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Tag: content repurposing

  • Repurposing for AI Search: How Creators Bypass Brand Algorithms

    Repurposing for AI Search: How Creators Bypass Brand Algorithms

    In a world where AI chatbots are becoming the new entry point for customers, brands are changing their visibility strategies. A new item has appeared in creator briefs: AI visibility. Marketers have realized that traditional SEO and paid advertising methods are no longer sufficient when LLMs (large language models) actively scan social media, blogs, and news portals in search of answers to user queries. The key becomes the “video DNA” and “matrix” of content that AI can interpret.

    AI Visibility: The New Reality of Content

    Previously, the brand itself dictated what would be said about it online. Today, AI search takes the initiative, relying on external, more authentic sources.

    “The machine moves to the most accessible public information and the most authentic to get closer to an answer. It’s not what comes from the brands themselves,” notes Joe Gagliese, CEO of Viral Nation.

    Creators as Key to AI Trust

    • Authenticity: AI prefers content created by real people, not corporate marketing departments.
    • Accessibility: Social networks and creator blogs are open data sources for LLMs.
    • Trust: Positive reviews and feedback from creators build a brand’s reputation in the eyes of AI.

    The Zoom example demonstrates this trend: the company collaborated with journalist-creator Naima Raza to enhance authority through storytelling. This is a step towards bypassing the advertising ban when a direct advertising message doesn’t work.

    Measuring and Optimizing AI Visibility

    While the direct link between creator campaigns and AI visibility is still under development, the correlation is already evident. Christina Coughlin, SVP and General Manager at Trevant, notes that requests to track creator content in AI search results come in almost every new pitch.

    This pushes agencies towards repurposing content and adapting strategies.

    Agency Strategies for AI Visibility

    1. Audit existing content: Trevant analyzes which creators and content types generate the most citations in LLMs.
    2. Continuous monitoring: Tracking citations during campaigns to optimize and plan future partnerships.
    3. Integration with SEO: Crispin’s teams, for example, work with SEO specialists to reverse engineer GEO processes to amplify creator influence.

    This approach allows brands, previously skeptical of influencer marketing, to see the value in unique video and content for AI search.

    Technical Aspects of AEO and Content

    Creators are actively mastering AEO (Answer Engine Optimization), creating specialized sites and conducting audits. It’s important that social media post captions are machine-readable and contain enough information for LLMs to scan.

    “In addition to simply sharing information and all the usual things you expect from a caption, we’re now suddenly saying, ‘Okay, this is the new long tail of online search, and we need to make sure this caption is working as hard as possible,’” emphasizes Daniella Wiley, CEO of Sway Group.

    What creators need to consider:

    • “Gluing” information: Creating cohesive, informative content that is easy to “repackage” for AI.
    • “Splitting” content: Turning one webinar into 50 short clips for different platforms.
    • Metadata: Maximally detailed and relevant descriptions, tags.

    However, experts warn against overdoing it. Scott Sutton, CEO of Later, notes that 300,000 TikToks about a new soap might not make it into AEO if they are not in the right place for indexing.

    Репурпозинг для ИИ-поиска: как креаторы обходят алгоритмы брендов — illustration 2

    This highlights the importance of a uniqueness package and a strategic approach to content scaling.

    Frequently Asked Questions

    What is AI visibility and why is it important?

    AI visibility is the ability of a brand’s content to be discovered and cited by large language models (LLMs) and AI chatbots when responding to user queries. It is important because more and more people are starting their purchasing journey with AI search, and a brand not present there loses potential customers. It’s like a “clone” of your content working for you in a new digital reality.

    How can creators help brands improve AI visibility?

    Creators can create authentic, informative, and well-structured content that is easily scannable by LLMs. Their positive reviews and testimonials are perceived by AI as more reliable than direct brand advertising. They help to “trick” algorithms by providing quality, natural content.

    What is AEO and how does it differ from SEO?

    AEO (Answer Engine Optimization) is the optimization of content for answer engines, such as AI chatbots, which aim to provide a direct answer to a user’s question. Unlike traditional SEO, which focuses on keywords for search engines, AEO is geared towards providing clear, authoritative, and complete answers that AI can easily extract and use. It’s like “repurposing video for advertising” with AI logic in mind.

