The best methods and ideas for how companies, creators, and anyone in between can repurpose content for their Instagram audience. Cover photo by Gabrielle Henderson.

Today, practically every business markets its products or services on Instagram. As one of the fastest-growing social media networks with 2 billion monthly active users, 90% of whom show interest in communication with businesses in-app, Instagram has become an effective marketing channel for businesses of all sizes and niches.

However, having an Instagram presence isn’t enough to cut through the noise and reach your target audience on the platform. 

Instagram has a strong focus on visuals and most people prefer to learn that way, so it’s no wonder that users pay close attention to the content on the platform. To maximize your visibility and engagement, it’s important to come up with new Instagram content ideas. Or you can take the next step and repurpose content for Instagram.

Why Should Companies Repurpose Content for Instagram?

Today’s customers expect brands to be present and available on several online communication platforms, so smart marketers implement omnichannel engagement strategies and create content for websites, emails, as well as the leading social media platforms.

You’re likely creating channel-specific content assets on an ongoing basis, so if you want to grow your brand with Instagram, it’s a good idea to repurpose content for your IG profile. Here are three reasons for companies to repurpose content for Instagram.

  • Save time and money. It’s no surprise that content creation, especially when you put quality first, can be time-consuming and expensive, as it requires time investments and often even hiring outside professionals. But when you reuse already-published pieces of content, you don’t have to invest as much time or money.
  • Reinforce your message. No matter how hard creative professionals try, not every piece of content resonates with your audience. However, you can always breathe new life into your content–simply rephrase your idea or provide more support for it when repurposing content for Instagram.
  • Create content at scale. Content recycling gives creative professionals a great opportunity to produce high volumes of Instagram content as you use a piece of content as a basis and it doesn’t require much time or energy.

Now that you realize the importance of recycling content for Instagram, let’s take a look at nine effective ways to do it for maximum impact.

Nine Effective Ways to Repurpose Content on Instagram

  1. Tease a Blog Post in Instagram Captions

Practically every business runs a blog to share useful content. It’s no secret that writing well-researched articles takes time and effort, so it’s better to help more people discover your content.

Instagram is a great place to promote your blog posts. And if you want to spark interest in your content, you can tease your blog post in Instagram captions–using a bit of storytelling, you can encourage readers to check out your website for more.

To make it easier for interested followers to read your blog post and drive website traffic, include a website link in the bio and tell about it in the caption.

Here’s how it can look in action:

codebrave repurpose content for instagram social media marketing

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 To make the scheduling easier, you can use social media management tools to schedule the posts at the same date when your blog posts go live.

  1. Use Old Photos as a Collage

As a photo-sharing app, Instagram caters for visual content. 

One easy way to create stunning Instagram visuals that stand out from the crowd is to use old photos as a collage. Whether you have a photo report of a niche event with multiple photos, lookbook images of your products, or user-generated content from loyal fans, it can be a great basis for your social media collage.

Moreover, it doesn’t take much time or effort if you use a powerful photo editing app like Photoleap by Lightricks (iOS) that has its collage maker along with different photo filters and layer blend effects. Plus, it  allows users to isolate different parts of the image to make creative collages that grab attention, just like in the example below:

photo collage instagram repurpose content strategy

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  1. Upload Long-Form Content as Instagram Guides

Back in 2020, Instagram released Guides, a curated content feature paired with helpful tips and advice from creators

Instagram Guides serve as a collection of posts that provide value to your Instagram visitors and appear on a separate Instagram guide tab, right below your bio section. Not only can you gather several useful posts in one place, but you can then share them via Stories or direct messages to reach a wider audience of readers.

Do you create long-form content for your blog? Great! You can upload it as Instagram Guides.

If you run a magazine publication business and you have long-form content, you can divide your articles into several posts and then create easy-to-digest scrollable content with Instagram Guides. Check out how Social Media Examiner did it:

social media examiner instagram

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Instagram guides are similar to a blog on your website. With Instagram hashtags, you can group certain topics and therefore help followers find the right information. If you put effort into making your guide, it can be a goldmine of useful information. 

  1. Summarise Case Studies as Carousel Posts

Before making a purchase decision, people seek out social proof: they do research and read customer reviews. Believe it or not, 81% of Instagram users research products or services in-app and they pay close attention to success stories.

When you share client success stories, you provide followers with social proof and set an example for other clients to spread the word about your business.

Wouldn’t it be great if you could put case studies in front of a new audience?

If you have successful case studies, that’s great. You can repurpose case studies for Instagram and share these stories with an Instagram carousel. Here’s how Airbnb uses this strategy on its IG profile:

airbnb instagram social media marketing strategy

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If you want to make it easier for your customers or clients to share their success stories, it’s a good idea to rely on SaaS application development and ask professionals to create an easy-to-use form that allows users to share their case studies in-app. The easier you make the process, the more case studies you can collect.

