How to Repurpose Content for Social Media to Boost Engagement


min read

How to repurpose content for social media

Attention spans on social media vanish in an instant. You have only a few seconds to capture your audience amid their endless scrolling and browsing. 

Is there an easy and cost-effective way to let you consistently capture those quick moments to share your brand story? How can you deepen your connection with followers with high-quality content produced in less time and with fewer resources.

The answer is to strategically repurpose content for social media.

Repurposing is a time-tested approach that involves giving existing content new life by transforming it into fresh formats. Turn blog posts into captivating, value-added infographics or convert video tutorials into snackable clips, etc. 

The goal is to maximize mileage from what you’ve already created. 

According to SEMrush’s State of Content Marketing Report 2023, 94% of marketers repurpose their content. Of the rest, 6% plan to start soon. Notably, no one chose No, we don’t plan to repurpose content.

With smart repurposing, you can capture wandering attention spans and consistently drive engagement on social media channels.

In this article, we’ll explore how to repurpose content for social media engagement and steps to enhance it. We’ll also delve into how you can analyze performance data to measure the impact of your repurposed content and make adjustments. 

Benefits of Content Repurposing for Social Media Engagement

Repurposing content allows you to cater to your social media followers’ diverse preferences and consumption habits. Offering your message through multiple formats, styles, and lengths gives users various entry points to engage with your content. 

Some key benefits of repurposing content:

  1. Amplified Reach through Expanded Distribution
  2. Tailored Engagement for Each Platform
  3. Catering to Social Media’s Snacking Culture
  4. More Mileage from Evergreen Content
  5. Diverse Content Library for Scheduling and Automation
  6. Data-Driven Optimization

For a detailed understanding of the benefits of repurposing content, check out this article. 

Remember, repurposing content is not just about recycling but also creating new experiences for your audience

We’ve talked about why it matters, so now, let’s dive deeper into the steps for how to repurpose your content for social media engagement success.

How to Repurpose Content for Social Media Engagement in 5 Steps

As we explore how to repurpose content for social media, it’s important to perform some preliminary analysis and planning. Here are five steps to get you started: 

1. Content Selection

When picking content to repurpose, think about your top-performing posts. Analyze performance data and sort your content by crucial engagement metrics such as likes, shares, and comments. You may also focus on identifying posts with the highest numbers in these categories. Those are prime candidates for giving new life on social media.

2. Spot Content Trends

Next, evaluate if there are themes or topics that consistently drive engagement. For example, you may find your infographic on “10 Social Media Tips for Small Businesses” has been shared 500 times, while your blog post on “New Industry Trends” only got 50 shares.

3. Understand Your Audience on Each Platform 

Think about what your audience likes to see on each platform. Study their behaviour and preferences closely. What grabs their attention and gets them engaging on different social networks?

For instance, LinkedIn users may appreciate in-depth, text-heavy articles and insights, and Instagram audience tend to favor visuals and video that entertains quickly.

4. Choose the Right Formats for Each Platform 

Based on your audience research, you know that the same format will not work on each platform. 

Instagram carousel posts draw the highest engagement of all post types, followed by video posts. 

You might see that short videos do better on  Instagram than static images, or memes could be big on Instagram but flop on X (formerly Twitter). 

5. Adapt and Optimize

You’ve analyzed performance across platforms to see what content works best where and why. You understand your target audiences and what resonates with them. Now, it’s time to take action.

With your research in hand, start adapting and repurposing your top-performing content for each platform. Shape it to align with your audience’s interests and engagement preferences on each channel.

Here Are 5 Simple Ideas to Repackage Your Top-Performing Content

1. Turn blog posts into immersive videos. Summarize key points in a short video format for platforms like YouTube or Instagram

2. Transform articles into captivating Infographics. Design visually appealing graphics that communicate main ideas and stats. Great for visual platforms like Pinterest. 

3. Pull out shareable longer pieces from a poll question for platforms like X (formerly Twitter) and LinkedIn.

4. Record podcast episodes based on popular themes on your social media. 

5. Reformat in-depth reports into carousel posts and link the full report to deeper understanding on platforms like LinkedIn. 

Now you realize there’s just so much more you can post simply by repurposing existing ideas and assets, right? You probably have at least 100 new pieces of content you can create from repurposing alone!

While you have gained insights on how to repurpose content for social media engagement, repurposing content takes time to perfect.

Not all repurposed content will immediately resonate.