    Yes, repurposing and unique-ifying existing content is an effective approach. This can include changing the background and tone in videos, adapting for TikTok, Shorts, Reels, rewriting captions for machine readability. The goal is to create 100 unique pieces from one, but it’s important to ensure that the new content meets AEO requirements and will be correctly indexed by AI.

    Conclusion

    The era of AI search is changing the game for brands and creators. Investing in AI visibility through authentic creator content is becoming not just desirable, but critically important. This is not just a “price comparison from scratch”, but a strategic step towards dominating the new digital reality.

    Start adapting your content strategy today so that your brand is not just visible, but also cited in tomorrow’s AI world. Explore the possibilities of generating variants for A/B tests and adapting for different social networks to make the most effective use of every bit of your content.

  • Lessons from YouTube: YouTube has already paved the way for short, creator-driven videos on TV screens. Instagram is following this strategy.

“Marketers should view Instagram on TV as a viewing opportunity, not a reason for a radical overhaul. There’s no need to rebuild your content strategy. The fundamentals remain the same: a strong message, a clear customer journey, and content that grabs attention in the first few seconds. These elements work on any screen. New features won’t fix weak marketing,” advises Elizabeth Marberry.

Experiments with Horizontal Content and Reels

  • Who this is relevant for: Brands already producing horizontal or widescreen content (e.g., professional videographers) can experiment with uploading it to Instagram.
  • Trial Reels: Allow testing content with non-subscribers before full publication, minimizing risks.
  • Mobile features: On mobile devices, horizontal video in the standard Reels feed appears with black bars. Elizabeth recommends filling this space with text at the top and engaging questions at the bottom so that the content occupies the entire vertical frame.

Pro Tip: Reels are limited to 20 minutes for appearing in the feed. Regular posts can be up to 60 minutes. To ensure your stream highlights get maximum distribution through Reels, keep videos under 20 minutes. Instagram will warn you if the video length limits its reach.

AI Effects for Stories: How to Stand Out in the Stream

Instagram has introduced over 30 new AI effects for stories. These effects can transform photos by interpreting scene elements such as lighting, composition, and objects. Users can also create their own AI effects by entering prompts. Access them via the three-star icon on the story creation screen.

Strategy for Using AI Effects for Your Highlights

  • Attention-grabbing: Elizabeth sees these effects as useful “pattern interruptors,” rather than an everyday strategy. For example, during a product launch, an AI-transformed image can stand out in the stories feed.
  • Caution with authenticity: Stories have always been the most “raw” and authentic surface on Instagram. Adding AI effects risks undermining trust. Elizabeth agrees: stories work best for brands that show themselves unvarnished, share real moments, and communicate directly with their audience.

Frequency and Quality of Stories for Maximum Impact

Elizabeth recommends publishing five to six “raw,” spontaneous stories instead of two to three highly polished ones. Reducing friction in content creation leads to greater consistency, and consistency deepens trust. A highlight reel that looks natural will be more effective than an overly “packaged” product.

Pro Tip: The more engagement a story receives, the higher it ranks in your followers’ story feed. Conversational stories typically generate more replies and reactions, which directly impacts story visibility.

Swapping Audio and Music for Carousels: How to Get More Reach

Instagram now allows you to change audio in already published posts and carousels, while preserving all existing interactions such as likes, comments, and shares. No more deleting and re-uploading content.

Benefits of Audio Swapping for Your Edits

  1. Solving licensing issues: If a licensed song is removed, you can simply replace it without losing accumulated engagement.
  2. Testing: Publish a carousel with one audio, wait a few days, then replace it with another if engagement is insufficient. Audio sets the mood and tone of the content.

Important: Do not micromanage content performance on a 24-hour cycle. Some content gains momentum over several days or even weeks.

Music in Carousels = Reels Reach

Instagram announced that when music is added to a carousel, it now appears in the Reels tab. This is a significant change for Instagram reach. Carousels have traditionally been strong for retaining existing followers but limited in reaching new audiences. The Reels feed remains the primary surface for growth in visibility and discovery on Instagram.

