Content Repurposing: Boost Your Reach Across Social Media – ep 112

Mostafa Hosseini  00:02

Welcome to daily competence for entrepreneurs and this episode, you will discover the best platforms to create content for the best platforms to repurpose your content to and for how to automate and systematize your content, and how to automate the repurposing and the distribution process. And we’re gonna dive into a very interesting conversation with my friend Hani Mourra. Welcome, honey.

Hani Mourra  00:30

Thanks for having me here.

Mostafa Hosseini  00:31

I’m excited to see you. Great to see you. Let me do the proper introduction for Annie. And we’re going to dive into a conversation about repurposing content and how to maximize your exposure, which is an important topic and vital for our business.

Hani more as a husband, dat CEO and the founder of repurpose.io, an easy to use automation tool that helps entrepreneurs, coaches and content creators maximize their exposure without spending hours publishing to multiple platforms. Welcome Hani. How’s your day so far?

Hani Mourra  01:08

It’s been a great day. It’s been a great day. Yeah.

Mostafa Hosseini  01:10

Beautiful. We’re about are you?

Hani Mourra  01:12

I’m in Toronto, Canada, so it’s still nice. And yeah, so nice fall weather. We’re having a winter.

Mostafa Hosseini  01:19

Absolutely. We were we were talking about the fall colors in Ontario are just spectacular. They’re breathtaking. I know that people traveled to Ontario from all over the world to actually see the fall colors. Yeah, no, unfortunately.

Hani Mourra  01:32

All the seasons you know, love have all the seasons and now they’re they’re nice. My favorite summer so I’m not gonna lie. Anytime over anything. Absolutely.

Mostafa Hosseini  01:43

It was good summer here in Calgary, too. We got a we got a nice warm summer. And it’s like working its way into September two. It’s like 28 degrees in Calgary, which is very rare. That has done anything. So let’s dive into it handy. What is your story?

Hani Mourra  01:59

So I started my I’m a computer engineer, software engineer my study and started kind of tinkering around creating my own software probably about nine 910 years ago, and got involved. I’ve always loved video video has always been something I loved as a kid. I always loved editing. I’m the guy who would take all the footage from all the factories, put it together and make it go.

Like making some nice little slideshows, we could all enjoy it later. So videos always been a passion. I’m a software guy. And then I started blogging in 2009. About video, of course, because I love video and long story short, a few months few years into it. I was like, No, I need to build something. I had this maker. If I had to build something that has software skills, and I’m not the best coder, but I’m resourceful I understand Teksta Long story short, I build the first Youtube to WordPress at YouTube to WordPress plugin.

So every time you put a video on YouTube, it automatically put it on your WordPress blog. And that’s how I got it. And that was my first first tool I built Bobby now over 10 years ago. And it’s still around actually and yeah, but learned a lot from that experience. You know, you learn when you build something, you know how to market it, you partner with people to do yourself, how do you support it?

How do you maintain it, so a lot of learning curve and but that led to another WordPress plugin a year later, but Facebook’s know about podcasting, to taking podcasts to your blog, and Facebook live to your blog. So I got into I kind of got this reputation of you’re the guy that repurpose this content to your blog automatically. And then one day people just my customers asked, Hey, can you repurpose from one platform to another? Like we love the automation to the blog, but can you go from you know, Facebook Live? After it’s done? Send it to YouTube?

 I’m like, Nah, can’t do it. And then people ask you take a podcast or into a video, send it off to YouTube. Now I can’t do it. Enough people asked me and I said you know what? I think it’s my calling, like I need to at least at least give it a try. And that’s how repurpose was born. It was just enough people asked me is it your the automation guy?

Figure it out, please. And then it started. That’s how the whole journey began about repurposing about six years ago, or five and a half years ago now. And it’s evolved into a whole bigger difference. It does a lot more than I ever even imagined. But it all started with customers asking me or telling me please solve this problem for us. Love it. So

Mostafa Hosseini  04:28

what do you do these days and who do you serve?

Hani Mourra  04:30

We serve anybody who’s putting content online, whether it’s people who do YouTube videos, people who do audio podcasts, and now probably our biggest audiences short form creators people on Tik Tok and reels and YouTube shorts. Those are the hot platforms right now short form. Tik Tok just changed the game a couple of years ago and said hey, short form, is it this is the way to go.

People have a short attention span. Anyway, so all the big players are on the short form space so we we jump They’re more like, we’re going to help you take your tic TOCs, put them everywhere else for you automatically without the TIC tock watermark, we can help you take your YouTube shorts, distribute them everywhere.

