Repurposing Video Content: A Case Study

4 Important Reasons Why You Should Repurpose Your Video Content

Repurposing video content is a great way to make the most of the digital assets that you’ve put time, energy and money into creating.

• Repurposing video content saves time and resources by avoiding the need to create new content completely from scratch. Creative projects can require a lot of time and budget to get off the ground, so the less often you need to do it the better.

• By adapting video content for different platforms, you can reach a much broader audience and engage them in various ways. This includes sharing short clips on social media, creating GIFs for e-commerce sites and using screenshots as photos you can use in different marketing pushes.

• Reusing your video content in different ways provides opportunities to optimize it for search engines which can improve visibility and SEO rankings. Each new content piece can include different (but relevant) keywords and meta descriptions.

• Repurposing video content helps you maintain a consistent brand message across multiple platforms, reinforcing your brand’s identity and building trust with your audience.

A Case Study in Repurposing Video Content

Storyboard Media Group works with all its clients to get them the most value for their budget. That’s why we’re big believers in repurposing video content. At the start of every project we ask our clients how they plan to use their video, and we provide suggestions for how to reuse it. That leads us to the case study of Strato Footwear.

This screenshot taken from video footage acts as a “photo” in digital marketing materials.

Strato Footwear has one mission: to keep your feet happy and stylish while keeping up with your fast-paced lifestyle. How do they do it? Strato Footwear has a secret weapon: Layered Comfort Design. They’ve carefully crafted their shoes with multiple layers of cushioning and support, giving your feet a cloud-like experience. They design their footwear lines with purpose and functionality, so you can strut confidently knowing you've got the best of both worlds.

According to Strato’s CEO, “we needed lifestyle content from Storyboard Media Group for our footwear launch. And we needed content to add to our website to make it look attractive and engaging to customers, as well as for social media use.” 

To accomplish this, Storyboard Media Group spent a day filming the shoes on an actor that we hired just for the shoot. We filmed in six unique locations to show off the footwear in different settings. We even dressed the actor differently from one location to another. From this one day of filming, the final deliverables were (6) 15-second videos, (1) 30 second video, and a number of screenshots that we took from the video footage. This gave our client a lot of options for how and where to use the content.

“We used the 30-second video as our flagship video to showcase what our brand and shoes were about and how to wear them in multiple settings with ease.” This flagship video is on the client’s website as an introduction to the brand and product.

This “photo” is a screenshot from the filming we did.

The 15-second videos were used on social media to showcase the brand to wider audience, and in quicker bites. Digestible videos like these can be used as a way to quickly grab attention and drive customers to a brand’s website where they’ll find more information.

One of the ways Storyboard Media Group helps clients expand their content library is by offering screenshots of the video footage. This gives clients “photos” they can use on their site, in digital marketing material, and in a number of other ways. This isn’t possible with every project, but when a project allows it’s a great way to generate more content.

According to our client, “we used the screenshots & short 15-second videos in a remix way, where we (cut and combined footage) to develop even more entertaining short video clips combining all the content given to us by Storyboard Media Group. This allowed us to have even more content to utilize for posting on social platforms.”

In addition to using the content and screenshots on their website and social channels, Strato Footwear was even able to utilize some of the screenshots in marketing materials like their sales PDF.

“Storyboard was very easy to work with. They made the whole process seamless. I guided the team on what I was looking to get done regarding the look, feel, vibe, angles, and setting. They easily grasped the information I provided and took it up a notch with their creativity. They made sure I received enough content to get the ball rolling for my business.”

— Rahul Anand, CEO Strato Footwear

Storyboard Media Group can offer ideas and suggestions for how to get the most from your video project. During our initial consultation calls and meetings we learn about your project, your specific needs and how to create the content you need. Whether you’re a startup or an established brand we work with you to identify how to best get you the deliverables you need.

Anatomy of a Product Launch Video Project

The Project

Our client Strato Footwear is launching a new line of footwear and they asked us to create a suite of video and photography content they can use on their social channels, in email campaigns and on their site. The deliverables include six 15-second social media ads, one 30-second product video and 20 photographs of the footwear and model.

The Important Stuff

The shoes are the stars of this content. So it was important to show them in the best possible light (no pun intended since we shot outdoors). Our client wants their audience to see the many different ways the shoes can be used; on the beach, hiking on trails, walking in the city and just taking it easy. Of course, they also wanted the shoes to look good in each shot, so that meant plenty of pauses to wipe them clean as needed from shot to shot.

The client wanted the content to be bright and the scenes to be energetic. In other words, they wanted more than just shots of the product sitting on a beach or on a sidewalk. After some discussion, it was agreed that we would bring on some talent to show the footwear in action in different scenarios.

The Shoot

Filming the content for our client consisted of 6 unique locations; a beach, an open-air trail, a pine forest, a boardwalk, a nature reserve and a downtown area. As filmmakers, you quickly learn that filming outdoors provides a number of challenges, and the one we had the least control over was the weather. Sometimes we just have to wait it out and that was true for this project as we had to reschedule 3 times to ensure a nice, sunny day.

We hired one actor to be in all the scenes but dressed him in different outfits for each location. It was important to make sure all the outfits matched the client brief about the type of clothing their customers might wear. For example, hoodies, sport shorts, classic tees, chinos, etc. in neutral colors.

We made sure to include close-up shots of the shoes to show them off, shots of the actor walking in the different locations, nice wide shots of each location to let the audience know where the scenes were taking place, and close-ups of the actor.

The Outcome

Our client has material for their launch and website, and some great shots of the new footwear. We can mark off another successful product video shoot with a happy client. We’re looking forward to working with Strato even more in the coming months as they extend their line of footwear to include new designs, new colors and new products.