Нарезка стримов: как Instagram расширяет охват и вовлечение в 2026 году — illustration 2
  • Maximum reach: By adding music, a carousel can appear in both the standard feed and the Reels feed, expanding its potential reach.
  • Subtitles are critical: Elizabeth emphasizes the importance of subtitles for any content with speech. A significant portion of Instagram users view content without sound.

Pro Tip: To unlock Instagram’s full music library, change your account category to “digital creator” or “entrepreneur.” This can be done in “Edit Profile” > “Category.”

Carousels with Multiple Captions: A New Level of Storytelling

Instagram recently introduced carousels with multiple captions, allowing you to add a separate caption to each slide, rather than using one general caption for the entire post.

How to Use This for Your Edits and Highlights

  • Photo dumps and behind-the-scenes moments: Ideal for “photo dump” formats or behind-the-scenes reviews. For example, a conference speaker can accompany each photo with a short story.
  • Deeper Storytelling: This feature opens up opportunities for deeper storytelling. Carousels already limit the amount of text on each slide; adding captions to each slide provides an additional layer of context, narrative, and calls to action.

    • Important: Just because Instagram provides another field to fill doesn’t mean every post needs it. Multi-caption carousels require “hooks” for each slide caption, increasing production effort. Evaluate whether the extra work serves a strategic purpose.

    Caption Tip: The first line of a caption determines whether someone will read further. The most engaged users will read the full caption, so a strong call to action at the end is worth including. Even a simple engagement question like “Have you encountered this?” can generate significant comment activity.

    Frequently Asked Questions

    How Long Does It Take to Cut a Stream?

    The time it takes to cut a stream depends on its length and the desired number of highlights. On average, cutting a 2-hour stream to create 5-10 clips can take from 30 minutes to 2 hours, if efficient tools are used and key moments are identified beforehand. For mass cutting of 100+ clips from long streams, automated services or a team will be required.

    What Moments Are Usually Cut from Streams?

    The most vivid and emotional moments are usually cut from streams: funny or awkward situations, key gaming events (killstreaks, victories), important announcements, answers to viewer questions, moments of maximum engagement, and unexpected twists. Educational highlights or fragments with expert opinions are also popular.

    Are Subtitles Needed for Cuts?

    Yes, subtitles for cuts are critically important. Many users view content without sound (on public transport, at work). Subtitles significantly increase the accessibility and understanding of your content, which directly affects engagement and reach. Instagram also values content with subtitles.

    How Much Does It Cost to Order 20 Clips from a Stream?

    The price for cutting 20 clips from a stream can vary greatly. It depends on the duration of the source material, the complexity of the editing, the need to add graphics, subtitles, and the urgency of the work. On average, the services of a person who cuts streams can cost from 500 to 5000 rubles per hour of source material or a fixed rate for a set of clips (for example, from 3000 to 15000 rubles for 20 high-quality clips).

    Conclusion: Your Content Conveyor of the Future

    Instagram is actively developing tools to expand reach, and 2026 brings many opportunities. From cutting streams without loss of quality to using AI effects and audio tricks, each tool is designed to help you package your raw material into attractive highlights. Don’t forget the importance of subtitles and experiment with formats. Use these updates to monetize your stream through cuts and attract a new audience. Start applying these strategies today so that your content doesn’t just exist, but truly works for you!

    English content

  • How to Measure and Increase Social Media Engagement: 11 Strategies for Creators

    How to Measure and Increase Social Media Engagement: 11 Strategies for Creators

    Engagement — the Creator’s New Currency

    Views are nice to look at, but they don’t create momentum. Engagement does. In 2026, it’s interaction with content that determines how far it spreads. Every saved post, repost, or comment tells the algorithm: “This is worth showing to more people.” The more of these signals you collect, the further your content travels.

    Most creators simply publish posts and hope for the best. This article offers a system: first, how to measure real engagement, then 11 strategies to boost it. You’ll also learn how Restream can become your command center for cross-platform engagement and turn one piece of content into several high-performing clips.

    How to Measure Social Media Engagement

    Not all metrics are equally important. Passive views look nice on a dashboard, but they don’t move the needle like active signals. Engagement is when someone takes a deliberate action: shares, saves, comments, replies. This requires more effort than just scrolling through a feed, and platforms know it. When they see your content being saved or forwarded, they take it as proof of value and promote it more widely.

