Hello from Helsinki? I’m finally out of Bangkok after my surprise 3 week vacation/stranding, and staying overnight in Finland before I bop over to Germany for my next hoops event. Learning a lottt about myself on this run, man, and not just that I hate working out of different time zones. But boy, have had some kinda incredible casual magic happen from just putting myself in new situations.

But you’re here to talk content, not existentialism. Today we’re talking about reposting old content again, because my god, it makes so much sense and I still see almost zero brands doing it. But first, let’s talk a little AI.

When you’re the ~marketer~, you get together your ideas for landing pages, and toolkits, and campaign ideas… and then they sit in a doc while you wait on other people to bring your vision to life.

Building is slow. Building is expensive. Building (used to) need engineers.

Enter Agent 4 from Replit. Now you’re your own product team. You can:

Please, let AI help scale your brain. Marketers, get in on this. Give it a try with my link right over here.

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.

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. When 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.

This grid right here shows my top Instagram Reels as How To Hoop Forever, my basketball alter-ego.

You’re probably seeing double. That’s because I re-posted my two most viral evergreen Reels a second time a year later… and they went viral again.

The exact same pieces of content. No changes, no new hook, not even new copy. I just posted the same thing, and earned millions of extra views without an ounce of work.

Do yourself a favor and re-post your top 36 performers. Why 36? that’s 3 free posts a month from your archives. I bet they’ll do the same, or even better if you’ve grown your account.

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:

It’s now my most viral original tweet of all time (minus that time Chrissy Teigen retweeted me). 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.

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.

Your brand’s probably posting content every single day of the year. 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.

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