Creating a Content Calendar for Repurposed Video Content

Creating a content calendar for repurposed video content is a strategic approach that maximizes the reach and impact of your video assets. By repurposing your video content across various platforms, you can expand your audience, increase engagement, and drive valuable results for your business.

This comprehensive guide will explore the essential steps involved in crafting a successful content calendar, from defining your goals and target audience to optimizing content for different platforms and analyzing performance.

Repurposing video content goes beyond simply reposting the same video on different platforms. It involves tailoring your content to suit the specific characteristics and preferences of each platform and audience. For instance, a long-form video might be repurposed into shorter clips for social media platforms, while a product demonstration video could be transformed into engaging stories or interactive polls.

By strategically repurposing your video content, you can create a consistent and impactful presence across the digital landscape.

Table of Contents

Understanding Repurposed Video Content

Repurposing video content is a powerful strategy for maximizing the reach and impact of your video assets. By adapting your videos for different platforms and audiences, you can leverage existing content to engage new viewers and achieve your marketing goals.

Benefits of Repurposing Video Content

Repurposing video content offers several benefits, including:

Increased Reach:By distributing your content across various platforms, you can reach a wider audience and expand your brand’s visibility.
Enhanced Engagement:Tailoring content to specific platforms allows you to optimize engagement by providing relevant and engaging experiences for each audience.
Cost Savings:Repurposing existing content saves time and resources compared to creating entirely new videos.
Improved ROI:By maximizing the value of your video assets, you can increase your return on investment (ROI).

Examples of Repurposed Video Formats

Different video formats can be repurposed in various ways:

Long-Form Videos:A 30-minute documentary can be repurposed into shorter clips for social media, highlight reels, or even educational blog posts.
Short Clips:A 1-minute product demo video can be shared on social media platforms like Instagram and TikTok, showcasing key features and benefits.
Social Media Stories:Behind-the-scenes footage, customer testimonials, or product updates can be repurposed into engaging stories for platforms like Instagram and Snapchat.

Tailoring Content to Platforms and Audiences

It’s crucial to tailor your repurposed content to the specific platform and audience you’re targeting. Consider the following:

Platform-Specific Formats:Each platform has its own preferred video formats and lengths. For example, TikTok videos are typically short and vertical, while YouTube videos can be longer and horizontal.
Audience Preferences:Understand the interests and preferences of your target audience on each platform. This includes their age, demographics, and content consumption habits.
Content Tone and Style:Adjust the tone and style of your content to match the platform’s culture and the audience’s expectations. For example, a humorous approach might work well on TikTok, while a more professional tone might be appropriate for LinkedIn.

Defining Content Goals and Audience

Once you’ve identified the different platforms where you’ll be sharing your repurposed video content, it’s crucial to establish clear content goals and define your target audience for each platform. This step ensures that your content resonates with the right people and achieves your desired outcomes.

Target Audience for Each Platform, Creating a content calendar for repurposed video content

To create content that effectively engages your audience, you need to understand their specific interests, preferences, and behaviors on each platform. Here’s how to identify your target audience:

Analyze platform demographics:Explore the demographic data provided by each platform. This information reveals the age, gender, location, interests, and other characteristics of the platform’s user base.
Review existing content:Analyze successful content on each platform to understand what resonates with users. Look at the topics, formats, and styles that receive the most engagement.
Conduct audience research:Utilize tools like surveys, polls, and social listening to gather insights directly from your audience. Ask questions about their preferences, challenges, and what they want to see.

Content Goals for Each Platform

Defining specific content goals for each platform ensures that your efforts are aligned with your overall marketing objectives. Consider these content goals:

Brand Awareness:Aim to increase brand visibility and recognition among the target audience on each platform. This can be achieved through engaging content, creative visuals, and consistent posting.
Lead Generation:Focus on generating leads by promoting valuable content, offers, or calls to action that encourage users to provide their contact information.
Engagement:Prioritize content that encourages interaction, such as comments, shares, likes, and reactions. This can be achieved through asking questions, running contests, and utilizing interactive features.
Sales and Conversions:Drive sales and conversions by showcasing products or services, highlighting customer testimonials, and offering special promotions.

Content Strategy

Once you’ve identified your target audience and content goals for each platform, you can develop a content strategy that aligns with your overall marketing objectives.

