Month: November 2024

In the bustling world of social media today, social marketers are all too aware of the difficulties in making their brand’s content stand out amidst the chaos. To complicate matters, many social media algorithms emphasize relevance over the order of posting, forcing social teams to experiment with various types of content to discover what resonates and what doesn’t.

Yet, the constant quest to pinpoint relevant content for numerous social platforms can be draining and expensive. Honestly, some days you might not have the bandwidth to develop new social content entirely from scratch.

When it comes to creating social content, it’s more beneficial to be strategic rather than exerting excessive effort. Instead of perpetually brainstorming new concepts, social marketers should assess their existing materials and repurpose their best-performing blog articles, videos, reports, white papers, and more.

This article will explore how to repurpose content for social media and discuss ways to make your content operate effectively for you, rather than the reverse.

The Advantages of Repurposing Content for Social Media

Repurposing content for social media offers numerous strategic advantages.

What does this practical process entail? The Sprout Social Index™ serves as our yearly data report encompassing the whole marketing industry while also providing specific data points relevant to distinct areas, allowing marketers to capture the interest of niche audiences.

With that in mind, we generate new articles drawn from the Index data to delve deeper into these industry insights. Moreover, we regularly extract graphics from the report to incorporate into our social media content.

Below are the primary benefits of implementing a content repurposing strategy:

Conserves time, resources, and energy

Creating content for social media across various networks can be a labor-intensive task. However, it’s an essential endeavor for brands wishing to stay relevant to their consumers. Per Sprout Social’s 2024 Social Media Content Strategy Report, social media users engage with content differently across platforms. To connect with your target audience, you have to share relevant, entertaining, and educational content in diverse venues.

Nonetheless, with tighter budgets and reduced staff, brands need to optimize every marketing resource at their disposal.

Establishing a content repurposing strategy enables you to maximize your efforts and expenditure. Naturally, it’s important to avoid sharing identical content across all platforms all the time. Each social network possesses unique characteristics and demographics, so the content you distribute must align with what your target audience seeks.

Strengthens brand messaging

Consistently sharing coherent messaging across various formats reinforces your brand’s identity on social media, reminding followers of who you are and your mission. Remember the “Rule of Seven”? Potential customers typically need to encounter a brand’s message at least seven times before taking any buying action.

By repurposing content for social media, you reinforce key brand messages. According to the 2024 Content Benchmarks Report, brands averaged 10 posts daily across their social networks in 2023, with some industries even doubling or quadrupling that figure. This presents numerous opportunities to creatively repurpose content and remind social followers of your unique value proposition.

Enhances share of voice on a topic

Share of voice indicates how much your brand influences discourse within your industry compared to competitors. For instance, Sprout is a leader in discussions surrounding social media influencers. Repurposed content enables brands to maintain a steady content production rate, thus helping them sustain and expand their share of voice on social, without the need to constantly generate new content.

The next time members of your target audience look for that subject on social media or search engines, your brand might appear at the forefront of their results—validating your expertise in that domain. (For instance, we consistently rank on the front page of search results regarding social media influencers).

Engaging in content repurposing for social media is a strategy for long-term success. It’s not merely about conserving time and resources; it’s also about progressively elevating visibility and authority.

Key Considerations: Best Practices for Content Repurposing on Social Media

If you lack a content repurposing strategy for social media, starting out can seem daunting. Where should you begin? What workflow suits your team best? How much repurposing is excessive? Don’t worry—the following best practices will help answer those questions, giving you confidence as you embark on this journey.

Spot High-Performing Content

Before you start recycling your content, it’s important to acknowledge that not all content is suitable for this process. To successfully repurpose, you must choose the right content to reuse in the first place.

Put your best foot forward: Prioritize content that achieves high performance, resonates well with your audience, and aligns with your needs and objectives. Having a clear goal aids in determining which materials merit a place in your curation strategy. Goals may encompass:

• Boosting brand awareness within a specific sector
• Engaging your audience
• Driving organic traffic back to your website
• Facilitating leads or trials

Consider which social media metrics will help evaluate your top-performing content. If your aim is to enhance engagement across platforms, repurpose content that garners significant likes, shares, and comments. Should your goal involve follower growth, focus on content that previously attracted the most interactions and shares. For brands aspiring to drive organic traffic to a landing page or website, prioritizing content with a high click-through rate is beneficial.

