Video Repurposing: Combat Falling Social Media Reach with Content Repurposing and Take Back Over 60% of Your Audience

Repurpose content and reconnect with your audience through a better medium choice and the right editing toolkit

Facebook is holding you back. It’s time to move on and take back what’s yours. Reclaim over 60% of your reach by making a bold move that gets you back in front of the right audience. If you’re ready to resume control, it’s time to make the leap towards positive figures in engagement numbers for social media.

Meta’s flagship social media platform has seen a drastic fall in organic reach, and many businesses are redirecting their efforts towards other mediums where survival of the fittest isn’t measured by advertising budgets. The truth is that Facebook's organic reach has tanked in recent years. Most posts now reach less than 5% of followers, forcing social media managers and creators to look elsewhere. 

In the past two years, this crisis for content creators has become worse and worse. We’ve conducted a survey among brands and creators with Facebook pages between 1 and 3 Million followers. Most have lost over 60% of reach, and traffic received from Facebook is down by 10% or 20% compared to former levels reported before 2022. This is especially concerning if we take variables such as posting frequency and follower development into account as well. All publishers in our survey saw 5% or more (one even by 20%) increase in followers and still reported similar-sized losses in reach during the last two years, with only insignificant improvements.  

Brands, businesses, and even content creators have been shifting the focus for a while now toward other platforms which still make it possible to be viral without having to heavily invest in ads. The new go-to trio? Instagram, TikTok, and YouTube. Talk about reaching for the new medium!
 

Social Media 101: Video Requirements for Each Platform

For content creators and many brands, social media is more than a digital playground: it’s a place of business, a bona fide reputation builder, or even their main channel of communication with customers and audiences. Building a genuine connection with the public comes with time, and video is the perfect medium to help you relate, inform, educate or send any message their way. 

In this section, we’ll be breaking down the essentials of video creation for each major platform, covering best practices, format guidelines, and some algorithm-friendly tips to help you maximize your reach. 

All you’ve got to do is power up Flixier’s intuitive online video editor in a new tab and take a peek every now and then to make sure you’re sticking to platform recommendations for videos!

Facebook Video Requirements 

In theory, Facebook is the most popular social media platform with the biggest number of monthly active users according to a 2024 study. The harsh reality is that post reach has declined significantly, and many brands and businesses no longer include Facebook into their overall marketing strategy, on account of limited performance when it comes to organic content. 

Instagram Video Requirements 

Compared to Facebook's steep decline in reach, Instagram is still holding its ground. That being said, it hasn’t been entirely spared since its organic reach saw an 18% decline YoY. Brands and creators alike continue to rely heavily on this platform due to its visual appeal, engagement potential, and collaboration opportunities, but they’re working overtime and pulling all the creative tricks in their toolkit to stay relevant, and counteract the drop in reach.

TikTok Video Requirements 

The youngest of the bunch, TikTok took the world by storm and although it was less than 4 years old at the time, it became a worldwide phenomenon and favorite during the 2020 pandemic. TikTok is known for its unfiltered content, and viral challenges that gather thousands of videos under the same hashtags or iconic, ear-worm sounds. 

YouTube Video Requirements 

Proof of longevity and endurance, YouTube is the ultimate king of long-form content that’s also racing for the crown for short-form videos through its Shorts feature. The home of educational content, entertainment pieces, deep-dives and pretty much anything you can think of, YouTube is a rich terrain where you’re bound to find the right audience depending on your niche. 

Facebook and organic reach: a death sentence?

… yet what do you do when you’ve been following all the rules to a tee, your video content is amazing, and still you’re not seeing any improvement in your Facebook report number?

If you’ve been on Facebook long enough, you’ve noticed by now that organic reach has significantly dropped, and even big brands have taken quite a hit, going from over a million likes and comments all the way to only a couple of hundreds on a good day. Back in the early days, Facebook was a literal goldmine for businesses looking to grow, as many brands have known success through organic reach and Facebook exposure. High engagement was a thing, and you could easily have your content shown in front of interested audiences simply by posting.

Why Did Facebook Reach Fall So Much in the Last Years?

1. Switching it up with the algorithm

Back in 2018, Facebook officially announced an algorithm change that would end up prioritizing posts from friends, family, and groups or communities instead of content made by brands and businesses. Although this secured Facebook’s position as the go-to social network at the time for connecting with loved ones and friends, brands took quite a hit through reduced organic reach, as their posts were pushed further and further down feeds. 

