Instagram is time-consuming, let’s face it. Creating Instagram takes a lot of work, both in finding ideas and content creation, too. Building a following takes time, dedication and quite a lot of patience. And sadly, the latter you can’t really buy on the Internet. So, what happens when you have multiple platforms to keep up with? Plus a company blog? Gawd, it’s just a lot of work...

However, there is something that can help, repurposing your old posts (and your new ones going forward!).

Why repurpose your content?

Repurposing your content (aka, finding new ways to recycle your existing content) has a number of benefits. It can mean reaching new audiences, testing new formats and appealing to new eyes on different platforms. 

Look at it this way… Things you read on Twitter, you may not digest the same way on Facebook… 

Or images you may see on Instagram may not be consumed the same way on Facebook… Whichever way you want to put it into context, you can quickly see how different each platform is.

So, how can you repurpose your old posts?

There are a variety of ways to repurpose your old posts, making them suitable for different platforms. 

However, don’t just be tempted to “push” your content to another platform. But why?

Firstly, you’ve created that content for Instagram. The size of the image, the type of language you use, copy on the carousel/single image itself. If it has been designed with Instagram in mind, the chances are it won’t deliver the exact same way on a different platform.

So, what can you do?

1. Share in private groups.

Although many people feel as though Facebook is on the way out when it comes to social media marketing, it is good for using groups. Not only should you resize and adjust your Instagram posts to be perfect for Facebook, but you should also get your content seen in groups, too.

Where possible, start to build your own private Facebook group! This is a great way to build your mailing list, get steady income (if it’s a pay to join type service you’re offering!) and share your ideas. If you think, this post would really help those members… Get sharing! You might write the caption with it a little differently, and that’s fine. Then, much like Instagram, start a conversation in the comments.

2. Give older posts a new lease of life

When I first started my Instagram account, I had little engagement as I was such a newbie. But I do think some of my older posts hold credit! Don’t be afraid to look back at your older posts and change them up a little. Once you’ve gained a following, why not re-share the same message in your new format - as many of us change our Instagram style later on.

Give those early ideas a push to your new audience - don’t just share the same photo or graphic, give it a refresh and re-share.

3. Re-share posts to Stories

With more and more people turning their attention to Instagram Stories, a lot of brands have started using Stories to re-share their Instagram posts. Whether it’s driving attention to your email list or sharing a new campaign, getting your post in front of more eyeballs is always a good strategy.

4. Share on other platforms, obviously!

These days, more and more brands and influencers are using Instagram as a microblog. The good news is that gives you more opportunities to share your carefully crafted captions on other social media platforms, which will hopefully get your posts seen by more people.

Have a longer caption to share? That could be perfect for Facebook. Keeping it short and sweet? Go ahead and tweet it out. Wherever you decide to share your Instagram post, be mindful of what is organic to each platform. Even after you share, double-check that the post makes sense in context. This is especially true on Twitter since characters are limited.

5. Expand upon posts in emails

Is your Instagram post worth adding to your email newsletter? Are people thirsty for more information? Take a snippet for Twitter and start a thread, write a LinkedIn article expanding upon your post or create a blog for your own website! This how you can add some serious VALUE.

Are you struggling to repurpose your posts?

Or you’re not sure where to start? Get in touch, we’re more than happy to help.