Content Calendar:Create a content calendar that Artikels the topics, formats, and posting schedule for each platform. This helps ensure consistent content delivery and maximizes reach.
Content Mix:Develop a diverse content mix that includes different formats, such as videos, images, articles, and infographics. This keeps your content engaging and appeals to different preferences.
Content Promotion:Promote your content across multiple platforms to reach a wider audience. Consider using paid advertising, social media sharing, and email marketing to amplify your reach.

Content Creation and Optimization

Repurposing video content effectively involves more than simply reposting the same video across different platforms. It requires careful consideration of each platform’s audience and format to create variations that resonate with viewers. This section delves into the crucial steps of content creation and optimization for repurposed video content.

Identifying Key Video Assets

Identifying the key video assets that can be repurposed for different platforms is a crucial step. It involves analyzing the original video content to extract valuable segments that can be repurposed for various platforms.

Highlights:Extract short, engaging clips that capture the essence of the original video. These can be used for social media posts, teasers, or short-form video platforms like TikTok or Instagram Reels.
Key Takeaways:Identify the most important information or insights conveyed in the video. These can be transformed into text-based content like blog posts, articles, or infographics.
Behind-the-Scenes Footage:If available, behind-the-scenes footage provides a glimpse into the creation process, adding a personal touch and humanizing the content. This can be used for social media stories, vlogs, or even short documentaries.
Testimonials or Interviews:Quotes or snippets from interviews can be repurposed for social media posts, email newsletters, or website testimonials.

Creating Variations for Different Formats

Once you have identified the key video assets, the next step is to create variations of the original content to suit different formats and audiences. This involves adapting the content to the specific requirements of each platform.

Social Media Posts:Create short, attention-grabbing videos specifically designed for social media platforms. Use vertical video formats for platforms like Instagram and TikTok, and incorporate trending sounds or challenges to increase engagement.
Blog Posts or Articles:Transcribe the key takeaways from your video into a blog post or article. Include relevant images, infographics, or data points to enhance the content.
Email Newsletters:Use video snippets or highlights to create engaging content for email newsletters. Include a clear call to action to encourage viewers to watch the full video.
Website Content:Embed the original video or key segments on your website to provide valuable content for your audience. Consider creating a dedicated landing page for the video.

Optimizing Content for Platform Requirements

Optimizing content for each platform’s specific requirements is essential for maximizing reach and engagement. This involves adapting the video length, aspect ratio, and captions to suit the platform’s guidelines and user preferences.

Video Length:Different platforms have different video length limits. For example, Instagram Reels have a maximum length of 90 seconds, while YouTube videos can be much longer. Adjust the video length accordingly.
Aspect Ratio:Ensure the video aspect ratio is optimized for the platform. Instagram and TikTok use a vertical aspect ratio, while YouTube uses a horizontal aspect ratio.
Captions:Add captions to your videos to make them accessible to viewers who are deaf or hard of hearing. Captions also help improve engagement, especially for viewers who watch videos without sound.

Scheduling and Promotion

Now that you have a content calendar filled with repurposed video content, the next step is to strategically schedule and promote it to maximize reach and engagement. This involves understanding the optimal posting times for each platform, crafting engaging captions, and leveraging cross-promotion strategies to drive traffic across different channels.

Scheduling Content Posts

Scheduling content posts at optimal times is crucial for maximizing visibility and engagement. Different platforms have different peak activity times, so it’s essential to understand when your target audience is most active.

Research Platform Analytics:Analyze your platform analytics to identify the days and times when your audience is most active. For example, if you find that most of your engagement occurs on Tuesdays and Thursdays between 12pm and 2pm, schedule your posts during those times.
Utilize Scheduling Tools:Tools like Hootsuite, Buffer, and SproutSocial allow you to schedule posts in advance, ensuring consistent content delivery even when you’re busy. These tools often provide insights into optimal posting times based on your audience data.
Experiment and Track Results:Don’t be afraid to experiment with different posting times to see what works best for your audience. Track your results using platform analytics to identify patterns and adjust your scheduling strategy accordingly.

Crafting Engaging Captions

Compelling captions are essential for attracting attention and encouraging engagement. They should be concise, informative, and tailored to the specific platform.