2. Engagement over everything

The following algorithm changes made it even harder for brands and businesses to get organic visibility unless their posts generated instant interaction through comments, likes, and shares, as the main factors that are taken into account when showing organic posts include relevance, engagement, and track user behavior over time in lieu of loyal audiences. 
 

3. Competitor content overload

Achieving market saturation isn’t technically possible… right? With an ever-increasing number of brands and businesses competing for users’ attention, the competition for a spot in the right person’s feed is fierce. As it’s virtually impossible for Facebook to show all posts in front of everyone’s feeds, it was necessary for them to filter content and pick what is considered more valuable for specific audiences.
 

4. Paid over organic search

In essence, Facebook is a business too, and advertising is one of its main revenue streams. Survival of the fittest applies to brands' presence on Facebook as a rule, except the fittest in this case are those with significant budgets for ad spending. This shift challenges smaller brands seeking organic exposure, as they are now expected to pay for visibility. In 2024, as they introduced verified plans for businesses, the explicit feature account benefit highlights that paid subscriptions enable brands to “have the opportunity to be featured in Feed and introduce their business to new audiences.”

What’s next?

As organic reach on Facebook is no longer a move many businesses or brands are betting on, the smartest move is to repurpose your content for platforms where engagement numbers are still thriving and organic reach is still attainable. Take any video and adapt it into a snappy TikTok, an aesthetically pleasing Reel or expand it into an in-depth YouTube video. Here’s what to consider:

• Adapt aspect ratios depending on your platform of choice
• Adjust video length to adhere to platform-specific limitations
• Optimize titles and descriptions based on each platform to maximize reach

Content Repurposing Strategy 

Before jumping right into repurposing your content and moving on to new social media platforms you need a plan. Repurposing content is different from simply reposting from one platform to another, as you need to strategically adapt your content. It’s crucial to consider the specifics of each platform such as audience needs and expectations, formatting, engagement styles and the journey a user goes through to listen to your story. Here’s how to build a bulletproof content repurposing strategy instead of blindly cross-posting from one social media network to another.

Step 1: Assess your existing content

You don’t need to literally download and reshare all of your old Facebook videos. Ask yourself these questions and take your content through a triage session before jumping into repurposing it:

• Is this piece of content still relevant? Evergreen will always be more valuable than a time-sensitive piece. Think of storytelling tips versus 2018-specific marketing trends.
• Can I break this down into smaller chunks that still make sense? Bite-sized content is more digestible for a reason, which is why it performs so well on the likes of Shorts and TikTok.
• Does this fit with my overall goals? Whether it’s raising awareness, generating sales, or building a community, you need to have clearly defined goals and align your content with them.

Step 2: Match your content to the right social media platform

There is no clear recipe for making a video go viral, but many experts agree that each platform favors different kinds of content. Here’s how to tell them apart:

• TikTok: great for fast-paced edits, jumping on trends, and joining challenges, amazing grounds for quick, engaging clips that feature eye-catching storytelling
• YouTube Shorts: amazing for how-to types of videos that package educational and informational content, good at walking you through a problem -> solution workflow
• Instagram Reels: more aesthetically oriented, great for an eclectic mix of entertainment and valuable content that’s both useful and inspirational

Step 3: Enhance and optimize your content 

None of the three go-to social media platforms are the same, in spite of their striking similarities. This is why you need to adapt and enhance your content like a pro to stay on top of the game.

• Make use of eye-catching hooks, as the first 3 seconds are essential for capturing your audience’s attention
• Encourage engagement explicitly, whether that’s sharing your videos with interested peers, commenting and tagging, or saving them
• Leverage hashtags to enhance discoverability (we’ve got a super easy-to-use hashtag generator you can try for free)
• If this applies to your content, embrace language localization and translate your videos in 130+ languages with Flixier’s AI Text-to-Speech technology
• Make use of eye-catching and scroll-stopping thumbnails (you can make them with our AI Thumbnail maker and editor within a minute or less)

The Solution: Flixier As Content Repurposing Software and Tool

Used, loved, and trusted by thousands of creators worldwide, Flixier is the fastest online video editing tool that can be used by anyone, anytime, anywhere, no matter their skill level. We’re essentially serving you a video editing powerhouse on a silver platter and your creativity is the only drive behind all the amazing content that’s waiting to be posted out there. Keep reading to find out how you can effortlessly repurpose video content by simply popping open a new browser tab to practice right into our video editor.

Flixier AI tools for an end-to-end video editing workflow

Anybody who’s doing any kind of digital creative work these days will tell you: AI is more than a buzzword. With AI in your corner, you can automate any repetitive or time-consuming tasks and still leave room for some human magic. 

