TikTok has taken the social media world by storm, with over 1 billion monthly active users as of 2024 and an average user session of 10.85 minutes, according to data from SensorTower. For creators looking to build a following and increase engagement on the platform, optimizing your content strategy is crucial. One tactic that has gained popularity is reposting – sharing a video again after its original upload. When done strategically, reposting your own content can help you reach new audiences and capitalize on your best-performing videos.
However, reposting is not without its risks and considerations. In this comprehensive guide, we‘ll dive into the world of TikTok reposting, offering insights and best practices from social media experts and successful creators. From the technical process to the psychological principles at play, you‘ll learn how to effectively leverage reposting to grow your presence while maintaining authenticity and audience trust.
The State of TikTok: Growth, Engagement, and Content Trends
To understand the potential impact of reposting, it‘s important to first look at the larger landscape of TikTok as a platform. TikTok‘s user base has grown exponentially in recent years, with the app being downloaded over 200 million times in Q1 2023 alone, according to data from AppAnnie. This rapid growth has been accompanied by high levels of engagement – TikTok boasts an average engagement rate of 5.96%, compared to 0.83% for Instagram and 0.13% for YouTube, as reported by Influencer Marketing Hub.
What‘s driving this engagement? A key factor is the platform‘s emphasis on short-form, creative content. Unlike other social networks that prioritize images or longer videos, TikTok‘s 15-60 second video format encourages users to consume and interact with a high volume of content in a single session. This has led to the rise of trends, challenges, and meme-worthy moments that spread quickly across the app.
For creators, this fast-paced environment means that the lifespan of a single video can be short. Algorithmic feeds and the constant influx of new content mean that even high-performing videos can get buried quickly. This is where reposting comes in – by resurfacing successful content, creators can extend the reach and impact of their best work.
The Reposting Process: Technical Steps and Considerations
Let‘s break down the actual process of reposting on TikTok. The platform offers a built-in reposting feature for your own content: simply go to the video you want to reshare, tap the "…" icon, and select "Repost." This will share the video again to your followers‘ feeds, complete with the original caption, hashtags, and mentions. You can add a comment to indicate that it‘s a repost, but this is optional.
One important note: this native reposting feature only works for your own content, not videos from other creators. Attempting to download and repost someone else‘s video will result in a watermarked version, which goes against TikTok‘s terms of service and can be seen as content theft. As social media expert Rachel Pedersen explains, "Reposting without permission is a violation of intellectual property rights. Creators put time and effort into their content, and it‘s important to respect that."
So, when it comes to reposting, it‘s best to stick to your own original videos. But how do you decide which videos to repost, and when? Let‘s explore some key strategies and considerations.
The Art of Reposting: Strategies for Success
Not all TikTok videos are created equal when it comes to reposting potential. To get the most impact, it‘s important to be selective and intentional about which content you choose to reshare. Here are some key factors to consider:
Performance metrics: Look for videos that have outperformed your average in terms of views, likes, comments, and shares. These metrics are a good indication that the content resonated with your audience and has the potential to do so again.
Relevance and timeliness: Consider whether the content is still relevant and timely. Reposting a video about a trend or challenge that has already passed its peak may not be as effective as resurfacing evergreen content that continues to provide value.
Audience fit: Think about whether the video aligns with your target audience and niche. A video that performed well but doesn‘t quite fit your brand may not be the best choice for reposting.
Reposting frequency: Avoid reposting the same video too frequently, as this can come across as spammy and repetitive. Aim to space out reposts of the same content by at least a few weeks.
Adding value: Look for opportunities to add new context or value to the reposted video. This could mean updating the caption, adding new hashtags, or even creating a new video that duets or references the original.
Successful TikTok creator and entrepreneur Levi Hildebrand offers this advice: "When reposting, I always ask myself, ‘What new perspective can I bring to this content?‘ It‘s not about just hitting the repost button, but about finding ways to make the video feel fresh and relevant again."
The Psychology of Reposting: Why Familiarity Breeds Engagement
Beyond the practical strategies, there‘s a psychological reason why reposted content can perform well. Research has shown that familiarity can breed liking and engagement. A study by Monahan, Murphy, and Zajonc (2000) found that mere exposure to a stimulus, even subconsciously, can lead to more positive attitudes towards it. In the context of social media, seeing a video multiple times can make it feel more familiar and thus more likable.
Reposting also taps into the power of social proof, a psychological principle that suggests people are more likely to engage with content that they perceive as popular or endorsed by others. When a video has already racked up views, likes, and comments, it can signal to users that it‘s worth watching and engaging with.
As social media psychologist Dr. Inna Khazan explains, "Reposting leverages the cognitive biases of familiarity and social proof. When we see a video multiple times or see that it has high engagement metrics, our brains are more likely to view it positively and want to engage with it ourselves."
Measuring the Impact: Reposted vs. Original Content Performance
But does reposting actually lead to better performance metrics? Let‘s look at some data.
A study by social media analytics firm quintly analyzed over 44,000 TikTok videos and found that, on average, reposted videos had a 33.8% higher engagement rate compared to original posts. The study also found that reposted content had a 29.6% higher view count on average.
However, it‘s important to note that reposting too frequently can diminish these benefits. The same study found that accounts that reposted more than 30% of their content saw lower overall engagement rates compared to those that reposted more sparingly.
This data suggests that reposting can be an effective strategy for boosting engagement and reach, but should be used in moderation. It‘s all about finding the right balance between leveraging proven content and continuing to create fresh, original videos.
Ethical Considerations and Content Ownership
While reposting your own content is generally acceptable, it‘s important to consider the ethical implications of reposting others‘ work. As mentioned earlier, downloading and resharing videos without permission can be seen as a violation of intellectual property rights.
But what about reposting user-generated content, like duets or stitches that feature your original video? TikTok‘s terms of service state that by posting content to the platform, users grant TikTok a "non-exclusive, royalty-free, transferable, sub-licensable, worldwide license to use their content." However, this doesn‘t necessarily extend to other users reposting that content.
As intellectual property lawyer Anita Sharma explains, "Creators should be cautious about reposting user-generated content without explicit permission, even if it features their own work. The safest approach is to ask for consent and give clear credit to the original creator."
From TikTok to Beyond: Reposting as Part of a Cross-Platform Strategy
Reposting isn‘t just a strategy for TikTok – it can also be a way to repurpose content across multiple platforms. Many successful creators will take their best-performing TikTok videos and share them to Instagram Reels, YouTube Shorts, or Snapchat Spotlight to reach new audiences and maximize their content‘s impact.
However, it‘s important to keep in mind the unique features and best practices of each platform. What works on TikTok may not necessarily translate to other apps. As social media strategist and founder of Jed Media, Brendan Gahan, advises, "When repurposing content across platforms, it‘s crucial to adapt it to fit the specific context and audience. This might mean adjusting the aspect ratio, changing the caption or hashtags, or even creating a new edit optimized for the platform."
Conclusion and Key Takeaways
Reposting on TikTok can be a powerful tool for extending the reach and impact of your best content, but it‘s not a one-size-fits-all strategy. To effectively leverage reposting, it‘s important to:
- Be selective and intentional about which videos you repost
- Add value and new context with each repost
- Use reposting sparingly to avoid coming across as spammy or repetitive
- Respect intellectual property rights and get permission before reposting others‘ content
- Adapt reposted content for cross-platform sharing
By following these best practices and staying attuned to the ever-evolving world of social media, you can harness the power of reposting to grow your TikTok presence and build a loyal, engaged community. As with all aspects of content creation, authenticity and audience value should be at the core of your strategy. Happy reposting!