So we got into the short form game, I kind of want to say by accident in a way that I knew short form was big. We weren’t doing it as a company. I wasn’t doing it personally. I joined tick tock around November, like just just last year. And I’m like, let me see what this tick tock thing is all about. Everyone was talking about it? What’s short form content?

How do you teach? How do you communicate in 60 seconds or less? This is crazy. Like, I don’t get it, right. But just by watching and learning. It’s, I’m in love with it. Like I love creating short form content, it’s like, done faster, you’re clear to your point, you know, in 60 seconds or less, it just helps you really focus on on delivering and, and it’s the short form platforms, YouTube shorts, and the reels, and Facebook reels and tick tock, they give you a lot of attention now.

So they haven’t started doing short form content. And now it’s time to start.

Mostafa Hosseini  06:04

What What’s your what is short form? Like? What’s your definition of short form?

Hani Mourra  06:08

Yeah, my definition is 60 seconds or less. And the reason why I say 60s because YouTube shorts right now is the shortest has the biggest limitation. So you can’t go. Yeah, if you want to go YouTube shorts, which is right now like the giving a lot of love to creators who are posting YouTube shorts, basically YouTube short, there’s nothing different about when you upload a video, it’s as long as it’s vertical.

And as long as under a minute. It automatically by YouTube gets categorized as a YouTube short. So as a creator, you want to do anything different, you just got to make sure you shoot in vertical, or edit it in vertical, and post it and keep it under 60 seconds.

Mostafa Hosseini  06:47

So it has to be vertical has to be vertical.

Hani Mourra  06:51

And then YouTube, my understanding I’m not 100% I’m like 99% Sure. But definitely under a minute, it just category gets categorized as a YouTube short, which has its own searchability its own discoverability equals to new audiences. So you want to be on there. And if you’re doing YouTube content, you want to mix and match.

You want to complement your long form traditional videos, interviews, you know how to type stuff, complement it with some YouTube shorts, because YouTube shorts goes to a whole different audience. And when they discover you, they’re gonna see related videos, which link back to your long form videos. Love it.

Mostafa Hosseini  07:29

So what are some of the best platforms to create content for?

Hani Mourra  07:37

Yeah, to me, it’s kind of continuing what I said earlier. It’s all about short form right now, like, in this moment in time, it changes every six months every year, maybe every two years. It’s just always changing right now, you asked me today, I would just forget about everything else. Create short form video, put it on tick tock Instagram reels, Facebook reels and YouTube shorts, same video, you don’t have to shoot four different videos, the same video, as long as it’s under 30 under 60 seconds.

You can upload it here, here, here here reels, Facebook, Facebook reels, IG reels, YouTube shorts and Tik Tok if you’re not comfortable on Tik Tok, or not, and that’s totally cool than YouTube shorts should be your number one YouTube trust, because

Mostafa Hosseini  08:25

it doesn’t give you like, like the most exposure and more results like YouTube shirts. Is that what it

Hani Mourra  08:32

all depends on what kind of content you’re creating, and how consistent you gotta be consistent with these short form platforms, they expect you to be publishing quite a bit, and consistently. So if you’re doing you know, one video a week, you don’t want to be posting short form content, you’re not going to get the traction, you almost want to feed. It’s almost like, like a hungry beast. You gotta keep feeding the algorithm, some content, especially the short form algorithms. I mean, I’m not an expert in the algorithm.

I’m just going based on what I learned from others. And what we’ve seen with our customers is posting consistently. So a common trend people or our users do is they, you know, they’ve been on Tik Tok for some time, they have a backlog of tick tock videos, and then just fire them off to YouTube shorts, like one or two per day, boom, boom, boom, boom.

So they’re consistently feeding that beast for like, you know, a month and then it starts training their algorithm. Wait, this guy’s posting everyday, everyday everyday, of course the content has to be relevant has to be good, it can’t be garbage. But if you’ve already created content, like a library of content, especially on tick tock or maybe you’ve been doing on IG reels, send those off to YouTube shorts. And you can use repurpose to do that automatically. That’s that’s one of the biggest things that people love is the automation of our platform.

Mostafa Hosseini  09:54

Automation, love it and we’re gonna take get into repurpose. While we’re added tell us about what repurpose does and how it helps.

Hani Mourra  10:04

So you can think of repurpose as a, it’s a content repurposing tool. It’s a web based tool, there’s no like, it’s not an app on your phone, or it’s just going to my browser is similar to a social media tool that it publishes content to different platforms, you can publish to reels to shorts to Twitter, Instagram, LinkedIn, all the platform. But the difference is, you’re not uploading content to it, you connect another social media platform that you have, maybe you connect your Tiktok channel, you connect your YouTube channel, and it grabs that content from one platform, and sends it off to the other.