Highlight Key Points:Summarize the main points of the video in a few sentences to give viewers a quick overview of what to expect.
Ask Questions:Encourage interaction by asking questions related to the video’s topic. This can spark conversation and encourage viewers to share their thoughts.
Use Emojis and Hashtags:Emojis can add personality and make your captions more visually appealing. Relevant hashtags can help your content reach a wider audience.
Include a Call to Action:Encourage viewers to take a specific action, such as visiting your website, subscribing to your channel, or leaving a comment.

Cross-Promotion Strategies

Cross-promotion involves promoting your content across different platforms to reach a wider audience. This can be done through various methods:

Sharing Links:Share links to your video content on other social media platforms, your website, and email newsletters.
Utilizing Platform Features:Utilize cross-posting features available on some platforms to automatically share content across multiple accounts.
Collaborating with Others:Partner with other creators or businesses in your niche to cross-promote each other’s content.
Running Contests and Giveaways:Host contests and giveaways on social media to encourage engagement and drive traffic to your content.

Content Analysis and Iteration

The success of your repurposed video content strategy hinges on continuous analysis and refinement. By tracking key metrics, understanding audience engagement, and identifying content consumption trends, you can refine your content calendar and optimize your strategy for maximum impact.

Analyzing Content Performance

It’s crucial to track key metrics for each platform to assess how your content is performing. This data provides valuable insights into what resonates with your audience and what needs improvement.

Views and Watch Time:These metrics indicate the overall reach and engagement of your content. A high view count suggests broad interest, while watch time reflects how long viewers are engaged with your content.
Likes, Comments, and Shares:These metrics reflect audience sentiment and engagement. A high number of likes, comments, and shares indicate that your content is resonating with your audience and encouraging interaction.
Click-Through Rates (CTR):For calls to action or links in your video descriptions, CTR measures the effectiveness of your content in driving audience action.
Audience Demographics:Understanding your audience’s demographics, such as age, gender, location, and interests, helps you tailor content to specific segments.

Identifying Content Consumption Trends

Analyzing audience engagement helps identify trends in content consumption. This understanding allows you to refine your content strategy to align with audience preferences.

Creating a content calendar for repurposed video content can be a powerful way to maximize your video investment. Consider incorporating customer testimonials, which can be incredibly persuasive. A great resource for crafting a winning customer testimonial video strategy is Video content strategy for e-commerce: Customer testimonials.

Once you have your testimonials in place, you can easily repurpose them into shorter clips for social media, email marketing, and even your website.

Peak Engagement Times:Identify when your audience is most active on different platforms to schedule your content strategically for maximum reach.
Content Formats:Determine which video formats (e.g., short-form, long-form, live streams) resonate most with your audience.
Content Topics:Analyze which topics generate the most engagement and interest among your audience.
Content Styles:Identify preferred content styles, such as humor, educational, inspirational, or informative, to cater to audience preferences.

Refining the Content Calendar

Data-driven insights from content analysis allow you to refine your content calendar and strategy for optimal results.

Prioritize High-Performing Content:Focus on creating more content similar to what has proven successful in the past.
Experiment with New Formats:While sticking to what works, don’t be afraid to experiment with new formats and styles to explore new avenues for engagement.
Optimize Content for Each Platform:Adapt your content to the specific platform and its audience. For example, use shorter, more engaging videos for TikTok and longer, in-depth content for YouTube.
A/B Test Content:Test different versions of your content (e.g., different titles, thumbnails, or calls to action) to identify what resonates best with your audience.

Repurposing Video Content Examples

Repurposing video content is a powerful strategy that allows brands to maximize their investment and reach a wider audience. By transforming existing video content into different formats and sharing it across various platforms, businesses can effectively amplify their message and achieve their marketing goals.

This section explores real-world examples of successful video content repurposing strategies and how different brands have leveraged this approach to achieve their marketing objectives.

Successful Repurposing Strategies

Repurposing video content can be a valuable strategy for maximizing your content’s reach and engagement. Here are some examples of successful video content repurposing strategies:

Short-Form Video Content:Many brands have successfully repurposed long-form videos into engaging short-form content for platforms like TikTok and Instagram Reels. For instance, a brand could take a 10-minute product demonstration video and break it down into several 15-30 second clips highlighting key features and benefits.

