Chances are, you’re likely neglecting some helpful strategies.
One of the biggest marketing time-savers is repurposing content across platforms.
(Not only is this a time-saver, but it also helps to cultivate consistency and reinforce your messaging. 😇)
Sometimes, a client will come to me and say: “Yeah, I already repurpose stuff! I auto-post all my Instagram content to my Facebook page.”
And I will immediately make a note to look at their Facebook page and check on the following:
- Are the captions formatted weird?
- Are they missing out on tagging collaborators?
- Are they paying attention to comments and replies there?
Because, if your repurpose plan is to auto-post from one to another, chances are you’re likely neglecting some helpful strategies over on platform #2.
Is this a major bummer? Yes.
Is it the end of the world? No.
Can we do better, though? I think we can!
Here are some of my Dos and Don’ts when it comes to repurposing marketing content across platforms…
Do: Pay Attention to Demographics
Know who your audience is, always. There are different types of people who hang in different areas of the internet. We will often look to ask ourselves which Instagram Reels would work well on a client’s TikTok or vice versa, because the format of the post is the same (short vertical video). But we know that we’re often speaking to different segments of our audience on Instagram and TikTok – our younger demographic may be less interested in certain topics, so no matter the format, the content won’t be as engaging to them. And certain trends on TikTok never seem to make their way to Instagram, so humorous, popular videos we post in one place may not translate to our wider IG audience.
Do: Play with Format
Whenever I can, I’ll play with the same message in different formats. For example, this blog post copy will make its way into a selfie video, a LinkedIn article, a carousel post, and an email. The message remains the same, the format changes to suit the environment.
Do: Pay Attention to Platform “Tone”
Some platforms are more or less serious in tone… Take the professionalism and polish of LinkedIn versus the informal sarcasm of TikTok. A piece might need a little rewrite before it goes up on another platform. Don’t belabor it — treat it as a quick experiment.
Don’t: Use All of the Copy Everywhere
Again, this is a lesson of “know your audience.” If someone is on my website, on this blog, I know I can ask them for more of their time, and provide the most detailed information on this subject. If someone is on my Instagram, scrolling their feed, it’s better I give them the gist and let them follow a link to learn more if desired.
Don’t: Ignore Engaged Audiences
If you’re committing to posting your content in multiple places, make sure you check to see who cares about it in each place! Don’t use your platforms as broadcast channels only – remember that comments and messages are worth responding to. You never know which random observation becomes your next sales conversation or inspires a new message moving forward!