Spotting Every Opportunity: Adapting Brand Content Across Channels
In the modern media landscape, a person may consume a livestream on their lunch break, a podcast while commuting, and several social media videos as they wind down in the evening. These varying styles offer brands the opportunity to present different angles on the same subjects, and further the same or different goals by taking a unique approach across channels.
Different media channels naturally offer the chance to reach new audiences, but what shouldn’t be underestimated is the capacity for different channels to tell your stories in different ways. Any video, livestream or podcast campaign is an investment of time, money and resources, and by reaching people across various touchpoints, you can ensure this content works as hard as possible to achieve various business outcomes and build your brand.
Capitalising on every content opportunity
Taking your concepts and identifying the opportunities to reuse or reshape that material opens up new possibilities for multi-channel campaigns. For example, a podcast can easily be turned into a video series or livestream, while longer videos can be clipped up into 15-second TikToks or YouTube Shorts. And livestreaming can support podcasts and videos by offering direct access to the presenters – either as part of a full show, or as a way to connect with listeners between episodes.
A podcast series meanwhile can work as an accompaniment to, or spinoff from, a video series or livestream. The long-form nature of podcasts means they’re ideal for delving deeper into a topic, particularly one that might lack the visual assets needed for an engaging video. In the same way that corporate photos or videos can be clipped up, repackaged and reused across your website and social media, podcast audio can easily be repurposed, with a still image or simple animation used to share highlights on social media.
Doing this as part of a holistic cross-channel plan allows you to create a functional pipeline for this content. By thinking about the different formats it may appear in, you can change things such as the framing of subjects to support horizontal and vertical videos, or capturing more footage to use as B-roll. This active consideration of different channels allows you to template out content during the production process. The result is higher quality and more bespoke content for each channel, and better outcomes from sharing it.
The value of testing and learning
While brands should plan any new media campaign with an eye to expanding to other channels, it isn’t always necessary to harness every channel from the outset. For organisations that are unsure about the value of using certain channels – e.g. livestreaming – testing the water can be a useful exercise.
Working on or commissioning a handful of short videos, for instance, can give you a flavour of what a full video campaign might look like, and who it is likely to engage. It will also give you a better sense of the investment required, and will help to build the skills and experience necessary to carry one out smoothly.
Livestreaming is perhaps the easiest channel to test and learn, as it benefits from both the lowest barrier to entry in terms of software and hardware, and from being a natural extension of an existing event or service. If you are hosting or attending an event, livestreaming can be done with little more than a phone camera, microphone, and perhaps a charging kit.
An impromptu or scheduled livestream can also be an opportunity for your social media audience to ask questions, and sample the services you offer, as well as benefiting from your industry expertise. This experience will establish the interest of your audience in similar content, and introduce you to the basic technical aspects of filming and presenting content, without the expectations that come with a full video or podcast campaign.
Storytelling made simple
While telling stories through any channel is a learning curve, the most difficult part can be identifying the opportunities available to you. Part of this is recognising where a good storytelling opportunity exists, and part of it is identifying the best way to tell that story. When you’re inside a brand, it can be difficult to gain the perspective and distance needed to appreciate the unique assets you have. Something that may be visually appealing or fundamentally interesting to many outsiders may appear mundane to you, as you see it every day.
Broadcast Revolution brings this perspective to each brand relationship. Our experience across video, podcast, and news production allows us to identify opportunities for great storytelling, and the best channels for those stories to engage audiences. We’re then able to present this as a practical plan, outlining all of the steps and the work required to produce a top-notch campaign.
Interesting in discussing your content strategy across channels? Discover BR Studio.