This approach allows for greater reach and engagement on platforms where short-form video content thrives.
Social Media Graphics:Video content can be repurposed into eye-catching graphics for social media platforms. A brand could use key visuals or quotes from a video to create engaging images that capture attention and encourage interaction. This approach can be particularly effective for sharing information, promoting events, or driving traffic to a website.
Blog Posts and Articles:Video content can be repurposed into informative blog posts and articles that provide valuable insights to the target audience. For example, a brand could transcribe a video interview with an expert and turn it into a detailed blog post or a series of articles exploring key themes discussed in the video.

Creating a content calendar for repurposed video content can be a powerful strategy to maximize your reach and engagement. By strategically planning how you’ll reuse your existing video content, you can ensure consistent value for your audience. To develop an effective video content strategy for educational videos, it’s essential to consider the specific learning objectives and audience needs.

A comprehensive guide to this approach can be found at Video content strategy for educational videos. Once you’ve established a clear strategy, you can use it to inform your content calendar and ensure that repurposed videos align with your overall educational goals.
Email Marketing:Video content can be incorporated into email marketing campaigns to enhance engagement and provide a more interactive experience. A brand could include a short video clip within an email to showcase a new product, highlight a customer testimonial, or provide a quick overview of a recent event.

Examples of Brand Repurposing Strategies

Numerous brands have effectively leveraged repurposed video content to achieve their marketing goals. Here are some notable examples:

Nike:Nike has successfully repurposed its iconic “Just Do It” campaign video across various platforms. The brand has created short-form video clips, social media graphics, and blog posts inspired by the campaign, effectively amplifying its message and engaging a wider audience.
Red Bull:Red Bull has a strong presence on YouTube and has effectively repurposed its long-form video content into short-form clips for social media platforms. The brand has also created engaging graphics and blog posts inspired by its videos, effectively extending the reach and impact of its content.

Creating a content calendar for repurposed video content can help you maximize your video’s reach and engagement. However, it’s crucial to consider the ethical implications of using short-form video marketing, as discussed in this article on The ethics of short-form video marketing.

By adhering to ethical practices, you can ensure your repurposed video content resonates authentically with your audience and contributes to a positive online experience.
Airbnb:Airbnb has leveraged repurposed video content to showcase the unique experiences offered through its platform. The brand has created short-form videos highlighting different destinations, travel tips, and customer stories, effectively promoting its services across various social media platforms.

Content Repurposing Techniques and Platforms

The following table provides an overview of various content repurposing techniques and their corresponding platforms:

Repurposing Technique	Platforms
Short-Form Video Clips	TikTok, Instagram Reels, YouTube Shorts
Social Media Graphics	Instagram, Facebook, Twitter, Pinterest
Blog Posts and Articles	Website, Medium, LinkedIn
Email Marketing	Email newsletters, promotional emails
Podcast Episodes	Spotify, Apple Podcasts, Google Podcasts

Content Repurposing Tools and Resources

Efficiently repurposing video content requires the right tools and resources. These tools can streamline video editing, scheduling, and analytics, while resources provide valuable insights and guidance for successful repurposing strategies. This section explores various tools and resources, empowering you to optimize your content repurposing workflow.

Video Editing Tools

Video editing tools are essential for transforming your original video content into various formats suitable for different platforms. These tools offer features like trimming, cropping, adding text and graphics, and adjusting audio.

Creating a content calendar for repurposed video content can help you maximize your reach and engagement. By strategically planning when to share different versions of your videos, you can ensure that you’re consistently providing valuable content to your audience.

A solid video content strategy for LinkedIn, like the one outlined in this comprehensive guide , can help you identify the most effective ways to repurpose your video content for this platform. With a well-planned content calendar, you can effectively leverage your video assets to build a strong presence on LinkedIn and achieve your business goals.

Adobe Premiere Pro:A professional-grade video editing software with comprehensive features, including advanced color correction, motion graphics, and audio mixing.
Final Cut Pro X:A popular video editing software for Mac users, known for its user-friendly interface and powerful editing capabilities.
DaVinci Resolve:A free and professional-grade video editing software offering advanced features like color grading, audio mixing, and visual effects.
Kapwing:A web-based video editing tool that offers a wide range of features, including video trimming, adding text and music, and creating animated GIFs.
Canva:A versatile design platform with video editing capabilities, offering templates and intuitive tools for creating engaging videos.

Content Scheduling Tools

Content scheduling tools help you plan and automate the distribution of your repurposed video content across various platforms. These tools allow you to schedule posts, track performance, and analyze audience engagement.