    You can’t improve what you don’t track. Daily metric monitoring is the most reliable way to understand which topics resonate and which fall flat. Focus on three key numbers:

    • Reach
    • Interactions (likes, comments, shares, saves)
    • Conversion to actions (link clicks, profile visits)

    Many creators divide interactions by follower count. This misses the bigger picture. Algorithms regularly show your content to people who aren’t following you yet, so follower count doesn’t reflect the true appeal of your content. Use this formula: (Total Interactions ÷ Total Reach) × 100. Measuring relative to reach shows how the content performed with everyone who saw it, which is a more honest indicator of growth.

    11 Strategies to Boost Social Media Engagement

    Strategy 1: High-Frequency Testing

    To understand what works, you need enough data. Publish often — up to six times a day in test mode. Modern algorithms evaluate each post individually, so posting frequency won’t hurt your current reach. Instead, you’ll quickly gather a large volume of data and see which formats and topics land.

    How to Measure and Increase Social Media Engagement: 11 Strategies for Creators

    High-frequency posting is sustainable only if you’re not doing all the heavy lifting manually. Cutting a three-hour stream into daily shorts by hand leads to burnout. Restream Clips does it for you: it analyzes your live streams, finds the most interesting moments, formats them for vertical viewing, and adds subtitles. You get the work of a full-time editor in a few clicks.

    Strategy 2: Use AI clipping for scaling

    Once your content is published, study the data. Find the top 10% of posts by saves and reposts—these are your winners. Build on them. Take the core theme of a winning clip and repackage it into a new format: a Twitter thread, a LinkedIn carousel, or an interactive poll. If something worked once, it’s a signal to repeat it.

    Viral clips follow patterns that can be broken down and reused. Every strong short post has a structure: hook, value, call to action. If you’re unsure which moments to turn into clips, AI clippers automatically highlight the best segments, saving you hours of watching long videos.

    Strategy 3: Double Down on Winning Content

    Once you’ve found your winners, don’t stop. Create variations: change the background, voice tone, add new intros. This is called content repurposing. One webinar can be turned into 50 clips for TikTok, Shorts, and Reels. This way, you scale production without losing quality.

    Strategy 4: Master the Hook–Value–Action Structure

    Every strong short post follows one scheme: hook (first seconds), value (core information), action (call to action). The hook must grab attention in the first 2-3 seconds, or the viewer will leave. Value is useful information, advice, or insight that makes people save the post. Action is a specific call, like “Save this post” or “Subscribe to the channel.”

    Strategy 5: Use the First Hour Rule

    The first 60 minutes after publishing are critical. Reply to every comment in this window—it tells the algorithm the post is active. But beyond algorithmic benefits, this builds a real community. Creators who show up in the comments gain loyal followers faster than those who post and disappear.

    How to Measure and Increase Social Media Engagement: 11 Strategies for Creators

    Strategy 6: Create Content People Want to Share and Save

    Likes are nice, but saves and reposts matter more. Create content people will want to return to: tutorials, quick tips, checklists, clear explanations. When people feel it will be useful later, they save it. That’s exactly what you need because saves are the strongest engagement signal on Instagram and TikTok in 2026.

    Strategy 7: Use Interactivity in Live Streams

    Live Q&A sessions trigger a surge of real-time comments that’s hard to replicate with recorded content. Viewers interact with you directly, quickly boosting engagement. When the stream ends, use AI tools to cut the best moments and feed your short-video strategy. One stream can provide content for several days.

    Strategy 8: Optimize for Mobile Consumption

    Over 90% of social media interactions happen on mobile devices. If text overlays are cut off by the app interface, or audio is hard to understand without headphones, people will scroll past. Keep important visual elements within platform safe zones and always include subtitles for sound-off viewing. Restream Clips automatically formats videos for mobile and includes a built-in editor so you can adjust the layout.

    Strategy 9: Comment Bumping to Revive Old Posts

    You don’t need to reply to every comment instantly. But save a few thoughtful responses and publish them within the next 24–48 hours to bring the post back to the commenter’s feed (and possibly their followers’ feeds). This restart of the notification cycle is a simple way to extend the life of content that has already performed well.

