Recycling Content: The Smartest (and Easiest) Way to Work Less and Grow More
Image courtesy of Cora Pursley of Dupe Photo
You didn’t work this hard to stay stuck in content creation mode forever.
And yet, so many business owners are still running on the hamster wheel of new content, new content, new content — as if your worth is measured by how many Reels you can crank out in a week.
Let us be the ones to say it:
Your content should be working harder for you — not the other way around.
This week, we’re giving you full permission to recycle your content. That’s right. Repost. Repurpose. Reuse. Reimagine. All of it. The old “rules” about never posting the same thing twice? Outdated. In 2025, recycling content isn’t lazy — it’s efficient. And frankly, essential.
Why should you recycle content?
Only a fraction of your audience sees your content the first time.
The Instagram algorithm doesn’t show your post to everyone. Recycling allows new followers (and even old ones!) to engage with content they might have missed.People need repetition.
Marketing 101: people need to see your message multiple times before it sticks. If you’re not reinforcing your key themes and ideas, you’re actually doing your audience a disservice.Good content has a long shelf life.
If a post performed well once, it’ll likely perform well again. Think of your top-performing content like evergreen assets — not one-and-done moments.
How to Recycle Your Content (Without Being Boring)
Here are a few smart, simple ways to breathe new life into your content library:
Repost top-performing Reels or photos: Seriously. Repost the exact same thing from 6–12 months ago. If you post often, you can probably get away with re-sharing something from just a few months back. No one is keeping track — and even if they are, they probably need the reminder.
Post the same video to multiple platforms: TikTok, Instagram, Pinterest, LinkedIn — your audience is likely hanging out in more than one place. Don’t waste great content by only sharing it on one channel.
Use the same footage with a new message: Take an old video and give it a new caption, use different trending audio, or put a fresh spin on the same visuals. One piece of content can speak to a dozen different angles with just a few tweaks.
Post in-feed and to trial Reels: Fun fact: trial Reels (posted in Explore or on a secondary account) reach a different audience. This means more visibility without having to start from scratch.
Revisit old projects with editing tools like Edits: One of the reasons we love Edits is that it makes content recycling so easy. You can go back into past projects and rework them in a few taps. Total game changer.
Let Go of the Guilt
Recycling content doesn’t make you lazy, it makes you strategic.
You’re running a business — content is just one piece of that. Reposting content allows you to stay visible, reinforce your message, and maintain consistency without burning out.
Remember: social media should support your business, not run it.
So go ahead. Reuse that Reel. Refresh that caption. Reshare that post. Give yourself permission to make content creation easier — and more effective — than ever before.
