It’s no secret: video has become a dominant form of storytelling across most social media platforms.
Just recently, the head of Instagram claimed their platform is “no longer a photo sharing app,” and its main focus will be video. It makes sense, considering the rise of platforms like TikTok that are super successful in keeping viewers engaged, entertained, and excited to revisit each platform daily.
So how can you prepare your business for the future of video on all platforms? The good news is: you’re already a creator of stellar content that’s just waiting for a remix as videos that can convert social media scrollers into your full-time fans.
Today, we’re going to walk through some simple steps you can take to jump on the video bandwagon and repurpose your content for a variety of platforms.
Start by breaking your post down into a few simple steps/key points
If you regularly track how your posts perform, then you already know how to use tools and analytics to determine which posts on your site are the most engaging and keep your readers on the page. Start by outlining the key takeaways from those top posts.
- What are readers searching for when they end up on your post? Can you phrase the title of the video to fit that question?
- Can you convert your content into simple steps or takeaways? Offering “x” number of tips at the top of your video is a great way to keep viewers watching all the way to the end!
- How can you tease the answer to your readers’ questions in your video? Give them a reason to head to your site to view the full post!
We do this on our own Instagram account. Each Reel focuses on breaking down our blog posts into simple steps and ends with a clear call to action that leads viewers back to our site or mailing list sign-up form.
Use free or paid video tools to bring your content to life
Now that you’ve identified which posts you can convert, it’s time to assemble and edit your videos, add transitions, and incorporate any original audio.
There are several free and paid tools you can use to do this! Here’s a shortlist of options and the tools they currently offer:
- Canva (free with paid add ons)
- InShot (free app with paid add ons)
- Capcut (free with paid add ons)
- Wondershare Filmora (paid with a free trial available)
- iMovie (free for Mac or iOS devices)
- Adobe Premiere Pro (paid with a free trial available)
Focus on using trending sounds and hashtags
Your video is ready to upload — now what? How can you make sure your videos end up in front of the right people? A few big factors to consider are the sounds and hashtags you choose for each video.
Use trending sounds to ride the viral wave
Both TikTok and Reels have designated ways to discover trending audio. Using these sounds can not only give your video a boost and increase views, but it can also provide inspiration for making new videos and help you look for trends that fit your niche!
Head to the Discover page (the magnifying glass icon on your app), and you’ll see a list of trending sounds, hashtags, and different effects.
TikTok displays the number of videos using each of these sounds, hashtags, and effects alongside each trend on the right side of the page. The lower the number of videos you see within the trend, the more likely you’ll have a shot at riding the viral wave and getting the most views on your video!
You can also view trending sounds on TikTok by tapping “add sound” when the video creating tool is open. This page will give you even more in-depth information on audio trends by category.
Instagram will recommend songs from the Instagram music library when you are in their Reel creation mode, and these will almost always include trending songs/sounds.
To view them, simply tap the music note icon when you have the camera open to record your Reel, and you’ll see your list of recommended tracks:
When posting on TikTok and Reels, be conscious of the key times of day to post for best engagement. On both platforms, that will be when your audience is most active.
On TikTok, you can open up the camera to record and tap “live” to see how many of your followers are active at that time. The higher the number, the better! For Instagram, use the “insights” tool within the app to identify which time of day your followers are most active.
Find a hashtag strategy that works for you
On TikTok, keeping your videos focused on a specific niche and using a consistent set of hashtags can help you build your audience and reach the right readers. Keep an eye on trending hashtags on the Discover page (as outlined in the sound section above) to jump on trending hashtags early and find new topics for video inspiration.
For Reels videos, Influencer Marketing Hub has a helpful list of the Top 65 Instagram Reels Hashtags [+ Ideas to Help You Go Viral] that works as a great starting point!
Repurpose your videos for Google Web Stories
Incorporating Web Stories into your strategy can be good for SEO, and though it may seem daunting to add another content format into your repertoire, we’ve got some more good news…
If you’re not sure where to start with Web Stories, Google created a Web Stories Workshop Series, which includes a tutorial on using your existing video to create a Web Story!
Remember — just like with the other videos you’re uploading to your social media profiles to drive traffic back to your site, your Web Story should serve as a preview to your full content (rather than giving the full story away!).
As Google recommends in their best practices above, keep your Web Story title short, provide high-quality content, and use video as much as possible!
Finish with a strong CTA that brings them back to your site:
Providing just a taste of your content inside your video is a great way to lead readers back to your site. Consider ending some of your videos with CTA’s like:
- “Follow for more tips!”
- “Check out my latest post for more.”
- “Find part 2 on my site!”
- “Stay in the loop by signing up for my newsletter.”
- “Join my Facebook group to stay in touch!”
Add a “Swipe Up” to directly link your readers to your site
Resharing your Reels to your Instagram story is a great way to make sure your followers see your latest video, as it will appear at the top of their feed. If your Reel is connected directly to a post on your site, this is a great opportunity to add a “swipe up” link to your story so they can easily access your full post.
You’ll need 10,000 followers to use the “swipe up” feature, but if you’re not at 10,000 followers just yet, consider uploading your Reel to your site’s Facebook page story! There’s no follower limit for adding a link to your Facebook page’s story, and this will keep your content and page at the top of your follower’s feeds.
Today is the perfect day to take the leap and start experimenting with video
Repurposing your content into video is a great way to show your creative flair and connect with new audiences.
We’ll continue to share updates on the latest content trends and how you can tap into them here on the blog!