Everybody says it is best to repurpose your content material lately. However why? And the way do you really go about it? How do you resolve what to repurpose, and the way do you really execute? These are all questions we hope to reply for you at this time.

For those who haven’t given repurposing content material a strive but, you actually ought to. Repurposing content can enhance engagement, prevent plenty of time and power, and offers 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 plenty of our repurposed content material has been our prime performing content material once we pull our month-to-month social media reviews.

At this time, we’re sharing actual examples of repurposed content material from our socials to point out you ways easy it’s and present you ways our repurposed content material has carried out.

Why we began repurposing content material

We began repurposing content material to make issues slightly simpler when it got here to filling up our personal social media content calendar! Repurposing content material has saved us plenty of time and psychological power on the subject of making an attempt to give you a number of posts for a number of platforms. Work smarter, not tougher. There have been additionally some actually good posts we’ve accomplished 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.

Other ways to repurpose content material

Repurposing content material may be accomplished 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 publish
  • Put up 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 a number of 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 rather well up to now or an alternative choice is to take posts that carried out properly 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 publish

Typically you’ll have a tweet that basically takes off and an effective way to repurpose it’s to share it on Instagram. It’s necessary to take into account that Instagram is visible, so you continue to wish 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 originally a tweet that carried out properly in 2022 so we tweeted it again for 2023, and in addition turned it right into a graphic for an Instagram publish.

The unique tweet had a 0.90 % engagement fee and the second time we posted it had a 1.70 % engagement fee, and was our most partaking publish for the month of March. The Instagram publish was additionally our prime publish primarily based on impressions for the month of March.

Reposting a prime performing publish

When a publish performs rather 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 yr and resolve which of them must be repurposed. So long as it’s been some time since individuals 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 primarily based on engagement fee in 2022, and this was considered one of them, so we merely reposted it. We modified up the caption slightly bit, however stored the graphics precisely the identical.

The primary time we posted, there was an engagement fee of 6.16 % and the second time round, the publish had an engagement fee of 8.05 %, 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 an awesome alternative to create Instagram carousels. You can also make your graphics seem 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 post, we shared the Instagram publish again: 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 individuals to our weblog.

The primary Instagram publish had an engagement fee of three.59 %, and the second time round it had an engagement fee of 4.04 %.

Reposting well timed content material

We extremely suggest sharing well timed content material! It could actually spark engagement and dialog when there’s one thing top-of-mind for individuals they usually’re already discussing it. Holidays are an awesome instance of repurposing well timed content material. You may both preserve the content material precisely the identical, or change it up slightly if you happen to really feel it wants some updates.

It is a publish that we are able to share anytime there’s a public vacation that results in a 4 day workweek. We originally 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 fee, whereas the second time across the tweet had 5,942 impressions and a 0.90 % engagement fee.

Turning a TikTok right into a publish 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 thought for TikTok, however we figured it might simply be translated to textual content so we might share on LinkedIn. After which in fact, it is best to at all times share your TikToks on Reels and YouTube Shorts as properly, in order that’s precisely what we did right here.


What would you do along with your additional day without work? #buffer #fourdayworkweek #3dayweekend #4dayworkweek #worklifebalance

♬ moonlight on the river – destiny

This publish didn’t take off on TikTok, nevertheless it carried out rather 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 wish 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 primarily be the identical and your content material will work for all of them.

This was a easy publish that was originally shared on TikTok and we repurposed it for YouTube Shorts. We didn’t get plenty of views on TikTok, however this video is now considered one of our most seen movies on YouTube Shorts.

Bonus tip: One thing we suggest doing when repurposing your movies from one short-form platform to a different is re-adding your textual content immediately in-app (We merely put the brand new textual content immediately over the outdated textual content so you possibly can’t see it). On this instance, you possibly can see that the fonts are barely completely different for every video and that’s as a result of once we posted on YouTube, we added textual content immediately within the app. By way of experimenting with this, we seen that when we began re-adding textual content immediately in YouTube, our views had been a lot larger in comparison with once we had been merely reposting from TikTok with out making any edits. It’s doable that there could also be some textual content recognition when doing this, which helps with video distribution.

Additionally, you’ll want 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 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 option to refill your content material calendar and get extra engagement. For those who’re fearful 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 you’ll want to let us know how your posts carry out!

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