Is it Okay to Recycle Content on Social Media?

By Judy Brown, Director of Client Services

The simple answer is yes! What you posted yesterday is still good content; if posted again tomorrow, it will still be good content. Next month, next week or even next year will all be the same, GOOD content. All you really have to do is look at uber-successful companies that do it all the time, like Buzzfeed, The New York Times, and MTV News. We're even doing it with this piece right here!

Not Everyone is Going to See it the First Time You Posted

With how fast brands and people post to social media daily, and due to the algorithms that Facebook, Instagram, Twitter, and others use to control what flows through everyone's feed… none of your followers see everything you post. In fact, each individual post is only shown to a tiny percentage of your followers. Therefore, those who see what you have shared the first time you share it are very unlikely to see the same post when you post it a second, third, or fourth time.

Social Flow shows you how unlikely duplicate reach of recycled content is:

 

Benefits of Recycling Your Content

Reach new followers:

When you consistently post content on social media, you drive new followers who likely will not see that flea and tick post from last week. Reposting content, whether it be six months old or from three weeks ago, new followers will see it for the first time and get value from it. You can automate the process to make it even easier - ask us about our Social Media Toolkit!

 

Redeem less successful content:

The reality is, not all of your content will get a lot of engagement, but that does not mean it is bad! Maybe the timing was wrong, or you used a stock photo. That’s OK! If the information you shared was good, try refreshing the verbiage and use a photo of the cute puppy that just came in……you will be amazed at how a small change can make a big difference.

Become more familiar with those who do see it again:

Most people need to see a message several times before it starts to make an impact. It's like hearing a great new song; the first time you listen to it, you get far less enjoyment than once you've heard it a few times. Therefore, seeing the same message a few times is desirable from a marketing perspective.

Generate more website traffic:

Recycling content is one of the easiest ways to drive people to your site. From blog posts to service pages, resharing those links with the valuable information attached will not only bring those who have yet to read that content but also new followers as well.

Make changes to the copy:

Simply put, recycling does not mean you have to use that past content word for word. This allows you to put a new spin on what you previously wrote to see what your followers respond best to, for example: positive, funny, or serious. Approaching the same message from a different angle will create a much more impactful impression on your audience.

Recycling Does Not Mean Word for Word

Worried about appearing spammy or losing followers and clients? Don't fret! Recycling your content from six months ago does not mean you simply repost. Have fun and change it up a bit with a new photo, updated content, or even sharing a different link that speaks to your posting purpose.

ZOHO Social has some great suggestions on using multi-format recycling to change things up a bit:

• Turning blog snippets into Twitter cards
• Turning posts/tweets into Infographics
• Turn a blog into a discussion or Instagram poll
• Post fun Infographics of your most popular tweets/posts
• Post older content with media like GIFs, videos, images
• Cross-post social media conversations from one network to another

Want to take a step further? Here are a few more tips to keep the creative juices flowing!

• Use old images to create fun backgrounds for quotes
• Do a throwback post - we all love walks down memory lane
• Turn great content into Instagram or Facebook reels
• Turn last year's video into today's TikTok
• Take longer videos and turn them into a series of snippets

 

How Recycling Differs from Cross-posting

Yes, there is a difference! When you cross-post, you are taking content word for word is sharing it across all your social spaces at the same time or on the same day. However, recycling means sharing a similar or identical piece of content you previously used on Facebook and sharing it again later down the road. 

Caution! Don't Over-Recycle

While reusing content on social media has its benefits, one downfall would be the overuse of that same content. Just like we don't like reruns on TV, followers are always looking for new developments. And you want to space out the content to reach the broadest range of followers possible. 

Another word of caution: be sure the content you recycle is evergreen (meaning it stays relevant throughout the year). It would be odd to see Fourth of July content reshared at New Year's, even if it is fitting as most areas have fireworks display during those times. 

 

In Conclusion, Recycling is a No Brainer

You should want to get valuable content in front of as many eyes as possible, as many times as possible. Sophisticated and successful marketers know this, and recycling is an integral part of making that happen. At the same time, be sure that your approach to posting is well balanced with new and recycled content. Some content certainly has an expiration date, and if you are already a GeniusVets client, you can decide with your Client Success Manager when to eventually retire it. With a robust library of content from your GeniusVets team, you will always have a pipeline full of great recyclable content, so you never have to worry about running out of content to share.

For more information on how to maximize your social media efforts, hire the best employees, and improve profitability, schedule a GeniusVets demo!