How To Repurpose Content For Facebook
Getting the most out of the content you produce requires repurposing it for different channels so it can find a new audience.
Many content creators mistakenly view repurposing only as republishing old material whenever there’s nothing fresh in their repertoire.
The reality is that if done properly, repurposing is a powerful tool for marketing the brand because it allows the material to reach different people.
Facebook has many features that allow you to post all types of content with algorithms that reward quality and consistency. In the article, we will discuss all the ways you can repurpose content for Facebook and how to utilize the platform to get the most out of your material.
We recently published an extensive article called “How to Repurpose Content - The Ultimate Guide," where we delved into the many ways in which content can be repurposed over multiple platforms while still keeping its core ideas intact.
How to Repurpose Content for Facebook
Content creators have the option to find new uses for old content by exposing it to a new audience through repurposing.
Repurposing of content can be done in many ways, like turning articles into videos and podcasts or making them into visually attractive social media posts. Most social media platforms are receptive to performing these actions, but none are as adapted and diverse as Facebook.
The ways to repurpose content are republishing, syndicating, transforming, or converting. The choice of content plays a key role in how successful it will be in its new form. When repurposing, we need to choose evergreen content from our library, i.e., content that doesn’t lose relevance over time.
Republishing content refers to posting it in the same place as before with small tweaks and updates. Syndicating content is when the same content is republished on a different platform in search of a new audience. Transforming is when the content is re-made from scratch into a new format, and converting is when the format is directly changed using any conversion method.
Having features like text, video, and live streaming, Facebook is a great place to perform this action. Articles can be successfully transformed into videos, podcasts, eBooks, or webinars, and videos can be further remolded in a similar way.
Ways to Repurpose Content for Facebook
Facebook is the be-all and end-all social media platform. It’s a giant melting pot of content and with billions of active users, it is a great opportunity for content creators to get their stories across.
With its many marketing features like pages, groups, and advertising, Facebook is still one of the best places to find an audience, and it is a great platform for repurposing your content.
Repurposing is done in the following ways:
Republishing refers to re-posting the same or slightly altered content on the same place it was initially posted. Syndicating is similar, only the platform where it is posted changes. Transforming is when you create new content with the core ideas of the original, and converting is merely changing the format of the content.
If you’re a content writer, YouTuber, or podcaster, Facebook can effectively accommodate your content with its many features. It allows writers to write, video content creators to post videos, streamers to stream, etc.
For the purposes of this article, we will mostly discuss transforming content over to Facebook, as the other methods are relatively simple.
Overview - Repurposing Written Content for Facebook
There are quite a few ways to repurpose content for Facebook. Writing being the most prevalent type of content, it also represents the most repurposed material on the internet.
Repurposing written content mostly refers to finding methods to bring new value to articles, and here are some of the ways it can be done:
- Article to video or reel
- Article to podcast, live stream, or webinar
- Article to images or infographics
- Article to eBook
Before going any deeper, you need to determine what written content can be successfully repurposed. What you need to focus on when digging for old content is quality and articles covering lasting subjects, a.k.a. evergreen content.
Evergreen content is material that doesn’t go out of fashion. A good example of evergreen content would be articles discussing history, geography, science, how-to articles, tutorials on general things, etc.
Short-term impact material, like all types of news, is good for attracting people while it’s still relevant, but it then quickly loses its importance.
Article to video & reel
The reason why these two are grouped together is that they have some common characteristics in terms of how they are produced. Videos and reels are pre-recorded, require editing, and are both effective ways to retell a story in another way.
For both, the core ideas of the original article must remain, but neither means you should just recite the article on camera. Instead, it is about using this way of expression to produce a new type of content that would provoke a new audience to respond to your message.
Start by creating a concept. Find the most compelling points of the article and use them as focal points for your video. Make test recordings, revise them, and then try again.
When picking which article to transform into a video, you need to be mindful of its style. It needs to be evergreen content because its core ideas would still be valid. If some details have changed since you wrote the article, make sure that you update that information in the video.
Statistically, shorter videos tend to perform better. The best length for a Facebook video is one minute or less. This means your content would do better if it was posted in smaller pieces instead of one long video.
Up to 85% of Facebook videos are watched without sound, so including captions is probably a good idea if you want to get your message across.
