Refreshing and Repurposing Your Content
We’ve learned a heck of a lot about ourselves this year. Like many of you, the gang here at Koi-Fly learned to pivot, and found new ways to stay agile and raised the bar of remote productivity along the way. It’s been challenging, exhausting and even a bit invigorating.
Cell phones and computers have been utilized this year more than any time ever before. While you might be saying “duh Koi-Fly… I knew that!!” maybe you are in search of a time tested game plan to film footage and create cool content to show up on those phones and computers. Or you might be saying, “I have a ton of user generated content and internal footage that I am not sure how to get out in the world in a professional, strategic and branded way.” Perhaps you even want to beef up your online presence and drive your brand’s performance to new levels of success and filming new footage could be not feasible in this current world.
Here’s a few strategies to get you started:
Repurposing “Old” Creative Content for Something New
When physical doors started to shut in March, a lot of brick and mortar brands found themselves at a loss for how to pivot quickly online. Customers were suddenly looking for easy, safe ways to do their shopping from the comfort of their homes, functionality that was foreign to some brands. An easy way to begin pivoting is to take older assets and repurpose them. Repurposing content can be as easy as simply using footage or photography from an old campaign and dropping it online with new branded graphics and a new value prop! Your audience will recognize you and ideally respond to your “friendly face” with a like or a share or ideally a purchase. A win-win in our book!
A company that excels in repurposing content and branding all kinds of entertaining video footage is Chewy. Their Youtube page illustrates this with 34,000+ subscribers who are loyal fans. Their branded graphics and channels showcasing pets of all kinds and the helpful information their subscriber’s crave is the gold standard in branded digital content.
Changing your Call to Action
Update your messaging with your customers in mind. If you’re a clothing company that had its’ doors closed and you’ve pivoted to an online shopping experience, take old assets and repurpose them to prove you don’t need to go in store for the experience. Use social content and CRM to remind your customers that you can ship quickly. Focus on the customer journey and think about ways to break through all the clutter, knowing everyone else is surely bombarding them with shop from home messages. Offer curbside pick up to show your customers how much you care about their safety. Package it up nicely with fun branded graphics and consistent fonts.
Sometimes the best way to get really good at something (like writing a killer call to action) is to learn from others. On the surface Purple’s “Learn More” button doesn’t appear to be one of the better call to action examples, combined with the eye-catching video that immediately attracts attention and Purple’s offer to let consumers try their product with no obligation, the simple CTA does the job of enticing consumers to want to get details about how they can try out the product for 100 nights and even have it picked up for a return if they’re not completely satisfied. That makes it much more effective than many Facebook ads that use such a common CTA.
Predicting Trends Through Video Ads
Once you’ve updated your assets to focus on your new messaging, you can then begin editing and incorporating video ads to target your audience. We’re all looking at so much more short content video (hello, TikTok), so think about how you can participate, too. Think about YouTube advertisements, like the pre-roll you see right before the latest BTS video or last night’s Tonight Show. This 30 second format works well because while it’s usually skippable, there are a few seconds at the head of the spot where the viewer has no choice but to watch. So make sure to mention your brand in an uber engaging way in the first 5 seconds, and you’ll be good to go.
YouTube ads are also typically shorter and constantly run on repeat, ensuring customers see the ad, begin to start recognizing the ad, and then ultimately act on the ad. Think about a series of short, :15 Youtube ads that tell an intriguing story and make viewers actually clamor to watch your ads to see how the story ends. Keep up with your analytics so you can see who’s engaged with the ad, whether they go to your website, and if they make any purchases from there. Like the TV experience it was originally designed for, the forced 30‑second ad spot doesn’t fit the way people watch today — entirely on their own terms, seamlessly shifting between devices and channels. Video ad sequencing updates the traditional model, allowing you to serve up a planned sequence of ads that tell a story to customers across their purchase journey. New technology makes sequencing manageable and offers gains for marketers. It’s proven to be more memorable than the 30-second ad spot. A really great example of a Youtube ad ‘mini-series’ is Deadpool’s ad campaign which I can honestly say I never skipped.
Years ago, if you shot a commercial it’d cost you an arm and a leg and a whole lot of studio time to repurpose old footage, and it’d become a huge pain point and even bigger cost commitment. But these days, there’s infinite ways to update your footage and even reinvent yourselves. The team at Koi-Fly is here to help you get started.