Reduce, reuse, repurpose.
Social media managers are expected to create valuable content every week.
But with limited resources and bandwidth, consistently coming up with new ideas can lead to a one-way ticket to burnout.
So in 2023, it’s all about working smarter, not harder — and that starts by repurposing your social media posts for different platforms.
What Does It Mean to Repurpose Your Social Media Content?
Content repurposing is a strategy that consists of reusing or reframing previously posted content on your social media channels.
But, it’s not as simple as copying and pasting from one post to another.
In order for repurposed content to perform well, you need to get creative with new angles, captions, or referenced trends.
From turning a meme into a TikTok or using blog content to inspire a carousel post, content repurposing has many uses.
And when done with thought and intention, it can reinvent the meaning of a piece of content, solidify your brand voice, and attract new followers.
What Are the Benefits of Repurposing Your Social Media Content?
Social media managers will often repurpose content because it’s a low-lift tactic that yields high results.
“By repurposing content to multiple channels, we’re able to reach more people with a single piece of content. This makes it easier for us to focus on quality over quantity,” says Later’s Social Media Content Lead, Lindsay Ashcraft.
“By using what’s worked on other channels, we can get an idea of what might resonate on new channels without creating extra work for ourselves,” Lindsay explains.
The takeaway? You don’t always need to reinvent the wheel.
Aside from the time-saving benefits, recycling your content can also help you beat writer’s block, avoid creative burnout, and post more consistently.
3 Ways to Repurpose Your Social Media Content
Ready to work smarter, not harder? Here are three tips for repurposing your social media posts:
#1: Crosspost Your Content
The most common way to repurpose your social media content is to crosspost from one channel to another.
#2: Repurpose Short-form Videos
Like most brands and businesses, short-form video content is an essential part of your content strategy.
And with so many social media platforms adapting and optimizing their platforms for short-form video, why limit your video content to just one platform?
#3: Reformat Your Content
Sometimes, all it takes is one old post to inspire a new idea. Many brands and businesses will often extract quotes from their webinars or YouTube videos, and turn them into carousel posts on Instagram, blog posts, podcast episodes, or even Linkedin posts.
Ultimately, reformatting your content is all about recycling high-performing concepts, copy, or visuals, and applying them to another platform.
Remember, content creation doesn’t need to be mentally taxing.
When you repurpose your content with the intention of bringing new life to your posts, you can increase your engagement and reach — with half the effort.
TIP: Your audience is smart and can detect when you’ve been recycling content too often (especially if they follow you on multiple platforms), so avoid crossposting every day. Instead, do what works best for each channel you’re posting on.