    Strategy 10: Use Native Platform Features

    Polls, interactive stickers, and sliders in Instagram Stories or YouTube community posts are specifically designed for a low entry barrier—one tap and it’s done. When someone takes such a small step, they are more likely to take a more significant action later, like leaving a comment on your next video. Use these built-in features when appropriate: they provide easy engagement now and stronger engagement later.

    Strategy 11: Audit Content Pillars

    Make it a habit to analyze analytics at the end of each month. See which topics are losing traction and which new ones are gaining momentum. Cut what consistently doesn’t work and test fresh ideas. Your strategy should evolve with your audience.

    How to Measure and Increase Social Media Engagement: 11 Strategies for Creators

    Conclusion: Scale Engagement with Data

    Social media growth doesn’t have to be a guessing game. When you track the right metrics, you see what resonates and what gets ignored. Focus on repeating what works and testing new angles. Prioritize strong signals—saves and shares, post enough to learn quickly, and stay active in the comments. This combination leads to more stable reach and engagement over time.

    Want to test at scale without getting stuck in editing? Restream Clips helps turn long streams into short clips in minutes. Try it for free by uploading your first video.

    Frequently Asked Questions

    Is posting 6 times a day too often?

    For a testing period—no. It provides a large volume of data for analysis. But watch quality: better 6 good posts than 6 mediocre ones. If you use AI clipping, it doesn’t take much time.

    What’s the best way to organically boost engagement?

    Create content people want to save and share: tutorials, checklists, insights. Reply to comments within the first hour, use interactive stickers, and go live. And don’t forget the hook–value–action structure.

    Start today. It’s great to see your audience grow. And with the right tools and strategies, you’ll turn views into a real community.

  • Social Media for Financial Services: A 2026 Guide

    Social Media for Financial Services: A 2026 Guide

    Social media in the financial services sector is not just a passing trend, but a strategic tool for educating audiences, building trust, generating leads, and supporting clients in a highly regulated industry. This 2026 guide covers banks, credit unions, insurance companies, wealth managers, and fintech firms. The key challenge is balancing human touch with regulatory compliance, data protection, and trust. Every post can carry regulatory weight, making strategy and management as important as creativity.

    Why Should Financial Companies Use Social Media?

    Social media helps reach younger audiences: 80% of 18–29 year olds use Instagram, and 72% of Gen Z seek financial advice on social platforms. It is an opportunity to build trust — 82% of people trust a company more if its leaders are active on social media. Social selling works through congratulating someone on a new job or sharing useful resources without pushy offers.

    Interest in sustainable investing is growing: 99% of Gen Z and 97% of Millennials are interested in it. Social media helps explain brand values and close the trust gap — the financial industry remains one of the least trusted (Edelman Trust Barometer 2026).

    Best Platforms for Financial Services

    LinkedIn — for thought leadership and educational content. Meta (Facebook and Instagram) — for communities and engagement (Instagram leads with 3.8% engagement). X — for real-time news and opinions. TikTok — for younger audiences (but requires a backup plan due to regulatory risks). YouTube — for long-form videos, podcasts, and SEO.

    2025 Benchmarks

    Financial institutions post on Facebook an average of 5.9 times per week, on Instagram 5.6 times, and on LinkedIn 5.3 times. Engagement rates: Instagram — 3.8%, LinkedIn — 2.1%, Facebook — 1.5%. Follower growth: Instagram — 2.26%, LinkedIn — 1.8%, Facebook — 0.9%.

    A 6-Step Strategy

    1. Audit: Find all profiles, including fake ones.
    2. Policy: Involve legal, compliance, PR, and HR. Define roles, approval processes, and security.
    3. Goals and Audience: Set measurable goals (awareness, leads, response time).
    4. Content: Education + engagement, platform-specific. Use AI tools for drafts.
    5. Engagement: Respond to messages and comments, integrate with CRM.
    6. Analytics: Track metrics, adjust strategy.

    Compliance in Social Media

    Financial firms must comply with FINRA, FCA, SEC, GDPR, and other regulations. Every business-related post must be pre-approved by a registered principal. Records must be kept for at least 3 years. Tools like Hootsuite Social OS with Vigil (compliance), Nest (customer care) modules, and integrations with Brolly/Smarsh automate archiving.

