Repurpose

On social media, 'repurpose' describes a process creators and brands undertake to maximize existing content's visibility, lifespan, and impact across different platforms. This strategy hinges on the notion that not all audiences interact with every platform or content type in the same way—what resonates well on one channel may fall flat on another. Still, every piece of content has the potential to be worthwhile and even more engaging when its medium allows for that.

Repurposing content, then, can save creators and brands time and creative workload in maintaining a strong online presence, interacting consistently with diverse audience segments, and importantly, getting their key messages across in ways that feel fresh and relevant. For an example of what this looks like in practice, consider a long-form blog post. Repurposing it might entail transforming it into a series of Twitter threads, condensing that same information into Instagram Reels, or even summarizing it into a detailed, written Pinterest post.

While these visuals and platforms may offer the blog's substance different 'formats' to reach the eyes and ears of its 'friends' at every stage of the sales funnel, they're still essentially the same blog post.