Everybody says you must repurpose your content material as of late. However why? And the way do you truly go about it? How do you resolve what to repurpose, and the way do you truly execute? These are all questions we hope to reply for you as we speak.
In case you haven’t given repurposing content material a strive but, you actually ought to. Repurposing content material can enhance engagement, prevent a number of time and power, and provides folks an opportunity to see your finest content material they might have missed the primary time you posted.
We’ve been utilizing this technique at Buffer for the previous few months with nice success – we’ve discovered that a number of our repurposed content material has been our prime performing content material after we pull our month-to-month social media stories.
As we speak, we’re sharing actual examples of repurposed content material from our socials to point out you the way easy it’s and present you the way our repurposed content material has carried out.
Why we began repurposing content material
We began repurposing content material to make issues a little bit simpler when it got here to filling up our personal social media content material calendar! Repurposing content material has saved us a number of time and psychological power in the case of making an attempt to provide you with a number of posts for a number of platforms. Work smarter, not tougher. There have been additionally some actually good posts we’ve completed prior to now that we felt didn’t get as many impressions or as a lot engagement as we wished, so we felt they deserved one other strive.
Other ways to repurpose content material
Repurposing content material might be completed in many alternative methods – it’s not at all times simply reposting the identical factor once more on the identical platform. Listed below are some examples:
- Take a tweet and switch it into an Instagram publish
- Publish your TikTok on Instagram Reels (or YouTube Shorts, or each!)
- Flip your Twitter thread right into a video
- Flip a weblog right into a TikTok video
- Share a ballot on LinkedIn that you simply initially posted on Twitter
- Compile responses to a publish to create a roundup
These are all easy methods to repurpose content material that we’ve tried at Buffer. Over the previous couple of months, our repurposed content material has been among the prime performing content material on Buffer’s socials.
Examples of repurposed posts from Buffer’s socials
How do you resolve which posts to repurpose? There are numerous methods you are able to do this, however we wish to repurpose posts that carried out very well prior to now or another choice is to take posts that carried out nicely on one platform and reformat them for an additional platform. Listed below are some examples of precisely how we’ve repurposed content material for Buffer’s socials.
Turning a tweet into an Instagram publish
Typically you’ll have a tweet that actually takes off and a good way to repurpose it’s to share it on Instagram. It’s necessary to remember that Instagram is visible, so you continue to need to share a tweet that’s on model for you and to take action you possibly can flip your tweet right into a easy Instagram graphic.
This was a tweet that we become a graphic for an Instagram publish, utilizing the Buffer Remix app (which makes repurposing content material SO straightforward).
This Instagram publish ended up being our most partaking publish for the month of April.
This was initially a tweet that carried out nicely in 2022 so we tweeted it once more for 2023, and in addition turned it right into a graphic for an Instagram publish.
The unique tweet had a 0.90 p.c engagement fee and the second time we posted it had a 1.70 p.c engagement fee, and was our most partaking publish for the month of March. The Instagram publish was additionally our prime publish based mostly on impressions for the month of March.
Reposting a prime performing publish
When a publish performs very well, why not publish it once more? We love to make use of Buffer’s analytics options to seek out the highest performing posts over the past 12 months and resolve which of them ought to be repurposed. So long as it’s been some time since folks have seen the publish, we promise you don’t have to fret about them remembering that you simply already posted it earlier than.
We used Buffer analytics to seek out our prime performing posts based mostly on engagement fee in 2022, and this was considered one of them, so we merely reposted it. We modified up the caption a little bit bit, however stored the graphics precisely the identical.
The primary time we posted, there was an engagement fee of 6.16 p.c and the second time round, the publish had an engagement fee of 8.05 p.c, so this repurpose was undoubtedly a hit!
Turning a teammate’s tweet into an Instagram publish and sharing a number of occasions
Twitter threads are a terrific alternative to create Instagram carousels. You may make your graphics appear like tweets, or check out a Canva template like this one to format your tweets.
This one was repurposed twice! Not solely did we flip a Twitter thread from a Buffer teammate into an Instagram publish, we shared the Instagram publish once more: the primary time in December 2022 and once more in Could 2023. We stored the caption precisely the identical the second time round, apart from altering the call-to-action on the finish to direct folks to our weblog.
The primary Instagram publish had an engagement fee of three.59 p.c, and the second time round it had an engagement fee of 4.04 p.c.
Reposting well timed content material
We extremely advocate sharing well timed content material! It may spark engagement and dialog when there’s one thing top-of-mind for folks and so they’re already discussing it. Holidays are a terrific instance of repurposing well timed content material. You possibly can both hold the content material precisely the identical, or change it up a little bit in case you really feel it wants some updates.
We all know this week is a 4-day workweek for many of you after the vacation…however what in case you at all times had a 4-day workweek?
and what in case you nonetheless acquired all of your work completed in these 4 days with out having to work further hours? 🤯
That’s how we do issues right here at Buffer.
— Buffer (@buffer) Could 30, 2023
It is a publish that we will share anytime there’s a public vacation that results in a 4 day workweek. We initially posted it final 12 months after Labor Day within the US and shared it once more for Memorial Day this 12 months.
The unique tweet had 5,337 impressions and a 0.80 p.c engagement fee, whereas the second time across the tweet had 5,942 impressions and a 0.90 p.c engagement fee.
Turning a TikTok right into a publish for LinkedIn (+ reposting on Reels and YouTube Shorts)
Typically it’s potential to take video and switch it into textual content. We additionally extremely advocate sharing your short-form movies on all platforms (TikTok, Reels, and YouTube Shorts).
This initially began as an thought for TikTok, however we figured it might simply be translated to textual content so we might share on LinkedIn. After which in fact, you must at all times share your TikToks on Reels and YouTube Shorts as nicely, in order that’s precisely what we did right here.
@bufferapp What would you do along with your further time off? #buffer #fourdayworkweek #3dayweekend #4dayworkweek #worklifebalance
This publish didn’t take off on TikTok, however it carried out very well on LinkedIn and was considered one of our prime posts of the month (for each impressions and engagement fee). The video additionally did higher on Reels (3k views) in comparison with TikTok and YouTube Shorts (300 views).
Not each video goes to go viral or get tons of views, however that doesn’t imply you shouldn’t share them! So long as you’re staying constant and posting genuine content material, it’s price it.
Sharing a TikTok on YouTube Shorts
Why wouldn’t you need to create one video that may be shared three alternative ways? This was talked about earlier, however try to be sharing any movies you’re posting on TikTok on Reels and YouTube Shorts and vice versa. Though every platform has its personal nuances, your technique ought to basically be the identical and your content material will work for all of them.
This was a easy publish that was initially shared on TikTok and we repurposed it for YouTube Shorts. We didn’t get a number of views on TikTok, however this video is now considered one of our most considered movies on YouTube Shorts.
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Additionally, remember to take away the watermarks in your movies earlier than sharing to different platforms! Instagram has revealed that watermarks might cut back attain in your Reels. There are many web sites out there that may obtain your movies with out the watermark so you possibly can share on different platforms.
Repurposing ought to at all times be part of your content material technique
Repurposing content material is a straightforward technique to replenish your content material calendar and get extra engagement. In case you’re frightened that folks will discover you’re sharing the identical factor once more – they received’t (we haven’t had anybody name us out but!).Go forward and take a look at a few of these straightforward repurposing methods we’ve used and remember to tell us how your posts carry out!
