Staring down a content calendar and feeling the pressure to post consistently can feel exhausting. If you’ve ever asked yourself, “Do I even have any more ideas?” it’s a good time to re-assess some of the material that might already be at your fingertips. Posting consistently doesn’t have to mean churning out new concepts every time.
When it comes to cross-posting across social media channels, it’s crucial to look at the content you already have in your back pocket. Consider re-framing what you think might, or might not, work as a post when you’re thinking about your social media content strategy. Does it always have to be a super-edited IG reel? Are there any still images you haven’t made of use recently? Is there a topic you know a lot about that you can speak about frequently?
Here are three ways to get you started on brainstorming how to maximize your existing content.
1. Revisit video/audio content you can repurpose.
Instagram live conversations, podcast interviews, process videos, behind-the-scenes footage — these can all be great types of content for socials. Consider how you might be able to take a long Instagram live conversation and edit down a segment that might be especially relevant or interesting to your audience. The same goes for podcast interviews. Use the “screen record” function on your phone or laptop to grab a snippet of the interview, and turn it into an IG reel (consider subtitles as well).
Or turn audio clips into text — make a quote or two from the interview into either a static image or a short text-based video, which you can then turn into an IG reel. Scroll through Reels and keep an eye out for trending audio, then choose a song from there for your audio. Use apps like InShot and CapCut to make the process even easier. These approaches can also work for TikTok videos.
If you were part of a virtual program, like a panel or workshop, check if it was recorded and posted on YouTube or social media. You can then grab a segment from that online event and share it with your followers. Any of these combinations can result in a reel. While you’re not making it completely “from scratch,” this content reflects your expertise well, since you prepared for the conversation or event ahead of time. This way, you don’t have to feel pressured to record an off-the-cuff segment about your topic (for the sake of posting something).
2. Share shop updates across platforms.
If you’re selling a product, think about how you might bring that offering into your content creation in ways that are more creative than a standard announcement. For example, behind-the-scenes photos or video of a new product can be separated into a few posts that tease something new coming soon. Illustrator Katie Mai uses both YouTube and Instagram to post fun footage of her process, using it to share information on her next shop update. For longer vlogs, grab a small snippet to post as an Instagram reel or TikTok, directing followers to the link in your bio to watch the full video. Set up your camera to capture you doing the things you do on a daily basis — sketching, planning, packing, etc — so that you can later use that material across TikTok, Instagram, YouTube shorts and other platforms.
Keep in mind that your audience might not be following you on every platform. For example, someone on Instagram could find your work and follow you, without knowing you’re also on Patreon. Illustrator Paloma the Peach shares the sticker designs and digital downloads that she makes on Instagram every month, alerting followers that patrons receive these as a reward when they sign up.
Consider taking any assets you use for Patreon updates and repurposing them for other social media channels.
3. Use written content more than once.
If you’re someone who often publishes blog posts, or sends out a newsletter, you’re sitting on a ton of material that you can work with for other platforms as well. Tip: Instagram reels don’t need to be video content in the traditional sense. Use a photograph as a background and add moving elements — like text and stickers — to turn it into a video. Repurposing some of the insights in your latest writing into bite-sized previews through IG Reels and TikTok can give you more opportunities to get eyes on your content. If you’re looking to repurpose and monetize your content, you can join Medium’s partner program to get payment on views of your published posts (you’ll need 100 followers and some previously published material).
Consider taking your newsletter content and republishing it on Medium, or adding more content to an idea you started discussing in an Instagram caption. You can also check if you qualify for the Instagram Reels bonus, and create posts based on your previously written content. Take a screenshot of your published blog post, or newsletter, and use the “green screen” function on TikTok to film a quick video of yourself teasing the new piece. If you’ve recently hosted a Q&A oon your newsletter, or via Instagram, take the questions and answers and turn them into their own Reels or TikTok videos. You’ve also answered the questions, why not turn that info into useful posts?
No matter your approach, trust your own expertise and background. And think about what your audience might not know about your process, work or subject matter. Happy cross-posting!