And in between, you can do different things, you can create clips, you can make them vertical, you can you know, trim the video, you can go video to audio, and stuff like that. So you can apply some kind of magic to it or kind of cold, not really video editing, it’s, it’s literally like, most common workflow is take my tiktoks and send them to YouTube shorts. That’s probably our number one workflow right now.

Mostafa Hosseini  11:05

Love it. So what what can we do say with a video that we’re in right now that is getting like, aired on Facebook, YouTube, LinkedIn, Twitter, basically everywhere? How can your your repurpose out i o helped me I guess chop up a whole bunch of different clips out of this one hour, 45 minute video, and then bam, like send it all across different platforms.

Hani Mourra  11:30

Exactly. So this is another type of customer like this is what we call the long form customer without long form content. You can do a whole bunch of things. So the first thing you want to do is go up right now we’re streaming, you’re streaming, we are streaming to simultaneously to multiple platforms. But if you weren’t doing that, let’s say you’re just going live on YouTube, you would want to scrap the whole video off of YouTube when you’re done, and put it on LinkedIn, or on your Facebook page. But since we’re already going live on all these platforms, we can skip that step. The next thing you want to do is make clips and maybe take 345 Depends on you know how much content there is, from your interview from this interview here.

And with our tool, the beauty is you just when you create a workflow, for example, you want to grab it from YouTube Live, since we’re live on YouTube, you can repurpose content from YouTube, you would say go give me you to YouTube to Instagram reels, let’s say you make a workflow, you then you click the video that’s already on the YouTube channel and loads like from inside, repurpose, you click a button it shows up, you can have little slider you can pick the clips that you want, one to 10 as many as you want. And then you just hit schedule.

And you can schedule them off to Instagram reels one tomorrow, one on Wednesday and one Friday, etc etc. So and then you can also have some we have some templates you can use to turn this horizontal video into a vertical video, burn the captions across the bottom, put a nice headline on the top. And that can be fully automated. So when you make your clips, the pick a template, you design your own templates and they pick one, then you can probably go do hit schedule and schedule that content out.

And then the last kind of thing that a lot of people don’t bother doing but I think it’s I think we’re missing an opportunity is to turn this video into an audio into an audio only podcast and with repurpose, you can do that as well. You can say grab the video from YouTube. Just take the audio portion of it, add an intro or outro to it if you want to automatically through our platform and then send it off to a few of the podcasting platforms and hosts that we integrate with like Lipson and captivate or just send to my Dropbox and then you know me or someone on my team would upload that to my part. So you can go from audio from video into audio.

Mostafa Hosseini  14:00

So something that we do do is we create short clips less than 60 seconds out of the out of our videos. Then we post it across different platforms. But the problem that I know is that that I have is it’s not vertical. So there is a title, a description and it’s all tagged up. It looks good, but it’s not vertical. And YouTube is not taking that as a short, nor is Instagram or Facebook because it’s horizontal, right?

So is your Can I set up a workflow to automatically grab whatever is on say my Instagram channel, rabbit, put it in a template without my involvement and then automatically make it vertical and automatically post it as soon as it appears? Or do I still have to be involved in login, do a bunch of editing? No,

Hani Mourra  14:52

we have a mode called Auto. Every our system is based on workflow so just make a workflow from YouTube to Instagram or Instagram, to tick tock or whatever. And you can manually publish the content by clicking publish, publish publish, or you can go in and set up, choose your template, and then just turn it back, turn it to auto so that it takes the horizontal video, it puts it onto a vertical template, and then it automatically publishes your content. So we do have an auto mode that works really well when you’re like aren’t the best use case for it is when you’re trying to know you can do it like set convert a horizontal to a vertical. But a lot of people use it when they’re repurposing short form, because it’s already short, and it’s already vertical. See, we just take it off one and put it on to the other.

So yeah, right, you’re in full control, like some of your workflows, going from one channel to another, it can be auto and some can be manual, depending on what you’re doing. So if you’re creating clips yourself, obviously you gotta leave it in manual so you can make the clips. And

Mostafa Hosseini  15:59

so I would grab the title and the description of the existing video and slap it on a new one and post it up again.

Hani Mourra  16:05

Exactly, yeah, they’ll grab everything from one like a credit title from Youtube description from YouTube, and then pass that on to Instagram. Caption on Instagram, for example, and I’m gonna try this,

Mostafa Hosseini  16:18

I am definitely going to try this. Because it’s

Hani Mourra  16:20

really changed a lot since the beginning it’s really evolved into a lot, a lot more than it was we that was literally five and a half years ago, just one plot did one thing took an audio podcast and turned it into a video. And that’s how we got started.

