Is repurposing your content helping your business grow, or is it wasting your time?
With so many platforms to manage, repurposing content sounds like a no-brainer for entrepreneurs looking to save time. Recently, Pinterest introduced a feature allowing users to auto-share Instagram Reels directly to Pinterest—a move that promises to streamline content sharing. But does this seemingly convenient shortcut actually deliver results?
As someone who has worked with countless entrepreneurs and small businesses, I’ve seen the power of repurposing content when done strategically—and the downsides when it’s not.
In this post, we’ll dive into the specifics of this Pinterest feature, explore when repurposing content works, and unpack why blindly reposting across platforms might hurt more than it helps.
Before we dive in, if we haven't met yet. Hi, I'm Brittany, a mom, mystery buff, bookworm, and DIY home decor enthusiast. I love finding sustainable strategies to help your business grow into what you've dreamed of. If you're looking for support with your social media, email marketing to podcast, click here to learn how I can help.
Table of Contents
What is Content Repurposing?
Content repurposing is the process of taking a single piece of content—like a blog post, video, or social media post—and adapting it for use on other platforms. It’s become a buzzword in digital marketing because it promises to save time, maximize resources, and increase your content's visibility.
The value of repurposing lies in its ability to extend the reach of your content. For example, a single Instagram Reel can be reshared as a Pinterest Pin, a TikTok video, or even a LinkedIn post. This approach allows you to get more mileage out of the content you’ve already created, maximizing your return on investment (ROI) while reducing the workload of constantly creating new material.
However, repurposing isn’t always a guaranteed win. While the concept sounds simple, the effectiveness depends on how well the content aligns with the platform it’s shared on. Each platform has unique audience behaviors, content formats, and expectations, which means blindly sharing the same content everywhere can sometimes feel out of place or irrelevant. But as we’ll explore, this one-size-fits-all approach to repurposing often lacks the nuance needed to truly engage audiences across different platforms.
Pinterest’s Auto-Share Feature for Instagram Reels
Pinterest recently introduced a new feature allowing users to auto-share their Instagram Reels directly to Pinterest. At first glance, this update seems like a game-changer for busy entrepreneurs and small business owners. With just a few clicks, the same content can reach audiences on both platforms, saving time and simplifying workflows. But while the feature might seem convenient, it comes with some notable challenges.
The key issue lies in the fundamental differences between Pinterest and Instagram. Pinterest operates as a visual search engine, where users actively search for ideas, inspiration, and evergreen content. In contrast, Instagram thrives on social interaction, trends, and short-lived, engaging posts. This means that content designed for Instagram’s quick-consumption model often lacks the longevity and SEO-optimized structure that Pinterest users expect.
For example, Instagram Reels typically feature casual captions, trendy audio, and hashtags that might not translate well to Pinterest’s search-based system. Pinterest users are looking for actionable, evergreen content like listicles, how-to guides, or ideas they can save and revisit later. Simply reposting an Instagram Reel without optimizing it for Pinterest’s format and audience can lead to low engagement and missed opportunities.
While this feature is designed to save time, it highlights the importance of understanding platform-specific behaviours. To truly succeed on Pinterest, content must be tailored to the platform’s unique strengths, such as its SEO capabilities and audience focus on timeless, practical value. Without these adjustments, auto-sharing Instagram Reels to Pinterest may fall short of its potential to expand your brand’s reach effectively.
Learn more about the secret to using Pinterest for business on this episode of the Go Get Great podcast with Pinterest manager Alex Smykaluk. →
When Repurposing Content Works
Repurposing content can be a highly effective strategy when done thoughtfully and strategically. Here are the scenarios where it can truly shine:
1. Platforms with Overlapping Audiences
When platforms share similar audience demographics, repurposing content can significantly amplify its reach. For example, Instagram and Facebook often cater to overlapping audiences, making it easier to share content like posts or videos with minimal adjustments. A well-crafted Instagram post, paired with Facebook’s cross-posting capabilities, allows you to maintain consistency while maximizing visibility.
2. Content Format Aligns with Platform Goals
Repurposing works best when the content format naturally fits the goals of the target platform. For instance, a blog post can be transformed into a Pinterest pin that directs users back to your website, or key points from the post can become a professional LinkedIn article. This alignment ensures that the content resonates with the platform’s audience while maintaining your original message.
3. Minor Tweaks Make Content Platform-Appropriate
Simple adjustments can make all the difference in making repurposed content feel native to each platform. For example:
Captions: Modify the tone and language to suit the audience.
Hashtags: Use platform-specific tags to improve discoverability.
Visuals: Resize images or videos to match platform dimensions.
These small changes ensure the content feels tailored rather than out of place, increasing the likelihood of engagement and connection with your audience.
When approached strategically, repurposing content can help you extend its value, save time, and create a consistent brand presence across platforms—all while catering to the unique needs of each audience.
For example, repurposing your Instagram reels to Facebook, TikTok or YouTube shorts can work incredibly well.
