In February 2018, The Manifest nailed it, they discovered that a lack of human and financial resources are the top social media challenges for most marketers. It’s no surprise, as we have 100+ social networks worldwide, and one specialist can't develop the strategy for each and post original content everywhere. The solution is simple: with content intelligence in mind, you can repurpose your social media content to communicate your marketing messages to the right target audience. In this article we will cover how you can repurpose your content intelligently across Facebook, Instagram, Twitter, and LinkedIn.
Social media is about engaging specific audiences and building emotional connections with them. As a marketer, you need to create stories that tap into followers’ dreams, hopes, and insecurities.
To do that, you need to be where they are – and at the right time, speak their language, and solve their problems with your content; this is what makes your social media campaign smart. Repurposing content for cross-promotion on social media is a technique that helps to tailor messages and address each community intelligently. You need it to:
When sharing the same content across Facebook, Twitter, or Instagram, you nevertheless try to be creative and craft corresponding visuals, tone of voice, content formats, and the ideal posting time. With the diversity of the social media world, you still need to create content for different target groups, depending on what they want to see there.
So, you’ve guessed it, repurposing content is about maximizing the strengths and specific characteristics of your social media content to meet the needs of each community and make it convert. Here are some details to consider to repurpose content effectively with social media automation:
No matter how many algorithms Facebook develops to confuse social media marketers, they come up with new effective strategies to communicate a message to the target audience. And though visual content has top priority here, we still need text. When repurposing content for Facebook, it needs to match several criteria: Make your content short and thought provoking from the start. For that, use questions, share insights, and reveal exclusive facts to engage readers so they would want to click “See more.”
Write it in simple words, using short sentences and paragraphs. Keep your brand’s tone of voice in mind while creating content, but speak the same language as your audience. It will also help you manage your brand reputation on Facebook. When it comes to creating social media post descriptions, think of the inverted pyramid style: the conclusion goes first so readers know what to expect if they continue reading.
When crafting your content, don’t forget a call-to-action (CTA)! More importantly, there’s so many ways to get creative with visual content; keep in mind that you need high quality images with the right size, think of natural vs. horizontal; educational videos, stream interviews, Q&A videos, and other types of interactive content.
A survey from Livestream and New York Magazine made it clear – 80% of users would rather watch live video from a brand than read a blog, and 66% named Facebook Live their favorite video platform. Given that, consider this content type when repurposing content for better organic reach and engagement rate.
Also, make sure you keep one thesis per post. If you want your Facebook content to be memorable, appeal to your audience’s’ emotions with storytelling techniques and always finish the post on a positive note (even if you write about problems and challenges). No one wants to read the bad and sad news when scrolling a newsfeed. To reach more people with your social media campaign, try any of these 100 efficient content ideas to post on Facebook.
With 330 million monthly active Twitter users, and hundreds of millions of Tweets going live every day, repurposing social media content for this network has its own tricks. 82% of Twitter users access the platform on mobile and have a short attention span. Remember that when crafting Tweets: use active verbs, ask questions, be original, address a particular type of audience, and engage them in conversation. Like this, for example:
Keep in mind that 74% of Twitter users go there for the news, so give it to them. Engage with a fact:
Invite your community to learn something new:
Make about 70% of your Tweets informative (share your blog posts) and 20% – promotional (share the news on your product or service). Also, consider entertaining content like GIFs, quotes, #thoughtoftheday, etc. Some research insists that you need to post 15 Tweets per day, so you might want to retweet some influencers or brands that focus on similar topics with you. It would also come in handy to know that Twitter audience is most active between 3 and 6 pm.
With the right tools for scheduling social media content and a detailed content plan in place, it doesn’t have to be. As for visual content rules on Twitter, here’s how you solve this:
Over a billion users are on Instagram already, and they share over 95 million photos there every day – and they’re engaging with that content more than ever. As a social media marketer, you can’t ignore the power of Instagram for business. The solution to creating a great repurposing strategy for Instagram is simple:
Start repurposing content for this social media network to engage a broader audience for your brand. It requires a little more imagination than with Facebook or Twitter, but a creative and design approach is what we all strive for today, isn’t it?
Once you’ve built a killer Instagram profile and learned how to use hashtags like a boss, it’s time to repurpose…
Blog posts into photos:
Corporate events into stories:
Brand news into videos:
And do your best to try 20+ alternative content ideas for your Instagram account. As well as with Facebook and Twitter, find the best time to post on Instagram. Analyze your audience activity to find the ideal posting frequency, and then schedule your posts to simplify publishing and results tracking.
Most marketers still consider LinkedIn a serious platform where people meet to talk about boring topics or find a job. Surprise-surprise, this social media network grows in popularity and becomes more engaging every day. A large part of your audience and potential customers might be there, and if so — it’s high time to consider repurposing content for this social media network as well. Put your videos on LinkedIn. According to Neil Patel, it will bring you more views than any other channel:
As for other types of visual content, everything is not that simple. Users on LinkedIn are readers rather than viewers, so plain text posts will perform great. You can grab attention with some valuable visuals like charts or graphs, but only for certain posts. There’s no need to put pictures at every turn on LinkedIn.
Pay attention to the “see more” button. On LinkedIn, you can post long form status updates (10-15 lines); but the first three lines should engage users to click and continue reading. That’s why it’s important to craft them as a teaser: the more people click on it, the more popular your post becomes and appears in the algorithm.
The benefits of repurposing content for different social media networks are many, from growing brand awareness and trust, opening new channels for generating profit, access to a broader audience, extra PR, building customer loyalty, and driving more sales through better conversion.
More than that, it’s a nice chance to test alternative marketing techniques and develop your writing skills for creating engaging content. A key factor to success here is the added value you provide to people with your social media content; but that requires planning, personalization and constant optimization to accomplish an effective marketing campaign.
Lesley Vos is a web writer and content architect at Bid4Papers blog, also contributing to publications on digital marketing, social media, and self-development. You could see her works at @Moz, @SMExaminer, @CoSchedule, and other niche websites. Feel free to reach out to Lesley via Twitter @LesleyVos.