Are you repurposing your Instagram content right now? Is it something you don’t quite understand or see the benefits in doing? In this blog, I’ll be sharing how to repurpose your Instagram content. I’ll also be diving deep on the benefits of using repurposed content in your overall strategy, and how to find the content you should be repurposing.
Ask yourself this question…
Are you constantly trying to come up with new ideas for your content? Always hunting for inspiration; reading blogs, checking your competitor’s posts, going to askthepublic.com? And because you’re always trying to come up with new content, you lose consistency and easily become overwhelmed. Well, I’ve got good news for you.
YOU DO NOT NEED TO KEEP CREATING NEW CONTENT.
It can become overwhelming and time consuming having to constantly create new content. Writing captions, creating graphics or videos, finding hashtags and including keywords…it’s a lot to do every time. But repurposing is the answer to all your problems.
What is repurposed content?
Simply put, repurposed content is taking existing content and re-creating it for use in a different format or platform, with the goal of making it more accessible, relevant, or appealing to a new audience.
The objective is to get more mileage from your content; increasing your reach with various audiences, and sharing your content in different ways to cater to everyone’s needs, without always having to create new content from scratch…because let’s be honest, no one has time for that.
It’s likely you have hundreds of pieces of content lying around somewhere, whether it’s already been posted or it’s hanging around behind the scenes waiting to be shared, but you’re unsure how to share this content to ensure maximum reach.
Keep reading as I share why you should be repurposing your content and I give you some advice on where to find the right content to repurpose. I’m also going to give you a few methods to repurposing your content that’ll help you start doing it right away!
Why should you include repurposing content in your content strategy?
There’s quite a few reasons why you should be using repurposed content as part of your strategy. My number one reason is because it’s simple, and I know you’re looking for an easier way to quickly create content that will have an impact with your audience. Here’s the thing: when you repurpose your content, you already know the content has been a success when you created it the first time so you’re just sharing it in a new way to cater to those people who didn’t necessarily see or enjoy the way it was presented before. Plus, you’re not having to create new content from scratch…it’s a win win!
Here’s some other reasons why you must be repurposing your Instagram content:
- Maximise your reach
Reach is one of the main objectives on Instagram. The more people you reach, the more people will discover your profile, your business and find you. That’s the ultimate goal, right? To drive people to your world and join your community. And when you’re repurposing your content across multiple platforms, this allows you to reach new audiences which is increasing your exposure to more potential ideal clients.
- Improve your engagement rate
If a certain piece of content has already worked and performed well, and it’s still relevant at the time of repurposing it, the likelihood that people will engage with the content is very high. It will also bring back the attention of the audience that engaged with the content previously.
And by creating a piece of content using different formats, you’re allowing your audience to engage with your content in different ways which will improve their experience and provide more interest with your brand. Gradually, you’ll start to build a loyal following.
- Makes your profile more accessible
Accessibility is so important in marketing. Whenever you’re creating content, you want to think about the experience you’re delivering and making sure it will meet everyone’s needs. This includes the way people interact with your content. The more diverse you are with your content, the more you’ll be including all people’s needs, including those with disabilities. Everyone will consume content differently (I personally prefer visuals rather than written content) so always bear this in mind when thinking about the ways you repurpose content.
- It’s all relevant
The trick with repurposing content is to make sure it’s evergreen. By this, I mean it’ll always be relevant to your audience and your business.
Want some examples?
– Brand designer = 5 questions to ask your brand designer before making the investment
– Copywriter = How to incorporate your brand voice into your copy
– Wedding Photographer = What to do for your photographs when it rains on your wedding day?
– Virtual Assistant = 3 top tips to help you save time doing admin
- Less time and energy consuming
There’s no doubt that creating new content from scratch is time consuming and can really demotivate you from doing it. That’s the beauty behind repurposed content. You can save yourself so much time if you already have the foundations already there.
Let’s say you have a Youtube video that you want to repurposed into a reel. After you’ve downloaded the video, all you have to do is snip it to the clip you want to show in the reel, resize, add captions and voila…you can post it! Whereas if you didn’t have that initial Youtube video, you would’ve had to find time to create the video yourself, edit it, and then do all the other bits. Even though it’s still a bit of work, repurposing content saves you so much more time and energy!
How to find the content you should be repurposing?
Now you know what repurposed content is and why it is important to utilise this strategy, you need to find the content that you can repurpose. Where?
- Look at your insights
A good place to start it by looking at your Instagram insights, or any of your social media insights. This will tell you what your best performing content has been recently (I’d recommend checking up to the last 6 months of content to get this information).
To do this, go to Insights on your profile > Content You’ve Shared and select the metric you want to measure based on your KPIs. This will then show you your best performing content from that metric.
- Conduct market research
If you find you’re wanting to create new content but you’re still stuck with ideas, conduct some market research to find out what people are asking and wanting to know. Here’s how you can do this quite quickly:
– Ask your audience through polls/quizzes/questions on Instagram stories
– Use search engines to find out what people are currently searching around your niche
– Answer the Public or Ubersuggest are great tools to use to find out what people want to know around a certain subject. Just type in a keyword and a whole list of ideas will come up. If you’ve already written content around these subjects, go back to them and see how you can repurpose the content.
- Always repurpose evergreen content
Evergreen content is content that will always be relevant to your brand and niche. It will help your content perform well even after a couple of months because it still provides value to your audience. Not all your content will be evergreen, but I recommend at least 60-70% of your content should be. So when you’re looking to repurpose content, make sure it’s still relevant to re-share otherwise it won’t make too much sense and you’ll lose the engagement you’re aiming for.
Here’s some ways on how to repurpose your Instagram content…
And now for the juicy part of this blog you’ve been waiting for. Here’s how you can repurpose your Instagram content.
- Turn an Instagram carousel into a blog post
- Make your Instagram carousel into a reel
- Take your Instagram carousel and share it on your stories to add to a highlight
- Convert your Instagram post into a free download for your audience
- Take your Instagram post and transform it into an email
- Design an infographic for Pinterest from your Instagram post
- Go live on Instagram around a previously popular subject and post to your profile
- Create a podcast episode from your live on Instagram
- Convert your Instagram carousel into a Linkedin article or a Twitter thread
- Turn your Instagram post into a Youtube video
Are you getting the gist now? There are so many ways to repurpose content, even beyond Instagram, but this is just a guidance to what you could be doing right now. I suggest you create a repurposing system of your own, like this one here, that you can easily follow instead of panicking at the last minute with posts you want to repurpose.