Franchisors can have their hands tied between scouting new franchisees, getting new locations up and running and refining systems and procedures. Let’s be honest, as much as business owners would like to film content for every company event, opening or announcement, more often than not, you don’t have time for an hours-long video shoot. So, as a franchisor or business owner, what do you do when you need new video content but don’t have the capacity, resources or budget to film? The answer is simple: repurpose and leverage your existing video content.
Repurpose Your Videos for Different Platforms
Repurposing your videos extends the life of your marketing videos. The great thing about living in the digital age is that there are so many different marketing platforms that serve different purposes. Let’s say you’ve got a long video (5 minutes to 30 minutes, for example) that you used for your website or posted on Youtube; you can chop that video up into different clips and sizes to be used on other platforms. I’d highly recommend you repurpose your content for social media because it has the opportunity to be shared more, which in turn will not only generate more engagement and brand awareness, but it’s an excellent source for lead generation. Not to mention, Instagram alone has a variety of video posting options – IGTV, stories, feed posts and reels; that’s four different opportunities to repurpose your content on one platform!
Use Existing Videos in Different Messaging
What’s great about a high-quality, well-produced video is, each clip or scene captures something different. Suppose you previously recorded and posted a video about a particular franchise opportunity that no longer exists, or you showed a staff member who’s no longer working for you, for example. In that case, you can still utilize clips or visuals from that same video in new marketing videos with different messaging. That’s the lovely thing about b-roll, it can add context and life to a video, but it can be used in various ways and share any message you give it.
Additionally, I’d recommend re-sharing or re-posting existing videos – within a reasonable timeline, of course. If you’re worried about the branding or the messaging being old or dated, just caption the video as a “throwback” or “flashback” of sorts to showcase your journey from where you started to where you are now. This will not only show brand growth, but again, it extends the life of your marketing videos. The reality is, the chances of someone seeing the same video twice are unlikely, and you’ll get just as much engagement, if not more, even if you already posted it. Just because a video is old or has already been posted, doesn’t mean you can’t use it again! The goal is to use it as many times in as many different ways as possible.
Plan Future Video Shoots With This In Mind
Now that you know how to repurpose and leverage your video content, consider these things ahead of your next video shoot. When planning a shot list, choosing video subjects, audio and visual pieces, consider different ways to make your videos evergreen and how you might repurpose bits and pieces in the future. When you come to a video shoot with this in mind and capture content that will last, you won’t be scrambling for marketing material down the line – you’ve set yourself up with a library of useful content.
The best thing about repurposing your marketing videos is, you get more bang for your buck and you don’t have to reinvent the wheel. By working smarter and not harder, you can get a decent-sized archive of content and tell various brand stories with the same footage.
At Franchise Filming, we have the tools to help you leverage your video content and take it to the next level. Providing you with evergreen brand videos that capture your story is what we do.
Interested in learning more? Schedule a call today.
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