If your company posts social media content every day, that’s 365 pieces of content each year. Multiply that by however many years you’ve been posting, and that’s a lot of content in the archive!
Who says you need new content? Where’s the rule that 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 or Friends.
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.
That means somewhere between 68% and 88% of your followers haven’t seen any one post in particular. That post you thought should’ve popped off? Throw it back up.
Proven pieces of content that support the legacy of the brand help touch on a point of familiarity. Take a look through your top 50 posts to see what’s worked, then re-use those top performers every year. Think of it this way – if you go to see Bruce Springsteen, you’re probably going to see “Born to Run.”
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, a human face looking back through the phone, or just a different headline. It’s worth testing again with a different hook.
Like most social media, it’s a test and learn. There’s no downside to trying it! Start with your all-time best performers and work your way down!