The hack that doubled my reach

I take nearly all of my content and find ways to share it across different social media platforms.

Because simply put, it's wasteful not to.

The most successful content creators out there? They're resourceful with their content.

This is pretty nuanced to me 😅 - but some of my biggest (content) regrets have always involved the cameraman being too close.

We’ll have shot a banger video and it’s only when I’m editing it I realise: We were only thinking about a horizontal YouTube frame.

Big mistake.

Now, I always make sure we capture both horizontal and vertical footage.

If I can't film both, I make sure the shot can be effectively repurposed. Trust me, the extra effort pays off big time.

Now, let's talk numbers.

I created a short video about superpowers for the new Netflix Supacell series.

Here's how it performed across platforms:

• Instagram: 3,500,000 views 

• YouTube: 947,000 views 

• TikTok: 2,900,000 views 

• Facebook: 276,000 views

That's a total of 7,623,000 views across all platforms.

Now, imagine if I had only posted on Instagram.

I would have missed out on nearly 4 million views on other platforms.

Even if some people saw it multiple times, each platform has its own monetisation methods.

More views across more platforms mean more revenue streams.

Pro tip - Change up your hooks to be platform-specific.

The hook on Instagram, TikTok and Facebook:

"You can only have one...which one you choosing? #supacell"

The hook on YouTube:

WHICH SUPER-POWER IS BEST? 🤯 | Supacell Edition✨"

On YouTube, Shorts are competing for attention not just with other Shorts, but with long-form videos on the home page and in search results.

Meaning - your hook needs to be more eye-catching and descriptive to stand out.

Whereas on Instagram and TikTok, videos autoplay as you scroll, with captions playing a secondary role.

The video itself does most of the "hooking," so a simpler, more conversational caption can work well.

Now, let's address some common questions about repurposing:

Q: “Won't my audience get bored seeing similar content across platforms?”

A: Most people have a preferred social media platform where they spend most of their time. By repurposing, you're just making sure they see your best stuff, wherever they hang out online.

Plus, seeing your message reinforced across platforms can actually help it stick.

Q: “Isn't this just creating more work for myself?”

A: I get why it might seem that way, but trust me, it's a huge time-saver in the long run. You're getting way more mileage out of each piece of content you create.

Sure, there's some upfront work in adapting your content for different platforms. But it's a lot less work than creating brand-new content from scratch for every single platform. Plus, the payoff in terms of reach and revenue is huge.

Q: “How does repurposing content increase my revenue?”

A: Repurposing multiplies your revenue streams. Each platform has its own monetisation methods - ad revenue, creator funds, sponsorship opportunities. By adapting your content for multiple platforms, you're essentially creating multiple income sources from a single piece of content. For instance, a YouTube video might earn AdSense revenue, while its TikTok version could tap into the creator fund, and the Instagram post could lead to sponsorship deals.

Also, when you’re approaching sponsors, you can highlight your total reach across all platforms where you've repurposed content. This gives a more impressive picture of your influence and potential value to their brand.

To wrap this up…

I know content creation can feel like a constant grind sometimes so start small if you need to - maybe just try repurposing your next piece of content for one additional platform. See how it goes. You might surprise yourself.

I'm still learning and experimenting with this stuff every day.

Some attempts work better than others, and that's okay. It's all part of the process.

Until next time, 

Jeremy

P.S. If you want to take the next step beyond this newsletter and truly master the systems behind viral content, check out my new content accelerator.

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