A Entrepreneurs Information to Repurposing Content material for Social Media

In immediately’s crowded social media panorama, social entrepreneurs know the way difficult it may be to get their model’s content material to rise above the noise. Throw in the truth that many social media algorithms prioritize relevance over chronological order and social groups discover themselves posting every kind of content material to see what sticks and what doesn’t.

However making an attempt to determine related content material for a number of social networks on a regular basis is exhausting—and expensive. And, frankly, some days you don’t have the time to create contemporary social content material from scratch.

In terms of social content material creation, it pays to work smarter, not tougher. As an alternative of regularly arising with new concepts, social entrepreneurs ought to take a look at what they have already got and repurpose their top-performing weblog posts, movies, stories, white papers and extra.

On this article, we’ll talk about repurposing content material for social media and easy methods to make your content material be just right for you, as an alternative of the opposite method round.

Why it pays to repurpose content material for social media

There are a lot of strategic advantages to repurposing content material for social media.

What does this course of appear to be in follow? The Sprout Social Index™ is our annual information report that speaks to your complete advertising and marketing business. However we additionally embrace information factors which might be particular to sure disciplines and can be utilized to seize the eye of area of interest audiences.

With this in thoughts, we create new articles impressed by information from the Index to dive deeper into these business insights. Plus, we constantly pull graphics from the report to incorporate in our social media content material.

Listed here are the important thing advantages of getting a content material repurposing technique:

Saves time, cash and energy

Social media content material creation for a number of networks is time-consuming. Nonetheless, it’s an effort manufacturers have to take in the event that they wish to stay related with customers. In accordance with Sprout Social’s 2024 Social Media Content material Technique Report, social media customers join and eat content material in a different way throughout social platforms. To achieve your target market, you’ve obtained to publish related, entertaining and academic content material in a number of locations.

Nonetheless, with tighter budgets and decrease head counts, manufacturers have to determine easy methods to take advantage of out of each advertising and marketing useful resource they’ve obtainable.

When you may have a content material repurposing technique in place, you optimize your efforts and spend. After all, you must keep away from sharing the identical content material in all places, on a regular basis. It’s essential to bear in mind every social community’s distinctive options and demographics so the content material you share aligns with what your target market is on the lookout for.

Reinforces the model message

Sharing constant messaging throughout totally different codecs strengthens your model’s id on social, reminding followers who you’re and what you stand for. Bear in mind the “Rule of Seven”? Prospects have to see or hear a model’s message no less than seven instances earlier than taking any motion to make a purchase order.

Whenever you repurpose content material for social media, you double down on key model messaging. In accordance with the 2024 Content material Benchmarks Report, manufacturers revealed 10 posts per day throughout social networks in 2023. In some industries, the quantity doubled and even quadrupled. That’s a whole lot of alternatives to seek out artistic methods to repurpose content material and remind social followers about your distinctive worth proposition.

Builds share of voice on a subject

Share of voice is a metric for the way a lot your model dominates a dialog in your business in comparison with your opponents. For instance, Sprout is a frontrunner in conversations about social media influencers. Repurposing content material permits manufacturers to keep up regular content material manufacturing quantity, to allow them to keep and develop share of voice on social with out having to create a bunch of web new content material.

The following time your target market searches for that subject on social or in a search engine, your model could also be on the high of their search outcomes—proving to your viewers why you’re the authority on this space. (We’re all the time on the entrance web page of search outcomes for social media influencers, for instance).

Whenever you repurpose content material for social media, you play the lengthy recreation. It’s not nearly saving money and time, it’s additionally about growing visibility and authority over time.

What to contemplate: Greatest practices for repurposing content material for social media

When you don’t have a technique for repurposing content material for social media, it might probably really feel a bit overwhelming to start out. The place do you start? What workflow is correct in your workforce? How a lot repurposing is an excessive amount of? Don’t fear—the next greatest practices will reply your questions so you are feeling assured when getting began.