Hootsuite:A popular social media management platform that enables scheduling posts across multiple platforms, monitoring mentions, and analyzing performance.
Buffer:A social media scheduling tool that allows you to schedule posts in advance, customize content for different platforms, and analyze engagement metrics.
Later:A visual social media scheduling tool that helps you plan and schedule content for Instagram, Pinterest, and Facebook, providing a visual calendar for content organization.
Sprout Social:A comprehensive social media management platform offering scheduling, engagement, and analytics features, designed for managing multiple social media accounts.

Video Analytics Tools

Video analytics tools provide valuable insights into audience behavior, helping you understand which content performs well and how to optimize your repurposing strategies. These tools track metrics like viewership, engagement, and audience demographics.

YouTube Analytics:A built-in analytics platform for YouTube channels, providing detailed insights into video performance, audience demographics, and engagement metrics.
Facebook Insights:A tool for analyzing Facebook page performance, including video views, engagement, and audience demographics, providing data for optimizing content strategies.
Google Analytics:A comprehensive website analytics tool that can track video performance on your website, providing insights into audience behavior and engagement.
Vimeo Analytics:A tool for analyzing video performance on Vimeo, providing insights into viewership, engagement, and audience demographics.

Resources for Learning More

Several resources offer valuable information and guidance on video content repurposing and content calendar creation. These resources provide practical tips, case studies, and industry best practices.

Content Marketing Institute:A leading resource for content marketing professionals, offering articles, webinars, and events on various content marketing topics, including video content repurposing.
HubSpot:A marketing automation platform offering a wealth of resources on content marketing, including blog posts, ebooks, and webinars on video content repurposing and content calendar creation.
SEMrush:A digital marketing tool offering resources on content marketing, including articles, guides, and webinars on video content repurposing and strategies.
Neil Patel’s Blog:A popular marketing blog offering articles and resources on various marketing topics, including video content repurposing and content strategy.

Tips for Maximizing Efficiency and Productivity

Streamlining your content repurposing workflow is crucial for maximizing efficiency and productivity. Implementing these tips can help you create and distribute repurposed video content effectively.

Plan Your Repurposing Strategy:Define your content goals, target audience, and desired outcomes before starting the repurposing process.
Batch Repurpose Content:Create multiple formats of content from a single video source to save time and effort. For example, you can create short clips, GIFs, and blog posts from a longer video.
Use Templates and Presets:Leverage pre-designed templates and presets for social media posts, blog graphics, and other content formats to streamline the creation process.
Automate Tasks:Utilize content scheduling tools to automate the posting of repurposed content across different platforms, freeing up your time for other tasks.
Track and Analyze Performance:Monitor the performance of your repurposed content using analytics tools to identify what works best and adjust your strategy accordingly.

Content Calendar Best Practices

A well-structured content calendar is essential for maximizing the impact of your repurposed video content. It ensures consistent and strategic content delivery, allowing you to reach your target audience effectively.

Consistency and Regularity in Content Posting

Consistency in posting frequency is crucial for building a loyal audience and maximizing engagement. Regular posting keeps your audience engaged and informed, reminding them of your brand and its offerings.

Establish a Posting Schedule:Define a posting schedule that aligns with your audience’s activity and your content goals. Whether it’s daily, weekly, or monthly, stick to a consistent pattern.
Use Content Scheduling Tools:Tools like Hootsuite, Buffer, and SproutSocial can help you schedule posts across various platforms, ensuring consistency and saving time.
Analyze Content Performance:Track your content performance metrics to identify optimal posting times and adjust your schedule accordingly.

Creating Engaging and Shareable Content

Engaging and shareable content is essential for attracting and retaining your audience. Here are some tips to create compelling content:

Tell Stories:Use storytelling techniques to connect with your audience on an emotional level.
Ask Questions:Encourage audience participation by asking questions related to your content.
Use Visuals:Incorporate eye-catching images, videos, and infographics to enhance engagement.
Offer Value:Provide valuable information, tips, or insights that your audience will find useful.
Promote Interaction:Encourage audience interaction through polls, quizzes, and contests.