Mostafa Hosseini  16:36

So what so right now the the list of all the short form motor real, the real social platforms are YouTube, Instagram, Facebook and Tik Tok. Right? Is there any other short form platforms that

Hani Mourra  16:53

I mean? Video, like, Twitter has always been short, two minutes, but nobody considers as a short form platform. So just to be clear, with Instagram and Facebook, it’s not a regular video, it’s they have something called her face, a real Facebook real, and an Instagram real, which is different than an Instagram video. Mind you, I think Instagram is starting to kind of blend it and just make it all make everything now are real.

But on Facebook, I think they’re still separate. You can upload a video to your Facebook page or a real to your Facebook page. So the real says what’s the equivalent of a tick tock that they’re trying to compete with tick tock and their reels where they post those reels out to as many people and people watch it, and they’re gonna get more of your reels, the next time you publish?

Mostafa Hosseini  17:44

Audit. So if I’m getting started from scratch, and I’m just small business owner, and I’ve got some videos, how do I choose between these two? I just just post it everywhere and see what works kind of like throwing wet spaghetti to the wall and see what works? Or is there like a way for me to pick and choose which one of these platforms is like better for me?

Hani Mourra  18:07

Good question. I think if you’re you know, it depends on the kind of business you’re in. If you’re a local business, maybe you want to go YouTube first. I don’t know. I don’t know if To be honest, I’m not sure. I mean, I don’t sure if it matters. My point is if you’re even if you’re a local business, having a tick tock channel, having tick tock presence having YouTube shorts, presence, Instagram, and Facebook is just you’re just multiplying your chance of success, like you’re by being everywhere, then you’re attracting the different audiences who hang out here versus there versus there.

Because you don’t know where they’re at. You don’t want you don’t want to limit yourself to where you’re hanging out. But of course, if you’re doing it all manually, it doesn’t make sense. Like that’s, that’s why you need a tool, you need a system, whether it’s someone on your team or tool like repurpose to automate it because it’s time consuming.

The upload here, then the upload here at the output here and the output here. And then as you’re gonna spend all day making and uploading videos, and you know, you have a business to run, that’s not going to happen.

Mostafa Hosseini  19:15

So, but my strategy is that I stream study this show our show, across any platform, any page, any group that we have, again, maximum exposure, then we grabbed the audio and post it on our podcast, which is like, God knows how many podcast platforms out there. Does. You’re just curious, does your system transcribe the videos and audios as well? It

Hani Mourra  19:39

does not. Not yet. Because that’s something we’re working on. Yeah, we’re not working on this second, but it’s in our near term roadmap, but we do have an integration with otter. Otter. So that helps It’s a loose integration I call it integration. Basically, you can have repurpose, put your put this video into a Dropbox automatically.

And a certain folder and then otter automatically pick it up, and then start transfer. I

Mostafa Hosseini  20:12

lost you lost your voice. Now I’m still here. Can

Hani Mourra  20:16

you hear me? Oh? Can you still hear me?

Mostafa Hosseini  20:22

Can you hear me?

Hani Mourra  20:23

Yeah, I can hear you. Yeah.

Mostafa Hosseini  20:27

Hold on. Let’s see what’s happening with the audio here. Let me see if it’s on my end. Or replay some really short here see if

Mostafa Hosseini  20:48

nope, not give me one more second, I’m going to try to play something on my own see if it if it’s from my end. My speaker is on. Yeah, no

Hani Mourra  20:59

problem. I’ll talk now again, just in case it comes back. But yeah, the idea is you want to get

Mostafa Hosseini  21:05

from my end, what are you? What do you tell us about that? I’m gonna figure out what’s going on on my end?

Hani Mourra  21:10

Yeah, absolutely. Yeah. So you know, the idea is you want to put your content in all different platforms. If you want to, you want to turn this, this interview into an audio podcast, then you definitely want to attract a whole different type of audience that will let you do that. So it’s really important to put your content on different platforms, you don’t know where people are searching. Like, we have this motto, it says create once, publish everywhere.

And that’s that’s how we built our repurposing platform. So that you can just create a content one time, an interview like this, create a one time and then have systems in place, how the software in place, or maybe someone your team in place, depending on you know, what you want to do to get that content to different platforms?

Mostafa Hosseini  22:00

Awesome. Awesome. How do you what is the roadmap to your product? Like? What are tell us about some of the features that you got in there? And and what do you see as the future of repurpose?

