How Can You Repurpose Video Content for Larger Audiences?

Hand your videos to your partners. They will reuse them in places you would never have thought to put them.

Quick Answer

• A B2B hype video can find a second life on a partner's lobby screen.
• Ovation CXM's IBM partnership video ended up on a 20-foot mezzanine display at One Madison in New York.
• Each new use of an existing video extends its reach to audiences you don't directly own.

Why partner-facing video has bigger reach than your own channels

Sherri Schwartz, Head of Marketing at Ovation CXM, tells a story that ends with one of her videos playing on a 20-foot screen at IBM's New York headquarters. The video was originally made for a totally different purpose.

Ovation created a hype video to celebrate signing a partnership with IBM. The point was simple: get IBM's account executives excited about working with Ovation. That's a small, internal audience, mostly used to align two sales teams.

A year later, IBM was turning one of the mezzanines at their One Madison headquarters into a large lobby where banks would wait for meetings. IBM asked Ovation for permission to use that same hype video on a 20-foot wide video screen in the space. Now Ovation's hype video plays for a much larger audience of banking executives who never would have seen it on Ovation's own channels.

"12 months later, it comes right back, but now it's being used in another even more creative way in a large audience. It's almost like a billboard, but just at One Madison." — Sherri Schwartz

The lesson is that repurposing video isn't just about cutting one recording into 50 social clips, though that works too. It's also about letting your videos live inside other organizations. Partners, customers, and resellers all have audiences you don't directly own. Hand them well-made video and they will find ways to share it that you couldn't have planned.

The practical move: make your hype videos and partnership content reusable from day one. Avoid timestamps, specific dates, or in-jokes that limit shelf life.

Frequently Asked Questions

How can a B2B partnership video reach a larger audience?

By giving partners permission and assets to use it in their own spaces. Ovation CXM's IBM hype video ended up on a 20-foot screen at IBM's New York headquarters, playing for banking customers who came in for meetings. That kind of reach happens when partners reuse your video in physical or digital spaces you don't own.

What kinds of videos work best for partner reuse?

Hype videos and partnership announcements work especially well because they're designed to generate excitement, which is exactly what partners want when they're showcasing a new alliance. Avoid time-stamped or date-specific content so the video stays usable for years.

How do you keep video content fresh year over year?

Keep finding new ways to use videos you've already made. Sherri Schwartz says the challenge isn't getting initial executive excitement around video, it's keeping the momentum going. Partner reuse, repurposing into shorts, dropping clips into resource centers, and using clips in sales conversations all extend the life of a single recording.

Full Clip Transcript

Well, then next thing you know, a year later, they are turning one of their mezzanines in New York and they're at their headquarters into a large lobby where we primarily sell to banks where banks are coming in and waiting for their meetings. And they wanted to use our height video inside of there to showcase in that entire mezzanine, a 20 foot wide, like, um, kind of video screen. And they asked permission to be able to use that video. So it's 12 months later, it comes right back, but now it's being used in another even more creative way in a large audience. So I was like a billboard, but just at the one Madison. So that again, continues up the excitement.