Have you ever posted one of those amazing Facebook updates that had that indescribable quality that results in a surge of likes, comments, clicks, and shares, and then immediately wondered how to replicate that success with other content?
Trying to come up with the amount of outstanding, engaging content needed to fight organic reach on multiple platforms is exhausting, and sometimes we just plain run out of ideas.
Sometimes, instead of grasping at straws, your best bet is to repurpose your best performing social media content.
Knowing the best ways to repurpose your best social media content is key to getting consistently good results. In this post, we’re going to look at how to repurpose social media content and which content you should choose.
You can — and should — repurpose great content across multiple platforms. Have a great blog post or video? Post it everywhere!
While you can post the same content on multiple platforms, it’s essential that you should customize it for each platform you’re repurposing it for.
Facebook posts should not have hashtags, for example, while tweets should have a few and Instagram posts should have a lot. You’ll also need to be more concise on Twitter, and have a more professional tone on LinkedIn. Content going to Pinterest and Instagram should only utilize high quality images.
This post from Jon Loomer is an excellent example. In his tweet, he keeps the text concise, only stating the title of the post. In his Facebook status for the same post, he elaborates and gives just enough information to encourage users to click.
Consider how businesses use Snapchat and Instagram; both are image sharing platforms that have overlapping features (which, yes, Instagram might be copying from Snapchat). Despite this, users and businesses approach the platform completely differently. The platforms have different tones, and very different types of images are used.
You should approach each platform as separately as you’d use Instagram and Snapchat, even if it takes a little extra work; this is how you’ll get the most results from your repurposed content.
Repurposing social media content doesn’t mean copying and pasting great statuses into your scheduling tool (though, technically, you can do this). Instead, update the content that worked so well when you share it again. You’ll almost definitely get stronger results on your second campaign if you share a new version of the original content instead of an exact duplicate.
Examples of how you can do this include:
The biggest reason to repurpose content is to get even more results on your best posts. To fully maximize the visibility of your content, you should share repurposed posts at a different time of the day than their original posting times. If you shared your original post on Facebook on a Monday afternoon, for example, try to reshare it on a Thursday at 6 A.M.
Agorapulse’s publishing tools will make this much easier. You can schedule posts ahead of time with just a few clicks, and — if necessary — you can check on the publication time of the original post.
This allows you to optimize your repurposed content for maximum visibility and engagement, helping you reach an audience that potentially hasn’t seen it yet. You can even create custom messages for each social platform on one-screen and schedule it all at once.
Right from this screen you can remove hashtags for your Facebook message, make your post a bit more professional on LinkedIn, an any other tweaks you need to better engage on each platform.
If you’re sharing the content now, you may know that you’ll want to share it again later. While you’re inputting the upcoming post, you can also schedule another version of the post several months from now. You can reschedule it at any time, but you’ll know it’s on the schedule and ready to go so you won’t have to worry about it later.
When you’re deciding what content you should repurpose, the low-hanging fruit is to repurpose your highest performing posts. You can find out which content has the best results on each platform through social analytics tools like Agorapulse.
Through its reports section, you can see which posts got the most engagement. You can even see what types of engagement they received, and which hashtags yielded you the best results. You can use this information to find your strongest content for repurposing.
There are some exceptions to this. Timely content should not be repurposed, for example; whether your Instagram post announced breaking news for your business or shared holiday discounts, it won’t be nearly as relevant the second time.
Focusing on useful, valuable evergreen content is the smart move when you want to repurpose social content. Examples include links to educational blog posts or video tutorials. You can even take “live” content like a Twitter chat, turn it into a blog post, and upload post links across multiple social platforms. In the example below, SEMrush hosted a chat, and then announced that they’d share it in a blog post– which they then put on Twitter.
You should always check the content the post is linked to in order to ensure that it’s up to date. I could share a seemingly evergreen blog post about Instagram Ads, for example, but if it lacked current information like new types of ads, it wouldn’t have the same impact.
UGC is another type of content that will consistently yield you high results when shared on social media. Repurposing it for cross-platform use can get you consistently high engagement. Just look at the example from the Yankees; how could that picture not get you a ton of likes? (Unless your fan base lives in Boston.)
Repurposing your best social media content ensures that more people will see and interact with it. This can give your Pages and profiles a boost in any algorithms that factor in engagement. By using Agorapulse to find, tweak, and schedule your highest performing content, you’ll guarantee that your posts live up to their full potential.
What do you think? How do you use repurposed social media content for best results? What types of content do you try to repurpose? Leave us a comment and let us know what you think!