The best way to adapt corporate video content for social media is by repurposing long-form videos into shorter, platform-specific pieces that target specific audiences while retaining brand identity. Not only does editing videos to post on social media platforms reach a broader audience, it saves time and money by ensuring that each video doesn’t only serve one purpose.
Why Corporate Videos Need to Be Adapted
Being able to adapt videos is an important skill for corporate video agencies to have. Their content is frequently longer to start, such as a product demo, an expert interview, etc. This content is powerful for some audiences, but it’s likely to get missed by a huge percentage of the scrolling public. For example, 37% of shoppers prefer to discover new products through short-form video.
To reach all your target audiences at each place on the purchase journey, from discovering your brand to making a purchase, you need videos on every platform. Many of these platforms thrive on fast and catchy videos optimized for vertical viewing. Thinking about the difference between that and the long-form content described above, it’s clear why businesses need to know how to do both.
Matching Platform with Content
Each social media platform attracts a certain kind of audience that responds to a certain kind of content. It’s important to research which segments of your audience are on what platforms and what kinds of content resonate with them. That said, there are some broad stroke differences between the platforms:
- Instagram: Strong visuals and reels that accomplish brand storytelling
- TikTok: Snappy, bright clips with a human voice
- Facebook: Longer-form storytelling to reach like-minded people
- LinkedIn: Longer-form pieces that establish expertise and leadership
- YouTube: Long-form videos that easily build an audience
The nuances across these platforms are always shifting, and there are no hard and fast rules about what will and won’t work. This is why many companies hire outside experts to help them make the perfect video for each platform.
The Money Side
Adapting content doesn’t just mean changing the video orientation and posting the exact thing on every platform. When it’s done right, each piece of media you produce can be transformed into numerous forms that can be used for a long time to come. For example, a ten-minute product demo can be turned into:
- A series of fifteen-second teaser reels highlighting various product features
- A quick and cheeky behind-the-scenes video
- A thirty-second testimonial showcasing customer impact
- A one-minute video comparing the product’s feature to other products on the market
This is one of the keys to learning how to implement video marketing in business. It’s also how corporate videos can improve lead generation when they’re skillfully repurposed.
When done correctly, every video serves multiple purposes, and your ROI has a much better chance of justifying the production.
Having a Plan
One of the most important steps to making quality content comes before you even pick up a camera. It’s important to make a detailed plan that breaks down everything, from target audience to the video’s goal to the content’s final location.
When you write a script for a ten-minute short, take the time to make sure that thirty seconds of it can be used for another purpose. Take out that text and be positive it stands on its own, then do the same for all the pieces of content you will extract from the video you’re adapting.
Assisted Adaptation
grouphugs is a marketing agency that can help you transform your corporate video content into social media posts that attract your target audience, build brand awareness, and lead to customer action.
Don’t waste time and money making content that gets no views. Hire an expert to make sure your videos are amazing and you’re getting every drop out of them you can!
