“Content is king” – Bill Gates
The term that Bill coined back in ‘96 is one that has now come to fruition. At that time, the idea of content becoming the biggest commodity in the world may have seemed far-fetched, but today, it is accepted reality.
There is a lot to think about when it comes to creating and serving content, but I think the most important aspect is how to make content work for you. After putting in hours of work, coming up with a creative idea, organising logistics, shooting, editing etc. you want the resulting content to be useful in as many ways as possible.
In our case, efficient use of content means finding ways to not only post a single asset to multiple platforms but considering how to add value to each individual post. If there is a clear differentiation between the posts on each platform, then the audience will soon find their way across.
Creating a unique post for each platform doesn’t have to increase production time. Shooting long form first is the easiest way to open up posting options later. A long-form video that is suitable for YouTube and Amazon can easily be cut down to suit Facebook, Instagram & TikTok. But how can we make these posts unique and not just shorter carbon copies of the longer video? This really depends on the content itself and what suits the respective audiences.
A good example is the How-To video. A longer format version, destined for YouTube and Amazon, would feature full details of the process. This will include any tips and tricks that are relevant to the project. By contrast, an audience on Instagram and Facebook will have much shorter attention spans. So, a simpler edit, merely showcasing the process with a few step by step instructions, can better meet their viewing habits. TikTok and Stories offer a lot of posting opportunities from a single piece of content because they are ultra-short content platforms. Taking the tips and tricks from the long-form video and making them into their own dedicated videos works really well. Even short clips of visually pleasing moments can go viral on TikTok. ASMR for the eyes!
When an audience knows what they can get from each platform, they see the value in following all of them.
There will be outtakes, unused clips and even behind the scenes shots that at first glance may be of no use… all of these are potential content for other platforms. Even stills from a scene can create a lot of engagement, especially if there is humour to the post.
Recycling content is also a great way to make existing projects work harder. Is there a new twist you can put on an old video? A new platform it could be posted to? Something in the news that’s made it relevant again? While posting old content isn’t something you want to be doing often, if value is added it’s a great way to squeeze some extra life out of it. When I see an old video of mine dropping in views, I’ll write a step by step blog post for it on my website, instructables and hometalk. It helps a lot with SEO, reaches a new audience and gives the video a new lease of life. Trying to link an old video into a new one enables me to send people back to old content too. These thought processes are almost always relevant to each piece of content you create.
In closing, I’m going to take some inspiration from Max and his love of stock. If you have put all your time, effort and love into creating a meal, then don’t just throw away the scraps. Give them some love and make a banging stock out of them!
Thank you for coming to my TED talk.
For more insight into how you can create content for TikTok read more here.