Facebook reels are short, TikTok-style videos. Currently, they are severely underused even though the algorithm generously rewards reel creators. The aspect ratio is a vertical 9:16, and for best results, it’s best to do 30-second reels.
You will only have a short time to convey a message through a reel, so pick something powerful and provocative from your article that would intrigue people into wanting to know more.
There’s a wide range of editing tools within the app, including licensed music from popular artists. You can do a series of reels relative to the original article, and you can even retell it in a dynamic way. Adding adequate music will help with the flow, which should be quite fast.
You can find other creators that already have reels on the subject, and you can “remix” their videos to create duet reels, adding your perspective or your differing opinions to the space.
Article to podcast, live stream, or webinar
All three pose similar challenges when producing them, with adequate equipment and a certain amount of eloquence being required as the mistakes cannot be edited out. All three would be done through Facebook Live, and what will distinguish them would be the manner in which the Live is performed.
After the Live is over, Facebook will keep the video public to be available for watching by people who missed the stream. What is neat with this type of content is that you can later cut out the best bits and use them for promotion or in a new repurposing campaign.
Creating a podcast is a super effective way to elaborate further on an article you’ve written. If done properly, this type of communication is sure to attract a new audience that will probably be more loyal to your brand or organization.
What will help you host a quality podcast is having good guests who are knowledgeable on the subject of your article and with whom you will be able to discuss and elaborate on the subject.
Don’t forget to stick to the core ideas of your original article and remind your guests on the subject whenever they go astray, as they won’t have as much consideration for the quality of the podcast as yourself. People will be able to comment and provide opinions as well, and making that connection with the followers will be good.
For a casual live stream, you would be alone, and you wouldn’t need company. Basically, you would be elaborating on the video by occasionally making interactions with people who comment. Producing content of this type would last shorter, and you would be able to give a clear and concise message.
This would be ideal for simply paraphrasing the article and introducing your audience to its contents. It can even be done as a promotion of a podcast. Live streams don’t necessarily need scheduling or creating of events as they are more informal ways of addressing your followers.
There is a lot of value that can be created through the utilization of webinars on Facebook. What will set it apart from a live stream is how structured it would be, with more attention to detail and a more formal tone of voice.
Webinars are ideal for repurposing educational content, so choose an evergreen type of article that fits this description. Create a plan for how you would present it in a 30-minute or shorter Live, and be as clear and concise as possible once the camera starts rolling.
After you are done, be sure to share it with people who have missed out on watching the webinar in real time.
Article to images or infographics
The article can be 5,000 words long, but a well-designed image will still go a long way in portraying it. The options in this category are endless, and this is where some content creators will be able to unleash their creativity to the fullest.
Images and infographics can be a terrific visual representation of your article as long as the core ideas are maintained. It can also be a good promo for a podcast or webinar.
In order for images to be representative of an article, they would have to portray something from the article. It can be a quote, a design, a comic book-style illustration, etc. The options are endless.
An infographic would be a visual representation of all the data in the article. It would involve images of the data but organized into pies, charts, and diagrams.
Informative articles can sometimes possess a large amount of data. The purpose of an infographic is to make the content more digestible and to avoid scaring people with too many numbers.
Article to eBook
You have the option to expand the article into an eBook. Although Facebook doesn’t allow for eBook formats to be uploaded or read directly from the platform, you can still promote the eBook there.
Offering an eBook on the subject of the article will first require you to have the material. Writing a book can be a fun experience, and the motivation for it would be to attract a new audience toward your content.
Once you have an eBook, you can use pages of the book for promotion by posting segments of it as images. To give exclusivity, you can create a secret group where a link to the eBook would be posted.
Repurposing from another type of content
Being a versatile platform, Facebook has similar tools to many specialized platforms for video. The video you posted on another platform can be easily republished on Facebook.
Articles can be written as status updates, so you can convert podcasts and webinars into articles. Most of the actions we have discussed in the article can be done in reverse order.
Repurposing content for Facebook’s most productive types of content, video and live, requires basic technical knowledge of video filming and editing. Using the live features also requires a coherent and knowledgeable host with a decent set of equipment.
Other features, such as reels, can be utilized to a large extent to attract a new audience to the content you produce. Images and infographics are a great way to tell a simpler story of your content and data, and it takes some skill in photo editing and graphic design.
Overall, repurposing content for Facebook is a great way to expose your brand, organization, or ideas to new people.