Check out my tips for writing high converting, attention grabbing Instagram captions ↓
When Repurposing Content is a Waste of Time
Repurposing content may seem like an easy way to save time, but doing so without proper optimization can hurt your brand more than it helps. Blindly reposting content across platforms can lead to the following challenges:
1. Audience Disconnect
Each platform caters to different user behaviours. Casual captions and trendy visuals that work on Instagram often fail on Pinterest, where users expect actionable, evergreen content. If your content doesn’t match the platform’s purpose, it will likely be ignored.
2. Platform Penalties
Platforms reward content that feels relevant and optimized. Auto-sharing Instagram Reels to Pinterest without resizing visuals or updating captions to include SEO-friendly keywords can reduce your content’s reach. Some platforms deprioritize irrelevant content, further limiting visibility.
3. Lost Engagement
Content mismatched to a platform’s style leads to low engagement. Pinterest users value clear, descriptive visuals and practical tips, while Instagram thrives on trends. Auto-sharing features like Pinterest’s new Reel integration may seem convenient, but skipping adjustments results in wasted effort and missed opportunities.
Repurposing only works when it’s done strategically. Skipping optimization risks alienating your audience and making your content ineffective and leads to frustration that the platform isn't working for you. Personally, I wouldn’t report Instagram reels to LinkedIn or Pinterest for this exact reason.
Why Pinterest and Instagram Require Different Approaches
Pinterest and Instagram serve different purposes, and their audiences interact with content in distinct ways. Recognizing these differences is essential for creating content that performs well on both platforms.
Pinterest is A Visual Search Engine
Pinterest is a discovery tool where users actively search for evergreen, actionable content such as tutorials, guides, and inspiration. Success on Pinterest depends on SEO-optimized descriptions, clear visuals, and long-term value that users can save and revisit. Pinterest usually drives peopel to your website to view blogs, listen to podcasts or download freebies, so a strong component of Pinterest engagement comes from the user-friendliness of your website and how it's optimize for conversions.
Instagram is A Social Engagement Platform
Instagram focuses on real-time interaction, trends, and short-lived engagement. Reels are tailored for entertainment and social connection, often featuring trending audio and casual captions. This works well in Instagram’s fast-paced, socially-driven environment. Instagram's stories and live feature allows you to connect with your audience in real time, making it feel like a conversation with a friend and can often drive conversions right on the platform without them needing to visit your website.
Directly repurposing Instagram Reels for Pinterest misses the mark because Pinterest’s audience expects structured, actionable content. Unlike Instagram’s trend-driven posts, Pinterest favors content with clear intent, like step-by-step guides or helpful tips. While Instagram Reels focus on quick engagement and entertainment, Pinterest content needs to provide long-term utility to resonate with its audience.
To achieve results on both platforms, it’s crucial to adapt your content to their distinct strengths and user expectations which is why I don't use Pinterests new repurposing feature.
How to Repurpose Content Strategically
Repurposing content effectively means tailoring it to the unique strengths and audience expectations of each platform. Here’s how to make your repurposed content feel intentional and platform-specific:
Adjust Captions and Hashtags
Captions and hashtags should reflect the tone and style of the platform. On Instagram, use engaging and conversational captions with trending hashtags, while on Pinterest, focus on keyword-rich descriptions that enhance discoverability. Matching the tone of each platform ensures your content connects with the audience.
Resize Visuals to Fit Platform Dimensions
Each platform has specific size requirements for optimal visuals. Instagram Reels work best in vertical video format, while Pinterest favors longer, vertically-oriented pins with text overlays. Resizing visuals to match these dimensions ensures your content looks professional and fits seamlessly within each platform’s feed.
Align Content with Audience Intent
Understand the purpose of each platform and adjust your content accordingly. On Pinterest, focus on evergreen, actionable content like tutorials or guides. On Instagram, prioritize engaging, trendy content that fosters interaction. Tailoring your message to match audience intent increases relevance and effectiveness.
Use Tools to Streamline the Process
Content scheduling tools like Later or Tailwind, can help you plan and optimize posts for each platform. These tools allow you to adjust captions, hashtags, and visuals while avoiding the pitfalls of automated, one-size-fits-all sharing features.
Strategic repurposing ensures that your content feels native to each platform, enhancing its impact and creating a stronger connection with your audience.
Checkout my favourite tool for repurposing Instagram content 👇🏻
Final Thoughts on Repurposing Content
Repurposing content can be a powerful strategy, but only when it’s tailored to fit each platform’s unique audience and purpose. Simply auto-sharing might save time but risks diluting your brand message if the content isn’t optimized for the platform’s style and expectations.
Take the time to evaluate your current repurposing strategies and ensure they align with your audience's needs on each platform. For more actionable tips and insights, tune in to my podcast, where I will dive deeper into creating content strategies that work.
Episode References
Go Get Great Episode 4 - Should I Use Tik Tok? https://www.brittanymillersocials.ca/post/ggg04
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00:00 Intro
2:00 Should you reuse insta content on Pinterest?
8:00 WASTING TIME
12:30 Where is your audience on socials
15:00 When you should repurpose content
19:00 Wrap up
21:12 Add-on: Downloading Reels to Repurpose
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