  1. Promote Your Media Mentions 



No matter what your business is, getting the media mention is a solid benefit that gives your business credibility and visibility. When niche media spread a word about your business, you get a chance to get in front of a wider audience and prove that your product is worth giving a try.

If you’re mentioned in the media, you can make the most out of this mention and promote it on Instagram. Here are several ways to do it:

  • Add a direct link in the bio
  • Screenshot your mention
  • Give away a newspaper or magazine

Looking for creative Instagram repurposing tips? Learn from Huda Beauty and create an Instagram video with the CEO who shares thoughts about the mention and invites viewers to check out the full mention. Not only does this tactic build loyalty, but it also boosts post impressions

hudabeauty instagram strategy

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  1. Save Customer Testimonials via Instagram Story Highlights

Happy customers are the lifeblood of any business. Today, people pay close attention to peer recommendations and 98% of us read online reviews before making a purchase decision. 

When people write customer reviews about your business, they give other potential customers a solid reason to choose you from other competitors. If you have customer testimonials (user-generated content, video testimonials, customer reviews, case studies, etc.), you can share them on Instagram to provide social proof and ease the worried minds of people who seek out a reason to trust you.

One of the best ways to repurpose customer testimonials for Instagram is to share them via Instagram Stories, just like Bali Body did:

balibody product reviews highlight instagram

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Then, you can create a separate Instagram Story highlight album for reviews and save them in one place to help interested followers and visitors find this content type in one place, right below the bio section. Check out how it looks:

balibody instagram strategy

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  1. Turn Influencer Endorsements Into Branded Content Ads

Having an Instagram presence, it’s more likely that you know about the importance of Instagram influencer marketing, too. Modern people follow opinion leaders and trust their recommendations as much as their real-world friends, so most social media specialists seek out niche influencers to promote their products or services.

If you have influencer endorsements, that’s great. You can now promote these recommendations with the help of branded content ads to reach a wider audience of potential customers in addition to a creator’s organic audience. Here’s how it look in action:

clinique instagram sponsored influencer content repurposing

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Businesses can also make enticing offers through social media and give generous discounts when promoting branded content ads. It can provide better results as you provide social proof and give a solid reason to buy from you.

To encourage social media users to become your brand advocates and collect more fan-made content from them, it’s a good idea to create a separate branded hashtag and promote it on your Instagram business account. It would be easier for you to find endorsements from influencers of all sizes and turn them into branded content ads that look authentic.

  1. Resize Your Videos for Instagram Reels

Video content has quickly become one of the most preferred content forms as it’s easy-to-digest, fun, and engaging videos. Practically every business leverages videos and includes them into a digital marketing strategy, worrying about video metrics.

It’s more likely that you have videos that you use on other channels (emails, website, YouTube, etc.). Creating engaging videos takes time and effort, so it’s a good idea to breathe life into old videos and resize them to fit Instagram Reels.

Look: Instagram Reels are popular among users as they offer short yet impressive videos that have a chance to be featured on the Explore page and therefore boost organic reach. The proven way to make the most out of this content type without putting much effort is to resize your videos to the size of 1080 pixels x 1920 pixels and an aspect ratio of 9:16. 

For instance, if you’re a large company that has a TV commercial ad, you can always compress video and resize it to fit Instagram Reels. 

asos repurpose content for instagram

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  1. Cite Online Podcasts with a Series of Posts

For a variety of reasons, podcasting is getting more and more popular among internet users. If you have a podcast and you want to make it go viral and increase the number of listeners, you can repurpose your podcast for Instagram. 

Although Instagram has a strong focus on visuals and sharing audio files isn’t the best idea, you can include a part of your podcast in a video, cite your podcast, or simply share key takeaways your listeners can get when adding a link to your podcast.

Let’s take a look at Iconosquare. The company has podcasts for social media experts and it uses Instagram to reach a wider audience. Iconosquare has a series of posts where the company promotes its podcast and it gives results: interested followers become listeners!

iconosquare repurpose content for instagram

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Conclusion

With the growing popularity of Instagram, when brands, influencers, and content creators constantly post something on the platform to interact with the audience, the importance of well-prepared Instagram content is undeniable. 

To keep up with others and have Instagram post ideas for your profile, it’s a good idea to repurpose content for Instagram. Moreover, there are many ways on how to make the most out of your content and get it in front of a completely new audience. 

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Val Razo is a freelance SMM consultant who works with SMBs on establishing strong social media presence. She also writes for digital marketing blogs to get in touch with like-minded people. Read her latest guest posts on Twitter.

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