Easily Repurposing Short-Form Video Content for REALTORS®
This post originally aired as a podcast!
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If you had told me a few years ago that videos as short as a few seconds long were going to be the next big marketing strategy, I'm not sure what I would have thought. But the reality is short-form videos, made popular by TikTok, are no longer a trend.
A recent study on social has found them to be the number one way to drive leads and engagement (which is huge for Realtors!). So, while we know that they work, it doesn't matter if it's a 15 second or 5 second video, it still takes time and energy to create engaging content.
That's where the power of repurposing comes in to expand your reach while being more efficient with your time, and in today's episode, I'm sharing how to make it even easier.
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Short-form videos are incredibly bingeable, and if you've ever wasted time scrolling away on platforms like TikTok or watching Instagram Reels you probably agree! It's so easy to go from one video to the next or have one account catch your eye, and before you know it, you're deep into what they've shared. That's because this style of video was engineered to be captivating. And the variety of content and trends out there has made this type of content explode!
Yet, I completely understand the challenges that many real estate agents have with consistently creating this type of content. Even if it's a 10-second video, it still takes your time to figure out what you want to do, plan it out, film it, edit it, write a caption, and then share it. While it's worth it to do, because short-form video will help you reach more potential home buyers and sellers and engage your sphere, it's still work.
That's why it pays to be smarter with your marketing. I want you to get everything out of one piece of content as possible, and to do this, we want to repurpose your content.
If you're not familiar with the concept, repurposing is basically taking one piece of content (for example an Instagram Reel) and using it beyond its original purpose - such as sharing it on another platform or using it in a creative new way. This amplifies your marketing strategy while saving you valuable time!
So, in today's episode, I'm going to share three easy ways to help you repurpose short-form videos for Realtors.
1. Don't Create Your Short Form Video on TikTok or Instagram to Start
Yes, you heard me correctly! While you might want thousands of views on your TikTok or Instagram Reels content, I would recommend not creating your videos on these platforms if you want to easily repurpose them.
Each platform is looking for original content. They want to be the place people go to consume these videos. So, they don't want to see other platforms' logos on the videos you upload. You can be negatively impacted by this in the algorithms, and it's not a good user experience to watch a lower quality video with a logo watermark.
What you should do instead, is create and edit your videos using another app or video editing platform. From there, you can download a high-quality version of your video and upload to each of the platforms you want to share it on. You might need to add trending audio or a few edits in the social platform you're sharing on, but this trick will make sharing across all the platforms much easier.
If you're looking for a phone app to take and edit videos, take a look at CapCut. It's owned by the same parent company that owns TikTok and has many similar features. Another option is to use Canva. In the Marketing Suite, we make this super easy for our members because all of our ready-to-share Reels for the month are in a Canva document, and you can also customize our templated ones in there as well.
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Whichever option you choose, if you have the original video, you can simply share it to TikTok, Instagram and Facebook Reels, YouTube Shorts, Pinterest, and beyond!
2. Use a Scheduling Tool to Post to Multiple Channels
Most agents know that you can plan out your social media content ahead of time and schedule it to post. But many don't know that you can get alerts to share short-form videos, and many of the social platforms have auto-posting now! So, instead of sharing an Instagram Reel and moving on with your life, why not easily post it on as many platforms as possible?
Many of the popular scheduling tools like Later, Planoly, ContentCal have features to share across the platforms. This will get your content in front of new eyes and more people, and you can decide how much or little you do with it. For example, you might auto-schedule posts and not worry about it, or you can get alerts when it's time to post. That way, you can synch your trending audio and any other features you want to use on each specific platform.
Just check your scheduling tool of choice to see what your options are when it comes to posting on the different platforms. But wouldn't it be an amazing feeling to have your content done ahead of time and ready to go?!
If you want to get short-form videos that you can easily share on Instagram Reels, TikTok, and more, become a member of the Marketing Suite. Each month, members get ready-to-share and customizable short-form videos as part of their social media content calendar!
3. Repurpose Short-Form Videos Across Your Digital Marketing
When we talk about repurposing content, it doesn't have to end at sharing content on multiple social sites. You can get much more creative with it. We already know that people like short-form videos and they perform well, so let's inject the magic beyond social. Here are ways you can repurpose your real estate content across your digital marketing strategies:
Embed your TikToks and Reels into your website: Most website platforms will allow you to embed a social post. This is an easy way to further engage your website visitors and show off your personality. For example, if you have a website page or blog about a specific community, try embedding an Instagram Reel where you tour the area. Likewise, if you have a page on your site with tips for buyers, modernize it by embedding short-form videos where you share valuable content. This further builds your brand and gives people a chance to get to know you. But it also works for cross-marketing purposes. Your website traffic might turn into an Instagram follower, which further strengthens your relationship with them!
Email your short-form videos in newsletters & campaigns: Email marketing works, and short-form video is a fun way to keep it even more relevant. So, if you send a monthly newsletter out or have a drip marketing campaign, why not incorporate a short-form video into it? If the original video is short enough, you might be able to embed the whole thing as a GIF. But more than likely, you'll need to add a screenshot of the Reel or TikTok to your email, and then link over to the social platform to watch it. For example, if you share market data in your email newsletters, link over to an Instagram Reel where you talk about it further.
Text a link with new or relevant content to people: Texting and even Direct Messaging can be a form of marketing that sparks conversations but doesn't feel salesy! So, if you're currently working with a customer or want to re-engage someone in your sphere, try reaching out by sharing content you've created. You could reach out to a past customer and say, "I just created a Reel on the best farmer's markets in your neighborhood and thought of you! I know how much you love to cook, so check out this quick Reel and some of my favorite vendors." That's incredibly personal and a unique way to re-engage someone you might not have talked to in a while. Another idea would be to send relevant content to active customers. If you're working with a seller, maybe you text them your TikTok with your best staging tips. You have many options based on your content!
Add a link to your email signature: Lastly, simply add a link to your email signature with a video you'd like people to check out. You could point out specific content, like "Watch my Reel on the Top Tips for Selling Today" or "Get to Know Me More in this Silly Reel." Choose a short-form video that aligns with your branding and goals and expand its reach. I have an Instagram Reel that goes along with a Liam Neeson voiceover about my real estate marketing skills.
This video is light-hearted but also really does show off my experience, so it would work well for this use case.
The goal with any and all real estate marketing is to get the most out of it as possible. The more you can use one piece of content, the more time you save, but also the more people you'll potentially reach. And at the end of the day, marketing should be about building relationships and forming connections. Even if it's a 5 second video, if it's a great video, why waste it by only using it one way!
So, if you take anything out of today's episode, I hope it inspires you to get creative and maximize your short-form video content! I'd love a few second long video to turn into much more for you when thoughtfully repurposed!
And if you need help creating short-form videos, specifically Instagram Reels, then check out my LIVE Training: The Realtor Workshop for Getting Started with Reels! You'll learn how to take advantage of ready-to-share Reels, personalize templates using Canva, best practices, and the best part - we're creating a Reel during the training together.
This will be live on October 13th or you can watch the replay. However, because it's such good stuff, it is exclusive to members of The Marketing Suite. So, if you'd like to join me for this training, daily social content, monthly email newsletter, live coaching, and more be sure to become a member!
{Click here to learn more and become a member of The Marketing Suite}
& use code JOIN25 for 25% off your first month of the membership
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The Marketing Suite LIVE Training: The REALTOR® Workshop for Getting Started with Reels
Realtor Live Coaching and Marketing Q&A Session: Instagram Reels and Short-Form Video
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