Determine high-performing content material

Earlier than you dive into recycling your content material, you must know that not all content material lends itself to this explicit artwork kind. For content material repurposing success, you’ve obtained to pick the fitting content material to reuse within the first place.

Put your greatest foot ahead, because the saying goes: Prioritize content material that performs nicely, resonates together with your viewers and can meet your wants and targets. Having a objective in thoughts makes it simpler to find out which content material to incorporate in your curation technique. Objectives can embrace:

• Elevating model consciousness in a sure business
• Connecting together with your viewers
• Driving natural site visitors again to your web site
• Supporting leads or trials

Contemplate which social media metrics you’ll use to find out your best-performing content material. For instance, in case your objective is to extend engagement throughout networks, repurpose content material that has a excessive variety of likes, shares and feedback. In case your objective is to extend follower development, contemplate repurposing content material that has beforehand had probably the most mentions, feedback and shares. For manufacturers that wish to drive natural site visitors again to a touchdown web page or web site, repurposing content material that has a excessive click-through price makes probably the most sense.

Verify if the content material you wish to repurpose is evergreen or time-constrained. An article that performs nicely year-round could also be simpler to repurpose proper now, whereas event-specific or seasonal content material might must be fastidiously scheduled earlier than posting.

Select the fitting channels

Repurposing content material for social media additionally means it is advisable to contemplate the place it’ll be posted. The best channel makes all of the distinction—the way you inform the story is equally as beneficial because the story itself. Your repurposing technique wants to contemplate viewers community preferences, alongside together with your social targets for the yr.

For instance, in case your viewers is essentially lively on LinkedIn and certainly one of your targets is to extend visibility on that community, you then’ll wish to contemplate how greatest to repurpose content material that’ll get extra eyes in your feed.

Whereas LinkedIn is a good area for sharing thought management content material, make sure you take into consideration what else social media customers wish to see on that channel. It will assist you to enhance visibility on that community and enhance social follower retention as nicely.

Along with contemplating which of your networks are most lively, give attention to what varieties of content material customers are on the lookout for as a complete throughout networks. Trade developments can shift and fade rapidly for every community, so it’s additionally essential to have a pulse on the place social goes. For instance, short-form video is at present king, which signifies that social networks that assist and promote that format will doubtless proceed to see development.

Tailor content material to every platform

Know your viewers. Take into consideration what your viewers on every community expects to see from you. For instance, in case your Instagram followers constantly react nicely to short-form movies out of your model, repurpose extra content material into that format. Be sure you shock and delight your viewers with one thing surprising now and again too, akin to a GIF or meme, in order that your social community feed isn’t all the identical.

Contemplating the fitting format for every social community is vital as a result of what works for one community isn’t going to be proper for an additional. For instance, a three-minute video based mostly on an eBook may fit nicely for YouTube, however is probably going too lengthy for X (previously Twitter). As an alternative, customers wish to see shorter movies below a minute on X, together with static pictures, text-only posts, GIFs and memes.

Don’t overlook rising networks you’ve lately began utilizing. Repurposing content material might present a possibility to extend your visibility on these networks and set up your model as a number one voice within the area. Take Threads, for instance. Whereas solely 15% of our survey respondents have a Threads profile, there’s vital potential for development.

Use AI to save lots of time

When you’re serious about easy methods to repurpose content material for social media in much less time, contemplate the various AI instruments obtainable that may assist.

AI instruments can improve social media content material creation by making new variations of examined codecs. For instance, entrepreneurs utilizing Sprout Social can use our Options by AI Help device to generate customized copy that aligns with their model’s voice and viewers preferences, supporting their copywriting efforts.

To boost your repurposing technique with Options by AI Help, attempt utilizing the device to transform top-performing posts. This lets you create three contemporary variations of a confirmed format very quickly.

