The do’s and don’ts of repurposing content on social media

By Katy Howell | November 17, 2020

Quality content pieces take time, effort and resources. And while the saying goes ‘let the content speak for itself’, that isn’t always the case when it comes to social media. Why? Audiences digest content differently – whether it be a certain time of day, a specific format or through varying platforms. If you want your content to reach your full target audience, you’ll need to tailor it to as many people as possible. Here’s a quick rundown of the dos and don’ts of repurposing and sharing your content across social:


Shattering content: 

Don’t: Create a stand-alone piece of content that is shared in a single, identical format across your channels.

Do: Extend the lifespan of your piece of content. At IF, we refer to this as ‘shattering content’; where you take a robust piece of content and shatter it into multiple short-form and follow-up formats. For example, a thought leadership paper could be broken into smaller blog posts, quote cards, images, soundbites – even a quick GIF would help to share the content.

Resharing on your channels: 

Don’t: Have a one and done approach to sharing your content.

Do: Social feeds are busy places, and there’s a good chance that if you only share your post once, your audience will miss it. Audiences won’t care if they see the same thing twice, in fact, they may need to see it a few times before they click through. Moreover, if you’re shattering content in the way we recommended above – they’ll see a different variant of your content’s message. CoSchedule did a great job of highlighting the benefits of resharing, see below and let the numbers speak for themselves

Personalising for channels:

Don’t: Produce uniform messaging and creative for every social media channel.

Do: Tailor your content and creative for every channel. There are different audiences on each platform, and your work needs to reflect that. As a general rule of thumb, follow these quick guidelines:

  • Twitter: Twitter’s tone can be professional, though at the same time can be informal and conversational.
  • Facebook: Facebook works well with content that’s a bit more informal, personal or fun. At the same time, it’s far-reaching; so, it’s the perfect place to educate potential members about your products, services, and answer their questions.
  • LinkedIn: LinkedIn is generally more professional, with a much more formal tone.
  • TikTok: TikTok is fun, light and the perfect place for sharing humorous content that will help build up your brand’s reputation.
  • Instagram: Instagram is similar to TikTok in its approachable nature. Post light-hearted content that connects with your audiences on a personal basis.

If you need help on getting your content onto feeds, in the most effective way, drop us a note – we can help.

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