The power of social media content repurposing

The power of social media content repurposing

Reading Time: 4 minutes

Struggling to keep up with the constant demand for fresh social media content? You’re not alone. But if you don’t do social media content repurposing, you’re likely working harder, not smarter, to achieve your social media goals.

Social media moves fast and creating original posts from scratch every time can feel overwhelming. But what if you could maximise the impact of your best content without constantly reinventing the wheel? That’s where content repurposing comes in. By strategically repurposing your social media content, you can extend its lifespan, reach new audiences, and reinforce key messages – without doubling your workload.

Let’s break down how it works and how you can leverage it for maximum impact.

What is social media content repurposing?

Repurposing social media content means taking an existing post and transforming it into a different format or adapting it for another platform. Unlike simply reposting the same thing, repurposing gives your content a fresh spin while keeping its core value intact. This strategy helps you work smarter, not harder, by making your best content work across multiple touchpoints.

For example:

A high-performing LinkedIn post can become a Twitter thread.
A customer testimonial from Facebook can be turned into a carousel post on Instagram.
A long-form video can be chopped into short clips for Reels or TikTok.

By repurposing content, you maximise your reach while ensuring your messaging stays consistent across platforms.

Why do social media content repurposing?

Here’s some of the key reasons why you should be doing content repurposing as part of your social media strategy:

Extend content lifespan: Social media posts often have short visibility windows. Repurposing helps keep your best content in circulation for longer.

Reach new audiences: Different platforms attract different demographics. What performs well on LinkedIn may not reach the same people as a TikTok video, so repurposing ensures broader exposure.

Boost engagement: Presenting the same core message in various formats increases the likelihood of engagement. 

Increase efficiency: Constantly creating new content is time-consuming. Repurposing saves time while maintaining content quality.

Reinforce key messages: Repetition is key to brand awareness. By repurposing, you can easily reinforce your messaging without constantly trying to create evergreen content.

5-Steps to effectively repurpose social media content

STEP 1 – Identify high-performing content

Start by looking at your analytics. Which posts received the most likes, shares, comments, or saves? These are strong candidates for repurposing since they’ve already proven engaging.
For example, if a post on X.com gets significant engagement, consider turning it into a more detailed LinkedIn post or article, or even a highly visual Instagram carousel.

STEP 2 – Adapt content to different platforms

Each social platform has its own format and audience preferences. When repurposing, tweak your content to match the platform’s style and user behaviour:

X.com to LinkedIn: Turn a thread posted on X.com into a longer LinkedIn post with more context.
Instagram to TikTok/Reels: Transform an Instagram post into a short-form video for TikTok or Reels.
YouTube to Instagram: Cut down long-form YouTube videos into bite-sized clips for Instagram Stories.
Blog Post to LinkedIn: Take key points from a blog post and repurpose them into an engaging LinkedIn carousel or short-form text post.

Step 3 – Transform content into multiple formats

One post can be repurposed into various formats to appeal to different types of audiences:

Text Posts → Turn into quotes, infographics, or tweets.
Videos → Break into clips for Instagram Reels, TikTok, and YouTube Shorts.
Long Articles → Convert into LinkedIn posts or Twitter threads.
User Testimonials → Reformat into visual graphics or short videos.

By switching up the format, you can ensure your message reaches different audience segments in a way that suits their content preferences – as well as being able to stretch-out the life span of single pieces of content. 

Step 4 – Refresh and update evergreen content

Some content never loses its relevance. If you have older social media posts that are still valuable, update them with fresh insights, new data, or trending hashtags. For instance, a well-performing LinkedIn post from last year can be reposted with a fresh take or updated statistics to make it timely.

Step 5 – Create a content repurposing workflow

To make repurposing seamless, establish a system:

1. Create with repurposing in mind – When crafting new content, consider how it can be adapted later.
2. Use templates – Have ready-made formats for quote graphics, tweet threads, and short video snippets.
3. Schedule strategically – Space out repurposed content so your audience isn’t overwhelmed by repetition.
4. Test and optimise – Monitor engagement and tweak your repurposing strategy accordingly.

Content repurposing: common mistakes to avoid

Below are three key mistakes to avoid when looking to undertake successful content repurposing:

1. Copy-pasting without adapting:
Different platforms require different tones and formats. Simply copying and pasting won’t be as effective.

2. Ignoring performance metrics:
Repurposing works best when based on data. Don’t assume all content is worth repurposing – check the analytics first.

3. Not optimising for platform-specific features:
Use platform-specific features like Instagram’s carousel posts, LinkedIn’s document posts, or X.com’ threads to make your repurposed content more engaging.

And finally…

Social media content repurposing isn’t about taking shortcuts – it’s about making the most of what you already have. By strategically adapting content for different platforms, you can increase reach, engagement, and brand consistency without doubling your workload.

The key is to be intentional. Identify what works, reshape it for different audiences, and let your content do the heavy lifting. Ready to get started? Dive into your analytics, pick your top-performing posts, and start repurposing today. Need a hand? Get in contact with us today.