Ensuring High-Quality and Effective Repurposed Video Content

A checklist can help you ensure the quality and effectiveness of your repurposed video content:

Relevance to Target Audience:Ensure your content aligns with the interests and needs of your target audience.
Content Quality:Prioritize high-quality video and audio, and ensure your content is clear and concise.
Visual Appeal:Use eye-catching visuals, engaging graphics, and appealing text overlays.
Call to Action:Include clear and concise calls to action to guide your audience’s next steps.
Platform Optimization:Optimize your content for each platform by adjusting format, length, and visuals accordingly.
Accessibility:Ensure your content is accessible to all, including those with disabilities, by adding captions and transcripts.
Content Promotion:Develop a comprehensive content promotion strategy to reach a wider audience.

Content Calendar for Different Industries: Creating A Content Calendar For Repurposed Video Content

Content calendar strategies can vary significantly across industries due to differing target audiences, content consumption patterns, and business objectives. Understanding these variations is crucial for developing effective repurposing strategies that resonate with each industry’s unique needs.

Technology Industry

The technology industry thrives on innovation and rapid change, demanding frequent content updates to keep audiences engaged. Content calendars in this sector prioritize news, product updates, tutorials, and thought leadership pieces. They often leverage social media platforms for real-time engagement and incorporate live streams for product demos and Q&A sessions.

Example:A technology company might repurpose a product demo video into shorter clips for social media, create a blog post summarizing key features, and host a live Q&A session on the platform.

Creating a content calendar for repurposed video content is a great way to maximize your video investments. By strategically planning how to reuse your video assets, you can reach a wider audience and extend the lifespan of your content.

For example, you can leverage short-form video to build a strong brand community, as discussed in this helpful article: How to use short-form video to build a brand community. When you consider the potential of repurposing video content, you’ll find that your content calendar becomes a powerful tool for engaging your audience and fostering a loyal following.

Healthcare Industry

The healthcare industry demands accuracy, trust, and patient-centric content. Content calendars in this sector focus on educational resources, patient testimonials, and health tips. Repurposing strategies often involve transforming complex medical information into easily digestible formats, such as infographics, animations, and short videos.

Example:A healthcare provider might repurpose a complex medical procedure video into a series of animated explainer videos for patients, create a blog post with FAQs about the procedure, and share patient testimonials on social media.

Retail Industry

The retail industry relies heavily on visual storytelling and compelling calls to action. Content calendars in this sector prioritize product demonstrations, behind-the-scenes content, and customer testimonials. They leverage visual platforms like Instagram and Pinterest to showcase products and use email marketing to drive sales.

Example:A retail company might repurpose a product launch video into shorter clips for social media, create a blog post highlighting product features, and send an email blast with a special discount code to customers.

Creating a content calendar for repurposed video content can be a great way to maximize your video content’s reach and engagement. By planning out how you’ll reuse your videos across different platforms and formats, you can ensure a consistent flow of fresh content for your audience.

To effectively strategize your video content, it’s helpful to consider a comprehensive approach, such as the one outlined in How to create a video content strategy for social media. This strategy will guide you in creating compelling videos that resonate with your target audience, ensuring your content calendar is not only efficient but also impactful.

Ultimate Conclusion

Creating a content calendar for repurposed video content is an effective way to amplify your video marketing efforts and achieve significant results. By following the steps Artikeld in this guide, you can establish a structured approach to repurposing your video content, ensuring that it reaches the right audience at the right time.

Remember to analyze your data, refine your strategy, and embrace creativity to make the most of your video assets. With a well-defined content calendar, you can unlock the full potential of your video content and drive impactful results for your business.

Questions Often Asked

What are some common mistakes to avoid when repurposing video content?

Some common mistakes include neglecting to tailor content for different platforms, using low-quality video, and failing to analyze performance data. It’s important to adapt your content to the specific requirements and preferences of each platform, ensure high-quality video production, and track key metrics to measure success and identify areas for improvement.

How often should I post repurposed video content?

The frequency of posting depends on your target audience and platform. It’s essential to find a balance between consistency and avoiding overwhelming your audience. Experiment with different posting schedules to determine what works best for your brand and content.

What are some examples of successful video content repurposing?

Many brands have successfully repurposed video content for different platforms. For example, a brand might repurpose a product launch video into social media stories, short clips for TikTok, and blog posts with embedded video snippets. By leveraging diverse formats and platforms, they can reach a wider audience and engage with their customers in meaningful ways.