Repurposing content across platforms is smart — doing it lazily is obvious and usually underperforms. Here's how to do it well.
Reformat, don't just repost – A long-form post needs restructuring for a platform that favors short, punchy content, not just a copy-paste.
Match the native format – Vertical video for Reels/TikTok/Shorts, not a square video forced to fit.
Adjust the hook for each platform – What grabs attention on one platform often falls flat on another; rewrite the opening line/frame specifically.
Match the tone to the platform's culture – What reads as professional on one platform can read as stiff or out of place on another.
Track each platform separately – Treat performance data per-platform, not as one combined number, since audiences and formats differ enough to skew comparisons.
What's your repurposing workflow — do you create once and adapt, or write separately for each platform?
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