At Flixier, AI is woven into all the core editing features, allowing you to create better content in less time, without any late nights or endless manual edits. 

Here are a few AI tools you should try out: 

• The AI Voiceover, for when you’re down with a cold, or your favorite voice actor just quit on you. With tons of voice profiles to choose from, you won’t need to record anything to get beautifully narrated videos in minutes. 
• The AI video script generator, so there’s no more time wasted staring at a blank page and trying to find your words. Just pick a topic/theme/rough idea, turn it into a prompt, and get started right away. No overthinking needed!
• The AI video generator, for when you’re in a race against the clock. From script to voiceover, to on-screen captions – it all takes shape in just a few moments. 
• The AI image generator, for fresh profile pictures, Reel or TikTok covers, and any other visuals you can think of, without having to earn a PhD in design. Just drop your prompt into our tool and get creative! 
• The AI subtitle generator, because manual captioning should not be an option anymore in 2025. Add perfectly synced captions to your videos with just one click. 
• The AI video translator, for when you want to reach new audiences without having to learn a new language. The 130 languages and dialects available in Flixier should be more than enough to help you conquer the world!

Flixier for Instagram videos

Because Instagram is a fellow Meta app, cross-posting between the two platforms is easy, and even encouraged by the apps themselves. Tempted as you may be to share underperforming Facebook on Instagram in an effort to give it a new lease on life, you should know that fresh, platform-specific content always performs better. 

You don’t need to start from scratch – that’s the beauty of repurposing. A video editor like Flixier gives you the freedom to tweak your Facebook content so that it's in its best shape for Instagram, or just create brand new content if that’s what you need.

Here’s a few creative ways to do it: 

• Make any video Instagram-ready with our Instagram Video Converter! Change the aspect ratio, add captions, voiceovers and/or music, fun filters and then hit publish to share it instantly as a Reel or Story. 
• Split or trim your videos to create unskippable Instagram Stories in seconds with unique CTAs and motion titles, colorful filters, and smooth transitions.
• Go from landscape videos to picture-perfect Reels or Stories by using the seamless Rotate feature. No more pesky black borders, just perfect framing every time.
• Grow your presence on Instagram by creating Stories using a single prompt with our AI Story Generator. Full creative freedom, zero effort, live in minutes! For more inspiration, check out our guide on Story engagement ideas.
• Don’t start from scratch – choose your favorite from dozens of Instagram video templates and customize them to your liking.
• The name is the game! Count on our AI Instagram Name Generator to help you come up with unique usernames for your account. 
• Ramp up your visibility with Instagram hashtags. Use the Instagram Hashtag Generator to find countless relevant and trending hashtags for your niche or industry.
• Let your content shine unobstructed by using Safe Zones. Enable Instagram Reels Safe Zones to show Instagram’s interface overlay and avoid your Reels getting cropped. 
• Narrate your Reels or Stories without investing in pricey mics – just drop a script into our text-to-speech tool and get an AI voiceover that simulates human speech perfectly! 
• Start fresh and save hours of manual editing with our AI Reel Generator. Experiment with any topic, style, or AI narrator and go live in less than 5 minutes.

Flixier for TikTok videos

Making the leap from Facebook to TikTok can be a bit trickier. But once you realize short videos can act as the perfect bridge – helping you ease into the platform and keep up with its fast pace – you might realize it’s not an impossible transition, and nothing more than a fun creative challenge.

As you make the switch from one platform to the other, it’s important to keep in mind that TikTok thrives on high energy and fast-moving trends, so you might need to adjust the way you think and do video editing (think quick cuts, dynamic transitions, etc)

Here’s a few ways in which Flixier can help you adjust to content creation on TikTok: 

• Import and resize videos for TikTok without leaving your browser - just drag and drop your video and change the aspect ratio with one click.
• Wave your writer’s block goodbye and use our TikTok script generator to create full-length, ready-to-use scripts in mere seconds. 
• Hashtags drive engagement and discoverability on TikTok. Generate multiple hashtags with our TikTok hashtag generator and give your content the best chance of getting noticed.
• Help your videos stand out even when the sound is off. Generate perfectly synced captions for your TikTok using our AI caption generator. See our full guide on TikTok captions and text for more actionable tips. 
• Unlock global reach on TikTok with no extra recordings or voice actors with the AI video translator. Drop your video into Flixier to translate it into over 130 languages.
• Easily collaborate with your team, generate reviews links, and get instant feedback or ideas on how to improve your TikToks via our collaboration feature. 
• Download any clips from TikTok and stitch them together to create brand-new content – no strings attached!
• Take a dive into our massive video transitions library and pick the one that will set the right rhythm for your engaging TikToks! 

