Everybody says it’s best to repurpose your content material as of late. However why? And the way do you really go about it? How do you determine what to repurpose, and the way do you really execute? These are all questions we hope to reply for you at present.

If you happen to haven’t given repurposing content material a attempt but, you actually ought to. Repurposing content can improve engagement, prevent a number of time and vitality, and provides folks an opportunity to see your greatest content material they could have missed the primary time you posted.

We’ve been utilizing this technique at Buffer for the previous few months with nice success – we’ve discovered that a number of our repurposed content material has been our prime performing content material once we pull our month-to-month social media studies.

At the moment, we’re sharing actual examples of repurposed content material from our socials to indicate you the way easy it’s and present you the way our repurposed content material has carried out.

Why we began repurposing content material

We began repurposing content material to make issues slightly simpler when it got here to filling up our personal social media content calendar! Repurposing content material has saved us a number of time and psychological vitality in terms of making an attempt to give you a number of posts for a number of platforms. Work smarter, not more durable. There have been additionally some actually good posts we’ve achieved prior to now that we felt didn’t get as many impressions or as a lot engagement as we needed, so we felt they deserved one other attempt.

Alternative ways to repurpose content material

Repurposing content material could be achieved in many alternative methods – it’s not all the time simply reposting the identical factor once more on the identical platform. Listed below are some examples:

  • Take a tweet and switch it into an Instagram submit
  • Publish your TikTok on Instagram Reels (or YouTube Shorts, or each!)
  • Flip your Twitter thread right into a video
  • Flip a weblog right into a TikTok video
  • Share a ballot on LinkedIn that you just initially posted on Twitter
  • Compile responses to a submit to create a roundup

These are all easy methods to repurpose content material that we’ve tried at Buffer. Over the previous couple of months, our repurposed content material has been a few of the prime performing content material on Buffer’s socials.

Examples of repurposed posts from Buffer’s socials

How do you determine which posts to repurpose? There are a lot of methods you are able to do this, however we wish to repurpose posts that carried out very well prior to now or another choice is to take posts that carried out properly on one platform and reformat them for an additional platform. Listed below are some examples of precisely how we’ve repurposed content material for Buffer’s socials.

Turning a tweet into an Instagram submit

Typically you’ll have a tweet that actually takes off and a good way to repurpose it’s to share it on Instagram. It’s essential to remember that Instagram is visible, so you continue to need to share a tweet that’s on model for you and to take action you may flip your tweet right into a easy Instagram graphic.

This was a tweet that we was a graphic for an Instagram submit, utilizing the Buffer Remix app (which makes repurposing content material SO simple).

This Instagram submit ended up being our most partaking submit for the month of April.

This was originally a tweet that carried out properly in 2022 so we tweeted it again for 2023, and in addition turned it right into a graphic for an Instagram submit.

The unique tweet had a 0.90 p.c engagement fee and the second time we posted it had a 1.70 p.c engagement fee, and was our most partaking submit for the month of March. The Instagram submit was additionally our prime submit primarily based on impressions for the month of March.

Reposting a prime performing submit

When a submit performs very well, why not submit it once more? We love to make use of Buffer’s analytics options to seek out the highest performing posts over the past 12 months and determine which of them needs to be repurposed. So long as it’s been some time since folks have seen the submit, we promise you don’t have to fret about them remembering that you just already posted it earlier than.

We used Buffer analytics to seek out our prime performing posts primarily based on engagement fee in 2022, and this was certainly one of them, so we merely reposted it. We modified up the caption slightly bit, however saved the graphics precisely the identical.

The primary time we posted, there was an engagement fee of 6.16 p.c and the second time round, the submit had an engagement fee of 8.05 p.c, so this repurpose was undoubtedly successful!

Turning a teammate’s tweet into an Instagram submit and sharing a number of instances

Twitter threads are an incredible alternative to create Instagram carousels. You can also make your graphics appear to be tweets, or check out a Canva template like this one to format your tweets.

