Repurposing video content from product videos to teaser campaigns
In this post, we'll see how to repurpose ecommerce videos to create new short clips efficiently. We'll go through five frequent examples in ecommerce: product videos, background videos, social media teaser videos, short clips for marketing pages, and videos for marketplaces.
We'll look at online retailers, which have pioneered the use of video in their marketing strategy. Many of them produce campaign or collection videos that show the style they want to relate to. These videos are tipically 1-2 min long and have a soundtrack with a combination of music and/or speech. An interesting fact is that they're frequently repurposed and edited to extract short clips that are further used in different parts of the online store, used in marketplaces, or shared in social networks.
Here, we'll see five main cases of video repurposing in ecommerce and web businesses in general, and an easy and fast way to produce them. To be nimble, we've done all the examples shown here on an easy-to-use video editing web app.
Background videos are commonplace in fashion ecommerce sites. Although there are many variations, the general structure of an ecommerce is quite standard. Besides the home, in online stores we sistematically find category overview pages, like Women, Men, Kids, and son on. They work as landing pages for top categories or special collections. And both in the home page and the category overview pages, we may find background videos quite frequently.
They usually consist of short -about 5s to 15s- muted clips with the styling and branding of the campaign, consumed with autoplay. This makes background videos a clear repurposing use case. They're frequently excerpts of the main editorial video footage. Moreover, background videos usually cover the full page width. For a responsive design, we'll need to use two aspect ratios, one for horizontal screens (desktop, tablet) and other for vertical screens (smartphones). So, whatever the original footage is, we'll do some kind of editing to extract variants that alters the content. This is what reuse or repurposing are meant for.
Creating background videos usually requires four steps. First, setting the aspect ratio, resizing the video with a new master resolution. Second, trimming the footage to choose the excerpt we want to feature in a prominent placement like the home or category overview pages. Third, branding the video specifically for these pages, which means overlaying graphics -logo, text- or even images. And usually, also removing the soundtrack since they're intented for autoplay which requires muted reproduction by browsers.
Other common ecommerce pages are category pages that show product images in a grid and product pages that show detailed information of an specific reference in the store. It's in these types of pages where we may find product videos.
Product videos are mostly short clips, again about 5s to 15s long. Their goal is to showcase a product. The straightforward approach is to use the same aspect ratio than product images, so that they fit naturally to the page layout, either in category or product pages. In a mobile first approach, this typically means to use a vertical aspect ratio.
While many product videos are produced as part or the product-specific photo shooting, they can also be obtained as byproducts of longer editorial videos where the item appears. In this case repurposing consists of choosing the best interval to show the product, taking into account the final aspect ratio. Then trimming the video and removing the sound.
Social media teaser videos
When we have video content, which is expensive and lengthy to produce, we should take the most of it. Sharing short teaser videos through social media is possibly one of the easiest and most rewarding ways to fulfill this goal.
Each social network has one or more types of videos, intended for different types of use. Each of them features a fixed aspect ratio -and usually resolution- and a recommended duration. For instance, Instagram stories videos are limited to 15s long and should have full HD resolution in vertical orientation -that is 1080x1920 px-.
Moreover, a proper social media strategy requires a steady flow of ephemerous content that builds the desired brand image. In this context, efficiency, consistency, and effectiveness are essential.
A streamlined video transformation setup for video repurposing is a clear must. And here, online tools like Abraia's video editing and bulk template-based video transformation are safe bets. In the end, repurposing consists of video resizing, video trimming, and video branding -overlaying logos, texts or any graphic content. The capability to automate repetitive tasks based on templates and bulk processing is also desirable, since we'll likely use a reduced set of branding options with different excerpts of our footage.
Short clips for editorials or stories pages
One more case of repurposing that we find in many stories or editorials pages are short clips -usually accompanying images- that help to build the story. These clips are usually excerpts of the footage recorded to the main video used to launch the collection.
Since these are typically marketing pages, they're freely designed to better convey the message. So they do not respect the ecommerce layout that we find in the category and product pages. We'll find unique and diverse aspect ratios and durations, some with sound and some muted. In this context, the capability to easily create derivatives (breakpoints) to optimize the videos is also a valuable feature when choosing an editing tool.
When we sell in marketplaces like Amazon, Tmall or Instagram shopping, we'll need to repurpose our videos to meet the requirements -on aspect ratio, duration or content- of the platform. Again, like in the case of social networks, efficiency, consistency, and effectiveness are essential.
In this type of use cases -repurposing for external platforms- a video processing pipeline capable to automate repetitive tasks (resizing, rebranding) will make a big difference in our capability to move our content faster.
A final point to raise is the need to perform video optimization when we publish in our web. Like for images, this is achieved by an adequate compression, but also by a proper resizing of the content before delivery. We can also create video derivatives at different breakpoints and deliver the resolution that best fits the viewport. However, videos are far heavier than images. So to optimise media content it's a good idea to take into account the network speed avaialble. Fortunately, there is HLS video streaming, an adaptive bitrate protocol which does just this. When properly configured, HLS combined with per-title encoding may be great for short videos. You may try it here.
We've examined the main types of videos that are part of an ecommerce video marketing strategy, which include the main types found in any web business. We've seen the main transformations needed -resizing, trimming, watermarking, sound removal- together with examples. Moreover, we've pointed the importance of automating repetitive operations, and how all these features are better accomplished with a simple online video editing and repurposing tool for multi channel workflows.