When Twice Is Better Than Once

Everyone knows that content is king.

We’re publishing more and more content every day, to increase engagement, build brand loyalty, increase reach and get more traffic to our websites.

Netzwerk Kinder, Sprechblasen

As marketers, we take content pretty seriously.

Yet still, it turns out we may not be getting everything we can out of the content we create.

There’s a new theory floating around right now – well, it’s not really a theory. It’s been proven to produce results, which kind of removes it from the realm of “theory” and more into “something we should be doing”.

Apparently, if you want to double (even triple) your social media traffic, you need to share your content on social media more than once. 

Mindblowing stuff, this.

Common sense tells us that people don’t want to see multiple posts with the same content, right?

People will complain.

We’ll lose followers/subscribers.

We’ll end up getting fewer shares and less reach. Law of diminishing returns, and all that.

But here are the numbers:


The numbers above might be hypothetical, but they’re based on real results.

Basically, let’s say you have an awesome blog.

After putting up a new blog post, you share it to social media, as usual. Your content gets a decent amount of clicks and interaction.

Then the next day, you share it again, and get a bit less clicks. That’s okay, it’s expected.

But if you were to share the content again the next week for a third time, the amount of clicks you would get doubles.

Which proves that the more often you share, the more clicks you get.

It’s hard to argue with results like those.

Is it really okay though, to share content more than once?

Based on those results, I’d say yes.

People have strong reactions to content that is shared multiple times on social media.

While most people do get annoyed to see the same content over and over again – the truth is, no one really notices.

Your many social media followers most likely won’t see every single post and update that you put up, in which case sharing your content more times is one way to keep your promise of delivering them more value. (Because if you don’t re-share, they may never see any of your updates.)

It’ll also improve your chances of connecting with your followers.

And even if they do notice, you’ll find that the number of actual complaints you’ll receive is a big, fat ZERO.

With that said, I’m not telling you to spam your followers. 

There’s sharing content multiple times, and then there’s spamming your followers with nothing but the same thing over and over again.

Here’s how to properly share your content more than once:

1. Create a sharing schedule.

Plan a simple schedule of how often you’ll be sharing your content on each of your social media platforms.

Don’t send messages right after each other, or in big clumps – that’s just spamming.

Instead, try a timeline that’s something like this:


This approach takes into account how each platform works as well, which is why the schedule calls for more frequent posts on Twitter, and fewer on other platforms. You might use social media differently, so take that into account when you plan your timeline.

2. Don’t just duplicate your posts. 

Whenever you share your content, don’t just copy and paste the old share post and repost it again.

Most of us just share the link to our article and the title and that’s it.

But that can get pretty boring – who’s going to click on that, especially if they see it multiple times?

Instead mix things up. For the first post, you could just post title+link if that’s what works for you.

But for the next post, try asking a question or sharing a quote along with the link. Write a teaser message, or share some facts or numbers from the post.

This helps encourage engagement – plus, you can take note of which posts get you more clicks and interaction, so you can improve the way you share content in the future.

3. Optimize according to each social network.


Social media platforms are not the same. You interact on Twitter differently that you would on Facebook or Tumblr.

There’s no harm in sharing the same content on each network, but you’ll want to optimize the content according to each.

For example, you could just post something short and simple on Twitter (there is that pesky 140 character limit, after all), then when you post to Facebook, use the same message, but add more details, like a bulleted list, or even hashtags.

You want your posts optimized, so you can get the maximum amount of clicks from each different network.

4. Monitor your results.

Keep an eye on things like post activity (has it increased or decreased?), negative feedback (which could imply you need to tweak your schedule a little) or fading interest in your content.

It’s possible to have too much of a good thing, so practice this technique in moderation.

Watch your results, and if it’s not working for you then it’s time to either tweak things or to stop.

However, keep in mind that if done right, sharing your content more than once could actually cause your posts to go viral and bring you some pretty awesome traffic.

There’s a right way and a wrong way to go about sharing your content multiple times though, so be careful and don’t become an accidental spammer, but a successful content marketer.

If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.
You can leave a response, or trackback from your own site.

Leave a Reply

Powered by WordPress