As proponents of using evergreen and owned content assets as part of your content marketing mix, we recommend that our clients liberally repost their most popular content (when it’s relevant and appropriate, of course). And while many marketers embrace this strategy, others aren’t yet convinced. Won’t reposting the same piece of content bore my audience? Will I see fewer clicks and engagement on the content after the initial post? And, at worst, won’t it eventually drive my community away, especially if they see me as endlessly posting my own company’s content? Fair questions, all. We decided to look at the data.

1. Social Media Reruns
Are Ratings Gold
The impact of reposting URLs on audience
engagement on Twitter
August 2014
www.rallyverse.com
@rallyverse

2. In planning your social and
content marketing strategy,
we’re big believers in using your
Evergreen Content as often as
possible.

3. That is, you should make sure your
content strategy has room for your
brand content that isn’t tied to a
particular time or event:
Product descriptions, explanatory
videos, images, blog posts, how-to
guides, etc.

4. But how much evergreen
content is too much
evergreen content?

5. That is,
if you continue to post the
same links to the same
pieces of content, will your
audience get bored and
stop clicking?

6. We pulled the data.

7. Specifically, we looked at
a single marketer with
more than 1,000
followers on Twitter who
posted 28 unique URLs
between 1 and 7 times
in June and July, 2014.

8. That is, 8 URLs were posted once, two were posted twice, six were posted
three times, and so forth.

9. Looking at the data a slightly
different way, you can see
how many posts there were
by order of post:

10. As you can see, only three URLs made it all the way to elusive seventh spot,
while five made it to the sixth (three of which went on to become seventh posts).

11. With that data set, how
did the average clicks
per post change for
each spot in the order
of posting?

12. That is, was there a downside to
posting URLs more than once?
And, as you posted more
frequently, did your average clicks
decline?

13. Nope.
Not at all.

15. In terms of average clicks,
we don’t see a decline with
each successive post. Not at
all.
Here’s another look:

17. While the data is noisy
throughout, the overall trend line
is actually positive.

18. That is,
Posting URLs more than once
didn’t lead to fewer clicks per
post — it led to more clicks
per post.

19. Maybe a few posts were outliers and
were dragging the curve up and down?
If you tease out each individual URLs
clicks versus average by position, you
see variance even on the individual
URLs:

21. So what gives?
Why are the results so
inconsistent?
Does post order matter at all?

22. The short answer is, probably not,
specifically because it’s very unlikely
that you’re holding everything else
equal when you share your owned
content more than once.

23. That is, the URLs in the data set may
have been posted more than once, but
they weren’t posted the same way.
There are plenty of variables that can
impact the performance of those
posts:

24. Tweet copy/ accompanying text,
including use of hashtags"
"
Use of images"
"
Time of day, day of week of publishing "
"
Relevance of the topic at time of
publishing

25. Given the number of other factors
that impact the click performance
of a single Tweet, there doesn’t
appear to be any downside to
sharing a link to the same URL
more than once.

26. If the exact same Tweet was
shared again and again,
well, yes, we imagine the
audience might get a bit
bored.

27. But, by varying the
presentation of those URLs,
and making sure that the copy
is relevant to the topics that
matter to the audience,
marketers can earn clicks
again and again — and deliver
value to their audience.

28. So, go ahead, share it again. And
again. And one more time.
Rallyverse Confidential — Do Not
Distribute
28

29. Oh, and if you’re looking
for a tool to help you
manage all of that owned
content and posting for
you?

30. Don’t worry:
Rallyverse can help J.

31. Thank You
info@rallyverse.com
@rallyverse