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Repurposing Content on Social Media to Maximize Engagement and Traffic

Shweta Sadana
Written By

Shweta Sadana

Published on

Last Updated

Have you ever wanted to keep a Tweet that received a lot of likes, comments, and retweets from fading away?

Or perhaps you created a fantastic Facebook Story and then wondered how to duplicate that success with other content and channels?

Marketers face challenges in terms of both the quality and quantity of content needed to run a successful content marketing campaign. 

When you have exceptionally performing content, you want to make the most of it.

Things become easier when you put a new twist rather than trying to reinvent the wheel. That’s what repurposing and recycling content is all about.

Let’s take a look at how to repurpose material for social media in this blog post.

What does it mean to “repurpose” something?

If you try to define “repurposing” material, you’ll almost certainly end up trying to define “content” itself. 

Let’s be honest: the term “content” covers all types of media: social media posts, books and movies, music videos, blog articles, memes, etc.

Limiting a brand’s marketing approach to a single type of content creation would be a mistake. However, creating content, especially in high-effort formats like video or independent web apps, can be time-consuming, complex, and expensive.

Repurposing content implies converting the ideas and information included in one aspect of brand content to another content type.

Working smarter, not harder, is the motto for 2022. 

We should be focusing our efforts on developing long-lasting evergreen content that can be repurposed over and over again, just as the rest of the economy is moving away from single-use disposable products.

What are the benefits of repurposing content?

The first reason is to save on resources.

It should go without saying that repurposing content is a terrific method to save time and money on brainstorming, research, and copywriting, especially if the new content format is “high-effort.”

It’s perfect for small, well-organized groups.

Instead of researching another one of your company’s verticals to create a new infographic, you may skip the research and get the infographic done quickly. 

In practice, this implies that instead of engaging a data analyst, copywriter, and graphic designer to create your infographic, you’ll most likely just need the graphic designer (and maybe a few copy-editing skills to sculpt down the e-book text and make it bite-sized).

What does this imply for the business world?

Higher efficiency, reduced expenses, and a higher content output rate. You don’t have to keep reinventing the wheel to obtain leads from your content marketing; instead, make the most of what you already have.

Frequent blunders in repurposing content (and how to avoid them)

1. Not trying out new formats

When it comes to reusing content, don’t be scared to experiment with new formats. If the original content was a podcast, you could turn it into an article, an infographic video, or social media audio snippets.

2. Overthinking is a bottomless pitfall

The simplest path forward isn’t always the most successful. 

If you find yourself stuck at some point, send a piece of content to a friend or colleague. Ask them what the main point of the content is to them, rather than spending a lot of time rewriting it. Then use it as a starting point for your new piece of content.

3. Making the procedure too complex

Create templates in your preferred design software to make reusing a breeze instead of writing a new post every time you need it, you can save time by creating multiple pieces of similar content types in one day and scheduling them in advance.

4. Ignoring the results of your social media analytics

Make sure to examine your social analytics on a regular basis to see what types of posts are performing well, and attempt to add more of these types of posts into your feed. You can also use analytic tools like Vaizle to track this easily.

On different platforms, different types of content perform differently, so don’t take a one-size-fits-all approach.

7 Social Media Content Repurposing Strategies

Here are some content repurposing tactics to keep your calendar full, your material cycling, and your audience engaged.

  1. Excellent material should be shared across a variety of platforms

Do you have a fantastic blog article, a unique research study, or a long-form content piece?

Post it all over the place.

Even while you can share the same material across several social media channels, you should tailor it to each one.

When repurposing content, keep in mind that Facebook posts should not contain hashtags. Tweets, on the other hand, should have a limited number of hashtags, whereas Instagram postings should have a large number of hashtags. So you should know about the social media hashtags and its frequency for different platforms.

In comparison to LinkedIn, where you can share longer information, you will need to be more concise while providing content on Twitter.

You may repurpose a single concept and image in a variety of ways.

Check how Xorlabs shares case study updates on LinkedIn and their website.

High-quality photos are required for Instagram and Pinterest content.

It’s possible that your audience will need to be reminded of the product’s features on a regular basis. Alternatively, once you’ve introduced a new feature, you may publish it on social media in various content formats appropriate to each platform, in addition to putting it on the website.