Flixier for YouTube videos

YouTube is the second largest search engine in the world, and it’s the perfect platform to expand your reach beyond Facebook. While you might be tempted to simply upload your Facebook videos directly to YouTube, a couple of optimizations will always drive better results.

YouTube viewers expect polished videos. Flixier helps tweak your existing clips (or build new ones) to fit YouTube’s vibe with the following tools:

• Transform any video for YouTube with our YouTube Video Editor. Add professional titles, smooth transitions, and eye-catching effects, then publish directly to your channel without leaving the browser.
• Create bite-sized content from longer videos with our YouTube Clip Maker. Perfect for highlights, teasers, or transforming a lengthy Facebook Live into shareable YouTube content.
• Go vertical with our YouTube Shorts Maker. Convert horizontal Facebook videos into attention-grabbing Shorts with text overlays, music tracks, and simple effects that drive engagement.
• Enhance viewer engagement with our Annotation Tool. Add shapes, images, or text to highlight the most important points to keep viewers engaged throughout your video.
• Our Audio Editor helps boost your content by adding background music, sound effects or recording professional voiceovers directly in your browser without expensive software.
• Build brand recognition with our Logo/Watermark Tool. Add your logo or watermark to videos with customizable positioning and opacity to strengthen your visual identity.
• Boost engagement with dynamic text elements. Create custom titles, captions, and text animations with our Text Editor that capture attention and improve accessibility.
• Repurpose audio content from your videos for other creative uses. Our Audio Extractor saves audio MP3 files for podcasts, background tracks, or other social media clips.
• Adapt content across platforms with our Video Repurposing Tools. Convert Facebook, Instagram, or Twitch content to YouTube-optimized formats in just a few clicks. 
• Improve SEO and accessibility with accurate video transcripts. Our YouTube Transcription Tool generates transcripts in over 130 languages to boost discoverability and reach.
• Frame your content perfectly with our YouTube Video Cropper. Change aspect ratios to optimize it for either long-form content or Shorts without quality loss.
• Create seamless loops with our YouTube Loop Tool. Loop entire videos or specific sections without converting or downloading, perfect for tutorials or demonstrations.
• Ensure perfect framing with our Safe Zones Tool. See guidelines for YouTube Shorts and avoid covering important elements within YouTube’s interface.
• Combine multiple clips with our YouTube Video Combiner. Merge several videos into one cohesive piece with smooth transitions and individual clip editing.
   

Measuring Success: KPIs for Repurposed Content

Measuring the success of repurposed content doesn’t exactly fall under a clear set of guidelines, but it’s rather dependent on platform-specific metrics and your overall content strategy and marketing goals. While there is no clear recipe for measuring success, here’s what you should keep in mind when deciding how to assess your repurposed content:

Engagement metrics such as likes, comments, saves, shares, and the engagement rate (percentage of users who engage with your content compared to its total reach) are good indicators of how well your content is doing.

Traffic metrics such as views or watch time can be thoroughly analyzed on YouTube and even on TikTok, as they can help you assess the content quality in tone with how many and how much people are watching.

Social media-specific metrics like the number of brand mentions you get, as well as the growth (or decrease) in followers, are great indicators of how well repurposed content is performing.

Conversion metrics are last but definitely not least in our list, and great indicators of how well repurposed content is doing in your feeds. Some examples include conversion rates, coming from specific actions users complete (much like making a purchase or completing forms), lead generation, or direct sales. TikTok and Instagram both have dedicated Shop features, but you can also use links in the bio as target landing pages. YouTube is also a powerful conversion tool, and you can measure conversions through UTMs.

Case Studies: Success Stories of Content Repurposing from Facebook to New Digital Playgrounds

Content repurposing helps most content creators see a considerable uptick in their cross-channel reach. On average, the period of time spent on creating content, whether that’s shooting, editing, and sharing posts, was cut down by 70%, all while most users reported a significant reach increase, of 25% or even 45% in some cases. Join us as we explore real-life examples of creators who took back control of their content’s performance and went from declining reach to explosive growth simply by repurposing their content:

The Problem: Facebook reach significantly declined over 1 year

An educational content creator noticed a 60% drop in Facebook reach, making it harder to connect with her audience. Despite creating high-quality 15-minute educational videos, engagement and visibility were shrinking.

