Your best content reaches about 5% of your audience. The algorithm shows it to a small test group, and if it performs well, it expands reach. But even viral posts rarely reach more than 20-30% of your followers. The rest never see it.
This means your best ideas are massively under-leveraged. Strategic reposting fixes that—and can 10x your overall reach without requiring any new creative effort.
The Reposting Strategy
Here's how to systematically repost without annoying your audience:
- Wait 30+ days: Give enough time between posts that the overlap in viewers is minimal. Most people won't remember content from 6 weeks ago.
- Change the hook: The first line is what determines initial engagement. Write 3-4 different hooks for your best content and test them.
- Update with new data: Add recent examples, updated statistics, or new insights you've gathered since the original post.
- Post at a different time: Your 8 AM audience is different from your 6 PM audience. Reach new people by changing your posting slot.
- Switch formats: Turn a text post into a carousel. Turn a carousel into a video. Same core content, completely fresh presentation.
Identifying Content Worth Reposting
Not everything deserves a second life. Only repost your top performers:
- Highest engagement rate: Check your analytics for posts that over-performed relative to your average.
- Most saves/bookmarks: This signals the content has lasting value worth returning to.
- Best comments and conversations: Posts that sparked genuine discussion contain ideas that resonate.
- Evergreen topics: Time-sensitive content can't be reposted. Principles, frameworks, and fundamentals can.
The Psychology of Reposting
Creators worry that reposting makes them look lazy or repetitive. Here's the truth: you're far more aware of your content than anyone else. You wrote it, edited it, published it, and watched the engagement. Of course you remember it vividly.
Your audience has consumed thousands of pieces of content since then. They don't remember what you posted 6 weeks ago—and even if they do, seeing a great idea twice doesn't bother them.
The most successful content creators repurpose relentlessly. They know that one great idea can fuel a dozen posts across different platforms and formats. Repurpose without guilt. Your best ideas deserve maximum reach.