Welcome to another episode of Video Marketing How-To! This week we want to talk about repurposing video content for different platforms.

It’s no secret that different audiences have different demands when it comes to your content – but that doesn’t mean you can’t re-use a piece of video content in multiple places if you are willing to do a bit of editing.

Today’s discussion will focus on top-of-funnel content – the kind of thing you want as many eyes on as possible.

First, let’s look at a landing page video – here you can have your video be the star, and put as many calls-to-action or redirects as you want. Videos on landing pages should be one minute to 1:30 max otherwise people will start to lose interest.

You can repost videos of this length to YouTube as-is, but it doesn’t hurt to shorten things down a bit. YouTube attention spans tend to be a bit shorter, so maybe break up the campaign into multiple, smaller videos and include annotations as calls-to-action to drive viewers back to your landing page.

For your social channels, length plays a big role – the shorter the better, and Facebook has the added bonus of stripping out sound unless a user explicitly clicks play.

If you’re using your social channels as a main driver of views to your video, make sure you’re taking this into consideration before you hit record. What will my video be like if nobody can hear it? Facebook and Twitter also strip out CTAs, so try and include a message at the end of your video to get them back to your landing page.

And finally, for super short social networks like Instagram and Vine, use your video as a teaser – take a few hilarious one-liners, or a really meaty fact, and cut this down to the amount of time you have. Make sure you’re linking back to your original video, otherwise people may not get it!

That’s all for today – re-using content is a great way to spread your message across several networks, and get more bang for your buck. Make sure to keep this in mind when you’re writing your script, and planning your video! See you in a few weeks on another episode. Thanks again!

Jon Spenceley