Assess whether the content you intend to repurpose is evergreen or time-sensitive. An article that remains relevant throughout the year can be simpler to repurpose now, while content tied to a specific event or season may necessitate careful scheduling before its release.

Select the Appropriate Channels

When repurposing content for social media, it’s also crucial to consider where it will be posted. The right channel is vital—how you present the story is just as important as the story itself. Your repurposing strategy should align with audience preferences across networks while matching your social objectives for the year.

For instance, if your audience is predominantly engaged on LinkedIn and one of your aims is to boost visibility on that network, you should think about how best to rework content to attract more attention to your feed.

Though LinkedIn serves as an excellent platform for sharing authoritative content, keep in mind what else users are interested in seeing on that channel. This approach will help increase visibility on that network and enhance social follower retention as well.

In addition to focusing on your most active networks, consider the types of content that consumers generally seek across platforms. Industry preferences can change swiftly across networks, making it crucial to stay attuned to trends. For example, short-form video content is currently in high demand, meaning that social platforms attracting and promoting that format will likely continue to experience growth.

Customize Content for Each Platform

Know your audience. Consider what your audience anticipates from you on each network. For example, if your Instagram followers respond well to short-form videos from your brand, you should create more content in that style. Additionally, surprise your audience periodically with something unexpected, like a GIF or meme, to ensure your social feed remains dynamic.

It’s critical to select the right format for each social network since what performs well on one may not fit another. For instance, a three-minute video adapted from an eBook may be well received on YouTube, but it’s likely too lengthy for X (formerly Twitter). Instead, X users generally prefer shorter clips under a minute, alongside static images, text-only posts, GIFs, and memes.

Don’t forget about new platforms you’ve recently engaged with. Repurposing content can offer an excellent chance to increase your visibility on these networks and cement your brand as an authoritative figure in the space. Take Threads for instance; while only 15% of survey respondents have a Threads profile, there is notable growth potential.

Utilize AI for Time Savings

If you’re seeking ways to fulfill your content repurposing needs more swiftly, explore the various AI tools available.

AI tools can enhance social media content production by creating new versions of familiar formats. For example, marketers utilizing Sprout Social can leverage our Suggestions by AI Assist tool to generate tailored copy that aligns with their brand’s tone and audience expectations, streamlining their copywriting process.

To enhance your repurposing approach using Suggestions by AI Assist, utilize the tool to refine your best-performing posts. This enables you to rapidly produce three new variations of a successful format.

How to Transform High-Performing Content into Social Media Posts

<pOnce you've compiled your list of high-performing content and identified the social networks to focus on, it’s time to repurpose that content. However, be cautious of social media saturation—users are wading through a sea of content, so prioritizing quality over quantity is essential. Here are some strategies to inspire creativity and help turn any piece of content into an engaging post for your networks:

Share X Threads

While a single X post is limited to 280 characters, you can elaborate your content through the use of threads. Leverage X threads to relay intricate information that doesn’t translate well into one post, such as blog content. It’s also an excellent way to share resources, lists, and tips with your followers.

Cross-Post Your Livestream

Maximize the impact of your livestream events by saving and uploading the videos to YouTube, sharing snippets to X, or trimming clips for posts on Instagram or TikTok. You can also use screenshots and quotes for non-video posts to capture audience interest or tease upcoming content. The repurposing possibilities for livestreams are vast. You might even turn memorable moments into GIFs and memes to improve shareability.

Transform into a GIF

Got a video clip or animation that’s a real crowd-pleaser? Convert it into a GIF. There are numerous free tools available for this task, and GIFs provide eye-catching posts that can promote content or new products effectively. For instance, Starbucks crafted a playful GIF showcasing the cold foam in their latest offering.

Pose a Question

The questions that typically induce comments at the end of videos and blog posts can be repurposed across other platforms. Create a static image with the featured question, or consider conducting a poll. LinkedIn Q&As and Facebook and X polls present excellent opportunities to engage your audience with existing content or to tease an upcoming report.

For instance, we posed a question on an Instagram carousel directing followers to our LinkedIn live event concerning the same topic.

Provide an Answer

Explore your Facebook and LinkedIn communities for questions that you can respond to with existing articles. By repurposing content and/or linking it within your responses, you enhance relationships and boost the likelihood of being discovered by others posing the same inquiry. This tactic also demonstrates to social followers that you’re attuned to their questions and needs.

