Reinvent. Recreate. Recycle… or how to create re-video content with potential for monetization (keeping fans engaged and sponsors happy)?
Summer 2020, post-lockdown. Some sports clubs and leagues already resumed activities. Matches are played in almost empty stadiums, but there is a warm breeze of optimism in the air, right? I mean, sports are slowly starting to come back and fans are starved for action and entertainment.
You’re probably thinking about your own sports organization, wondering how to keep your fans interested and engaged if they won’t go to matches and mainly consume content in their digital spaces.
Maybe you’re trying to figure out how to produce fresh and engaging professional video content on a tight post-quarantine budget. Or maybe you’re considering some alternative video content strategies for the worst-case scenario of a possible second wave of lockdown.
Whichever the level of COVID-related restrictions imposed on your sports organization, the question is: what are you currently doing to engage your fans and fulfill your sponsorship agreements? How well is it working out for you? And how long are you going to use this formula before it runs out?
The good thing is that you are looking for new solutions and you’re in the right place. In this article I’ll give you some low-cost & high-creativity ideas you can use to create attractive and effective re-video content.
What is re-video content?
You open the fridge, there are some eggs, some leftovers of the chili con carne from yesterday, a few tomatoes, an avocado… so you make dinner with what you have on hand. Often re-heated food tastes even better on the next day.
Re-video content is like this delicious meal. A surprising mix of flavors, combined in a new, exciting way. It’s video content recycled from existing materials, recreated around a concept, with a new theme, style and feel, enhanced with elements like voice over, music, animation.
It’s basically archival video content served in an attractive, new package. But it goes beyond simple recycling. It’s about reinventing, about combining the power of creativity with strategic goal-oriented thinking. And the main advantage? Since it doesn’t have to be produced and shot, it’s so very low budget compared with produced professional video content.
How to create re-video content?
Let’s keep it simple. Step after step: Your archive is the fridge. Open it and…
Look into your archive. See what you’ve got.
Don’t look at your video content for what it is (e.g. a league match from the 90s = Meh). Look at it in terms of what it could be (e.g. a dynamic cut of bloopers and funny moments of favorite athletes = Entertainment).
Think outside the box. (I know, I know, such a cliché… but it’s essential in this context – working with limited resources).
If you can’t think outside the box, hire someone who can. (Or ask your marketing assistant, who always wanted to work in advertising).
Brainstorm. Get crazy creative. (Mad Men style). Or get a team of creatives to do it for you.
Develop concepts that fit your fans interests and your sponsors expectations.
Test your concepts. Run an online focus group. Ask your teenage daughter / sales assistant / father-in-law (or whoever represents your target audience) if they would watch it. Why? Why not? What would they like to watch instead?
Choose the best concepts. (Maybe you want to try out several different ideas, test them for effectiveness).
Hire true post production wizards. (They will make the difference between a good, great or amazingly brilliant re-video). They will do the magic. They are going to:
edit (cut your material and assemble the pieces into shiny new re-videos)
do image & color correction (think Photoshop for moving pictures)
Invest in additional eye/ear-catching elements like
voice overs of popular actors
They will make your content stand out. (Imagine your re-video content as fro-yo. Choose spectacular toppings).
So, there you have it: your very own, amazing re-video content. Do you like this idea of low-cost & high creativity? I think you might, especially now, with a tight post-quarantine budget… and speaking of money, if you want to know how to monetize re-video content and add value for your fans and sponsors, check out my next article: The Rise of Re-video Content – Part 2.