How To Multiply Webinar Impact Through Video Repurposing

Video is growing among B2B decision makers in both its reach and engagement. LinkedIn data shows that video viewership on its platform grew by 36% in 2024, while video posts are shared 20 times more than any other form of content. And, if that’s not enough to convince you of the power of video, research from Ascend2 revealed that some 93% of B2B buyers claim that video is important in building brand trust, while 95% said that video plays an important role in moving forward with a purchase. 

Webinars are, of course, a valuable source of video content. So, how do you go about repurpose video to multiply the impact of your webinars? Let’s look at some steps that will make the process easier. 

Automate with engagement data and AI

One of the drawbacks to using video from a webinar used to be that you had to clip videos manually. FInding the best parts of an hour-long webinar does take some time. Added to that, what you find interesting isn’t necessarily the same as what your audience finds engaging. 

Fortunately, there is no need to manually go through your webinar searching for clips, AI can do that for you. ON24 Key Moments is a data-driven solution, powered by AI that automatically analyzes audience engagement data — such as Q&A, poll responses, emoji reactions and drop-off rates — and pinpoints the most compelling and engaging parts of your presentation. 

Not only is automating the process more efficient, it also takes a lot of the guesswork out of the process of video clipping. Using engagement data and AI ensures that you are creating content that you know your audience found valuable. Another advantage to ON24 Key Moments is that you have the ability to edit, add branded intros and outros and customize the clips directly within the ON24 platform, creating a polished, ready-to-share asset in moments. 

Create additional clips that help meet your goals

While creating video clips from your webinars is now easier and more efficient for your team, you still need to consider what goals you want to accomplish with your videos. Here are seven high-impact video formats you can create from your webinars depending on your objectives.

1. The Highlight Reel: These 2-3 minute videos act as a “movie trailer” for your webinar. They are perfect for promoting a full on-demand version in emails, on social media and on the landing page itself. 
2. Quote and Key Takeaway Videos: While these video clips are short (15-45 seconds), they can be very impactful. Clips of your speaker delivering a powerful statement or key insight are excellent for grabbing attention on social media feeds such as LinkedIn or X. Consider using animated text overlays to make the quote pop. 
3. “How-To” Micro-Demos: If your webinar featured a product demo, clip out the most valuable ‘aha!’ moments or specific feature walkthroughs. These 30-90 second clips are highly valuable for prospects in the consideration stage. They can also be used by your sales team and on product pages.
4. FAQ and “Audience Asks” Clips: Turn the best questions from your audience Q&A into 30-60 second stand alone videos. This is a clever way to address common pain points and questions and shows that you’re listening to your audience. They are also great for building community and trust. 
5. Data-Driven Insight Videos: Animate a compelling statistic or chart that was shared during the webinar. Short (15-30 second) visualized data is highly sharable and makes complex information easy to digest. 
6. The Teaser Trailer: Use the best 30-60 second clips from a recent webinar to build hype for your next one. These clips show potential registrants the quality and value of your events, boosting registration numbers. 
7. Thought Leadership Snippets: These are longer clips (60-120 seconds) that dive into a single, compelling argument from your webinar. Thought leadership snippets are ideal for platforms like LinkedIn, where users are open to more substantive content. They also serve to establish your speakers and brand as experts. 

Promote across channels

As you can see, there are many video types and several use cases for those videos. Make sure you are making the most out of these repurposed videos as promotion across your owned, earned and paid channels. 

Owned channels

When it comes to owned channels, consider using Key Moment video clips to create dynamic and personalized follow-up experiences for attendees and no-shows on nurture pages. ON24 ACE users have the advantage of creating automated nurture pages for registrants — providing the possibility for increased on-demand webinar attendance, boost engagement with targeted assets and expand reach. 

Expanding on that, along with other related content, populate your content hubs with videos to increase engagement and guide prospects through their journey. Video clips, including micro-demos and FAQ clips, help to create a hyper-personalized experience on target pages. Video clips also work well when embedded in a blog or elsewhere on your website. 

Social channels

Whether it be LinkedIn, Instagram or Facebook, video content is a great way to grab attention and gain impressions, so make sure to add and schedule video content for your social media channels. Additionally, create a library of clips for your sales team to use in their social selling outreach. This helps them answer prospect questions as well as demonstrate value. 

Paid Channels

Don’t overlook the power of video ads when it comes to driving conversion. That aforementioned LinkedIn report reveals that when combined with clear CTAs, B2B videos delivered a 3X increase in open rates. 

Other ways to make the most of your video

Here are a few other things to consider when creating and sharing videos produced from your webinars: 

• Translate to expand into new markets: Take advantage of the translation and captioning capabilities available with ON24 to scale your reach.
• Remix video clips from several webinars to create a new one: Why not take the best bits of a bunch of webinars and combine them for something new? An example from ON24 is our Pipeline Power Up: 5 Ways To Fuel Your Funnel with Webinars. This event contained clips from ON24 customers and marketing experts taken from previous webinars, allowing us to highlight best practices from multiple sources in one single webinar.
• Refresh and rename: Similar to the remix method, there is no rule that each webinar you make has to be made from scratch. Read this post to learn How to Pass Off an Old Webinar as Brand New.

Want to get more value from your webinars? Learn how AI-powered features from ON24 can propel your campaigns forward.