For example, Amazon addresses a question in the video below, engaging followers with an expert in the subject. Similar content is featured in a blog post by Amazon as well.

Adapt Written Content for Instagram

Written content can indeed thrive on a visual platform like Instagram. However, rather than simply copying and pasting a paragraph as your Instagram post, consider extracting key data points or quotes to craft a visual narrative. A comprehensive report can also serve as inspiration for a series of brief videos highlighting essential details. Instagram carousels are an excellent format for sharing text-based content—just ensure you follow design best practices to tell the story visually.

Noticing an uptick in interest regarding executive social media presence, we authored a guide and created an Instagram carousel featuring three compelling reasons for executives to bolster their social media engagement.

Transform a Webinar into a Video

Webinars deliver informative content for social followers but are often only watched live. Why not convert a webinar recording into a social video, similar to SAP’s approach detailed below? Here, they’ve used the full webinar as a video, but you can also slice and dice the recording into smaller segments for various social channels.

Highlight the Numbers

Statistics shared on social media generally attract much attention, particularly in fields where demonstrating credibility and expertise is paramount. Develop graphics or brief videos centered around statistics drawn from your reports and white papers, showcasing your authority in the industry.

Harness the Power of a Memorable Quote

Looking to ignite conversation, establish authority, or drive engagement? A striking quote can elevate your content. Review your blogs, reports, interviews, and other written materials for a quote that is sure to captivate your audience’s interest. Share it as a static graphic across your platforms.

Intelligent Content Repurposing Yields Exponential Returns

If you possess high-performing content, it’s time to leverage it across multiple channels. With some creative reformatting and thoughtful placement, social media marketers can capitalize on the best of their brand’s content while lessening the burden of content creation. It’s a win-win situation.

Craving additional suggestions to create a lasting impact with your content strategy? Download Sprout’s Network Content Strategy Report and gain insights that aid in optimizing your budget and efforts to achieve maximum return on investment from your social initiatives.

The post The greatest hits: Repurposing your best content for social media appeared first on Sprout Social.

Read More

See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Skills that translate to martech roles.

The post Transition to a career in martech: Best of the MarTechBot appeared first on MarTech.

Read More

Engage digital-first buyers with consumer-style marketing while balancing creative tactics with B2B fundamentals.

The post Why B2B marketing must adopt B2C tactics appeared first on MarTech.

Read More

Improve your DTC marketing strategy using data-driven approaches, from data collection to automation and modeling.

The post 3 tips for cutting through the DTC noise with marketing data  appeared first on MarTech.

Read More

As the saying goes: “Shoppers navigate social platforms with intention, aware that the festive season is drawing near.” Or something along those lines.

The most magical time of the year is on the horizon, and the impact of social media on consumer buying patterns is irrefutable. Per the Q4 2024 Sprout Pulse Survey*, an impressive 89% of consumers report that social media influences their holiday shopping choices.

Social media has become consumers’ top resource for holiday marketing: a central hub for gift discovery, deal hunting, and customer assistance. In this piece, we’ll explore essential holiday shopping behaviors on social channels, such as which platforms consumers utilize for customer support, the content types that boost sales, and the brands that consistently create memorable year-end campaigns.

Consumers utilize social media to find holiday presents

<pDespite rising inflation and economic uncertainty, consumer spending during the holidays is still gradually climbing. This season, it is anticipated that US consumers will spend as much as $1.59 trillion, reflecting a 3% year-over-year increase. Meanwhile, the potential for ecommerce is growing at an even quicker pace, with sales projected to rise by 7-9% year-over-year, reaching up to $294 billion.

Neglecting audience engagement on social media during the holidays isn’t feasible if you aim to finish the year on a high note. Effectively leveraging social can help keep your brand top-of-mind for customers by appearing in their discovery feeds, main timelines, and search results. Consumers indicate that social media content (spanning posts from influencers, family and friends, and brands) serves as their primary source of holiday gift ideas, surpassing TV/streaming, brick-and-mortar stores, review sites, and in-person recommendations.

The influence of social media on holiday shopping habits cannot be emphasized enough. A noteworthy 42% of shoppers are turning to social this year to discover the ideal gift, an increase over 2023. This trend is particularly pronounced among younger demographics, as 57% of Gen Z intend to rely more on social for gift inspiration. Social networks are essential for those seeking innovative ideas and trusted suggestions.