Find out how to repurpose high-performing content material right into a social media publish

After compiling an inventory of your greatest items and figuring out the social networks to give attention to, it’s time to repurpose your content material for social media. However, watch out for social media saturation—social media customers are sifting by a ton of social media content material, so it’s greatest to supply high quality over amount. Listed here are some concepts to assist kickstart your creativity, stand out from the gang and switch any piece of content material into a fascinating publish in your networks:

Put up X threads

Whereas one X publish is simply 280 characters, you possibly can broaden your content material by posting threads as an alternative. Use X threads to share detailed and sophisticated info that doesn’t lend itself nicely to a single publish, akin to weblog content material. It’s additionally a great way to share assets, lists and suggestions and tips with followers.

Cross-post your livestream

Prolong the lifetime of your livestream occasion by saving and importing movies to YouTube, sharing snippets to X or trimming clips for an Instagram publish or TikTok. You may as well use screenshots and quotes for non-video posts to seize your viewers’s consideration or tease what’s to come back. The probabilities for repurposing livestreams are limitless. You’ll be able to even flip memorable moments into GIFs and memes for extra shareability.

Make it a GIF

Have a video clip or animation that brings a smile? Flip it right into a GIF. Loads of free instruments exist to do that, and GIFs make for eye-catching posts that can be utilized to advertise a bit of content material or a brand new product. Starbucks, for instance, created a easy GIF that showcases the chilly foam of their new product in a enjoyable method.

Ask a query

The identical questions used to spark feedback on the ends of movies and weblog posts might be repurposed on different platforms. Create a static picture with the large query, for instance, or take the ballot route. LinkedIn Q&As and Fb and X Polls all create alternatives to have interaction your viewers with current content material or tease a brand new report that’s on the best way.

We requested a query on an Instagram carousel which pointed followers to our LinkedIn stay occasion on the identical subject.

Present a solution

Search your Fb and LinkedIn communities for questions you possibly can reply with an current article. By repurposing content material and/or linking to it in your response to queries, you construct relationships and enhance the possibilities of being discovered by others asking the identical query. This strategy additionally exhibits social followers you’re being attentive to their questions, preferences and desires.

Amazon solutions a query within the video beneath, participating followers with a subject professional. Related content material is utilized in a weblog publish by Amazon as nicely.

Rework written content material for Instagram

Even written content material can discover a house on a visible platform like Instagram. However don’t simply copy and paste a paragraph as your Instagram publish; contemplate pulling out salient information factors or quotes to construct a visible social narrative round. A prolonged report additionally works as fodder for a collection of brief movies sharing key info. Instagram carousels are nice methods to share text-based content material—simply make sure you implement design greatest practices to inform the story visually.

We seen a rise in curiosity in constructing an government social media presence, so we wrote a information on it and created an Instagram carousel that includes three compelling causes for executives to give attention to their social media presence.

Flip a webinar right into a video

Webinars supply informative and academic content material for social followers, however typically, followers want to look at them stay. Why not flip a webinar recording right into a social video, much like what SAP has accomplished beneath. On this case, they’ve used the entire webinar as a video, however you can even slice and cube the recording into bite-sized items for various social channels.

Concentrate on the numbers

Stats on social media are inclined to seize a whole lot of consideration, particularly in industries the place constructing credibility and experience matter. Create stat-based static graphics or brief movies that use your model’s analysis from stories and white papers to showcase your authority within the area.

Use the facility of a memorable quote

Seeking to spark dialog, construct authority‌ or drive engagement? A robust quote could make your content material stand out.  Comb by your blogs, stories, interviews and different text-based content material for a quote that’ll seize your viewers’s consideration. Share it as a static graphic in your networks.

Sensible content material repurposing generates exponential returns

If you have already got high-performing content material, it’s time to make use of it throughout channels. With somewhat artistic reformatting and considerate placement, social media entrepreneurs can benefit from all their model’s biggest content material and scale back the content material technology workload. It’s a win-win.

Need extra tricks to make an enduring enterprise affect together with your content material technique? Obtain the 2024 Social Media Content material Technique and get findings that can assist you prioritize your finances and bandwidth to ship the best return on funding out of your social efforts.