You’re a racer, an athlete, a team leader, and a content creator. But creating and re-creating posts, filming videos, and writing press releases shouldn’t be taking up the majority of your time or your creative energy. Enter a tool I know and love — reposting content.

Reposting content is when you take one video, picture, email, or piece of information and you share it multiple times across multiple platforms to reach the widest audience with minimum effort.

I’m 100% for reposting, but I’m also here as your marketing guide to tell you that being sloppy and speedy with your reposts could be doing more harm than you think. Sharing content from one platform to another without any adjustments is like serving leftovers to your audience.

In this post, we’ll talk about how to repost correctly and what to consider when you’re reposting content.

Think About the Platform

Digital platforms are abundant for you to be sharing your content on. We’ve talked before about how to choose the platforms that are right for your brand. Creating content for each platform uniquely is as important as choosing the right platform (you don’t have to be on all of them!).

Some media options and platforms to consider are:

• Short-form video (TikTok)
• Long-form video (YouTube)
• Text posts (Twitter)
• Images with text (Facebook)
• Graphic slideshows/carousels (Instagram)
• Articles (LinkedIn)

Take into consideration how each platform prefers to disseminate content. You can take the same piece of information or sponsor’s promo post and slightly tweak it to match the media form that the platform “likes” the most.

And some of these are tricky! Yes, Instagram and TikTok use the same short-form video to reach the widest audiences, but reposting non-native videos (including the watermark, not using the native sound or text features) can hurt your reach. The same goes for when you share your post directly from Instagram to Facebook – this is a big no-no!

Tip for racers: Take the time to tweak the content for the native platform that you’ll be uploading to and it’ll pay off in the long run. This means when you’re recording a video in the pits, do a short vertical format, then record it horizontally with other clips to make a longer version. Also take a few pictures to use as the cover photo and to only post an image separately than the video.

And guess what? You can then use what you already posted on one platform, and post it to another a few months later, giving you content to post during the off-season or between races without stressing about having nothing to post!

Space Out Your Posts

In the online world, you’ve likely got a good number of followers who are tracking you across multiple platforms. This is great! This means that you get to nurture those relationships across the metaverse. But that also means that if you copy-paste your race results from Facebook to Instagram to LinkedIn to an email blast, they’re gonna notice. That means that they’ll only engage once, not every time they see the exact same posts on each platform.

In addition to tweaking your posts to be platform-specific, also make sure you’re spacing out the content appropriately. Don’t share it to all of your accounts at once. Drip it out.

Case Study: Race Results

If we’re talking about race results, for example, consider releasing that information by how real-time a platform can be.

Twitter is a breaking-news social media and people are expecting the absolute latest information here. This is your go-to first place to share results, as well as Instagram Stories.

Instagram and Facebook are great places to share those real-time, behind-the-scenes moments of your greatness (the tears, the press conferences, working in the pits, suiting up, the hoisting of the trophy).

LinkedIn posts will expect a more formal-style update of the race results within a day or two. They’ll be more in a PR-style format or a video debrief with commentary, complete with posed and candid photos of you, the champ.

Finally, a few days after the race, you can compile those videos and photos you snapped into a YouTube recap. And you can then do a shorter version as a highlight reel to share to TikTok and Instagram Reels, directing traffic to watch the full version on YouTube.

See how the spreading out and content repurposing can take just one event and turn it into a great content thread? This is the type of content strategy that makes me smile!

Is this how you’ve thought of reposting content before? What else do you want to know about content creation and social media marketing?