No good adding a video to LinkedIn that’s been made for your mates on Facebook.
As far as content is concerned context is everything, and just because you’ve got a video doesn’t mean you can use the same version of it everywhere.
But you can use elements of the same video in different channels.
Re-versioning footage created for a video is an important stage in the video creation process, and one that a good video production agency will build into its schedule as part of an overall video launch.
As Brand Republic’s Gavin Stirrat points out, “until recently, many marketers have simply repurposed TV and online video for the mobile screen. However, this is changing as mobile video is increasingly demanding attention as its own unique specialism.”
Why is this such a big deal?
Because video should complement not only the other content in the channel, but also target the different audiences for each social media platform. It’s the equivalent to planning a TV advertising campaign and demands the same precision to get the video on-message.
The opportunities that digital channels now afford retailers and brands is almost unimaginable compared to a decade ago.
It’s not the easy option either; it will require thought, planning and budget to make the message interconnect to work across all platforms using all media, including video.