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 the moment.
For those who haven’t given repurposing content material a strive but, you actually ought to. Repurposing content material can enhance engagement, prevent plenty of time and power, and offers folks an opportunity to see your greatest 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 plenty of our repurposed content material has been our prime performing content material once we pull our month-to-month social media studies.
In the present day, 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 bit simpler when it got here to filling up our personal social media content material calendar! Repurposing content material has saved us plenty of time and psychological power in terms 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 up 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.
Alternative ways to repurpose content material
Repurposing content material may 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 simply 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 a few of the prime 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 numerous methods you are able to do this, however we prefer to repurpose posts that carried out rather well up to now or another choice is to take posts that carried out properly on one platform and reformat them for one more 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
Typically you’ll have a tweet that basically 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’ll be able to flip your tweet right into a easy Instagram graphic.
This was a tweet that we changed into a graphic for an Instagram put up, utilizing the Buffer Remix app (which makes repurposing content material SO straightforward).
This Instagram put up ended up being our most partaking put up for the month of April.
This was initially a tweet that carried out properly in 2022 so we tweeted it once more for 2023, and in addition turned it right into a graphic for an Instagram put up.
The unique tweet had a 0.90 % engagement price and the second time we posted it had a 1.70 % engagement price, and was our most partaking put up for the month of March. The Instagram put up was additionally our prime put up primarily based on impressions for the month of March.
Reposting a prime performing put up
When a put up performs rather well, why not put up it once more? We love to make use of Buffer’s analytics options to seek out the highest performing posts over the past yr and determine which of them ought to be repurposed. So long as it’s been some time since folks have seen the put up, 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 primarily based on engagement price in 2022, and this was one in all them, so we merely reposted it. We modified up the caption a bit bit, however stored the graphics precisely the identical.
The primary time we posted, there was an engagement price of 6.16 % and the second time round, the put up had an engagement price of 8.05 %, 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 important alternative to create Instagram carousels. You can also make your graphics appear to be 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 folks to our weblog.
The primary Instagram put up had an engagement price of three.59 %, and the second time round it had an engagement price of 4.04 %.
Reposting well timed content material
We extremely suggest sharing well timed content material! It could spark engagement and dialog when there’s one thing top-of-mind for folks and so they’re already discussing it. Holidays are an important instance of repurposing well timed content material. You possibly can both hold the content material precisely the identical, or swap it up a bit for those who 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 for those who at all times had a 4-day workweek?
and what for those who 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 are able to 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 % engagement price, whereas the second time across the tweet had 5,942 impressions and a 0.90 % engagement price.
Turning a TikTok right into a put up for LinkedIn (+ reposting on Reels and YouTube Shorts)
Typically it’s doable to take video and switch it into textual content. We additionally extremely suggest 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 might simply be translated to textual content so we might share on LinkedIn. After which after all, you need to at all times share your TikToks on Reels and YouTube Shorts as properly, in order that’s precisely what we did right here.
@bufferapp What would you do along with your additional day without work? #buffer #fourdayworkweek #3dayweekend #4dayworkweek #worklifebalance
This put up didn’t take off on TikTok, but it surely carried out rather well on LinkedIn and was one in all our prime posts of the month (for each impressions and engagement price). 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 value 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 primarily 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 plenty of views on TikTok, however this video is now one in all our most considered movies on YouTube Shorts.
➕
Additionally, be sure you 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 solution to refill your content material calendar and get extra engagement. For those who’re nervous that individuals will discover you’re sharing the identical factor once more – they gained’t (we haven’t had anybody name us out but!).Go forward and check out a few of these straightforward repurposing methods we’ve used and be sure you tell us how your posts carry out!
