Creating video content takes time, there’s a lot of effort that goes into it. So why not use it to help create even more assets for your channels. Below are 21 ways to get more content from your video
These 21 points are little things you can do before, during and after you have created and uploaded your video. They are methods to help you get more from filming, ways to get more content to makes sure you are not only promoting your video but banking a vault of assets you can use on other channels and future content.
This is a long post, but I have created a simple to use cheat sheet that you can download and print out to use whenever you start a new video project.
Before you start filming there are a few things to put in place, ticking these off will help start your asset building.
1.) Look at your channels for ideas
Some people struggle to come up with ideas for their content of their video. Sometimes they luck out with a random piece that does really well. However, what if your audience showed you what they like? This is quite easily investigated by going to your existing channels and looking what posts have performed better than others. Use your Facebook insights, Twitter analytics or your Instagram business account(if you have it). Take a look at what got the most reaction? What post created lots of comments. Is there more you can add to the subject?
For example, say last week you posted an image of a delicious meal you made and everyone went mental for it. Saying things like ‘how delicious it looked’ or ‘I prefer more spice’ or ‘that looks disgusting’ – look at the sort of conversations taking place and then define your video.
|Comment||Possible video idea|
|That looks delicious||My top 5 delicious meals|
|I prefer more spice||The hottest dish I’ve ever made|
|That looks disgusting||Food that looks disgusting but tastes great|
What we are trying to do here is take into account the comments on your most popular posts and turn them into content that these users are passionate about. I mean they took the time to comment so why not? Also, some of them may be the reason the post worked hard and brought more comments.
If there are no comments and its a post that was liked, retweeted, repined etc – then expand on it. You need to look at whats working and define your next video based on that. There is a lot more that goes into this from a search perspective, but for now we are just looking at your exiting audiences.
When that video goes live you will be able to tap into those users that originally took part.
2.) Ask your existing audience for input
On top of investigating your audience, why not ask them? Create a post on Facebook, a tweet, an image for Pinterest with overlaying text (more on that later), or a snapchat story asking for input.Hey guys, filming my new dog training video tomorrow, whats the one thing that drives you crazy with your dog? Interviewing Vincent Haywood tomorrow on the show, what should I ask? asking your audience helps create a piece of content that will promote the upcoming video Click To Tweet. Also you are directly asking your audience for their input so by doing so, their family and friends will see responses and hopefully drive even more engagement.
3.) Audit the social channels of everyone involved
In some cases you may have team members helping you put the video together. This may include sound guys, camera men, editors or the the people you are filming. Have a look at their online presence, see what channels they have. Note this down (check out the cheat sheet for this too) You are going to use these later.
One cool thing thats also a great blog strategy is if you are interviewing a lot of people, say for instance you are asking 10 professionals in the fashion industry their opinions on summer trends. Thats 10 people each with on average 3 social channels of their own. People love to show off on their channels, bigging them selves up, especially if they are taking part in a clip that portrays them as professional or influential. With those 10 people and 3 channels – thats 30 pieces of content that will be created for you. Some may tweet a link, others may place it on Pinterest to their followers. always good to get more people involved.
4.) Schedule a livestream
Something that works well on social media is showing what goes on behind the scenes, or real footage as to what happens during filming. Promote to your users that you will live streaming from the set or on location as you film your clip. This may consist of a live Q&A or asking for suggestions or just simply showing what you are up to. It doesn’t have to be long, just a quick tease as to whats happening. This can be filmed in-between takes even. Let your audience know when this is going live. By creating this you’ve made another post promoting the video. Also, instead of quickly announcing it whilst filming, you have already primed your audience that its coming.
5.) Start’ the making of video
This is a step to start the creating of a behind the scenes clip. You don’t have to do this for every single video – it wouldn’t work if you were daily vlogging. Rather use it if you are doing a once off video, one thats specific to a subject.
Prior to going out and filming, film yourself packing equipment, or brainstorming the idea.
