The best hits: Repurposing your greatest content material for social media
In at the moment’s crowded social media panorama, social entrepreneurs understand how 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 establish 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 recent social content material from scratch.
In the case of social content material creation, it pays to work smarter, not more durable. As an alternative of continually developing with new concepts, social entrepreneurs ought to take a look at what they have already got and repurpose their top-performing weblog posts, movies, studies, white papers and extra.
On this article, we’ll focus on repurposing content material for social media and how one can make your content material give you the results you want, 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 seem like in apply? The Sprout Social Index™ is our annual information report that speaks to your entire advertising trade. However we additionally embrace information factors which can 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 trade insights. Plus, we persistently 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. Nevertheless, it’s an effort manufacturers have to take in the event that they wish to stay related with customers. In response to 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 audience, you’ve obtained to submit related, entertaining and academic content material in a number of locations.
Nevertheless, with tighter budgets and decrease head counts, manufacturers have to determine how one can take advantage of out of each advertising useful resource they’ve accessible.
When you have got a content material repurposing technique in place, you optimize your efforts and spend. In fact, it is best to keep away from sharing the identical content material all over the place, on a regular basis. It’s essential to take note of every social community’s distinctive options and demographics so the content material you share aligns with what your audience is searching for.
Reinforces the model message
Sharing constant messaging throughout completely different codecs strengthens your model’s id on social, reminding followers who you might be and what you stand for. Bear in mind the “Rule of Seven”? Prospects have to see or hear a model’s message not less than seven occasions 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 response to 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 lots of alternatives to seek out inventive 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 trade 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 internet new content material.
The following time your audience searches for that matter on social or in a search engine, your model could also be on the prime 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 sport. It’s not nearly saving money and time, it’s additionally about growing visibility and authority over time.
What to think about: Finest practices for repurposing content material for social media
When you don’t have a technique for repurposing content material for social media, it could really feel a bit overwhelming to start out. The place do you start? What workflow is correct to your workforce? How a lot repurposing is an excessive amount of? Don’t fear—the next greatest practices will reply your questions so you’re feeling assured when getting began.
Establish high-performing content material
Earlier than you dive into recycling your content material, it is best to know that not all content material lends itself to this explicit artwork type. For content material repurposing success, you’ve obtained to pick the proper content material to reuse within the first place.
Put your greatest foot ahead, because the saying goes: Prioritize content material that performs effectively, resonates together with your viewers and can meet your wants and objectives. Having a aim 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 trade
- 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 aim is to extend engagement throughout networks, repurpose content material that has a excessive variety of likes, shares and feedback. In case your aim is to extend follower development, take into account repurposing content material that has beforehand had essentially 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 fee makes essentially the most sense.
Verify if the content material you wish to repurpose is evergreen or time-constrained. An article that performs effectively year-round could also be simpler to repurpose proper now, whereas event-specific or seasonal content material could should be fastidiously scheduled earlier than posting.
Select the proper channels
Repurposing content material for social media additionally means you must take into account the place it’ll be posted. The proper 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 think about viewers community preferences, alongside together with your social objectives for the yr.
For instance, in case your viewers is essentially lively on LinkedIn and considered one of your objectives is to extend visibility on that community, then you definately’ll wish to take into account how greatest to repurpose content material that’ll get extra eyes in your feed.
Whereas LinkedIn is a superb area for sharing thought management content material, you’ll want to take into consideration what else social media customers wish to see on that channel. This may aid you enhance visibility on that community and enhance social follower retention as effectively.
Along with contemplating which of your networks are most lively, give attention to what kinds of content material customers are searching for as an entire throughout networks. Business traits 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 presently king, which signifies that social networks that help and promote that format will probably 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 persistently react effectively to short-form movies out of your model, repurpose extra content material into that format. Make sure to shock and delight your viewers with one thing surprising from time to time too, akin to a GIF or meme, in order that your social community feed isn’t all the identical.
Contemplating the proper format for every social community is essential as a result of what works for one community isn’t going to be proper for one more. For instance, a three-minute video based mostly on an eBook may fit effectively 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 photographs, text-only posts, GIFs and memes.
Don’t overlook rising networks you’ve not too long ago began utilizing. Repurposing content material could present a chance 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 avoid wasting time
When you’re fascinated about how one can repurpose content material for social media in much less time, take into account the various AI instruments accessible 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 Ideas 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 Ideas by AI Help, strive utilizing the device to transform top-performing posts. This lets you create three recent variations of a confirmed format very quickly.
Methods to repurpose high-performing content material right into a social media submit
After compiling a listing 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 group and switch any piece of content material into an enticing submit to your networks:
Put up X threads
Whereas one X submit is barely 280 characters, you’ll be able to increase your content material by posting threads as an alternative. Use X threads to share detailed and complicated data that doesn’t lend itself effectively to a single submit, 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 submit or TikTok. It’s also possible to use screenshots and quotes for non-video posts to seize your viewers’s consideration or tease what’s to return. The chances for repurposing livestreams are limitless. You possibly can 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 chunk 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 massive query, for instance, or take the ballot route. LinkedIn Q&As and Fb and X Polls all create alternatives to interact 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 dwell occasion on the identical matter.
Present a solution
Search your Fb and LinkedIn communities for questions you’ll be able to 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 reveals social followers you’re taking note of their questions, preferences and desires.
Amazon solutions a query within the video under, partaking followers with an issue professional. Related content material is utilized in a weblog submit by Amazon as effectively.
Rework written content material for Instagram
Even written content material can discover a residence on a visible platform like Instagram. However don’t simply copy and paste a paragraph as your Instagram submit; take into account pulling out salient information factors or quotes to construct a visible social narrative round. A prolonged report additionally works as fodder for a sequence of brief movies sharing key data. Instagram carousels are nice methods to share text-based content material—simply you’ll want to implement design greatest practices to inform the story visually.
We observed a rise in curiosity in constructing an govt 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 observe them dwell. Why not flip a webinar recording right into a social video, much like what SAP has completed under. On this case, they’ve used the entire webinar as a video, however it’s also possible to slice and cube the recording into bite-sized items for various social channels.
Give attention to the numbers
Stats on social media are likely to seize lots 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 studies 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, studies, 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 slightly inventive reformatting and considerate placement, social media entrepreneurs can take advantage of all their model’s best content material and cut 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 Sprout’s Community Content material Technique Report and get findings that will help you prioritize your price range and bandwidth to ship the best return on funding out of your social efforts.
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