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  • Writer's pictureJohn Castillo

Repurposing content for social media engagement

Updated: Jun 12

In today's landscape consistent posting on social media is what most brands are after, but investing in quality content can get pricy. Here are several ways you can repurpose your existing media and stretch your production budget to get the most out of your content.


  1. Record in Higher Resolutions: Today, most content delivered on the web is 1080p. Recording in this resolution limits your ability to crop into your video without losing quality, resulting in noticeable degradation. By capturing footage in 4K or even 6K, you can repurpose your horizontally filmed videos for vertical formats without sacrificing resolution. For example, if you are a musician, you can record long-form performances for YouTube and then edit those same videos into short-form clips for social media platforms, maintaining high video quality throughout.

  2. Live-Edit Your Events: If you record your events using multiple cameras, consider investing in a live editing solution. Although this may come with an initial upfront cost, it can save you time and money in post-production. Live editing enables you to create instant, post-worthy content, allowing you to reach your audience faster. By sharing clips from your event within the first 24 hours, your audience is more likely to interact with your content, boosting your reach across platforms.

  3. Understand Your Audience and Platforms: Do your viewers prefer to watch a 20-minute video, or do they lose interest and swipe away after 30 seconds? This often depends on the platform you’re using. Save your longer videos for YouTube and cut them into bite-sized pieces for platforms like Instagram and TikTok. While some platforms allow long videos, users on those platforms might not engage with extended content. By tailoring your content to fit each platform’s audience, you’ll teach the algorithms to prioritize your posts, thereby increasing your reach.

  4. Bulk Record Your Content: The content you are recording may not always be suited to repurposing for different mediums. When that is the case, bulk recording allows for similar results. Instead of recording 1 video a week, record 4 videos for the month in a single sitting. This allows you to make better use of your time without switching gears between writing, rehearsing, recording, and editing. This can be done by yourself or even with a larger team. For example, instead of booking a video production team for a half-day of work, take advantage of the space, the crew, and the rentals, and record additional content for a fraction of the cost.

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