When you’re short on time (and let’s face it, most small business owners are), the idea of posting the same content across all your social media platforms sounds like a dream. But is it actually a good strategy?
At SMR Social, we say yes; you absolutely should repurpose your content across different platforms, especially if you’re a small or local business. But there’s one important catch: format it properly for each platform to get the best results.
Why Reposting the Same Content Is a Smart Move
Many small business owners worry that repeating content might bore their audience. The reality is, your audience is not seeing everything you post, and many of them only use one platform regularly.
For example:
- Some customers are only active on Facebook
- Others prefer Instagram for visuals
- Professionals are more likely to engage with you on LinkedIn
By reposting content in a platform-optimised way, you’re maximising your reach without needing to constantly create new ideas from scratch.
What to Keep Consistent Across All Platforms
There are a few key things that should stay the same no matter where you post:
- The core message – What you’re trying to say or promote
- Brand voice – Friendly, professional, or whatever suits your business
- Visual branding – Use consistent colours, fonts, and logos
How to Adapt Content Per Platform
Here’s how to make your content feel at home on each platform:
- Use square or vertical visuals (especially for Reels and Stories)
- Keep captions short and engaging
- Include 5–10 relevant hashtags
- Use Stories, Reels, and Carousels for best reach
- Add slightly longer captions if needed
- Use engaging visuals or videos
- Create Events, Offers, or Polls when relevant
- Prioritise community-style posts and regular updates
- Use a more professional tone (but still human!)
- Share business insights, behind-the-scenes content, or team wins
- Avoid excessive emojis or hashtags
- Focus on storytelling and thought leadership
TikTok
- Keep it short, entertaining, and person-facing when possible
- Use trending sounds and formats to boost reach
- Add a short description and a few relevant hashtags
Tips for Saving Time While Still Customising
- Start with one strong piece of content (like a video, blog, or customer review)
- Create 3–5 versions: resize, reword, and reformat for each platform
- Use scheduling tools to post content at optimal times with platform-specific tweaks
Don’t Overthink It. Just Be Consistent
Posting the same message across all your platforms doesn’t mean being lazy—it means being strategic. As long as you tweak the format to suit each platform, you’re making the most of your time and giving each part of your audience the chance to engage.
If you’re not sure how to get started or how to repurpose your content the right way, SMR Social can help. We create and manage content that works across multiple platforms while making sure each version feels right at home.