Frequently when I finish a project with a client, there is a lot of great media that isn’t used- a lot of content ends up getting cut when I cull through what we’ve captured to use the best of the best for their video. Even though a client might not have the budget to fully utilize this media right away, it's something every client should consider using down the road for other projects. There's often enough footage captured that isn't used or that can be "recycled" for other purposes. In other words, there are a variety of ways to optimize and maximize the media that we've gathered.
For example, if the project included interviews, typically most of that content gets cut when you're making a 1-3 minute video. So what do you do with the 90% of the interview that didn't make it into the short promo video? You can use this to make another video - or you can do what I did with Gustavus Adolphus College: create mini-clips of the interviews to help spread the messages of your brand.
Gustavus Mini Clips
Once made, there are a variety of other ways this extra media content can be "recycled" into new videos and used to promote a company’s brand/key messages:
-Videos on different pages their website
-Direct email-to-customer campaigns
-Posts to social media (Facebook/Instagram/Twitter/etc.)
-Using video clips on their website homepage (See example: http://y.co/)
I always like to encourage clients to think about the long-game with projects we’re doing. Sometimes a client knows they have potential other projects to do down the road, so we can proactively plan to capture content that fits with those projects too. Other times I can help a client see the variety of ways we can recycle and reuse footage captured for their current project. In the end, it’s all about maximizing whatever content we capture to help their brand.