  1. Reuse to Improve the performance of high-performing blog articles

Remember that reusing social media content does not imply simply copying and pasting fantastic status updates.

Instead, update the content that worked so well when you share it.

You’ll obtain better results on your second campaign if you generate new copies of your original content instead of posting the same duplicate many times.

The following are some instances of blog entries that can be repurposed:

  • Take a variety of photos, statistics, or quotes from the blog pieces, videos, or interviews you’re promoting. Use a different quote each time you share something on social media. Even if you’re providing a single resource, a quote from an industry leader can help you increase hits across multiple postings.
  • Compile user-generated content (UGC) or testimonials from your website, blog post, or newsletter to utilize as graphics to market. You may make that content more relevant for a different set of viewers by putting it in a new layout.
  • Adding the most recent information to older, high-performing postings and announcing it on social media.
  • To get more attention and engagement, share your posts on Instagram Stories, Twitter Moments, and LinkedIn Stories.

Light and Living is one of my favorite examples, with extensive, intelligent, and up-to-date product entries. Each piece includes the most up-to-date information and graphics, keeping the content current and relevant.

In a nutshell, you may reuse each of the 5 efficient content marketing categories used to build your brand on social media, including blogging, webinars, video marketing, case studies, and user-generated content.

  1. Creatively repurposing visuals

There’s nothing like recycling photographs to give them a new lease on life.

Let’s look at a basic example from Fantasy Akhada’s Twitter account.

You can reuse the same image for several posts by overlaying it onto a fresh backdrop, as shown in this example. A text overlay combined with some graphics would give a visual a second chance at life.

You can utilize and update existing photos with graphic design tools.

To mix things up, you can use tools like Canva and Clipchamp to blend static video images into a comprehensive film. These movies can then be employed in your feed and stories to advertise testimonials, sales, and new product releases as videos.

  1. Webinars can be turned into video tutorials

Was your most recent webinar a huge hit?

Naturally, not everyone who registered or expressed interest was able to attend. 

As a result, in order to reach as many people as possible, you should convert your webinar into a YouTube video. Another alternative is to create short movies of the finest portions or takeaways and share them on social media to encourage people to watch the YouTube video. 

Using a video marketing plan to boost your content is a smart choice, as a video has become the de-facto means of content consumption.

For readers who may want to refer back to the video content, the same webinar can be put on your YouTube channel.

You may improve the number of people who join your future webinars by sharing these video or audio clips on Facebook, LinkedIn, and other social media platforms.

Employ social media management tools like Vaizle that can assist you in determining the best time to share your content on various social media networks.

  1. Repurpose good content by giving it a new twist

If you’ve worked in marketing for a while, you’re familiar with the dread of writer’s block. While creating engaging content for a brand is fun and easy at first, when you hit a creative wall, coming up with new material for social media marketing becomes a work in and of itself.

The good news is that your profession is always impacted by topical and important events. They make it possible to repurpose content in an intriguing way.

  1. Rework your Instagram content

B2C has found its place on Instagram. Many marketers believe that it is best for B2C brands too.

That means that, on a visual network like Instagram, even written information may find a home. Instead of copying and pasting a paragraph as an Instagram post, consider extracting key data points or quotes and creating a social narrative around them.

  1. Pose a question and respond with an answer

Finally, here’s a no-brainer social media content repurposing tip. You can reuse the same questions you used to stimulate comments at the end of a blog post or video on other media.

Twitter polls and LinkedIn Q&As are both great ways to engage your audience with existing material or give a sneak peek at a new report.

Then, look through your LinkedIn, Quora, and Facebook networks for questions that an existing article can address. Repurposing material as a response to a query is a wonderful approach to create relationships and enhance your chances of getting found by others asking the same subject.

You can utilize rewards and incentives to improve audience involvement by providing end-users with immediate and individualized incentives.

Conclusion: Smart content repurposing for the win

It’s time to make use of your high-performing content across social media platforms. Social media marketers may make the most of their content assets and lessen the effort of social media content development by using creative reformatting and smart placement. It’s a win-win situation for everyone.

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