fbpx

10 repurposing tips to create more value from video content

by | Aug 20, 2019 | Resources

The benefits of introducing user-generated video are vast. It’s more cost-effective, enables continuous learning, supports wider business priorities and can help you to connect with your people more directly than other learning media. But, another extremely under-utilised aspect of video (or indeed, any learning for that matter) is the art of repurposing.

What is content repurposing?

To be clear, repurposing content is much more than simply re-using or re-distributing it. When you repurpose content, you typically do one or both of two things: a) change the format of the content and/or b) change the target audience for the content.

So, you take a great thing and turn it into another great thing. This is beneficial because it extends your options for connecting with different audiences at different points of need. We know some people prefer to read, whereas others might like to listen to a podcast or watch a video. Repurposing can help with this.

Within video, you have a world of rich assets which you can leverage and use to create new content for new audiences. With learning teams increasingly responsible for curating growing libraries of online learning resources, the need to develop repeatable, scalable and low-cost models for producing value-rich ‘marketing’ collateral is rising.

User-generated video has so much repurposing potential as part of a communication or learning content plan. With disruptive experience and curation platforms emerging as part of the learning technology ecosystem, the need for high- quality, relevant content is increasing. This is particularly the case for L&D teams who aim to maintain a regular cadence of content to breathe life into their LXPs and learning platforms.

So, don’t use your content once and let it disappear into the ether of your learning platform. Use these ideas to help you get the most value from your videos.

1. Create a blog post using the video transcript

People say some valuable stuff in videos, particularly if they have been reflecting on their experiences and sharing expertise. Don’t waste those insight-rich stories!

Use AI tools such as Sonix to generate a transcript from your video. You could then top and tail the content with some context and share as a post or resource on your intranet or learning platform. Don’t forget you can also embed the video in full or as snippets to serve colleagues who don’t want to read the whole thing.

 

2. Write an article

Once you have the transcript consider writing a longer or different article using the interview narrative as a foundation. If you’ve collected several videos from different colleagues on the same theme, pull together the threads and weave in relevant content from other sources. You can embed quotes and video clips as social proof to continually reinforce trust and the colleague voice. Here’s a great example from the University of East Anglia where they share student onboarding stories.

 

3. Identify specific quotes

Authentic user and other stakeholder quotes will steadily build trust with colleagues and reinforce the value of your programmes and campaigns. Take positive statements or phrases from the interview that will strengthen the message you want to share or create online banners and other collateral incorporating them. These assets could be used as part of learning or engagement campaigns you are executing, or perhaps even just to promote the video itself!

 

4. Short social videos

Effective social videos are short (to grab fickle attention spans). To make more of your videos, why not create a 30-second clip of an interview that focuses in on one key aspect: be it entertaining, informative, or emotive.

Think carefully about your target audience and reflect a key topic that you know they’ll relate to or are experiencing themselves. Share the clip on your LXP, intranet or social learning platform with a call-to- action to view the rest of your content. When designing the interview framework for the video, think about crafting an introduction that can work as standalone content, i.e. “In this video, I’m going to talk about…”

 

5. Get more social proof

Whether your video star is an expert, senior leader and/or team member, adding their voice can help reinforce your message. Embed relevant snippets of their video into other learning content to evidence what colleagues are saying, thinking or experiencing. Considering this use case in advance means you can structure interview questions in a way that also elicits soundbites.

6. Video montages

Rocky had a montage, so why can’t you? Assemble clips from several videos into longer-form content that builds a story, reinforces a message or shows a range of viewpoints. This multiplier effect can be a powerful tool for sharing tips or advocacy and is a great way to drive wider awareness of the original learning content.

When compiling the montage, consider the flow of narrative as well as the energy and length of the clips to keep viewers engaged over a longer video. Check out these examples of the learning community sharing their lessons learned.

 

7. Podcast content

The growing popularity of podcasts has been near-meteoric. According to statistics from Ofcom, the number of weekly UK podcasts listeners has nearly doubled in the past five years. So, if you run an internal learning podcast, repurpose the video interview audio track to feature in your next episode.

