Should you repeat social media content?

Repetition on social media is one tactic I started testing a few years ago and it is quite important to do in order to promote your brand and expertise on the market and product/services you offer.

Duplicate content is not so good for SEO, but it is for social media. Social media is a crowded place and you never know who is going to see a post and when.  On LinkedIn, for example the average life-span for a post is 48 hours.  So posting relevant information to your target audience only once won’t help you engage with your target audience.

Repetition is key to drive more people to your website or to influence people to complete an action such as signing up for a webinar or downloading a whitepaper.

I have done A/B testing with same messaging and different images and I have also tested same elements and text during different times and you can really see how the behavior /results varies. Once I posted something on a Tuesday and repeated on Friday and the engagement of Friday’s post was 270% higher.

If you create a lot of evergreen content that is relevant for your prospects and customers you can always reshare it on many occasions. Sometimes you don’t need to create tons of new content pieces. You can simply tweak the social media ‘copy’ or ‘image’ to be more efficient.  

When repeating social media posts, make sure you have a balanced calendar that will tackle different aspects/categories relevant to your audience. Categories can entail blog posts, thought leader articles, customer testimonials, e-books, etc. If you have a lot of content already you can plan a mix of types through each month.

Repetition is the foundation of many aspects of learning, so don’t hesitate to add this tactic to your content strategy.