How do you use video in marketing to make the most of the content assets that you already have? Most businesses will now have a large amount of past material that they want to reuse or repurpose. This could be footage from past brand or corporate videos, TV commercials, internal films, promotional stills or even music. It takes time, money and thought to create content that is worth sharing in the first place so it makes sense to want to get the most from it. If the content is for social, having more helps you to get noticed and to stay front of mind for your audience. A bit of extra mileage can make a big difference. So what are some of the ways to find it?
1. Tell the Producer
The earlier in the process the brand video production team knows that you want to create as much content as possible, the better. This allows them to look for ways to maximise the final outputs throughout. They’re experts at knowing how to use video in marketing efficiently, so don’t hesitate to set them this challenge. Share all the content that you have so that they can see how to best incorporate them. Don't worry about whether you think it's right or not - they will know what they are looking for and will be able to help you.
2. Speak to the Editor
No-one knows the footage as well as the person who has just spent hours pawing over it. Sometimes the production team might have shot hours of footage to create a single 60 second output. This is a very rich hunting ground for additional content. If you want to know what's there, speak to the editor. They will be able to let you know what you did or didn't get. Quite often what you think you got and actually got can be quite different things, so it's always a useful conversation to have. Don't worry if you don't get a chance though - this is the kind of thing that your producer does on your behalf.
Related: Maximize your ROI on your content spend with the Casual Films Guide To Marketing Video Production.
3. Transcribe your Interviews
It can be a little blinding to look at four hours of interview recordings. One way of making this a lot easier is to get it transcribed. This allows you to do a search for words or phrases - significantly reducing the time needed to scoot through. It can also make it easier for you to understand the content that's there. There are some really excellent websites which do this automatically. The output is not perfect but it's certainly good enough to be getting on with. We use and recommend Trint.
4. Think Cross-Platform
Sometimes a piece of content that has run its course on a specific platform might be ripe for another. For example short reedits which wouldn't work for your company website can be really effective when used with some overlaid graphics on Instagram or Facebook. You may be able to grab still images from videos and share them as Instagram Stories with some supporting copy.
Related: Discover how thinking cross-platform helps you stay top of mind for longer in our blog post, Brand Video Production: How Atomised Content Extends Your Brand Reach.
5. No Piece of Content is Ever 'Spent'
Finally, try not to think of content as being 'spent'. There are always ways to get a little more mileage out of the material that you have. Try to look with fresh eyes. It can be as simple as going back over an old project with a different frame of reference and seeing clips or soundbites in there that make sense in a whole different way.
Reused assets can lead to really powerful results, particularly when included from an early stage...
This film for BMW Careers is a perfect example of how our marketing video production team can use pre-existing content from a business’ library. Naturally they had a large amount of really lovely footage from the promotional material produced for the main brand. This was combined with graphics, some library, some UGC – also from BMW – sound design and a specifically composed music track. The addition of the track really pulls the production together – making it more than just a collection of disparate material. This is a clear example of how making the producer aware of the stipulations at the outset of the project allowed the creatives and the production team to incorporate the different assets seamlessly.
Whatever you are trying to achieve with your video content, it helps to have people who know what they're talking about on your side. Our team of producers, strategists, creatives, editors, animators and filmmakers have made literally thousands of films for people just like you. They would be happy to discuss your ideas, requirements and the potential that video holds for you. Book a no strings call back from one of our brand video production team, right here.
May 23, 2019