Recycling Facebook Page Content Works: Here’s Proof

John Haydon Chief Heretic and Pyrotechnician, John Haydon - Digital Marketing and Fundraising

Posted on February 21st 2014

Recycling Facebook Page Content Works: Here’s Proof

Trying to figure out what to post on Facebook can often feel like a sharp stick in the eye.

You have to understand your fans, analyze what they like that aligns with your cause, and publish updates that will engage fans.


Even after sweating blood to get it right, you find that you’re still missing the target most of the time.

It’s not easy. But you’ve done it before.

Remember that picture you posted last year that you still brag about? Those closed questions that received a flood of answers?

What if you just reposted these updates?

Content that’s already vetted by your fans

Content that’s received lots of engagement is high-quality content. It’s almost guaranteed to get a similar reaction if posted again.

How do I know? Because I recently reposted a batch of photos on my page.

Proof that recycling content works

Between January 20th and February 19, I reposted 16 of the top performing photos from early 2013. To my amazement, 6 of these photos made it into the top 10 posts (out of 155)!

Recycling Facebook Page Content Works   And Here’s Proof


7 Steps to Recycling Your Best Facebook Content

Here’s the process I followed to get the amazing results mentioned above:

Step #1: Download Facebook Insights – Export at least six months of post-level Insights data (shown below). But don’t export recent updates, make sure you select a six-month period that is at least 3-6 months old.

Recycling Facebook Page Content Works   And Here’s Proof

Step #2: Select the content type you’d like to repost – Don’t take on recycling photos, text, AND links. Just pick one. This will remove content type as a variable, making your ROI analysis more honest.

Step #3: Locate columns to use – You’ll want to use “Lifetime Post Total Reach” and “Lifetime Post Consumers” within the Key Metrics worksheet (as shown below).

Recycling Facebook Page Content Works   And Here’s Proof

Step #4: Calculate engagement rate – Next, divide “Lifetime Post Consumers” by “Lifetime Post Total Reach” (Consumers / Reach), as shown above. This gives you engagement rate, which tells you how engaging each post was.

Engagement rate is a reflection of content quality. A high rate of engagement = awesome content; little engagement = Yawnsville.

Step #5: Rank content by engagement rate – Change the cell format for engagement rate to percent (easier to read), then rank from high to low.

Voila! Your content is now ranked with your best stuff at the top!

Step #6: Repost top performing posts – Select only updates in the top 5 or 10% that make sense to repost. They have to be relevant and useful to your fans today.

There are generally three ways you can repost these updates:

  1. Click Share on the original post and share it directly on your page.
  2. Copy and paste the original post into a new status update.
  3. Modify the original post, then post as a new status update.

Note: PostPlanner has a feature that allows you to upload batches of posts in an excel file.

Step #7: Repost at the same time each day - Make sure you repost all updates at the same time. This way you’ll eliminate time of day as a variable when you measure success. Also, they’re easier to locate in an excel spreadsheet.

Have you experimented with reposting content on your Facebook page? Leave a comment below.

What do you think?


John Haydon

Chief Heretic and Pyrotechnician, John Haydon - Digital Marketing and Fundraising

John Haydon is one of the most sought-after digital marketing experts for nonprofits and charities. He has spoken at the Nonprofit Technology Conference, New England Federation of Human Societies, New Media Expo, BBCon, Social Media 4 Nonprofits, AFP New Jersey, and several others.

John is the author of Facebook Marketing for Dummies and Facebook Marketing All-In-One (Wiley), and is a regular contributor to the Huffington Post, Social Media Examiner and npEngage. John is also an instructor for Charityhowto and MarketingProfs University. 

Clients include: Twin Cities Habitat for Humanity, San Francisco Goodwill, WaterAid America, Greater Ohio Lupus Foundation, Pancreatic Cancer Action Network, Komen Greater NYC, The Boston Foundation, The Commonwealth Foundation, No Kid Hungry, Epic Change, Wildlife Foundation of Florida, Community Music Center of Boston, United Way Los Angeles, Goodwill San Fransisco, TechSoup, Razoo, VolunteerHub and Community TechKnowledge.


See Full Profile >