This one was repurposed twice! Not solely did we flip a Twitter thread from a Buffer teammate into an Instagram post, we shared the Instagram submit again: the primary time in December 2022 and once more in Might 2023. We saved the caption precisely the identical the second time round, apart from altering the call-to-action on the finish to direct folks to our weblog.

The primary Instagram submit had an engagement fee of three.59 p.c, and the second time round it had an engagement fee of 4.04 p.c.

Reposting well timed content material

We extremely suggest sharing well timed content material! It could actually spark engagement and dialog when there’s one thing top-of-mind for folks and so they’re already discussing it. Holidays are an incredible instance of repurposing well timed content material. You’ll be able to both preserve the content material precisely the identical, or swap it up slightly in the event you really feel it wants some updates.

It is a submit that we will share anytime there’s a public vacation that results in a 4 day workweek. We originally posted it final 12 months after Labor Day within the US and shared it once more for Memorial Day this 12 months.

The unique tweet had 5,337 impressions and a 0.80 p.c engagement fee, whereas the second time across the tweet had 5,942 impressions and a 0.90 p.c engagement fee.

Turning a TikTok right into a submit for LinkedIn (+ reposting on Reels and YouTube Shorts)

Typically it’s doable to take video and switch it into textual content. We additionally extremely suggest sharing your short-form movies on all platforms (TikTok, Reels, and YouTube Shorts).

This initially began as an thought for TikTok, however we figured it might simply be translated to textual content so we might share on LinkedIn. After which in fact, it’s best to all the time share your TikToks on Reels and YouTube Shorts as properly, in order that’s precisely what we did right here.


What would you do along with your additional time without work? #buffer #fourdayworkweek #3dayweekend #4dayworkweek #worklifebalance

♬ moonlight on the river – destiny

This submit didn’t take off on TikTok, but it surely carried out very well on LinkedIn and was certainly one of our prime posts of the month (for each impressions and engagement fee). The video additionally did higher on Reels (3k views) in comparison with TikTok and YouTube Shorts (300 views).

Not each video goes to go viral or get tons of views, however that doesn’t imply you shouldn’t share them! So long as you’re staying constant and posting genuine content material, it’s value it.

Sharing a TikTok on YouTube Shorts

Why wouldn’t you need to create one video that may be shared three other ways? This was talked about earlier, however you need to be sharing any movies you’re posting on TikTok on Reels and YouTube Shorts and vice versa. Though every platform has its personal nuances, your technique ought to primarily be the identical and your content material will work for all of them.

This was a easy submit that was originally shared on TikTok and we repurposed it for YouTube Shorts. We didn’t get a number of views on TikTok, however this video is now certainly one of our most seen movies on YouTube Shorts.

Bonus tip: One thing we suggest doing when repurposing your movies from one short-form platform to a different is re-adding your textual content straight in-app (We merely put the brand new textual content straight over the previous textual content so you may’t see it). On this instance, you may see that the fonts are barely totally different for every video and that’s as a result of once we posted on YouTube, we added textual content straight within the app. By way of experimenting with this, we seen that after we began re-adding textual content straight in YouTube, our views had been a lot larger in comparison with once we had been merely reposting from TikTok with out making any edits. It’s doable that there could also be some textual content recognition when doing this, which helps with video distribution.

Additionally, you should definitely take away the watermarks in your movies earlier than sharing to different platforms! Instagram has revealed that watermarks might scale back attain in your Reels. There are many web sites out there that may obtain your movies with out the watermark so you may share on different platforms.

Repurposing ought to all the time be part of your content material technique

Repurposing content material is a simple solution to replenish your content material calendar and get extra engagement. If you happen to’re frightened that individuals will discover you’re sharing the identical factor once more – they gained’t (we haven’t had anybody name us out but!).Go forward and check out a few of these simple repurposing methods we’ve used and you should definitely let us know how your posts carry out!


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