    Соцсети для финансовых услуг: гайд 2026 года — illustration 2

    Risks

    • Non-compliance — fines and lawsuits.
    • Reputational damage — rapid loss of trust.
    • Fraud — fake accounts.
    • Privacy breaches — disclosure of client data.

    Frequently Asked Questions

    How to Make 100 Unique Videos from One?

    Use repurposing: change the background, voice tone, cropping, add subtitles, reorder scenes — this creates variations to bypass plagiarism checks and for A/B testing.

    What Is Repurposing in Simple Terms?

    It is reworking existing content into new formats: a webinar → 50 clips for TikTok, an article → a series of LinkedIn posts.

    Should I Order a New Video or Repackage an Old One?

    Repackaging is 5–10 times cheaper, but if a fundamentally new topic is needed, it is better to shoot from scratch. For A/B testing, 3–5 variations from one source are enough.

    Conclusion

    Social media is a powerful channel for financial services if you balance trust and regulation. Start with an audit, implement a policy, and use tools to automate compliance. Try Hootsuite Social OS to manage all stages — from planning to archiving.

  • AI in Content Marketing for Agencies: 6 Ways to Stay Competitive

    AI in Content Marketing for Agencies: 6 Ways to Stay Competitive

    Are you wondering what your agency can offer that ChatGPT cannot? Trying to figure out where AI in content marketing should really fit into your workflow? The numbers from late 2025 and early 2026 look daunting. The common explanation is that AI is replacing agency work, but that is not the whole truth. AI has not replaced agencies; it has replaced what agencies traditionally charge for.

    In the past, agencies provided distribution: “We can get attention.” But now anyone can publish anything instantly. Even before AI became mainstream, the oversaturated internet was criticized. Today, audiences want less content, not more. There is no point in publishing what no one needs, yet many agencies have been doing exactly that.

    Why Clients Are Questioning the Retainer

    Client retention over the next 24 months will depend on who knows more and can prove it in every pitch, brief, and call. The retainer is not just a contract for services; it is a contract for relationships. Clients bring business strategy, institutional knowledge about the company, and industry context. Agencies bring expertise, capabilities, and the willingness to answer when the client calls.

    But LLMs are always available. They have infinite productivity and can sound like experts. Unsurprisingly, clients paste a brief into ChatGPT, get a draft in a minute, and ask: “What does my agency give me that ChatGPT cannot?”

    What Clients Truly Value

    When we talk about “relationships,” it sounds vague. But relationships provide tangible benefits. Over time, an agency begins to understand the client’s business at the same level as the client themselves. Research, competitive analysis, and information synthesis become routine tasks done hastily. Every time a client has to bring the agency up to speed, trust erodes.

    Clients hate a blank slate just as much as anyone else. Agencies should treat idea generation as a core service, not preparatory work. Bring strong, market-differentiating ideas. Agencies cannot rely on the client as a guide into their business world — they must independently study that world and connect internal facts with external events.

    AI Content Strategy: What AI Should Do in an Agency

    Most AI strategies treat AI as an execution layer, but it works much better as a source of ideas. However, general LLMs lack the latest knowledge, hallucinate, and operate on the same data as everyone else. This leads to a “gray mass” — AI sludge. Everyone uses the same tools and prompts without unique source material.

    E-E-A-T Still Works: Why Thought Leadership Pays Off More Than Ever

    Demand for thought leadership is returning because it delivers results. Thought leadership content comes from a specific person with authority, providing trust signals for AI search engines. Publishing such content on a regular basis teaches AI systems that the author owns the topic. A generic AI-generated conclusion that could belong to anyone does not carry the same weight.

    Step 1: Use Listening to Find Content Gaps

    Content intelligence ensures the agency learns the news first. This means constantly tracking news, events, and leader opinions to generate a stream of ideas that others don’t have. Marketers look for places where real conversations happen. Traditional channels broadcast information through industry publications, competitors, and RSS feeds. But increasingly, you need to look for unfiltered spaces where real problems live.

    The problem is that finding valuable ideas requires enormous effort. You need to scan the internet, monitor sources, and spend AI tokens on research. Find the most valuable channels. The client may provide direction, but not always. Make this part of onboarding.