You can utilise portions of the video or the whole clip. Also, don’t forget to use a video trailer to promote the podcast like Mark Cobain, creator of the ‘Learn, unlearn, repeat’ series!

 

8. Video stills

Capture stills from the video to use as photos to accompany your content and promote on your social channels. Square format video and pictures look fantastic on most platforms across mobile and desktop.

 

9. Video diaries

Learning diaries have always been a compelling method of supporting reflection and providing evidence of knowledge transfer, but they can be tricky to execute. With video, you don’t need everyone to be a creator because you can amplify the voices of those who are prepared to share. Capture self-filmed interviews over a timeframe and compile these into a blog-based video diary. It’s a powerful way to share a complex story in bite-sized chunks.

 

10. Start a conversation

Use any knowledge, tips or advice from the video to update your FAQs, Wiki or create and contribute to a thread on your social learning platform. Making sure you have designed a process to keep these resources up-to-date and relevant is critical to retaining the attention of your audience.

   

 

How to get started with video content repurposing

 

Search through your video archive for relevant content and try repurposing it. As you experiment, you can document the steps so it becomes a simple and repeatable process which your team can support. Being able to quickly capture new valuable video in the future will help you continue to provide and promote great resources. To help with this, look at ways that you can accelerate and scale video production too.

How to support a continuous learning culture
New call-to-action

Get resources by email

Discover how user-generated video can work for your organisation with our latest guides, good practice examples and product updates.

Curate inspiring career stories with video

Why are career videos important?   Are your people aware of all the relevant learning and career choices available to them? Many organisations recognise the need to raise awareness about the breadth of opportunity on offer, and career videos are a great way to do...

Template to capture subject matter expertise

Capture subject matter expertise with video interviews How can you get knowledge to the people that need it most, quickly? Use the template below to help subject matter experts share concise, helpful videos from their phones.With home-working, travel restrictions and...

Learning Technologies 2020 conference speaker trailers

We’re proud to support Europe’s leading workplace learning event as the official video storytelling partner for the second year running. Conference speakers are foreshadowing their talks with short self-filmed video trailers, creating pre-show engagement with...

Building trust in teams with authentic video content

In this article Cheryl Clemons highlights three business areas that benefit from the real, human and inspiring qualities of user-generated video which can help with building trust in teams. Originally published on the Saba Lumesse guest blog in December 2018. What do...

EDF Energy and Verizon share pioneering user-generated video case studies at Learning Technologies 2019

StoryTagger, the video storytelling partner of Learning Technologies 2019, has announced its programme of free seminars at the show. Innovative marketing and learning leaders from EDF Energy and Verizon, who are among the earliest adopters of StoryTagger, are sharing...

10 work challenges we can solve with user-generated video

A growing number of L&D teams are figuring out new ways to overcome some common challenges at work. Keep reading to discover how user-generated video is delivering significant impact and overcoming 10 of these important challenges at work:Here’s 10 ways...

Remote teams communication templates

How can you help remote teams feel connected and effective? Use the template below to help you support remote teams communication by sharing experiences and tips on video.Like many other learning and communication teams you may have experienced a shift in how they are...

Case Study – Verizon

How Verizon leveraged the expertise and passion of its highest sale performers   StoryTagger enabled Verizon to leverage the expertise and passion of its highest sales performers, creating concise insight-rich videos to share with field teams.     Authentic...

Why sharing the effort of our experiences can increase performance and empathy

How can sharing the effort of our experiences increase performance? Our CEO and Co-Founder Cheryl Clemons shares her insights.   Bragging and the empathy gap Brag posts on social media are one of the double-edged swords of modern life. We all know someone who only...

StoryTagger announced as video storytelling partner for Learning Technologies 2019

New user-generated video platform helps delegates take conference knowledge back to work.   Launched in summer 2018, StoryTagger has been chosen as the video storytelling partner for Learning Technologies 2019, Europe’s leading workplace learning exhibition and...

FREE GUIDE

Get started with enterprise
user-generated video

This guide helps you introduce user-generated video into your organisation with tips on how to run a quick experiment to generate buy-in from your stakeholders.