Strategic process of reusing and enhancing content already produced, transforming it into proprietary assets capable of generating new opportunities for visibility, engagement and conversion.
In the context of digital and influencer marketing, content repurposing represents the stage of content amplification: once made, materials-such as UGC or influencer-generated content-do not exhaust their lifecycle, but are adapted and relaunched on different channels and formats, both organic and paid, to maximize message impact and campaign performance.
The main modes of content repurposing include:
- Organic PED: inclusion of the content, in an organic form, within the brand’s social editorial plan.
- Dark Ads: reuse of original content as a creative asset for ADV campaigns, published in organic or promoted by the brand in its own advertising channels.
- Spark Ads: advanced mode that requires permission from the creator; content is sponsored directly from the influencer’s profile, being visible both on the influencer’s feed and in the company’s Business Manager. This approach combines the authenticity and credibility of the creator with the power of media strategy, optimizing reach, engagement and conversions.
Content repurposing, along with remarketing, is a key lever for extending the content lifecycle and turning creative work into concrete and measurable business results.