Why Repitching and Reposting Content is a Great Marketing Strategy.

*Reposting content will save you time, help keep your brand message on track, and help grow followers.*

As a brand manager of a lifestyle company, you probably spend many hours each week carefully creating content. (Or at least wishing you could carve out the time). You do this for your website, perhaps for a blog and as SEO support for product descriptions, for Instagram, Linkedin, BlueSky, Pinterest and more. That’s a ton of content. It can take all day, and at many bigger companies, a team of 10 or more social media experts work on a brand’s social accounts each and every day. That’s not something that’s feasible for a smaller startup working on a shoestring budget - and this fact alone makes it hard to compete for attention on most social media platforms these days.

OR if you’re not doing it yourself, you pay someone to create and post all that … probably one or two people. And through the process of conceptualizing, researching trends, creating graphics, artwork and photography each and every day, your marketing budget gets eaten up very quickly each month.

But what about those great posts last month (or last year) that garnered thousands of views and hundreds of likes and positive comments? Ahhh! You have a valuable tool at your fingertips that you didn’t even realize was there. Whether you and your team worked hard to bring this particular post to fruition, or it was merely a spur of the moment inspiration…whatever! It worked. And you should make it work again. And again.

Great posts are like AB Testing in real time. (If you’re not familiar, this is a method of testing content that compares two or more versions of the same basic idea to determine which one performs best.)

You may labor for hours on a concept for a reel or post on tiktok that you think will really be a hit, only for it to fall flat. It may not be the content, it could be a fluke in the algorithm or the time you posted, whatever the case, you need a foolproof method for deciding what posts will really work, while cutting down of staff-hours getting there.

*Originally created for Christmas this shot looks just as relevant for Valentine’s and St Patrick’s Day.*

Enter the concept of recycling content. Add reposting, and repurposing to your repertoire of marketing strategies and you’ll be glad you did.

Reposting successful content can be a highly effective strategy for lots of reasons:

As mentioned, reposting maximizes the value of content that’s already been proven to work. That reel you made last Spring about color, weather, mood, ect will most likely work again - why not put it to good use? In this way, you have more time to invest in creating fresh new content without the pressure and rush each and every day to continually create.

~> Another thing to keep in mind is that reposting popular content helps you reach out to new followers and users on a platform who may have missed your amazing work the first time. When you put up a great post on Instagram, it makes the rounds of your current followers for a few days or weeks, but unless it makes it to the Discovery Board, that’s about it. Say you gained 1000 followers over a 6 week period of time, but they didn’t see your way-too-funny post about how great your new product is. Time to show them!

~>Also, reposting popular content helps keep your feed on track and creates a consistent message. By staying “on-brand” with great content that’s proven to be popular, you strengthen trust and enthusiasm among your followers.

~>As mentioned above, reposting saves time and resources. Creating new content requires significant effort and creativity and can quickly lead to creative burnout.

Best Practices for Reposting, Recycling, and Repurposing Content:

Tip #1: If your fav posts from the past are in the exact form you need them to be in currently (ie: don’t need new sizing) use an app like Repost. This curtails the need to spend a morning searching for the art on your camera roll or dropbox, and cutting and pasting text. You can easily update a few words and add or remove hashtags using this method.

Tip #2: If your original post is in original Instagram square format and you’d like to repost it, you’ll need to reformat it by cropping it down into 4:5 format so it fits the feed properly. The easiest way to do this is to download the original post by either pulling it from Facebook (right clicking and saving) if you simultaneously post to both platforms; or finding the original artwork. Canva makes this easy by allowing you to reformat at the click of a button. Otherwise, use your favorite editing app or program such as Lightroom, Snapseed or just use the photo edit option on your phone or iPad to get the correct dimensions. If you’re reposting to Linkedin or Pinterest, these platforms have specific dimensions that you’ll need to crop for.

Tip #3: If there are elements that can be fairly easily swapped out to make your post work for a different seasons, holidays, zodiac signs, ect make sure to make those changes. Canva makes it easy for you. Use the background removal function under edit image. If need be you can substitute images altogether but incorporate the same original post theme.

Tip #4: Check your analytics to see which posts perform best. You’ll need a pro or creator account on Instagram to access this - you’ll find it on your Professional Dashboard. This will show your top posts for the past 30 days. For a more exhaustive look, click on the 3 line menu on the upper right of your profile and click on Insights. You may be surprised at what you find! Often posts you think were kind of meh have garnered a lot more attention than it seems. Focus on the best performing posts and repost away!