Evaluating the Success of Repurpose Content for Social Media Engagement 

To understand how to repurpose content for social media, you must come to terms with the fact that retention is not easy in social media. What resonates with your audience this month may fall flat next month.

Therefore, repurposing is an ongoing process that requires tracking results to ensure effectiveness. It’s a  cycle of creating, assessing, and improving.

Measuring Impact 

Measuring Impact

1. Social Signals

Keep a close eye on how your audience actually responds to your repurposed content. Social signals like comments, shares, and engagement metrics will tell you if your strategy is working.

Are people interacting more with your repurposed content? Are they liking, commenting on, and sharing those new formats you created?

2. Web Traffic Analysis 

Is that clever infographic on Instagram sending people to read your in-depth blog post? To have a clearer view, dig into the website analytics to see how effectively your repurposed social media content is driving visitors to explore your website or take desired actions.

3. Conversion Rate

 This measures the percentage of users taking desired actions (sign-ups, purchases, downloads) from your content. Essential for determining content’s effectiveness at driving conversions and improving engagement. You can also track additional metrics tailored to your goals. 

Some essential tools for analytics and measuring the impact

Learning how to repurpose content for social media involves more utilization of these popular tools: 

  • Google Analytics 
  • Social Media Analytics Platforms [Platforms like Facebook Insights, X (formerly Twitter) Analytics, and LinkedIn Analytics]
  • Content Management Systems (CMS)
  • Email Marketing Analytics 

By leveraging these essential metrics and tools, you’ll be equipped to thoroughly analyze your how-to repurpose content for social media engagement strategy and continually refine it for maximum social media success. 

Advanced Tips to Repurpose Content for Social Media

Advanced tips

Follow these advanced tips to get even more mileage from reusing your top content.

1. Create a Repurposing Schedule

How to repurpose content for social media is a question that might seem daunting. To streamline the process, establish a plan outlining when and how to repurpose content for social media. Then, align it with your overall content calendar to maintain a fresh flow of content and maximize your online presence. 

2. A/B Test Undeperfoming Repurposed Content 

A/B test underperforming repurposed content. Experiment with different headlines, visuals, or formats. See what resonates by tracking results. Then, refine based on your audience’s preferences. This iterative approach can lead to significant improvements in engagement over time.

3. Interactive Content Formats 

Utilize engaging formats like quizzes, polls, and live sessions to make your repurposed content more captivating and participatory for your audience. Interactive content provides valuable user-generated data and feedback you can use to optimize further.

Bottom Line 

As you explore how to repurpose content for social media, remember that being consistent, adopting a data-driven approach, and understanding your audience are your go-to methods. Measure how well you’re doing, adjust to what’s popular, and keep improving.

With these steps and strategies, you’re well-prepared to navigate the ever-changing world of social media with a toolkit for how to repurpose content for social media. 

So, go ahead, give your existing content a makeover, engage your audience, and watch your online presence grow.

Repurpose Content for Social Media: The Springzo Factor

At Springzo, we specialize in crafting tailored strategies that transform your existing content into powerful assets for social media success. 

Here’s how we can assist you in delivering top-notch content:

  • Audit your content and craft a strategy to identify prime repurposing opportunities. Our experts will map out a plan tailored to your goals.
  • Get creative and adapt your content into engaging formats optimized for different platforms. From visuals to videos, we ensure your repurposed content resonates.
  • Utilise data to monitor performance and user behaviour. We continuously refine based on insights to optimize engagement.
  • Maintain brand consistency while adapting to each platform’s unique needs. We ensure your voice shines through.

Does it sound good?

Reach out to us today, and let’s get started!

Frequently Asked Questions (FAQs)

1. Repurposing content is great, but how do I avoid boring my audience with the same stuff repeatedly?

A: Make sure every time you reuse something, it’s valuable and interesting for your audience. For example, if you have an eBook or a webinar, take a part of it and turn it into something new, like an audiogram or infographic that gives more or different insights.

2. What’s the ideal frequency for repurposing content on social media platforms?

A:  The best frequency for recycling old content depends on your specific goals and situation. Some businesses re-share content weekly to stay top of mind with their audience. Others find monthly or quarterly works better for them. The key is finding the right balance that keeps your messaging fresh without overwhelming your followers.

3. Is it okay to repurpose content from external sources, or should I stick to my own content?

A: Repurposing content from external sources can be acceptable, but it’s crucial to do so ethically. Always provide proper attribution when required, and make sure the content aligns with your brand’s message and values