Hani Mourra  22:16

Yeah, I mean, we were focused on building a tool that integrates as many platforms as possible. So we’re always on the lookout when new platforms come out, that have some kind of ability for us integrate, and we integrate. So that’s always number one priority. Number two is we want to just be let you be as hands free as possible, we’re still giving you flexibility.

So one of the things we’re adding is we’re calling an auto scheduler, so that you can, instead of right now the way our automatic publishing works, as soon as you publish a video on YouTube, you know, within an hour or so it automatically goes to your destination that you want it to go to the publisher, tick tock within the hour goes to whatever platform you want, depending on how you set up our software. But people want a little more control, they want to have predefined slots. So then Mondays, Wednesdays, Fridays, send them to send my tech talks to Instagram rails, Tuesdays Wednesdays, send them to my Facebook reels. So you can have these kind of predefined calendar slots for each destination.

And then we don’t have to go into our software that automatically just take the content and put it into that slot and publish it on that specific day and time for you. So that’s one of our biggest features that people want. And so that, especially if you already have a library of content, you don’t have to go into schedule one by one, you can just say go and then you know, the next time slot, you know, the next video goes up, the next day, it goes out, you have control over the schedule, the transcription service that we were talking about earlier.

So that’s going to be something we’re adding. You know, we’re an automation tool first. What we do are we are building some we have right now some tools that lets you do a little bit of video editing. And I mean, it’s not video editing, it’s more like adding text and graphics around. But that’s something that you know, we’re looking to improve to give you more, more more control if you want to on a per video basis. And then yeah.

Mostafa Hosseini  24:26

Beauty so where can people find out more about your software and kind of get a feel for what it can do? It

Hani Mourra  24:36

can I can head over a repurposed.io and you can try it for freedom free trial to get you started and you can you know get get a feel for how our platform works and all the different connections you want to hook up to it and repurpose to to and from. We also have some insight training inside the inside the app as well.

So we’ve got a little mini course that tells you Hey, if you’re creating long form videos, here’s exactly what you need to do to set up this workflow, that workflow. If you make short form videos, do this, do this, do this. If you do an audio podcast set this up to that so we walk you through depending on what kind of content you create

Mostafa Hosseini  25:16

beauty gang, if you’re watching or listening, if you go to repurpose.io to get a 14 day free trial of repurpose that I owe it’s re purpose that I owe. And there sign up and get a 14 day trial and see what it can do for you. It is it will save you a lot of time.

And I guess money when it comes to repurposing because you would have to spend all that time and money to to do it yourself or pay someone to do it. And that will save you a lot of headache to you know tap into the on the short side and maybe it does long format to write. Yeah,

Hani Mourra  25:59

I’ve we’ve been talking a lot about shorts, but long format, videos, long format, audios. Any kind of content, you can if it’s long, you can cut it the short, if it’s shorter, you can just send it as it is, if it’s long you can send it as it is. The platform supports long videos like LinkedIn can go to 30 minutes a thing, you can take a YouTube video, it’s 15 minutes long, send it in LinkedIn, there’s so much you can do with long, long video. Especially because you can keep it as long as you can also cut a short and then you can also turn into an audio

Mostafa Hosseini  26:32

love it. Hani this has been a great, great conversation and really appreciate your expertise and telling us about repurpose.io. I did go through a trial. And I haven’t spent enough time on it. But based on what you told me about how we could repurpose our horizontal videos and turn it into YouTube, Instagram and Facebook reels and get among exposures.

 I am definitely going to give that a shot and a try. And is there anything that you would like to mention to our audience, before we wrap up that maybe we didn’t get a chance to

Hani Mourra  27:12

I mean, just the message of focus on delivering value. Forget about the tools for a second and it’s focused on your audience focus on what your potential customer wants, how you want them to see you and hear the expert in this space or that space. Talk about those share experiences about yourself. And teach, teach teach focus on good content.

And if you’re just starting with video, or you’ve kind of put a break on video, jump right into short form, that’s where it’s at right now in terms of exposure, 60 seconds or less. Get in the habit of creating those. And you’ll see you’ll see results like your follower count. Everything just goes up, especially now if you do short form videos. And we can then be consistent. So deliver value and be consistent.

Mostafa Hosseini  28:01

Awesome. I really appreciate it. Well, thank you for joining us today. Thank you for sharing your message gang. Again, if you’re watching or listening, go to repurpose.io. And, you know, grab a 14 day free trial of the app. And you could set up a lot of automation through that and save yourself a lot of time. Hanny.

Thank you again, thank you for joining us. It’s been a great time hanging out with you and you know sharing your knowledge and learning about what what repurpose could do for us. Thank you for listening. You’ve been listened to daily conference for entrepreneurs. We’ll see you on our next episode next week. Thank you and have a great day.