Moreover, positive online feedback yields significant rewards. Nearly two-thirds (60%) of consumers are willing to pay more for products that enjoy a good standing on social media, whether through user-generated content, influencer endorsements, or viral posts. This number climbs markedly among younger customers, with 78% of Gen Z and 70% of Millennials willing to invest in products that have gained social media attention. Leveraging the power of social can enhance sales and justify higher price points.

Customer service and social commerce during the holiday period

This festive season, 92% of consumers plan to reach out to brands as frequently or more for their customer support needs compared to 2023.

Direct messaging (DM) is the favored method of outreach, with a substantial percentage of consumers (70%) intending to connect with brands this way. Customers value the confidentiality and immediacy of DMs, which facilitate personalized and efficient resolutions to their concerns. However, approximately one-third of consumers will also engage with brands through comments and @-mentions, as these offer transparency and public acknowledgment. Regardless of how customers communicate, they still expect a response within 24 hours—especially during the busiest shopping season.

When it comes to social shopping, around 13% of all consumers make purchases directly through social platforms. This figure rises to 21% among Gen Z. The majority of shoppers prefer to visit the brand’s website to complete their purchase or gather more information. Still, 32% of all consumers (and 48% of Gen Z) look forward to making more purchases directly from platforms in 2025, a trend that could be noticeable this holiday season and boost online sales.

The leading social media platforms for customer support and commerce

For customer care and direct purchasing from social media, consumers lean towards Facebook, Instagram, and TikTok.

• Facebook: As the social network boasting the highest global monthly user base, it remains the primary platform for customer support. More than half of consumers (55%) plan to reach brands via Facebook this holiday season. Additionally, 39% of consumers aiming to make purchases directly from social networks in 2025 will opt for Facebook Shop.
• Instagram: Approximately 46% of consumers will use Instagram to contact brands for customer service this holiday season. Instagram is particularly favored by younger users, with 63% of Gen Z and 55% of Millennials utilizing the platform for service inquiries. Of those intending to shop via social networks next year, 29% will leverage Instagram Shopping, especially among younger consumers.
• TikTok: Close to 39% of consumers will reach out to brands through TikTok during the holidays, increasing to 42% among Gen Z and Millennials. TikTok Shop will also be utilized by 39% of users making direct purchases from the platforms overall (equaling Facebook). It is projected to be the top social commerce destination for Gen Z (54%) and Millennials (47%) in 2025.

What brand content types drive holiday sales

While consumers seek the ideal gift ideas, specific brand content can catch their attention. Consumers are most inclined to turn to influencers for inspiration, with 47% claiming these endorsements hold the most influence (even more than recommendations from social friends and family). Interestingly, Baby Boomers are most likely to express that influencers inspire their gift choices. This demonstrates that consumers across different generations rely on influencers’ suggestions, viewing them as especially trustworthy amidst a plethora of holiday marketing messages.

Consumers are more likely to make a purchase when an influencer or brand offers a promo code. Such codes not only appeal to budget-conscious shoppers but also invoke a sense of urgency and exclusivity, prompting immediate action. Regular social users (not just influencers) or brands showcasing their products in real life also significantly affect buying decisions. This accentuates the efficacy of both user-generated and authentic, organic content. However, targeted advertisements and paid influencer promotions shouldn’t be disregarded—particularly when directed towards specific demographics.

Leverage holiday shopping trends for a prosperous new year

As you gear up your holiday campaigns, take note that consumers are increasingly turning to social media for discovery, connection, and purchases. By capitalizing on these key trends—utilizing influencer partnerships, crafting engaging organic content, and prioritizing swift, responsive customer service—you can elevate your brand’s visibility and enhance customer loyalty.

This season presents a unique chance to engage consumers where they browse, assisting them in finding ideal gifts while reinforcing your brand’s value. Make the most of this opportunity to forge meaningful connections that extend beyond the festive period.

Searching for strategies to ensure your support teams are well-prepared to deliver top-notch care on social media throughout the holiday season? Check out our social media customer service training materials.

*About the data
All data cited in this article is derived from a Q4 2024 Pulse Survey involving over 2,000 consumers in the US and UK, conducted by Glimpse for Sprout. The survey took place online from September 27 to October 1, 2024.

The post ‘Tis the season for scrolling: 89% of consumers say social media influences their holiday shopping first appeared on Sprout Social.

Read More