Let’s repurpose your content like a pro! Social media can be a great asset for businesses, especially small businesses. However, it does require quite a bit of time and effort on your part. Between planning, preparing for, shooting, editing, and scheduling to name a few, it takes a while to prepare posts. You can find some of my favorite tips for taking great photos, here. Especially if you are trying to be active and engaged on multiple platforms at once.
This is how burnout happens. You try to do every new trend or stress about creating different content for every platform when you don’t need to. Repurpose what you have and repost content when it becomes relevant again. Just change the copy to update it or add new audio to the video. No one pays as much attention to your content as you do.
The first and biggest tip I have for you is to repost the content. Say I posted a reel this morning on Instagram, I can then take that reel and post it on TikTok. Maybe I change the audio to a trending song or resize the video, but those are quick fixes. Neither of which requires me to reshoot content or edit a video twice.
Then after it is posted to both of those platforms I can use it on Pinterest and post it as an idea pin. Again changing the audio if needed, but keeping the same content overall. If it’s a bit of a longer video you can even post it as a YouTube Short if you are active on that platform.
This was a promotional video we did for a Black Friday campaign we were apart of with Google, called Black-Owned Friday. You can read more about that experience, here! This is the reel we posted on Instagram to promote the campaign. Then we took the same video, downloaded from Instagram to use the same audio, and reposted it to Pinterest. Can you guess what we did next? Yep, we also posted it on TikTok.
Allowing the same video can be used across all three or four platforms with minimal changes being needed. This means you can consistently show up for your community, share your products or services, and try to prevent burnout.
Understanding Your Audience
Something important to keep in mind when it comes to content, is that cross-posting it is good for you. Why? Because the chances of you having the same people following you on each platform are quite slim. Our Instagram community has been built up over the years and reaches many of our loyal customers.
Whereas, TikTok is newer for us and we have less of a following. This means that our followers are generally new potential customers to market to and they likely do not follow us on other platforms. Each platform is unique and so are the people following you. So while it may feel a bit redundant to you at times, it’s not for them.
Reposting Later On
Something I’ve learned over the years and have become more comfortable doing? Reposting content I’ve previously posted! If I’m scheduling and planning out these elaborate photoshoots, then the photos deserve to be seen more than once!
Take this photo for example, I loved how this shoot turned out and I enjoy sharing my favorite pajamas with ya’ll! Plus our Brilliant Ideas Journal is a best-seller so reposting or reusing the images from this shoot just makes sense. You will see them pop up on our feed sporatically throughout the year.
They then typically link back to my LikeToKnow.it through our Instagram story. Which is where I share my favorite items and their links for you to shop the items I love. Everything comes full circle and has a purpose, especially when you are running a small business.
The key here is staggering the images. If there’s a holiday photo you took and love to use every December then go for it. Just don’t post it consistently throughout the year as well. I guarantee no one will remember that you posted that same image eleven months ago with a similar caption. Use the content library you are building to the best of your abilities. Make your business investments, content shoots take and cost a lot to do, work for you.
Make Your Content Work For You
Once you begin to build out your content and create a backlog of images and videos, you hold so much power. Just remember to phase out images with items you no longer sell, unless you want to do a throwback post, or photos that may no longer be relevant. It shouldn’t be used once and forgotten. With trends being everchanging and the variety of audios out there are countless opportunities for you to repurpose older content.
Just remember, that repurposing content, does not mean that you should also shy away from taking new images and videos as well. New products need to be captured, events should be documented and shared, and fresh content is always fun too. Finding the right mix of repurposed and new is the key here.
How do you try to repurpose your content? Do you post it across multiple platforms or only one? Let me know your thoughts and game plan down below!
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