    Practical Tip

    Use Chatter to monitor industry updates and what competitors are writing about. Set up a feed for each client, and Chatter will collect and tag stories from industry sources. Over time, it will learn to identify which stories are most relevant.

    Step 2: Identify the Right Signal and Angle

    The more options you have, the better. To recognize the right signal, you need to know the client. High-impact content stands out through contrast. Saying the same thing as everyone else is pointless. The agency earns not only from writing but also from framing. Focus on what makes the client’s perspective or product different from others. What can the client say that no one else can?

    Practical Tip

    By providing Chatter with your services, keywords, personas, preferred publishers, and competitors, you will find content and industry discussions that you or your clients might not have known about.

    AI в контент-маркетинге для агентств: 6 способов оставаться конкурентоспособными — illustration 2
    AI в контент-маркетинге для агентств: 6 способов оставаться конкурентоспособными — illustration 2

    Step 3: Repurpose Content Across Different Formats

    A compelling angle provides enough material to stretch across 3–5 formats: a LinkedIn post, a newsletter, a brief solution, and an outbound email—without losing impact. Good analytics generate strong ideas, and strong ideas generate good distribution. But five formats mean five blank pages. One person takes longer to write, and a team risks inconsistency. Many marketing teams spend weeks on repurposing, and by the time they publish, competitors have already taken the position.

    Chatter supports your momentum. The Content Master allows you to select stories you want to mark as relevant and directly translate your point of view into the desired format. This reduces draft time and allows you to test content in different forms.

    Step 4: Distribute across the content calendar

    Now that the idea is broken down into several formats, you can stretch the publication over several weeks to attract more attention and create opportunities for engagement.

    Step 5: Measure content effectiveness

    Measuring effectiveness by format shows what worked and what didn’t. Preparing diverse formats provides a complete picture of engagement so you know where to start next time. For an agency, this closes the feedback loop and lays the foundation for the next conversation with the client.

    Step 6: Repeat for each client

    Manually repeating this process for each client can be tedious. Use Chatter to track all clients’ industries simultaneously. By adding them as a brand in Chatter, you can add them as users, discuss ideas, and collaborate.

    Pitfalls to anticipate

    In practice, everything can be chaotic. Content intelligence is a full-time job for an internal team, let alone an agency. Marketing analytics usually depends on who saw and remembered what. Notice how much work needs to be done before the content is written. Teams use AI at the draft stage and wonder why it’s still difficult. The problem is that the preparatory work is chaotic. The further upstream you optimize, the greater the effect.

    AI platforms like Chatter provide a central hub for channels where ideas originate, with a feed that learns to identify the right content and the ability to segment by client.

    Agencies that will survive in 2028

    Agencies that lose retainers are not losing because of the wrong AI stack. They are losing because what they charged for has become cheap, and they haven’t replaced it with something the client can’t get elsewhere. Knowledge and its demonstration in every interaction is that something. Agencies that will win will treat industry analytics as infrastructure, not a chaotic Friday task. When content intelligence is continuous and organized, the agency can stay informed and join the client in the moment. This justifies the relationship and the cost.

    Frequently Asked Questions

    What if the client doubts the value of the retainer?

    Never come empty-handed. Always bring ideas based on analytics that the client cannot get from ChatGPT. Demonstrate knowledge in every interaction.

    How AI Can Help, Not Replace, an Agency?

    Use AI as a source of ideas and analytics, not just for execution. Tools like Chatter help track trends and generate unique angles.

    Why Has Thought Leadership Become More Important?

    AI search engines prioritize content with high trust signals. Regularly publishing expert content strengthens authority and improves visibility.

    Conclusion

    Agencies that invest in content intelligence and build knowledge-based relationships will remain in demand. Start implementing these six steps today to prove your value. Try Chatter — a tool that helps you stay one step ahead.

  • Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    Lenovo and production studio Portal A have launched the Creator Odyssey campaign, in which the brand not only attracted content creators as ambassadors, but entrusted them with the role of creative directors. This is a long-term project built around the creators’ own IP, which simultaneously serves as a marketing tool to promote Lenovo’s AI-oriented hardware and software.

