The 2025 guide to using AI for content repurposing

Few feelings are better than signing off on a truly electrifying webinar or hitting send on your expertly edited content. However, when a piece of content finishes, the slog of transforming it to fit other mediums and platforms begins.

It doesn’t have to be this way. Every day marketers find new ways that AI can support their processes, and AI content repurposing is the perfect example. Not only does it save you time and effort, but it ensures consistency and accuracy across all platforms.

This is part of a series of articles about Digital Asset Management.

What is AI content repurposing?

AI content repurposing takes existing content and transforms it into something that can be cross-posted on different platforms, or adapt it into a new format to attract a bigger or a different audience. This can involve converting a blog post into a video, generating infographics from data-rich articles, or summarizing long-form content into bite-sized pieces.

Why use AI to repurpose content?

AI can be used throughout the marketing process to streamline workflows and enhance your work. With repetitive tasks taken care of, you and your team can put energy towards the work that matters. That’s why AI content repurposing is key to any corporate communication plan.

Content repurposing is time-consuming but without it, your content’s shelf life is dramatically reduced or it may go unnoticed by (a part of) your audience. Using AI helps you both identify content that can be repurposed and automatically modify it for various platforms.

Other benefits of AI content repurposing include:

• Increased efficiency – Quickly identify content pieces that can be repurposed, saving hours of manual labor
• Improved quality – Ensure consistency and quality across all platforms by using algorithms to identify the best parts of your content and tailor it for different purposes
• Personalization – Analyze audience data and create personalized content for different segments
• Cost savings – Repurposing existing content saves money that would have been spent on creating new content from scratch
• Boosted SEO – By repurposing your content and sharing it on multiple platforms, you increase your online presence and improve your SEO
• Time-saving – Instantly create content that feels native to any platform with AI doing the heavy lifting
• Increased reach – Reach a wider audience by sharing content on different platforms and formats.

AI is the most effective way to keep up a presence on multiple social media platforms and across the internet.

5 ways to repurpose content using AI

Let’s take a look at some of the most effective ways to repurpose your video content with AI:

1.    Transcribe videos into blog posts

Give content from webinars, video conferences, and visual ads a whole new life. AI can examine your content and create compelling blog posts that bring in a new audience, boost SEO, and flesh out your website.

2.    Create social media snippets

Create social media snippets AI can identify key moments in your video content and create bite-sized snippets optimized for social media platforms like X, Instagram, and Facebook. This can increase your engagement on social media and drive more traffic to your website or video content.

3.    Translate content

Repurpose your videos for an international audience by using AI translation tools to transcribe and translate your content into multiple languages. Attract new viewers from different parts of the world and bring your message to the masses without spending endless time and money.

4.    Develop video summaries

Use AI technology and tools to generate concise summaries of your longer videos automatically. These summaries can be used on your website, social media, or email marketing campaigns to give your audience a quick overview of your content and entice them to watch the full video.

Similarly, AI can help you create highlight reels of your best video content, making it easier for viewers to find the most interesting parts.

5.    AI-enhanced editing

Take your existing clips and footage to the next level with AI-enhanced editing tools. These tools create professional-looking videos with added special effects, transitions, and music. This is a great way to create new video content from existing footage.

Even one of these strategies could take hours to do manually, but AI can help you easily achieve all of them.

The best AI tools for content repurposing in 2024

 1. Kaltura – best overall for video content repurposing

Kaltura is an industry-leading video management platform offering robust tools to create, manage, and analyze video content. If you want to maximize the impact of your video assets, this is the perfect tool for you.

Kaltura allows users to effortlessly transform webinars, live streams, and video tutorials into a range of formats like shorter clips, social media stories, and interactive videos. Not only that, but it can host, edit, and stream all your content for you.

Why it’s great:

• • • • Comprehensive video suite – From editing and enhancing to hosting and distributing, Kaltura provides an all-in-one solution tailored for marketers
      • Interactive features – Add quizzes, polls, and calls-to-action to repurposed videos, adding interactivity to keep audiences engaged
      • AI-powered insight – Provides actionable analytics, helping marketers understand which repurposed content performs best across different platforms
      • Seamless integration – Easily integrates with CRM, CMS, and marketing automation tools, simplifying the repurposing workflow

2. Canva – best for visual and social media content repurposing

Canva is a versatile graphic design tool that simplifies the creation of visually stunning content. This tool helps repurpose visuals, images, infographics, and videos into various formats. With a few clicks, your posts will be ready for anything.

Why it’s great:

• • • • User-friendly interface – Canva’s intuitive drag-and-drop functionality makes it easy for anyone to create professional-grade designs without specialized skills
      • Templates galore – Access a vast library of templates tailored to different platforms and marketing needs, speeding up the content repurposing process.
      • Collaborative tools – Simplifies team collaboration with real-time editing and feedback features, ensuring consistent branding across repurposed content
      • Multimedia support – Allows you to incorporate different media types (images, videos, and graphics) into your designs, making your repurposed content versatile and engaging

3. Lumen5 – best for turning articles into videos

Lumen5 is an AI-powered platform designed to convert text-based content, like articles and blog posts, into engaging videos. It automates the video creation process, enabling users to repurpose their written content into attention-grabbing video material.

Why it’s great:

• • • • Text-to-video conversion – Turn text-based content into videos with customizable templates and pre-designed layouts that can be tailored to fit a brand’s aesthetic
      • Specific suggestions – Uses AI algorithms to scan articles and automatically recommends relevant visuals, music, and transitions, streamlining the video creation process
      • Easy social sharing – Share your repurposed videos across social media platforms directly from the Lumen5 dashboard, saving time and effort

FAQ

How much does it cost to repurpose content using AI tools?

The amount you invest in repurposing your content depends on several factors. If you want something simple with limited functionality, it might be as little as $10 a month.

The more customized and extensive the tool, the more it will cost, but you are likely to get a higher ROI with a higher-quality partner. The best course of action is to find a tool that covers all your needs so you avoid a convoluted tech stack that would come at a high price and might create integration issues.

What are the biggest challenges when using AI for content repurposing?

AI in any context will come with challenges. AI content repurposing can potentially create

• • • Context misinterpretation
    • Automated imperfections
    • Creativity limitations
    • Integration problems

You can combat these issues by using AI as a tool rather than a catch-all solution. Even with this limited human oversight and quality control, using AI can save your team tons of time and money.

Meet Kaltura – the #1 video content management system

If you want to make a huge impact by repurposing your video content, you have to start with top-quality content. The best way to create, repurpose, stream, and host your videos is with Kaltura.

Kaltura is the one-stop shop for enterprise-level video creation. Their platform gives you countless ways to keep users engaged and helps you optimize your videos for any purpose imaginable. Smart marketers know that the tools they use are key to success, and Kaltura is the best tool on the market.