Repurposing long-form into short-form video
Using our repurposing strategy, we transformed long-form series from the YouTube channel into engaging short-form content and distributed it across four platforms.
When you think of BOVAG, cars might come to mind first, but its member businesses actually cover everything on wheels: from bicycles and driving schools to motorcycles and camping gear. As a result, the target audience is broad and spread across various platforms. Reach among this audience was declining through traditional channels like TV and radio. On social media, BOVAG was only active on YouTube, leaving significant untapped potential.
With a limited budget, a smart approach was essential: how could we start cost-effectively with content for Instagram, Facebook and TikTok? The solution lay in repurposing BOVAG’s existing YouTube content. By converting these long-form videos into vertical shorts, we created original, high-quality content that perfectly matched the viewing preferences of users on the new platforms.
We efficiently created new content from archive material and distributed it organically on YouTube Shorts, Facebook, Instagram, and TikTok, supported by a modest paid budget. This allowed us to build qualitative, long-term reach among new target audiences on new platforms. At the same time, we gained insights into which channels would be most effective for allocating paid budget: TikTok and YouTube Shorts.
The campaign significantly expanded its reach and engagement metrics. Reach doubled, while engagement grew fourfold and subscriber numbers increased eightfold. Annually, 100 videos were produced, contributing to a reach of 13.3 million and an addition of over 25,000 subscribers each year.
