Rethinking, Repurposing: How Creators Make Content Go Further
Your guide to building workflows that make your content work harder
Love our weekly drops? Then you won’t want to miss the daily creator news, trends, and power moves we share on Instagram. 📚
*Heads up: What you’re reading is 70% human-curated, 30% AI-assisted, and 100% human fact-checked. Optimized for clarity, speed, and what actually matters.
Quick Hits
Instagram now lets pro accounts opt in for search engine indexing, making Reels and posts publicly searchable.
Minvo launched new AI tools to help creators repurpose videos into text and images for faster cross-platform publishing.
Disney+ hosted a throwback-themed, multi-room pop-up in LA featuring original costumes and props from the Walt Disney Archives.
Sprite’s new “Hurts Real Good” campaign positions the soda as a spicy flavor amplifier, tapping into Gen Z’s heat obsession.
Substack creators with 500–5,000 subs who post video in 50%+ of content saw 47% more growth than text-focused peers.
YouTube is testing an AI dashboard called “Ask Studio” to summarize analytics and suggest video ideas for creators.
Platform Updates
Ideas Tab Boost: Instagram’s Edits app added an “Ideas” tab, helping creators organize concepts, drafts, and inspiration all in one place.
SEO Discoverability: Professional Instagram accounts can now opt in to have their posts indexed by search engines like Google—making Reels, Carousels, and grid posts publicly searchable.
Meta’s Edits App Adds Sticky Audio Notes, Task Filters — The latest Edits update includes sticky notes for audio, reusable sound saves, strike-through completions, and a new filter view to sort ideas by status.
Substack
Livestream Clip Highlights: Substack’s iOS app now lets creators auto-generate highlight clips from livestreams, share them directly to Notes, and push top clips to connected YouTube Shorts—Android support rolling out soon.
TikTok
TikTok adds new AI tools: TikTok has expanded its Symphony suite with new AI tools, including Image-to-Video, Text-to-Video, and Showcase Products. Along with this update, TikTok will also be partnering with Adobe Express.
A 2025 Repurposing Playbook
There was a time when repurposing content meant copying and pasting the same post everywhere. Same video, same caption, same approach. But in today’s landscape, audiences are smarter and they expect more.
Top creators aren’t just blasting content across platforms. They’re building workflows that adapt each idea to feel native, intentional, and alive wherever it shows up.
It’s no longer about being everywhere at once. It’s about showing up in the right way, in the right place.
Creators Who Are Doing It Right
Some of the most effective creators we know have turned repurposing into an art form. They’re taking one idea and adapting it with care so it doesn’t just show up everywhere, it works everywhere.
Take Bonnie Barton (@flashesofstyle). She often repurposes the same footage from her Reels and TikToks across platforms, but what makes her approach stand out is the way she reshapes each version to feel platform-native.
Recently, Bonnie posted a paid Instagram Reel in partnership with Amazon. The video centered on a summer backyard pizza party made possible by Amazon Prime grocery delivery. In the Instagram version, she included brand-forward visuals like shots of the Amazon delivery bags, paired with the caption “The person who sent you this wants to have a backyard pizza party this summer.”
A few days later, she posted a version on TikTok using many of the same video clips but with a completely different tone. She swapped in new audio, edited out the Amazon visuals, and reframed the video as a fun summer aesthetic. The TikTok version was captioned “Turning your backyard into a vintage pizza parlor kind of summer.” It wasn’t an ad, but it still benefited from the same shoot.
The result is a brand-led campaign on Instagram and a vibe-driven post on TikTok, both built from the same footage but optimized for different goals.
Another example is Regan (@peruseproject), who often reuses concepts rather than footage. A few days ago, she uploaded a YouTube video titled “Best New Fantasy of 2025 So Far,” a long-form breakdown covering a broad list of new releases.
Then she kept the momentum going. The next day, she posted an Instagram Reel featuring five of the books from that YouTube video, narrowing the focus to make the content quick and digestible for Instagram. A few days later, she shared a TikTok that highlighted five different books from the same original list, this time styled and edited specifically for TikTok’s faster, more casual vibe.
She wore different outfits in each version. She used different audio. And she filmed fresh footage for every platform, even though the recommendations were all drawn from the same main theme.
The result is one comprehensive idea turned into multiple touchpoints, each one tailored to its platform and each one giving her audience something new to engage with without ever feeling repetitive.
What They’re Doing Differently
These creators aren’t scrambling to create more content. They’re simply maximizing what they already have. Here’s what that often looks like:
Choosing a primary format as the foundation
Taking the most compelling moments to repackage for different platforms
Adapting tone and visuals to fit each space
Thinking of repurposing as part of the creative process, not just an afterthought
Why It Works
Audiences can feel when something was made for them instead of simply pushed at them. When your content respects the context of the platform, it builds trust and keeps people engaged.
That’s why a single idea can travel so far if you’re willing to reshape it along the way.
What This Means for You
You don’t have to be on every platform with brand-new ideas.
You do have to think strategically about how you can make one piece of content stretch further and feel more relevant without losing authenticity.
This is your reminder. Repurposing isn’t about working harder. It’s about working smarter.
What’s Your Take?
If you’re a creator refining your own repurposing workflow, hit reply and tell us how you approach it.
P-A-C-C: Partnerships, Activations, Creative Campaigns
Looking back on recent top partnerships, activations, and creative campaigns:
Partnerships
Minvo × Creators: Minvo launched AI-powered repurposing tools (video-to-text, video-to-image) in beta, enabling creators to spin clips into new formats.
Favikon Rising: Favikon released its “Top 20 Substack Influencers” list—useful for brands scouting newsletter-driven talent.
Activations
Disney+ Pop-Up Experience in LA: From June 12–15, Disney+ hosted the Throwback Experience on Melrose Avenue in Los Angeles—a multi-room installation produced by Creative Riff that showcased original costumes and props from the Walt Disney Archives.
Minecraft Block Party: To bring the game into the real world, Minecraft just launched the Villager Rescue Experience in Canada—an immersive scavenger hunt developed by Montreal’s Supply + Demand, Experience MOD, and Mojang Studios.
Creative Campaigns
Sprite leans into spicy flavors with new global campaign: Sprite is embracing Gen Z’s obsession with spicy flavors in its new global campaign, “Hurts Real Good,” which positions the soda as a heat amplifier rather than a cooldown, according to details shared with Marketing Dive.
Headline Hitters
YouTube Tests “Ask Studio” AI Tool for Creators — YouTube is piloting an AI assistant that summarizes analytics, gathers viewer feedback, and suggests new video ideas—all in one dashboard.
Meta Backs Higher Digital Age for Social Media in EU — Meta supports raising the minimum age for social media access to 15 or 16 across the European Union, and proposes app stores—not platforms—be responsible for verifying user ages.
Linkable Learnings
+47% growth: For video-heavy accounts on Substack. This applies to creators with 500 to 5,000 subscribers, yet Substack creators using video in over 50% of their posts.
Upcoming Events
Creator Economy Live East, New York | August 5-6, 2025 — Engage with industry leaders, uncover cutting-edge strategies, and boost your brand's ROI
Momentum AI, San Jose | July 15–16, 2025 — Momentum AI is a two-day conference exploring how AI can improve the way large companies operate and deliver products and services.
DigiMarCon, Washington DC | July 17–18, 2025 — A two-day experience, packed with cutting-edge strategies, actionable insights, and the latest trends in the digital marketing world.
If you found these insights helpful, share Social Pulse with a fellow creator or marketer. Stay ahead–because in this industry, timing is everything.