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Everybody says you must repurpose your content material today. 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 as we speak.
Should you haven’t given repurposing content material a strive but, you actually ought to. Repurposing content can improve engagement, prevent plenty 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 plenty of our repurposed content material has been our high performing content material after we pull our month-to-month social media studies.
At the moment, we’re sharing actual examples of repurposed content material from our socials to indicate 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 a bit 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 vitality with regards to 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.
Other 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 below are some examples:
- Take a tweet and switch it into an Instagram submit
- 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 just initially posted on Twitter
- Compile responses to a submit 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 resolve which posts to repurpose? There are various methods you are able to do this, however we prefer to repurpose posts that carried out very well up 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 submit
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 vital to needless to say Instagram is visible, so you continue to wish 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 submit, utilizing the Buffer Remix app (which makes repurposing content material SO straightforward).
This Instagram submit ended up being our most partaking submit for the month of April.
This was originally a tweet that carried out nicely in 2022 so we tweeted it again for 2023, and likewise turned it right into a graphic for an Instagram submit.
The unique tweet had a 0.90 p.c engagement charge and the second time we posted it had a 1.70 p.c engagement charge, and was our most partaking submit for the month of March. The Instagram submit was additionally our high submit primarily based on impressions for the month of March.
Reposting a high performing submit
When a submit performs very well, why not submit it once more? We love to make use of Buffer’s analytics options to search out the highest performing posts over the past yr and resolve which of them needs to be repurposed. So long as it’s been some time since individuals have seen the submit, 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 primarily based on engagement charge in 2022, and this was considered one of them, so we merely reposted it. We modified up the caption a bit bit, however saved the graphics precisely the identical.
The primary time we posted, there was an engagement charge of 6.16 p.c and the second time round, the submit had an engagement charge of 8.05 p.c, so this repurpose was undoubtedly successful!
Turning a teammate’s tweet into an Instagram submit and sharing a number of instances
Twitter threads are a fantastic 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 post, we shared the Instagram submit again: the primary time in December 2022 and once more in Could 2023. We saved 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 submit had an engagement charge of three.59 p.c, and the second time round it had an engagement charge of 4.04 p.c.
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 individuals they usually’re already discussing it. Holidays are a fantastic instance of repurposing well timed content material. You may both maintain the content material precisely the identical, or swap it up a bit in the event 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 the event you at all times had a 4-day workweek?
and what in the event you nonetheless obtained 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) May 30, 2023
This can be a submit 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 p.c engagement charge, whereas the second time across the tweet had 5,942 impressions and a 0.90 p.c engagement charge.
Turning a TikTok right into a submit for LinkedIn (+ reposting on Reels and YouTube Shorts)
Typically it’s potential 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 may simply be translated to textual content so we may share on LinkedIn. After which after all, 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 additional break day? #buffer #fourdayworkweek #3dayweekend #4dayworkweek #worklifebalance
This submit didn’t take off on TikTok, however it carried out very well on LinkedIn and was considered one of our high posts of the month (for each impressions and engagement charge). 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 need 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 submit 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.
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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 scale back attain in your Reels. There are many web sites obtainable 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 simple approach to replenish your content material calendar and get extra engagement. Should you’re nervous that individuals 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 make sure to let us know how your posts carry out!
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