Maximising the life of your content on social media through repurposing

Blaine Pugh, Brittany Cowan, Chelsey Holts and Jane Rudenko
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Blaine Pugh: Digital Media Analyst, University of North Carolina at Chapel Hill, USA
Brittany Cowan: Social Media Content Producer, University of North Carolina at Chapel Hill, USA
Chelsey Holts: Director of Social Media, University of North Carolina at Chapel Hill, USA
Jane Rudenko: Social Media Specialist, University of North Carolina at Chapel Hill, USA

Journal of Education Advancement & Marketing, 2023, vol. 8, issue 2, 123-140

Abstract: Content teams at higher education institutions produce a vast array of content, from written profiles to YouTube videos that share excitement leading up to an event. Social media teams often amplify this content once, and often look for additional sources of content to fill content calendars throughout the year. This paper showcases how, through repurposing, content is maximised to its fullest potential and can reach more audiences in innovative ways. This paper shares strategies on how to best repurpose content, examples from the University of North Carolina at Chapel Hill and best practices for institutions to keep in mind.

Keywords: repurposing; video; social media; campaigns; higher education (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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