The Solution: Repurposing across other platforms

Instead of letting her content go to waste or having to start all over by making new material, she broke it down into platform-specific formats thanks to Flixier:

• TikTok & Instagram Reels → Bite-sized video snippets that tease the value of her courses
• Instagram Feed → Highlights for easy consumption and showcasing offers
• YouTube Shorts → “How-To” videos for broader discoverability and a hook to reel in interested audiences towards her website

Results: Massive growth trend in only 3 months

•  320% increase in total engagement across all platforms
• 12,000 new followers (a 14.1% increase)
• 45% boost in sales, proving that strategic repurposing drives real revenue

“All of your hard work doesn’t have to go to waste. Avoid Facebook’s algorithm void by letting your content do all the work on video-first platforms where more engaged audiences are.”

The Problem: Declining Facebook reach = a professional plateau

A passionate travel vlogger saw their Facebook reach plummet, making it harder to engage their audience and attract new followers. Long-form destination videos weren’t getting the visibility they once did, and this particular vlogger thrives on seeing numbers grow and people appreciating his work.

The Solution: Repurposing destination videos outside of Facebook

It starts with hours and hours worth of footage that this blogger needs to sift through. Flixier’s friendly interface and full-on editing powerhouse made it simple for him to break down hours on end into fun, easy-to-digest videos, resize them, and automatically share them on social media:

• Location-Specific short videos → Bite-sized travel clips for TikTok, Instagram Reels, and YouTube Shorts, highlighting specific destinations
• Photo Carousels → Engaging, storytelling-driven posts for Instagram and TikTok, which can be used in combination with trending audio
• Destination Guides → Informative videos with footage from various destinations and a Text-to-Speech or recorded voiceover that gives viewers helpful tips

Results: Astonishing audience growth trend and authority positioning

• 240% increase in the number of followers in just 4 months of cross-posting outside Facebook
• Higher visibility and positioning as a trustworthy travel authority
• Constant engagement flow on TikTok as comment sections have become “lend a helping tip” travel thread

The Problem: Facebook reach was non-existent for a new business

A fitness (activewear and athleisure) brand that was new to the market had started Facebook, Instagram, and TikTok accounts simultaneously. Their primary focus was Facebook, as they were interested in marketing to local communities all over the world, with text-heavy videos, and they neglected posting on TikTok. 

The Solution: Reconsidering their content strategy 

The client used Flixier’s AI video generator to streamline content creation, producing engaging videos 10x faster than before. They also leveraged Flixier’s AI text-to-speech technology and translated content into over 14 languages. This is how they’ve done it:

• Bite-sized at-home workout videos → Educational content that helps people lead an active lifestyle shared on TikTok and Instagram Reels as videos
• Brand videos in 14+ languages  →  Reaching new international audiences with Flixier’s Text-to-Speech done at a fraction of the cost when compared to hiring voice actors and translators
• Brand awareness →  By using Flixier’s brand kit feature, this particular business is now proud to say that their own combination of fonts, colors, and logo can make them easily recognizable in the public’s mind

Results: Organic growth for virtually no extra costs for new brand

•  Constant and steady growth in followers, 4000 in just over 2 months
• Steady stream of engagement in comment sections on TikTok, landing them pro bono UGC from already established creators on the app
• 89% monthly increase in sales in international markets

“If it doesn’t work out on the first try, it’s time to adapt, improvise, and overcome! We’re super grateful Flixier has made it so easy for us to open up and create videos for brand new markets and audiences on TikTok!”

The Problem: Changing the narrative for better results

A B2B software company that targets older audiences relied heavily on Facebook for audience engagement and reviews, but its reach had dropped significantly. This was heavily limiting visibility and slowing customer growth.

The Solution: Exploring new platforms and video content for the first time 

The client decided to try creating video demos of their product and devised a strategy to post them on YouTube as part of an educational video series. Here’s how they went about it:

• Engaging demo videos → They used Flixier’s screen recording feature and added relevant annotations, making their content highly valuable and highly viewed on YouTube
• Out-of-the-box thumbnails → Flixier’s AI image generator helped them create unique visuals that sparked curiosity and encouraged more people to be interested and click to watch their content
• Teaser product demo videos on TikTok → The client explored TikTok for the very first time by repurposing bits of their long-form YouTube content and were pleased to discover most of their audience is in fact present on TikTok. This debunks the myth that only younger audiences consume media on TikTok.

Results: Invaluable reviews in comments, improvement in sales process and cost reduction

•  Revival of relationship with audience through engagement as comments and fresh feedback from comment sections
• Sales cycle shortened by 23 days, as customers are persuaded by watching demo videos and positive reviews in comments
• Customer acquisition costs reduced by 31%