu, select Edit into a Short. Then choose up to 60 seconds of the video to repurpose into a short.
You can then film or upload additional content to fill the 60-second limit. You can also use YouTube’s built-in editing tools to add text and filters to the video so it better fits the Shorts feed.
Keep in mind that turning long-form videos into short-form content can be complicated due to different aspect ratios. Be sure to carefully review the repurposed clip before adding it to your short, and reposition the frame as needed to capture the action.
If you want to share a shortened version of a YouTube video on other social media channels, your best bet is to download the original video directly from YouTube Studio. Upload it to your preferred video editing tool, and turn it into a short-form video. Then publish the video directly to other channels.
#8: Create shareable clips
Want to drive more traffic to your long-form content? With YouTube clips, you can highlight short snippets (up to 60 seconds) of any video and share the link to any social media channel.
To create a clip, choose a long-form video and tap the Clip option. Use the slider to select between 5 and 60 seconds of footage. Then give the clip a short title that describes the content, captures attention, or includes a call to action.
All clips you create remain private in your channel library. You can choose to share them at any time by copying the link and pasting it into a post. Anyone who clicks will be prompted to view the section you’ve highlighted, but they can easily tap through to watch the full video.
#9: Turn into GIFs
Similar to short-form content, long-form video can work just as well in GIF form. In most cases, you don’t need to upload the entire video to Giphy. Instead, copy and paste the link to your YouTube video and select up to 30 seconds of footage for your GIF.
Add text, stickers, or freehand drawings for an extra touch. Choose whether to make the GIF public or private, then share it across your social channels.
#10: Feature in carousels
Long-form video can be a great addition to Instagram or Twitter media. It can enhance storytelling and give users an incentive to scroll and engage.
To add a long-form video to an Instagram carousel, simply select all the media you want to upload in the order you want the content to appear. Keep in mind that you’ll need to crop any long-form videos to 60 seconds or less in the app before uploading them to Instagram.
If you have your Instagram and Twitter accounts linked, you can easily post carousels to both platforms simultaneously. Just enable the Share to Twitter option on the carousel publishing screen.
Alternatively, you can create a media tweet directly in the Twitter app. Create a new tweet and tap to add a long-form video. You’ll see a prompt to trim and edit the video. You can then add up to three other photos, videos, or GIFs to the tweet to tell a more complete story.
Pubblicato in Social Media
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