In the fast-paced world of digital marketing, creating new ads and campaigns can be both time-consuming and costly. However, one often overlooked strategy is repurposing existing content. Repurposing old ads can save resources while allowing you to reach new audiences and maximize the value of your creative assets. Here, we explore some fresh and effective ways to repurpose your old ads to engage new audiences and drive results.
1. Adapt for Different Platforms
Why It Works: Different platforms have unique formats and audience preferences. What performs well on Instagram may not work on LinkedIn or TikTok. By adapting your existing ads for various channels, you can tailor your message to suit the platform’s audience and maximize engagement.
How to Do It:
- Reformat for Visual Appeal: Change the dimensions of your ad to fit the format of different platforms (e.g., square for Instagram, vertical for TikTok, and horizontal for YouTube).
- Adjust Copy for Tone: Modify the tone of your ad to match the platform. For example, use professional and informative language on LinkedIn, while being more playful and conversational on TikTok.
- Utilize Platform-Specific Features: Incorporate interactive elements such as polls, stickers, or swipe-up links on Instagram Stories, or leverage TikTok’s trending sounds and filters to make the ad more engaging.
Example: If you have an educational video ad that performed well on YouTube, you could adapt it for Instagram Reels or TikTok by shortening it to 15-30 seconds, adding popular music, and including captions for mobile users.
2. Turn Ads into Engaging Social Content
Why It Works: Social media thrives on varied content. Repurposing ads into bite-sized, shareable social content can help you reach different types of audiences who may not respond to direct advertisements but are more likely to engage with organic posts.
How to Do It:
- Create Short Clips: Take highlights from your existing ads and turn them into short video clips or GIFs that can be shared on platforms like Twitter, Instagram, or Snapchat.
- Make Carousel Posts: For static ads or infographics, break them down into a carousel post that tells a story across multiple slides. This format works well on Instagram and Facebook.
- Transform into Memes or Graphics: Turn the main idea of your ad into a relatable meme or a visually appealing graphic with a fun caption. This can boost shareability and reach a younger demographic.
Example: If you have a promotional video ad for a new product, create a series of Instagram Stories with a countdown to launch, behind-the-scenes clips, or testimonials from satisfied customers.
3. Leverage Email Marketing
Why It Works: Email marketing is a great way to share valuable content with subscribers. By repurposing ads into email campaigns, you can reach potential customers directly in their inbox and increase engagement with personalized content.
How to Do It:
- Turn Video Ads into Email Previews: Use a short teaser from your video ad as an email preview or embed it in the email body, complete with a strong call to action.
- Repurpose Copy into Newsletters: Adapt the main message and value propositions from your ads into compelling newsletter content. Make sure to personalize it for different segments of your audience.
- Use Call-to-Actions (CTAs): Add CTAs from your old ads to your emails to drive traffic to your website or landing page.
Example: If you previously ran a campaign promoting a webinar, turn the original ad copy into an email invitation, highlighting key benefits, guest speakers, and a simple registration link.
4. Create a Blog Post or Article
Why It Works: Repurposing ad content into longer-form written content allows you to reach audiences who prefer reading over watching videos or looking at ads. It can also improve your SEO rankings and build authority in your niche.
How to Do It:
- Expand on Key Points: Take the main points from your ad and turn them into a detailed blog post. Include relevant statistics, case studies, and insights to add more value.
- Include Visuals: Use images and infographics from your ads to make your blog post visually appealing.
- Link Back to the Original Ad: Add a call to action at the end of the article that directs readers to the original ad or campaign for more information or special offers.
Example: If you ran an ad promoting a new eco-friendly product, you could write a blog post about the benefits of sustainable products and include details on your specific product as a case study.
5. Create Interactive Content
Why It Works: Interactive content is engaging and can drive higher levels of user interaction compared to static content. Repurposing ads into interactive tools like quizzes, surveys, or polls can reach audiences who enjoy personalized and participatory experiences.
How to Do It:
- Quizzes and Assessments: If your ad showcases a product that solves specific problems, create a quiz to help users determine the best solution for their needs.
- Surveys with Embedded Promotions: Create a short survey that includes questions related to the product featured in your ad. At the end, include a promotional offer or link to the product page.
- Polls and Feedback Requests: Use snippets or visuals from your ads in polls to engage audiences and collect valuable feedback.
Example: A skincare brand could repurpose an ad showcasing different products by creating a quiz that helps users determine which product is right for their skin type.
6. Develop a Series or Mini-Campaign
Why It Works: One ad may not be enough to tell the full story or reach all audiences. Repurposing an ad into a series or mini-campaign can provide more content for audiences who want to learn more or who may not have seen the original ad.
How to Do It:
- Create a Video Series: If your original ad is video-based, break it down into a series of related clips. Each clip can highlight a different aspect of the product or service.
- Host Live Sessions: Use the themes of your original ad to host live Q&A sessions or webinars where you go deeper into the subject and engage with the audience in real-time.
- Sequential Ads: Create a sequence of ads that build on each other, encouraging viewers to engage with your brand over time.
Example: A fitness brand that launched an ad promoting workout equipment could create a follow-up series with workout tips, user testimonials, and tutorials on how to use the equipment.
7. Repurpose Ads for Paid Retargeting Campaigns
Why It Works: Retargeting campaigns are a powerful way to re-engage users who have interacted with your brand but have not yet converted. Repurposing old ads for retargeting can help keep your brand top-of-mind and encourage potential customers to make a purchase.
How to Do It:
- Update the Message: Take your existing ad and update the message to include a limited-time offer, reminder, or additional value that addresses users’ potential objections.
- Personalize for User Behavior: Tailor ads based on user behavior, such as viewing specific products, visiting your website, or engaging with your social media.
Example: If you previously ran an ad promoting a summer sale, create a retargeting campaign that reminds potential customers about the sale and includes a CTA like “Last Chance” or “Shop Now Before It’s Gone!”
Conclusion
Repurposing old ads is an efficient way to maximize your content’s value, save resources, and reach new audiences. By adapting your ads for different platforms, transforming them into social content, using them in email marketing, creating blog posts, developing interactive content, running mini-campaigns, or leveraging them for retargeting, you can extend the life of your advertising assets and boost your brand’s visibility and engagement. With a strategic approach, your old ads can find a new lease on life and continue to drive results for your marketing efforts.
