Why Video Repurposing (with AI)?

There are 2 important reasons why you should embrace Video Repurposing (with AI):

• Serve a broader audience
• Accelerate content creation while lowering costs

Let's explore more.

Serve a broader audience

Your audience is not one-size-fits-all.

They engage on different channels, at different times and with different formats. While some people will attend a live event, most can't. While some people will watch a long on-demand video, most won't. It's not just that they won't commit the time to it, it's very likely that will not even discover it or be aware of it.

Timezones, schedule conflicts, lack of open time, competing content...there are too many reasons that make it hard to reach an audience.

You can create more live events but that's unscalable for most businesses. Putting together quality content, speakers and getting a decent-size audience is hard. Scaling the number of events is just not an option.

So what can you do?

Transform your video recordings into content of different shapes, sizes, formats. 

Make it bite-size for those who won't even click on a long video and will get turned off by the time commitment.

Offer it on multiple channels - your website, email and social media to cast the widest net possible. Broadcasting content on multiple channels doesn't mean putting the same URL on each channel. Adapt your content to each channel.

Transform the content into different formats. Some people are more likely to consume readable content instead of watching that on-demand webinar/event recording. Serve people with a format they prefer.

Most businesses have a finite audience. The more finite and targeted your audience, the more valuable this approach can be to reach more of your audience.

This transformation of content locked in videos is Video Repurposing. 

Accelerate content creation while lowering costs

It's really hard to create good-quality, authentic content. It takes time and it requires expertise and a thorough understanding of your space, offerings, and buyers. Most organizations have very few people who have deep expertise in content creation, and scaling their time or number is usually not an option. 

And there are many folks whose role is focused on content distribution, not content creation. Their expertise might be in running campaigns, not in content creation. But these roles need the fuel and raw material to successfully distribute content and run campaigns. 

So what can you do?

Use high-quality, resource-intensive content like webinars, events, interviews - any long-form videos - as the starting point for high-quality derivative content that you can create very quickly. Mine the best parts, perspectives, insights and turn them into high-value, new content.

It's like mining gold ore and turning it into jewelry. 

This shift in thinking can help you scale your content without scaling your resources (or agency).

Another important aspect to keep in mind is upskilling your team to do more with video-based content. Traditionally, most organizations have outsourced video tasks to (expensive) external agencies.

Some organizations have built in-house video teams but that comes with two challenges🚫-

• The back & forth with video teams slows down progress because video teams don't understand the content and need a lot of guidance from content owners. It takes so much time that by the time the project is ready, a fiscal quarter is gone.
• Video teams are great at (and needed for) recording live events and creating high-quality original videos with compelling scripts, deep editing and special effects. Burdening high-value video teams with tasks that can be done by content owners themselves is like using a tank to go grocery shopping.

If the concept and philosophy of Video Repurposing appeals to you, you can embrace it by using a tool like Parmonic. 

Back in 2019 we came up with a crazy idea - can we use AI to automatically parse a video, find key moments and create new types of content from it?

With 5+ years and 5+ patents, we've been serving hundreds of businesses (including some of the world's most-influential brands) repurpose and transform their videos to serve a broader audience and accelerate content creation.

Give us a shout if you want to learn more.