The Art of Repurposing Content
Why Different Platforms Need Different Content
- Markus Pichorner
TL;DR
Instagram values polish, branding, and storytelling. TikTok values authenticity, speed, and trend-savviness. Repurposing content is essential, but it only works if you adapt to each platform’s language. Do it right, and you get double the impact with smarter effort.
When it comes to social media, no two platforms are the same. Instagram and TikTok might both be visual, short-form, and highly addictive, but the kind of content that actually performs is very different. And that’s where many brands trip up.
Repurposing content is smart, but copy-pasting isn’t. Understanding the nuances between platforms is the difference between hitting “viral” or getting scrolled past in half a second.
What works on Instagram
Instagram has matured into a hybrid between a lifestyle platform and a professional showcase. Visual polish still matters. Think curated feeds, brand aesthetics, and captions that tell a story. Reels perform well, but carousels and static posts are still strong tools for education, storytelling, or product breakdowns.
The audience here expects more intentionality. People follow accounts to stay connected to a brand’s world, not just to be entertained. Authority, design quality, and brand consistency go a long way.
What works on TikTok
TikTok, on the other hand, thrives on authenticity, speed, and trends. The algorithm rewards relevance and creativity more than production quality. A clever idea filmed on a phone can outperform a polished studio shoot. Timing is everything, and humour, relatability, or a behind-the-scenes vibe often win.
TikTok is less about how your grid looks and more about how your content feels. It’s about joining conversations, hopping on trends, and showing personality. The platform is built for experimentation.
The art of repurposing content
Repurposing doesn’t mean duplicating. A single piece of content can be adapted to work differently on both platforms. For example:
A polished product video for Instagram can be cut into a trend-driven, snappy clip for TikTok.
A detailed carousel post on Instagram can be broken down into quick, digestible tips on TikTok.
A behind-the-scenes TikTok can be polished and reshaped into a storytelling reel for Instagram.
The goal is to respect the language of each platform while keeping the core message consistent. This multiplies reach without doubling the workload.
Why this matters
Audiences are smart. They notice when a post feels native to a platform versus when it’s just recycled. By tailoring your approach, you signal that you understand the culture of the space you’re in. That builds trust, boosts engagement, and maximises ROI on your content creation efforts.