6.) Research relevant Twitter / Instagram hashtagsIn my experience, Hashtags are not used properly by brands and individuals Click To Tweet. Yes you may use some generic tags like #food , or #knitting but try to go a little niche. The problem with more generic hashtags is that you may get lost in the mix so try to take part in smaller conversations where you will get better cut through.
On twitter, don’t use more than two. On Instagram it’s a slightly different story. Theres a great infographic on hashtags from the guys at QuickSprout, you can read more here. Below are some guides for twitter and Instagram hashtags
Twitter hashtags :
Instagram hashtags :
Note these down, there’s a template in the cheat sheet.
7.) Save bloopers errors
Everyone loves a blooper. I watch them all the time. By making sure you keep any mistakes you have already started creating your support video. When you edit, save these to another folder. they will come in use later. You may not get enough on one filming session, so collect them from your various projects.
8.) Film behind the scenes for the making of
Carry on with your making of video, the one you started prior to filming. You are now creating a third video to upload. Show the setups, show how you are rehearsing for the clip. Ask involved parties for comments.
9.) Execute livestream
Remember that livestream you scheduled, time to go live. Don’t make it too long, you obviously need to time to film the main clip, but by creating a live stream and getting users to interact you have now created another clip that lives on Facebook or Youtube.
10.) Create Snapchat / Instagram stories and vines
During filming take pictures or clips as to where you are, or whats happing. Keep your audiences on Instagram and Snapchat informed with stories as to the progress of the day.Beautiful sunset before we start filming episode two Hey everyone, checkout my new lens I’m using for todays interview with X
11.) Take photos
Pretty standard, this will cover Instagram and Snapchat too, but also upload to a gallery on Facebook. Now you have three channels pushing out content whilst you are filming. Save some for later too, these will come in handy.
12.) Tweet/ Instagram updates with relevant hashtags
Remember those hashtags you researched? Now you get to use them. With the photos you are taking make sure you are adding relevant hashtags so that users interested in those topics are now aware you are filming and will be releasing a video.
So now you have finished filming, you’ve edited your video and you are going live
13.) Create easy to use short URL
This is going to come in handy for your posts and measurement, but even more handy for the channels that don’t allow clickable links. Go to Bit.ly and add the link to your video. Create a bit.ly link, but then just below that use the customise field and create and easy to use link.
So instead of bit.ly/fgsd12 you now have a link that is easy for a user to remember : bit.ly/myvideo or bit.ly/myvlog2. Obviously find one that is available. Then when you post to Instagram and snapchat you simply use the easy to remember URL.
14.) Team broadcast
Once the video is live, let everyone know that was involved its up. This way they will share it on their channels. Remember earlier I mentioned 10 people with 3 channels – this happens again. This then creates nearly 30 pieces of content driving traffic to the video, as long as the participants share it. Make sure you retweet, like, share, pin their content too. If possible ask them to use the hashtags you researched.
15.) Native Facebook teaserMany people make the mistake of embedding a Youtube video on to Facebook Click To Tweet
Many people make the mistake of embedding a Youtube video on to Facebook, not good. Facebook gives love to videos that have been directly upload. Now we want to drive traffic and not have separate views on a duplicate video. So here you should create a short teaser video. Make in no more than 1 minute. That way you can upload to Instagram too. Add text to it, at this point in time the videos autoplay on peoples feeds but there is no sound. So add some text to draw their attention in.
16.) Snapchat / Instagram stories teaser
So now we need to tell your other channel audiences that the video is live, do this via your stories functionality. Either film yourself announcing its live, or take a picture. The main thing is to make sure you include that beautiful new easy to remember URL. When you post it, create a warning that the link is coming up. Some users make the mistake of suddenly showing a link, if a user misses it or is not prepared – it’s a pain in the ass to go back and try find it. Although the easy to remember url will help. Rather than just hitting them with a clip and the url, open up with a notification :
Snap / Instagram 1 Hey everyone, the new video is finally live, make sure you screen grab the next clip for the link
Snap / Instagram 2 Use this link to check out our new video
If you are using an image, make sure you set the timer on snapchat for a longer period, say 6+ seconds
17.) Instagram Post
Even though you have posted an Instagram story, you will need to post it to your Instagram feed too. there are a few options you can use now.
