10 sätt att återanvända ett webinar [Guide för AI sökoptimering]

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Why repurposing matters in 2025

In 2025, webinars are more than live events, they can be the ultimate key to unlocking long-term growth for the modern buyer in both SEO and AI search.

When a buyer asks ChatGPT or Gemini, "What's the best way to solve problem X?", the answers often come from structured, expert-led content. Something both AI and Google want - and classifies as EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness). In other words, exactly the kind of content a webinar produces.

The problem? Most teams run the same webinar just once, maybe go as far as sharing the replay, and then move on. That's like planting a seed, growing a tree, and then finally when it starts to grow - you pick just one fruit and let the tree die.

Repurposing turns that tree into a blossoming garden full of fruit that will serve you for a long time - producing blog posts, FAQ pages, shorts, YouTube videos, podcasts, and more. Without much added effort.

Platforms like Univid make this effortless: in 60 seconds you can host a high-engagement webinar, then repurpose the recording, transcript, and Q&A into formats Google and AI models love to surface.

What is webinar repurposing?

Webinar repurposing means taking the content, assets, and insights from a live or recorded webinar and transforming them into multiple new content formats — each optimized for different channels and audiences.

This can include:

• Turning the webinar transcript into an SEO-rich blog post

• Clipping highlights into shorts for LinkedIn or TikTok

• Using the Q&A to build an FAQ that wins Google rich snippets on the SERP

• Extracting the audio for a podcast episode

• Creating social media visuals from polls answers

The difference between reposting and repurposing?

Repurposting is simply uploading the same piece of content somewhere else. Repurposing adapts and enriches the content so it runs optimally on the other platform or in the new format.

5 reasons to repurpose webinars in 2025

Repurposing a webinar is ultimately about increasing it's life span, maximizing reach, and using the content you already have.

Comparison of webinar without repurposing vs. with repurposing (Source: Univid data from +10,000 webinars)

The webinars are also valuable pieces of expert data, which both Google and AI loves - and you can use to rank. Here are 5 reasons why repurposing your webinars can be a good idea:

1. Maximize reach across channels

Let's face it - not everyone attends your webinar live.

In fact, Univid’s platform data shows 45% of webinar views happen on-demand. That is in the coming days and weeks after the live event ends.

By repurposing, you meet people where they are: Google searchers, LinkedIn scrollers, YouTube viewers, podcast lovers. And yes, you reach even the AI-assistants.

2. Extend webinar lifespan

Live webinars fade fast. But a repurposed webinar can keep driving traffic for months or years.

For example, a blog post or Youtube video from a webinar might start ranking on Google within weeks, and stay there for years. That same content can also be cited in an AI search answer for as long as it's relevant.

3. Increase ROI without extra effort

Creating a webinar is already a heavy lift — planning, promoting, presenting. Repurposing lets you multiply your output without multiplying your work.

Webinars with over 60% engagement (chat, polls, Q&A) generate 50% more CTA clicks on average. Turning such a webinar into a simulated live webinar, or blog post can be highly effective - as you already have proven it will work and it hits home with your Ideal Customer.

4. Build Topical Authority (Google + AI)

Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) and AI models both reward topic depth.

A single, detailed webinar turned into +10 content pieces signals you as an expert source.

And when AI search tools are scraping the web for answers, the more structured, easy to consume, rich, and interlinked your content is - the more likely you are to be included.

5. Capture queries for AI search using Q&A

Every question asked in the Q&A during your webinar is a potential People Also Ask query on Google and a natural-language prompt in AI search.

By publishing those Q&As with schema markup, you can own those answers in both worlds. See tip 9 below for more details.

10 Strategies to Repurpose Webinar Content

1. Turn your webinar into a blog post

Your webinar often offers a bunch of deep insights that would do great in text format as well - pull out the transcript, do some editing, and add it to your company blog.

• How: Use the webinar transcript as your base, then rewrite into a clear, structured article. Add headings, images, and links. Also, put the on-demand replay in the article, so people can easily access it if they prefer the video format.

• Why it works: Blogs are still one of the best ways to get found on Google. They're also perfect to digest for AI models, which scan structured text to answer questions. A blog with your webinar’s main points, speaker quotes, and examples gives them plenty of context to cite.

2. Offer an on-demand replay

This sounds basic. Yet, data shows that many webinar hosts still don't offer on-demand replays in 2025. As long as you record the webinar in your webinar software, you should be able to offer an on-demand version of the webinar - either on your website (embedded) or in the webinar software directly.

• How: Host the recording on your site, landing page, or in your blog post. Add a short description, speaker bios, and a CTA. Either (A) ungated, or (B) gated behind a sign up form.

• Why it works: 45% of webinar views happen after the live event. On-demand keeps working as a lead magnet for your webinar.

In Univid the replay is available instantly after the webinar - and you can grab the embed code with no extra setup needed. In other software you might be able to download the recording, and upload it on your own.

3. Create short video clips for social media

Webinars are great for building relationships, going in-depth, positioning your business as thought leader, and driving conversions.

