Repurpose Purposefully
Phil Ranta
COO, Fixated - Digital Media Veteran / Building Digital Businesses, Moving Culture
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Pretend you're a TikTok Shop live streamer modeling and selling apparel, streaming two hours per day.
You're growing at a decent rate on TikTok, but you want to develop a cross-platform strategy to help drive more value from your brand.
You have two options:
If you have extra time, the first option is always best.
If you don't, consider repurposing strategies.
And now for the major word of warning, one that television and film studios have been making since the birth of web video:
Don't just pull random clips of your long-form content and post them online!
Viewers on YouTube, Instagram, and Twitter don't want to watch something that feels incomplete.
They want something that stands on it's own two legs.
That's why I tell creators to repurpose purposefully.
How?
Follow this three-step process:
That means if you're putting a horizontal video on TikTok, cut it to be vertically aligned.
If you're posting on Snapchat, add captions.
If you're distributing to Twitter, get to the point fast.
If you only have time to repurpose content poorly on other platforms, don't bother. It actively hurts your brand and it won't do well. It will make you look small.
Then, make sure it's very easy for audiences you find on other platforms to find your 'hero content' on your primary platform through links in descriptions, links in bio, or in-content links.
My mission for you: find a platform you aren't currently supporting and think about whether your content can be repurposed.
Can your LinkedIn posts become Bluesky threads?
Can your Twitch livestreams become YouTube montages?
Can your TikToks be used on LTK?
If so, maybe it's time to either start supporting that platform or bringing on a team to help!
That took 2 minutes. You have 8 minutes left. Grow 1% right now, and grow everywhere!
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About the Author
Phil Ranta, is the COO of Fixated, a content and gaming studio building IP around creators, a LinkedIn Top Voice in Innovation & Tech, and has been creating content for the internet and building internet businesses professionally for nearly 20 years, starting on MySpace and riding trends to the present. He was the Head of Gaming Creators, North America at Facebook, the first network lead at Fullscreen, the COO at Studio71, and spent 10 years as a working comedian (including 2 years on cruise ships). He's a husband, a dad of two littles, and an insufferable digital media wonk.