Everybody says you need to repurpose your content material lately. However why? And the way do you truly go about it? How do you determine what to repurpose, and the way do you truly execute? These are all questions we hope to reply for you at present.
When you haven’t given repurposing content material a strive but, you actually ought to. Repurposing content material can improve engagement, prevent a number of time and vitality, and provides individuals an opportunity to see your greatest content material they could 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 high performing content material after we pull our month-to-month social media experiences.
At the moment, we’re sharing actual examples of repurposed content material from our socials to indicate 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 bit of 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 vitality in the case of making an attempt to provide you with a number of posts for a number of platforms. Work smarter, not more durable. There have been additionally some actually good posts we’ve performed prior to now that we felt didn’t get as many impressions or as a lot engagement as we needed, so we felt they deserved one other strive.
Other ways to repurpose content material
Repurposing content material could be performed in many alternative methods – it’s not at all times simply reposting the identical factor once more on the identical platform. Listed here are some examples:
- Take a tweet and switch it into an Instagram put up
- Submit 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 just initially posted on Twitter
- Compile responses to a put up 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 high performing content material on Buffer’s socials.
Examples of repurposed posts from Buffer’s socials
How do you determine which posts to repurpose? There are lots of methods you are able to do this, however we wish to repurpose posts that carried out very well prior to now or an alternative choice is to take posts that carried out effectively on one platform and reformat them for an additional platform. Listed here are some examples of precisely how we’ve repurposed content material for Buffer’s socials.
Turning a tweet into an Instagram put up
Generally you’ll have a tweet that basically takes off and an effective way to repurpose it’s to share it on Instagram. It’s vital 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’ll be able to flip your tweet right into a easy Instagram graphic.
This was a tweet that we became a graphic for an Instagram put up, utilizing the Buffer Remix app (which makes repurposing content material SO simple).
This Instagram put up ended up being our most participating put up for the month of April.
This was initially a tweet that carried out effectively in 2022 so we tweeted it once more for 2023, and likewise turned it right into a graphic for an Instagram put up.
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 participating put up for the month of March. The Instagram put up was additionally our high put up based mostly on impressions for the month of March.
Reposting a high performing put up
When a put up performs very well, why not put up it once more? We love to make use of Buffer’s analytics options to search out the highest performing posts during the last yr and determine which of them ought to be repurposed. So long as it’s been some time since individuals have seen the put up, we promise you don’t have to fret about them remembering that you just already posted it earlier than.
We used Buffer analytics to search out our high performing posts based mostly on engagement fee in 2022, and this was one in all them, so we merely reposted it. We modified up the caption a bit of 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 put up had an engagement fee of 8.05 p.c, so this repurpose was undoubtedly a hit!
Turning a teammate’s tweet into an Instagram put up and sharing a number of occasions
Twitter threads are an ideal 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 put up, we shared the Instagram put up 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, aside from altering the call-to-action on the finish to direct individuals to our weblog.
The primary Instagram put up 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 individuals and so they’re already discussing it. Holidays are an ideal instance of repurposing well timed content material. You possibly can both maintain the content material precisely the identical, or swap it up a bit of 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 received all of your work performed in these 4 days with out having to work additional hours? 🤯
That’s how we do issues right here at Buffer.
— Buffer (@buffer) Could 30, 2023
This can be a put up that we will share anytime there’s a public vacation that results in a 4 day workweek. We initially posted it final yr after Labor Day within the US and shared it once more for Memorial Day this yr.
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 put up for LinkedIn (+ reposting on Reels and YouTube Shorts)
Generally it’s doable 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 concept for TikTok, however we figured it may simply be translated to textual content so we may share on LinkedIn. After which in fact, you need to at all times share your TikToks on Reels and YouTube Shorts as effectively, in order that’s precisely what we did right here.
@bufferapp What would you do along with your additional time off? #buffer #fourdayworkweek #3dayweekend #4dayworkweek #worklifebalance
This put up didn’t take off on TikTok, however it carried out very well on LinkedIn and was one in all our high 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 you ought 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 put up 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 one in all our most seen movies on YouTube Shorts.
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Additionally, make sure 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 accessible that may obtain your movies with out the watermark so you’ll be able to share on different platforms.
Repurposing ought to at all times be part of your content material technique
Repurposing content material is a straightforward strategy to refill your content material calendar and get extra engagement. When you’re nervous 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 simple repurposing methods we’ve used and make sure to tell us how your posts carry out!
