Reusing Video Content to Get the Most out of Your Video Budget


Ivan AndriankoOwner of Rocketwheel

Wednesday, June 22, 2022

Creating great marketing videos isn’t cheap. It takes a significant investment of time, work, and coordination to create a well-thought-out, high-impact video.

Article 5 Minutes
Reusing Video Content to Get the Most out of Your Video Budget

Producing video content may cost so much that your budget will only allow you to shoot a very limited number of videos for the year, so creating your video content with the intent to rework it into multiple videos will help stretch out its lifespan and maximize its potential.

By developing a repurposing approach and staying consistent with it, you stand to get so much more from your limited video marketing budget.

In this article, we’ll show you the benefits of repurposing video content and ways to reuse your content across multiple platforms.

3 benefits of repurposing video content 

When you repurpose video content you:

1. Maximize the reach of your video

A lot of time and money can go into creating just one video. So, why restrict it to one platform?

Publishing your video across multiple platforms will help you reach as many people as possible. With a little editing and format tweaking, you can morph your existing video into multiple videos for each platform.

2. Create a cohesive and consistent messaging

Another major benefit of repurposing content is that it reinforces your messaging and ensures your customers receive a consistent experience from you across all channels.

The rule of 7 says prospective buyers won't trust you and make the buying decision the first time you show your message—they need to hear or see the marketing message at least seven times before they buy it from you.

Repurposing your video content is an efficient way to increase customer touch points with your brand so you get to the magic number 7 quickly and on a lower budget.

3. Earn greater ROI on your marketing spend

This is the most important benefit of reusing video content. It allows you to get more value out of the content you’ve already paid to produce.

With every existing piece of video content you repurpose and amplify, you save the time and resources that should go into creating an individual video, and reach more customers at a significantly lower cost.

The importance of planning ahead

To truly make the most of repurposing, you need to rethink how you approach video creation.

A lot of creativity and brainstorming needs to happen before shoot day to visualize the different types of content formats you could repurpose the video into.

You need to take a creative look at your core content and map out defined segments that can be easily pulled out and made into shorter videos for other platforms.

For example, when shooting a video ad, you can opt to shoot some scenes in different ways that may appeal to different target audiences. This will make it easy for you to create multiple versions of the same video that can be used for different segments of your target audience.

Your video repurposing must also be platform-specific. This means being aware of details like video orientation, quality, aspect ratio, run time, and size requirements for each platform. Getting this right can make or break the engagement you are looking for.

6 ways you can repurpose your video

Now that you know how to handle your shoot, let’s go over how you can reuse your video content across every channel possible.

1. Short-form videos

There are endless opportunities to repurpose your longer-form videos into easily digestible, bite-sized video content for platforms like Instagram, YouTube, and Tiktok.

Instagram Reels can go up to 90 seconds, YouTube Shorts up to 60 seconds, and TikTok videos up to 3 minutes. Attention-grabbing video bites like Teasers will be ideal for Reels and Shorts, while TikTok's longer run time means you can sneak in more valuable content from your video.

Educational videos and explainer videos are very suitable for this approach. You can also improve the traffic to the original long-form video by linking to it in your description and caption.

2. Video series

Another great way to enable your content do more is to break sections of a video into a themed video series.

For example, if you have a listicle video on your top 5 tips for creating successful animated explainer videos, you can create an IGTV series on Instagram for each point. This approach is also a great way to engage your audience and get them looking forward to the next video in the series.

3. Video compilations

If you can break a single video down into smaller pieces, you can also curate snippets from multiple videos into one long-form content.

You should pick the videos for a compilation with care, keeping aesthetics, messaging, and continuity in mind. Then, share the video on platforms like YouTube, Vimeo, Dailymotion, and SlideShare.

This compilation of customer reviews by is a good example:

4. Video ads

Your popular social media video may just be the basis for your next successful video ad.

The trick is to use your analytics to pick out your best-performing video across all platforms and then convert it into a concise video ad. Repurposing an existing video will reduce your expenses and minimize concerns about the success of your video ad.

Product demo videos and customer testimonial videos are some of the best content you can repurpose into video ads.

5. Blog posts

Blogging isn’t going anywhere, and it costs 62% less to blog than to engage in other forms of marketing.

You can easily turn your video content into a juicy blog post and even embed a YouTube video on the same topic to further amp up your SEO juice.

To ace this type of video repurposing, make sure you optimize your blog post around a keyword and also include images to make it visually appealing.

6. Podcasts

Audio is one of the fastest-growing content types right now, and you can reach this audience without putting in too much work by simply repurposing your video content into podcasts.

There are plenty of web apps like Anchor that let you upload your video, and it will automatically convert it to an audio file.

Then, post your audio file on podcast marketing channels like Apple Podcast, Google Podcasts, and Spotify.

Ivan Andrianko

Based out of Vancouver, Ivan Andrianko is the owner of Rocketwheel. He's been living and breathing all things video since 2007. When he's not fine-tuning the team's latest production, you can find him in his woodshop perfecting his craft, or out exploring in the Rocky mountains.


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