Is it Christmas, yet? Seems like our inboxes aren’t exactly flooded with holiday cheer—just piles of final catch-ups before “let’s circle back” season. Granted, at least in my case, I sorta did that to myself by announcing a product in December 🙃

Actually, about that. I’m very proud of my new program, The Personal Social Strategy.

It’s a personal branding course specifically tailored for smart marketers and directors like yourself, focusing on not just teaching you how to share your thoughts, but how to unlock your differentiators & build a truly unique value prop for your content. And honestly, if you wanna find a new job, content’s gonna be the best way in 2025.

I’m giving Future Social readers 50% off during this pre-sale window—the program launches in 20 days (?!), so jump on that if you wanna share your work online!

But hey, let’s talk about repurposing content, yeah?

— Jack Appleby

You should post your best social content again and again

You’re probably just finishing up your end of year analytics reports (and hopefully already into 2025 planning by now). While you’re getting your data in a row, I hope you take a second to celebrate all your big social wins of 2024.

And I hope you consider reposting all of those posts in 2025.

Because all of your best evergreen content can get dropped on the feeds again, with no changes, and see even better results this time around.

Your content catalog is deeeeeeeep

I’d wager your brand has posted content every single day for years now, if not a decade. That’s 365 pieces of content annually at a minimum—maybe nearing 2,000 posts a year if you subscribe to the five-tweets-a-day thinking. Multiply that by however many years your brand’s been tweeting, and you’ve got a colossal archive of content.

All that great content? Those evergreen pieces that performed so well?

You should use them again.

Every brand should dig through their content archives and re-use the top performers. I’ve got a whole slew of reasons for you.

Who says you need new content?

I’m being serious. Where’s the rule where every post has to be brand-new?

Good content is good content, no matter how many times you’ve seen it. I’m pretty sure bands play your favorite songs night after night, and we both know how many times you’ve re-binged The Office. No, your organic Instagram post isn’t starring John Krasinski, but you get my point.

Your audience hasn’t even seen your content

Small brands tend to hit a 32% reach rate (number of people who’ve seen your post / followers), while brands in the 500k range generally strike a 12% reach rate.

I’ve got good news for you. That means somewhere between 68% and 88% of your followers haven’t seen any one post in particular. I’d go through your brand’s top 50 posts to see what’s evergreen, then re-use those top performers every year.

Everyone deserves a second chance

We’ve all written that tweet we were sure was going viral, only to nab a few nibbles. Take this ridiculous SEO dad joke I made in 2018:

Hey, it makes me laugh. And I figured it was better than 46 likes. So two years later after my following had doubled, I figured I’d try it again:

Exact same copy. Just gave it another at bat. This can be just as effective for brands, and I promise, your social media managers have a few posts they wanna get back out there.

Viral the first time? It can go more viral the second time.

You might know I started a basketball Instagram account last year that accidentally became a second media business. One of my first big viral hits: a fun story about how I was ranked higher than an NBA superstar in high school, and why kids shouldn’t worry about basketball rankings. 1 million views, plus shares from Shaq and Mark Cuban! I maybe had 10,000 followers at the time.

So a year later, now closer to 50,000 followers, I posted the exact same video.

howtohoopforever

View more on Instagram

2.8 million views this time—almost 3x. 106,000 likes—over 2x.

Same piece of content. But I had a bigger audience and more juice this time, which only made it go more viral. So don’t just consider reposting things you believed in that flopped, but get the big hits up again, too.

Put a little twist on it

We’re in the heavy hooks era of social. The first few seconds of your video arguably matter more than the content of the video itself. If that TikTok you believed in didn’t perform? That doesn’t mean it’s not the right idea—it means you should consider adjusting your intro. Maybe you needed bigger on screen text, or a human face looking back through the phone, or just a different headline. It’s worth testing again with a different hook.

You’ll lighten the load on your social managers

Imagine how much more time your social managers could spend on ideation, analytics, or literally any of the countless other tasks they’ve got on their plate if one day a week was a repost of previously posted content. That one adjustment lightens the original content load by 14%! That’s wildly significant for our overworked SMMs.

Like all social, it’s a test and learn

There’s no downside. Try it. Start with your all-timers, and work your way down. Then start scheduling years in advance.

Alright, I know I pitched you my new thing above the essay, but lemme reel off the big list of things I’ve included in The Personal Social Strategy:

• 40+ lessons & exercises, covering personal brand strategy, how to create content true to you, building your unique value proposition, and a lot more

• Monthly Group AMAs with Jack, answering every question you have

• Community Access, where students can chat & support each other

• The Deep Dive Self-Interview exercise, essential for making truly unique content that builds real rapport

• How to succeed with writing, video, or any content type! We'll focus on honing in on your favorite creative skill

• How to create content that's actually valuable: the tools to make sure you're not just curating, but sharing your brain power

• The Daily Approach Exercise: a guide to turning your daily life into easy, same-day content

• The Year-Long Brainstorm: an exercise to help you plan a year of content in advance

• The 12 Takes Strategy: making sure you create a major high-value piece every month

• How to pick a platform: Instagram, LinkedIn, TikTok, newsletter, podcast?!

• Writing headlines & bios that convert: there's a method to the madness.

Would love to have ya. Here’s the link again for 50% off during the pre-sale!