But short-form video, ie. videos with a length of maximum 60 seconds, can be great to drive awareness and top-funnel. To produce shorts - you can either (A) spend a lot of time recording them separately, or (B) better, repurpose your webinar into short video clips.

Also, short clips with descriptive titles - for example "How to run a Q&A", uploaded to YouTube, can be indexed and surfaced in AI answers.

• How: Cut 30 - 60 second highlights from your webinar. A tip, a stat, or a memorable quote. Add captions.

• Why it works: Short videos get strong engagement on LinkedIn, TikTok, Instagram, and YouTube Shorts.

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4. Upload longer segments to YouTube

YouTube is owned by Google, and the second biggest search engine out there - so upload your either parts of your webinar, or the full thing to Youtube for search benefits.

• How: Post either (A) the whole webinar or (B) break it into topic-based chunks (5–15 mins). Use keyword-rich titles and descriptions.

• Why it works: YouTube is the second-biggest search engine. Videos can rank in Google, and be embedded in blogs.

5. Write a webinar recap email

Email is still super effective in 2025. That is, if you do it right.. Provide value in the inbox of your attendees, non-attendees, or leads, by simply sending them a short bullet list of the webinar.

You should also send a brief follow-up to the attendees right after the webinar with the replay.

• How: Send a short email with 3 - 5 takeaways from the webinar and a link to the replay or blog.

• Why it works: Keeps non-attendees in the loop. This also drives more replay views, which will make your content rank higher too.

6. Re-run the webinar as simulated live

Have a webinar that turned out great, and you wish you could just re-run? Well, simulated webinars can be a great way to get more out of an existing webinar that went really well.

• How: Extract the video and publish it in a platform like Univid that support simulated live webinars.

• Why it works: No additional effort, and you can still work with alot of the same interactivity through polls, live reactions, Q&A, and chat. Just not interact via video.

If you want to learn more about how to pre-record and simulate webinars - check out our video below, or this how to guide.

6. Turn the webinar audio into a podcast

Just like webinars, running a podcast is a great way to build a relationship with an audience, while going in depth. Podcasts are often audio only, but can involve video - and the biggest difference from a webinar, is that podcasts lack interaction.

So repurposing a webinar to a podcast is quite straight forward. Especially if your webinar tool (like Univid) supports webinar recordings in full HD quality - you will have an audio file ready to go.

• How: Extract the audio, clean it up, and publish it as a podcast episode. Add a short intro and outro.

• Why it works: Podcasts reach people who prefer audio and can grow a new audience. They will listen to you on their way to work, in their hammock, or when they do the dishes.

7. Repurpose slides into a slide deck or PDF

This one is simple, as you already have done the work. Most webinars include some slides. Clean them up and offer people to download them.

• How: Clean up your presentation slides so they work as a standalone deck, for those interested in the in-depth stuff or that want to recap. Add short captions if they need context.

• Why it works: Slide decks are quick to scroll through, and easy to share internally with colleagues in Slack, or on LinkedIn.

8. Put together an e-book or guide

Downloadable material like e-books and guides are great to make growth happen. They act like lead magnets where people happily give up their contact info in exchange. And position you as an expert.

You likely already have the slides from the webinar - especially if you have followed step 7 above. Well, take things one step further and convert them into a PDF with some nice visuals. Add a bit more depth. And voilá. You have an e-book.

• How: Expand on your webinar topic, use the slides you have, answers the questions you got, organize it into chapters, and design it as a downloadable PDF.

• Why it works: Great for lead generation and authority building.

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9. Turn Q&A into an FAQ page

A lot of webinars include a Q&A, but few use it afterwards. By using the Q&A questions and answers from the webinar, you already have a perfect FAQ to copy paste in your website. Relevant questions answered by authoritative experts in the field.

• How: Take questions and answers from the live chat, or Q&A session. Put it on a landing page, webinar blog post, or enrich your existing website content.

• Why it works: These match how people search - especially long-tail questions. And they are in structured format which AI and Google love.

10. Share insights as visuals on social media

Pull out interesting highlights or learnings from the webinar and put them as visuals on social media. These will act as teasers for your full webinar replay, add value on their own, and can market future webinars.

This social media post could be displaying:

• polls answers

• aggregated insights from the Q&A - "did you know X is the most frequently asked question?"

• quotes from the speakers

• How: Pull short quotes or data points from the webinar and turn them into simple graphics.

• Why it works: Quick to consume, highly shareable, and builds authority.

Conclusion: Let webinars and repurposing drive your content machinery

Webinars fill alot of the criteria for the deep and authoritative content that both Google and AI engines such as GPT, Perplexity and Gemini are looking for. By using webinars at the core of your content strategy, you can avoid getting left behind when modern buyers shift to AI for search. Both getting leads from Google and the AI search engines.

And using the 10 ways of repurposing we have shown with how-to examples in this article, you can build an efficient growth machinery - where you can create more content, of higher quality, than your competitors.

That means no matter how your audience is searching - either by typing into Google, prompting an AI assistant, scrolling social media, or checking their email inbox - they’ll find your webinar content.

Kom igång idagGör som över 70.000 användare och skapa engagerande webbinarier med Univid.Skapa gratis webinarBoka demo