Should You Recycle Content as an Influencer?
Let’s settle this ongoing debate…
The internet is divided over the concept of recycling media to build a brand as an influencer or public figure. Should you re-post a video or photo to all of your platforms?
People from different pockets of the internet are a hard yes or no. Those who agree understand that they spent a lot of time and energy to produce their content, so they rightfully want to give everyone the chance to view their work. Besides, what may not work on TikTok could go viral on Instagram Reels. Those opposed think that mass posting will detract people from following them on multiple platforms since they won’t be offered a different experience. Nobody wants to be spammed!
Both of these polar opposite reasons are valid, which further pushes my theory that recycling your work really depends on your posting strategy and pre-existing audience.
Small vs Large Creators
Small content creators may lack the time and resources to produce an abundance of media, but they at least have lots of room for experimentation. Their following is most likely scattered across the internet. So, yes, there is a chance that their mass-posting may irk some of their original fans, but that does not outweigh the potential of attracting even more followers.
Large creators can still recycle content; however, they will best benefit by heavily tracking analytics or partnering with a team on this. People expect more from top-earning creators. But then again, uber-popular personalities attract mega-fans who care more about quantity over quality.
Oftentimes, I notice that influencers can get away with re-posting 24-hour stories rather than permanent main feed posts. This is most likely because people passively watch stories while half paying attention, so they don’t always recognize the double posts. Also, someone who spends their day viewing Instagram stories may not usually have the time to jump over to Snapchat stories afterward.
Upcycle Your Video Footage
After spending hours editing your video, you’re most likely burnt out. You only have a few taps left in you ready to copy-paste-share EVERYWHERE. But stop! You must consider the community culture of that platform.
If you want to turn your 15-minute YouTube video into a TikTok, consider editing your vertical video into a complete 60-second story. Have a satisfying ending to give the TikTok user a COMPLETE viewing experience.
YouTubers (somebody whose primary platform is YouTube) often forget what it feels like to scroll through TikTok. You don’t want to sit through a clip that has no real story arc because it is just an advertisement for someone’s YouTube video. Besides, somebody 20-minutes into scrolling on TikTok will not be leaving TikTok anytime soon.
If you want to take your Instagram Reel and submit it to Snapchat Spotlight, consider adding Snapchat’s in-app features, like text and stickers. Besides, the Snaps with actual Snapchat flair are known to do better in Snapchat’s algorithm!
If you can think of ways to tweak your content to better cater to your other audiences and make it feel fresh, you will see the best results.
Repurposing Photos
How can you make a static photo feel new to your other audiences? It may not be within your brand to turn your image into a GIF or completely change the coloring.
The best way to get around this is by taking multiple pictures per photoshoot. Change up angles and poses while you are capturing yourself or your food or your beautiful vacation view. One picture for the Instagram main feed, another for your stories, and then maybe a third to your Twitter.
“Photo dumps” are popular on Instagram right now, but don’t get caught up in creating a full 10-post carousel. Save a few photos to exclusively post elsewhere. Besides, the Instagram algorithm isn’t on your side.
Should You Choose to Straight Up Recycle
Now, sometimes we don’t have time (or the mental capacity) to get creative and upcycle our content. We will take the risk and recycle.
Many influencers use the “saw it first” strategy. They will post a photo on Instagram and then later to Snapchat along with the caption “Instagram saw it first” in an effort to make their Instagram account feel like a private club: If you want to prove your love for me, you better be following me on Instagram too!
Consider spreading out your posts, which is the most common approach. Beach pictures from June will still do well in August — and will make you look like you took two vacations should you choose to LIE. And if anyone tells you that’s a weak move, just remember Kylie Jenner does this.
I wish that I had ONE answer to give you on this topic, but the world of influencing is tricky. People hold natural biases depending on your brand’s personality. I hope you still found something in this article that helped. Please let me know if you want me to make a part two that hones in on more creative thinking and strategies to upcycle content.
