Everything You Need to Know Before Repurposing Your Content
Now more than ever it's time to get strategic about your social media strategy. Gone are the days of spraying and praying, my friend. Unfortunately, these platforms and their confusing algorithms won’t let you just throw up a post and call it a day.
But social media is a huge part of how we advertise our businesses. So how do you do it without burning out? You repurpose your content.
I will warn you — it’s not always as easy as taking that Facebook Live and turning it into a YouTube video. You’ve got to think about it 3-fold — what the platform wants, what your audience wants, and what you want. Once you can accurately gauge that information, then you’re ready to create one amazing content strategy!
And here’s how I’d start doing it.
Don’t do it alone
If you’re planning on repurposing your content, that means you will be taking on more than one platform, which means more work, even if repurposing content helps tackle some of that workload. You still have to check these accounts, and respond to messages and comments — not to mention the brain power it takes to strategize each one to fit their unique content models.
I have 3 people on my team to help me pump out the amount of content I do — but there’s no way I could do that volume of content as a party of one. We have systems and processes in place that help us streamline the process each time.
If it’s just you though, I suggest waiting to work on repurposing your content plan until you can hire some help. If you try to do too much, you will burn out. I’ve totally been there and let me tell ya — not fun!
Instead, stick to one platform you can master and profit from (AHEM YouTube).
Pick a primary and secondary platform
Each platform has its nuances, so content posted there needs to be tailored to fit that platform. You aren’t going to see success if you’re posting content modeled for Facebook on Instagram. They have different audiences and different ways of consuming content.
So, pick one platform to focus on, and one to back it up, so you give yourself enough space to do them well.
Avoid mindless posting
People are on each platform for different reasons. If you want to avoid mindlessly posting and see no results (and wasting your time), keep in mind what each social media platform is designed for.
YouTube: People want to be educated and watch long-form entertainment.
TikTok: The easy-to-consume short-form entertainment. Think of it like something people would watch on their lunch break or while waiting for their gas to fill up at the pump.
Instagram: TBD…I think they’re still trying to figure that out.
Facebook: Politics and trolls?
LinkedIn: Professional development and career resources.
Pinterest: Aesthetic inspo and pretty pictures (a lot of graphic designers, decorators, etc. are on here!)
Keeping this in mind will help you decide what your primary and secondary platforms should be. There’s no wrong answer, it’s just about what your audience wants and what kind of content you want to create. Short-form video isn’t for everyone. Neither is long-form. Pick what feels alright for your business.
Create your plan first
Just like anything else in your business, if you don’t have a plan, it may flop. When repurposing your content, make sure you plan your primary pieces of content with a plan to supplement it.
You could:
Brainstorm how to turn your YouTube videos into TikToks or Reels
Think about what captions you can pull from long-form video
Create stories that point pack to your primary piece of content
Batch create your content to make the process quicker and easier
Having this plan keeps you from thinking of new posts each time you hop on social media. I use my one YouTube video and create a blog, email, social media posts, and stories from it.
Figure out what each platform wants to see
Like I said earlier, you need to know what each platform wants and adapt your content to that. You can do this by going to each one and noticing the type of content you’re being shown.
On Instagram, you’d go to the Discover tab and look at the recommendations there. On TikTok, this would be the For You Page. On YouTube, check out your home page.
Are there common threads? Are there certain types of videos or topics that are recurring? Doing this research will help you figure out what’s popular not only on the platform but also with your niche — and ultimately, how to bring the two together to make one heck of video/post!
Find what works for you
I always chose YouTube as my primary platform (I know, shocker!). It lives the longest and it reaches the most people. If you’re in the same boat or want to make YouTube your main focus for social media, then I’ve got something for you!
My program Video Strategy Academy will help you find your target audience and how to incorporate the right strategies into your own content plan so you can start bringing in income with your content.
Creating great content is less about getting one video perfect and more about starting with a strategic plan to make your efforts count in the long run. Are you ready to transform your YouTube channel?