    How Creator Odyssey Works

    At the heart of the campaign is a challenge for artists worldwide: to create projects using Lenovo technologies and document the process in videos and social media posts. The first edition in 2024 was led by long-time friends and collaborators Gawx and Vexx — professional artists and YouTubers. They shot the launch video, which served as a call to action for six other participating artists.

    In subsequent videos, the Lenovo laptop traveled the world, demonstrating how the same product is used across different creative fields. Results for 2024: 9 videos on YouTube, 143 social media posts, 400,000 hours of watch time, 946,000 engagements, and 19.6 million views. The success prompted Lenovo and Portal A to continue the project.

    Third Season — World Stage

    In 2025, the second edition was released, and the third, titled World Stage, was timed to coincide with Lenovo’s partnership with the FIFA World Cup 2026. Gawx and Vexx again served as “visionaries” responsible for the creative direction. Participants were paired with athletes to explore parallels between artists and athletes.

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    The project featured: Norwegian director Maria Kallewik, Indian VFX specialist Shutter Authority, Australian graphic designer Elliotisacoolguy, Norwegian VFX artist Erik Does VFX, and American Isaac Carlton, creator of “little films.” Each worked from home on Lenovo equipment, then traveled to Mexico City for a group presentation.

    World Stage delivered 8 videos on YouTube, over 90 social media posts, more than 400,000 hours of watch time, 367,000 engagements, and 25.6 million views.

    Lenovo’s Strategy: From One-Off Campaigns to a Permanent Community

    Alia Rosmini, Executive Director of Global Consumer Marketing at Lenovo, explained that the brand wanted to “make a serious statement about its presence and show how technology helps in the creative process.” According to her, it would have been “easy” to run “one-dimensional campaigns, but we wanted to go deeper.”

    In addition to the three editions of Creator Odyssey, Lenovo launched the year-round platform Lenovo Creator Community, where artists, writers, musicians, and other creative professionals can interact on forums, access resources, and apply for “gigs” — exclusive opportunities to collaborate with Lenovo and its partners.

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    Rosmini emphasizes: “We provide resources and technology, but the vision and execution belong entirely to the creator. We don’t want to stifle creativity; we want to celebrate it, and the products are part of that process.”

    Partnership with FIFA and the Synergy of Art and Sport

    World Stage was part of Lenovo’s partnership with FIFA, under which the brand became the first official technology partner of the World Cup. “The World Cup is one of the biggest global events that brings people together,” says Rosmini. “We saw synergy in what passion is and how it drives creators. Sport inspires creativity beyond the field, and it’s a wonderful way to connect the two.”

    Long-Term Benefits for Lenovo

    While the short-term goal is product promotion, creating a permanent IP and year-round platform gives Lenovo long-term advantages. “Through close contact with the creator community, we get ideas for future product design,” explains Rosmini. “Our creators constantly provide feedback. It’s a great way to gain real insights that shape the future of our portfolio.”

    Frequently Asked Questions

    What is content repurposing in simple terms?

    Repurposing is the process of reworking one source material (e.g., a webinar or video) into multiple formats: short clips for TikTok, Reels, articles, posts, infographics. This allows you to reach different audiences and platforms without creating content from scratch.

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    How to make 100 unique videos from one?

    Use the “video matryoshka” technique: cut the source into meaningful blocks, change the background, voice timbre, add subtitles, overlays, speed up/slow down. Create a unique intro and outro for each clip. Apply different camera angles (if duplicates exist) or AI tools to regenerate the background.

    What is more profitable: ordering repurposing or shooting new video?

    Repurposing is usually 3–5 times cheaper, as it doesn’t require new shoots, equipment rental, or actor fees. However, if the source material is low quality or doesn’t match trends, it’s better to shoot new footage. The optimal strategy is to combine: repurpose the best from the archive and selectively shoot fresh material.

    Conclusion

    The Lenovo and Portal A case proves: content repurposing is not just a budget-saving tactic but a strategic tool for brand building. By giving creators the role of creative directors, the company gains authentic content, deep audience engagement, and valuable insights for product development. If you want to scale content marketing without losing quality, start by auditing existing materials and think about how to turn one webinar into 50 clips for different platforms.