- Use the 1 minute video teaser you created
- Film a new video
- Upload an image
Make sure you use your hashtags you researched in your caption, plus the easy to remember URL.
18.) Facebook photo post with the overlays
Remember all the photographs you took whilst filming, some may have gone into the gallery, but you should have some left over. Try to select the most scenic or action looking ones. Most video editing software will allow you to take a still straight from your footage, or just use your screen grabbing functionality. Use these images and a tool that will help you add some overlay text, even better is to take quotes from the video to overlay on your images
Consider these tools to add some text :
Create a couple that you can use over the next few weeks. Each post needs a description that links to your video. Don’t post them after one another or your timeline will just look like you are pushing traffic. Mix them up between other non related posts.
19.) Instagram photos with overlays and relevant hashtags
Using the same tools above, or simply using the ones you created for Facebook. Add your stills and overlays to your Instagram feed. Using those hashtags again.
20.) Gifs for channels
Everyone loves a gif, go back to your video and create some short looping animations to share on your feeds. Maybe there’s someone pulling a funny face, or a timelapse of the sun setting. Create an intriguing gif that you can post on your channels to entice users to find out more.
My personal preference tool for creating gifs : Giphy – very easy. It even has a desktop app you can use to grab clips from your video.
21.) Publish blog
I’m gathering you have a blog for this step, no worries if not – but I would recommend it. Whatever the content of your video, it will inspire a post for your blog readers. You could go two routes here :
- A simple post that announces the video, tells your users to go and check it out
- More detail, give an opinion about the subject you are talking about. Then add your video at the end. Think of this as those extra features you used to get on DVD’s (wow dvds) where the director would give more input. Explain why you made the video, or what went on during the filming. Use lots of keywords and connotations in your copy too as this will help towards SEO
The blog post is the only time you will embed your youtube video, you don’t need to drive users off your blog. Make sure the video is at the end of the post though, that way users won’t just click play and not read the post.
One thing I’ve noticed with a lot of brands is that they upload, run some posts and then move on. Why not promote it every chance you get. Obviously not over doing it, but just giving that video you worked so hard on a little bit more love. By creating all these assets you are in a position to have a whole load of variants that cater for each channel. Overtime you will start to learn what works best where. You may find that gifs on twitter drive more engagement, or video on Instagram is the only type that works. With this knowledge you will start create a content plan for your video, one that defines what asset needs to on what channel. (but thats another blog post)
Lets assume you did everything above, heres what you will now have :
- a making of video
- a blooper real
- a live stream
- a team of people posting links and sharing
- Facebook gallery
- snap chat stories
- Instagram stories
- Instagram posts
- Overlay images
- a blog post
- Vine clips
Now imagine you did this every time you filmed a clip, you would start to create vaults of assets that you can tap into whenever you build your content plan. You may even have content you could use when something relevant happens online. Maybe your cooking video has a gif of your amazing cake you made and the great British bake off is on TV, share it then. This allows you to tap into even more conversations as you build your assets. You don’t have to blitz every thing out in one go, bank the assets, stagger their release, look for opportunities to use them again.
Now I don’t expect you to remember everything above, plus you don’t want to be some sort of robot whilst filming trying to remember every piece you need to do – thats why I’ve created the perfect cheat sheet for you. Its a document that contains the following :
- Before assets check list
- During assets check list
- After check list
- Banked assets check list
- Planning template
- Team audit template
- Hashtag research template
Each one is on a separate page so you can just print it, or have it on your phone.
For those of you that use Trello, I’ve created a board for it too. The link is in the cheat sheet.
As for the cheat sheet… Get it right here:
I would love to hear your thoughts about the cheatsheet and what your techniques are, so make sure you comment below.
Thanks for reading, now go film something!
Also published on Medium.